Canadians say they would buy more if presented with promotional offers on their smartphone while out shopping. When asked what they would do if they received a promotion on their smartphone that applied to either the item they were buying or a complementary product, 38 percent of Canadians said they would buy both items. In addition, 58 percent said they'd be interested in receiving personalized promotions from nearby stores while out shopping. These are just a few of the findings of a SAS/Leger survey of Canadian smartphone owners conducted this spring.
"Retailers have an opportunity to forge some really strong customer relationships and elevate their marketing to new levels," said Lori Bieda, Executive Lead for Customer Intelligence, SAS Americas. "Retailers who recognize the power of customer information and analytics and use it to deliver location-smart personalized offers to consumers, when and how customers want them, will win the lion share of the shopping basket."
Personalized promotions can also help improve customer loyalty. Forty-seven per cent of smartphone owners said they would be more likely to return to a store that sent them personalized promotions to their phone while they were out shopping. The under 55 crowd said they are more likely to return to the store: 50 per cent, versus 29 per cent for those 55+.
Overall women appear to be a few steps ahead of men when it comes to taking advantage of mobile marketing opportunities. Women were more likely to say they would return to a store that offered them smartphone-based, localized promotions (51 per cent versus 43 per cent of men). They were also more likely to cash in on smartphone based in-store deals, with 44 per cent (versus 31 per cent of men) saying they would buy multiple items when presented with relevant promotions.
Electronic personal shopper
Smartphone users are looking to turn their device into an electronic personal shopper. Eighty-two per cent of survey respondents said it would be helpful to be able to get access to detailed product and service information on their phone while in store, suggesting that there is consumer demand for easy access to relevant information while out shopping.
Retailers with both an online and bricks and mortar presence should consider offering purchasing suggestions to their customers while they are in store. Seven in ten surveyed said they find it helpful when retailers make suggestions based on their previous online purchases.
"Imagine the power of walking into a shopping mall, getting custom promotions delivered to you on your smart phone for things you've told the retailer you are interested in," said Bieda. "That's the power of big data and analytics coming together to deliver best in class marketing."
