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How Open Are Mobile Shoppers to Promotions?

Written by Tom Ryan

According to a survey of Canadian shoppers, 58 percent would be interested in receiving personalized promotions from nearby stores 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. This was particularly true for women (44 percent vs. 31 percent of men) and those under 55 (41 percent vs. 20 percent of 55+).

Leger, the market research company in Canada, conducted the online survey for SAS this spring.

Among the other findings:

  • Forty-seven percent 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 were 50 percent more likely to return versus 29 percent for those 55+;
  • Seven in ten surveyed said they find it helpful when retailers make suggestions based on their previous online purchases. Younger shoppers (18-44) are more likely to find it helpful (72 percent vs. 61 percent of 55+), as are those who shop on their mobile phone (73 percent vs. 61 percent who don't) and those who are comfortable making purchases without a card (76 percent vs. 58 percent who aren't comfortable);
  • Eighty-two percent said it would be helpful to be able to get access to detailed product and service information on their phone while in store.

Pointing to the dangers of random mobile offers seeming like spam, only a third of Canadian smartphone owners often or sometimes click on online advertisements. If the digital ads are personalized, half say they at least sometimes click on personalized ads

"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 Lori Bieda, executive lead for customer intelligence, SAS Americas, in a statement. "That's the power of big data and analytics coming together to deliver best in class marketing."

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