News

Report says 62 percent of shoppers are motivated to purchase when ads are pushed while in store

May 22, 2014

Global mobile agency Fetch has announced the results of its ‘Engaging the Mobile Shopper’ report, which was conducted among more than 300+ US adults aged 18 – 60 in order to uncover the true impact of mobile devices on brick-and-mortar retail. According to the company, the report aims to unravel the extent to which retailers are adapting their marketing communications to engage with users during the pre-store, in-store and post-store experience. Although mobile advertising is still in its infancy, one in four Americans has visited a store as a result of receiving a mobile ad. Additionally, 65 percent of Americans appreciate relevant mobile ads when shopping in-store, while 62 percent are motivated to purchase when they receive a mobile ad.

“Some retailers are still wary of the mobile revolution as they deem it to have a negative affect on their brick-and-mortar retail sales, but our study concludes that when retailers embrace mobile, they can reap the benefits,” said Guillaume Lelait, VP of North America, Fetch. “Mobile devices are a means to connect and stay engaged with consumers during the entire shopping process, from pre-store, to in-store to post-store experiences. Relevancy is the key, as targeted ads based on location and purchasing history have proven to be effective when driving users to shop in-store.”

Pre-store:

Mobile ads that utilize GPS targeting allow for increased relevance, with 45 percent more likely to click on a mobile ad that is applicable to their location. Coupons remain a key tool for marketers, with 63 percent of smartphone owners saying they are more likely to click on a mobile ad that offers a coupon to a nearby store. Users are also increasingly open to receiving targeted advertisements, with 54 percent declaring that it is useful to receive mobile ads based on their smartphone’s product search history.

When asked what kind of mobile ad would drive users to a retail store, they said:

• 66% - mobile ads that include products relevant to the user
• 66% - mobile ads that contain coupons or promotions
• 25% - mobile ads that are relevant to their current location

Subsequently, 65 percent said that they appreciate mobile ads delivered to their smartphone while they are in the appropriate store, with 61 percent admitting that a mobile ad including a coupon would motivate them to make an in-store purchase.

In-store:

As smartphones have become ubiquitous and a critical part to our every day lives, connecting with shoppers via their mobile device when they are in store is an effective engagement model, without disturbing them when they are shopping. As such, 54 percent of users said they would like to receive push notifications about current in-store promotions, while 65 percent would appreciate mobile coupons being delivered when they are in-store.

Post-store:

Managing the post-store experience in order to encourage subsequent visits is crucial for retailers looking to build brand loyalty with their customers. Social media is a key engagement platform as 42 percent of consumers have become interested in brands based on a social media post, with 26 percent saying they post on social media platforms about brands they purchase from. Of these:

• 37% write positive reviews
• 24% write complaints
• 34% share a promotion or coupon

Push notifications appeal to shoppers as a method to stay engaged, with the following types proving to be the most amiable:

• 56% - notifications about products they are interested in
• 24% - notifications that are relevant to their current location

Founded in 2009, Fetch is an independent mobile agency with offices in London, San Francisco and Berlin.