Dive Brief:
- Most consumers (89%) will give retailers their personal information in exchange for more personalized content, according to recent study from digital promotions platform RetailMeNot.
- Millennials are more willing to give up at least one piece of personal information than those ages 35 and over (93% vs. 84%), and men were somewhat more likely to share than women (94% vs. 86%).
- Email is slightly more effective in driving digital sales from mobile, but shopping apps have pulled ahead in driving store visits.
Dive Insight:
New research from RetailMeNot indicates that consumers have a price for their personal information: more targeted offers. “The Impact of Mobile Marketing: Effective Mobile Campaign Strategies Drive More Sales Online and In Stores,” says that 89% of consumers are willing to give retail marketers personal information in exchange for personalized content, with millennials most willing to share information (93%).
Shopping apps like RetailMeNot drove more in-store visits than emails. Email is still the biggest driver of online shopping on mobile platforms, however, with 60% of shoppers reporting interest in shopping online following an email message, followed by shopping apps (57%). Online offers and digital coupons are redeemed most often in stores (29%), on the same mobile device (26%) or on a computer (20%).
“Mobile promotions are influencing in-store purchases. What this data also suggests is that mobile is heavily influencing all channels, and almost equally so,” says Michael Jones, senior vice president of e-tail and brand solutions for RetailMeNot. “It is imperative that retailers increase their reach on their mobile channel through their own efforts, and by building out their ecosystem of partnerships that can deliver new customers and re-engage a lapsed customer.”
