Let’s say you walk into a store to do some holiday shopping with your mobile device in-hand. Do you:
A. Compare online prices to in-store prices?
B. Visit a company’s website to learn more about a product?
C. Look up a product review?
If you’re like me, “A” is your most likely selection. If you also take this one step further and then go home to continue your search for even lower prices, call me maybe. We should become shopping buddies.
Has your brand been subjected to this ‘showrooming’ practice, where consumers go into your store to get the look and feel of a product and later go online to hunt for the lowest price? While this new phenomenon may have some retailers shaking in their (winter) boots, savvy marketers will see it as a great way to provide their customers with more targeted messages. With mobile projected to influence an average of $689 billion in retail sales over the next four years, this is a can't-miss opportunity (Deloitte).
According to results from our recent consumer survey (download here: yesmail.com/surveyreport), 41% of mobile device owners have made a purchase as a direct result of an email promotion they viewed on their device. So, one way for marketers to deter shoppers from ‘showrooming’ is to create email coupons that render on mobile devices and are redeemable in-store. Here are some steps to make these email discounts way better than coupon-cutting:
3. Give consumers what they want. Respondents in our survey ranked the following email promotions by their influence on purchase decisions:
1st Percent Discount
2nd Free Shipping
3rd Money Off
4th Buy One, Get One Free
5th Free Gift with Purchase
6th Rewards Points
Email shoppers coupons with offers that rank the highest.
All insights above are included in the Consumer Online Behavior Report: Developing Informed Digital Strategies for Holiday Success.
With more and more people using mobile—as well as email and social media—to inform their purchase decisions, it’s important for marketers to understand shopping preferences. Want to learn more about how you can tailor your marketing practices to consumer preferences, especially during the holidays? Register for Yesmail’s webinar tomorrow, October 25th, at 1pm CDT. We hope you join us.