Retail marketers looking to obtain personal consumer information need to prepare for a little horse trading. According to new research from online deals platform RetailMeNot and Kelton Global, 89% of shoppers are willing to provide retail marketers with personal information in exchange for more targeted content. Millennials (93%) are more inclined to offer at least one piece of personal information to retail marketers than those ages 35 and older (84%). Among all ages surveyed, men (94%) were more likely than women (86%) to share personal information with retailers. General shopping apps (e.g., rebates, loyalty or promotions) are most successful at driving in-store visits for consumers, followed by emails directly from retailers. Thirty-five percent of shoppers would be more interested in shopping at a particular retailer in a physical store after seeing content in a general shopping app. Another 30% of shoppers would be more interested in shopping at a particular retailer’s physical store after receiving an email from a retailer. Email is the top driver for online shopping, but general shopping apps closely follow. Sixty percent of shoppers would be more interested in shopping online after receiving an email from a retailer. Another 57% of shoppers would be more interested in shopping online after receiving information (e.g., coupons and promotions) from retailers in a general shopping app or website (e.g. rebates, loyalty or promotions) on his or her smartphone. The study also surveyed 150 retail mobile marketers. Ninety-three percent of retail marketers surveyed said that their brand takes an always-on approach to some form of mobile marketing. However, 20% felt that measuring mobile marketing’s influence on sales was either not important or they were neutral on the issue.
