Survey: Store managers leveraging ‘tried and true’ channels to reach consumers
Email marketing, social media and text messaging continue to gain momentum as the most-used digital marketing tools by retailers.
That’s according to the latest Retail Sentiment survey by retail real estate management firm Levin Management Corp., which found that the percentages of respondents using those tools are the highest in survey history, reflecting notable jumps over the respective three-year trailing averages. (The survey polls retail store managers in Levin’s 125-property, more than 16 million-square-foot leasing and management portfolio.)
Nearly all (83.0%) respondents report using e-mail marketing, compared to a trailing three-year average of 77.5%, and 80.3% use social media, compared to a trailing three-year average of 73.9%. Also, 64.6% say they use text messaging for marketing purposes, compared to a trailing three-year average of 53.4%.
“These figures indicate retailers are implementing these technology tools at levels not previously seen in our survey,” said Melissa Sievwright, Levin Management’s VP of marketing. “Email, social media and texting are all ‘tried and true’ channels for reaching consumers. It’s encouraging to see our tenants leveraging them for engagement.”
For survey participants who incorporate social media in their marketing mix, Facebook (used by 89.7%), Instagram (used by 76.5%) and TikTok (used by 32.4%) remain the three most popular platforms.
The survey also explored how retailers are using technology in-store to provide incentives and convenience for their shoppers. Popular options in 2024 include digital coupons, discounts and/or loyalty points (offered by 63.7%), free Wi-Fi (offered by 49.3%) and electronic receipts (offered by 43.8%).
In other findings, the current year is shaping up as a strong one for brick-and-mortar. The majority (66.9%) of participants said their year-to-date sales are the same or higher compared to mid-year 2023 and 69.5% said their traffic is at a similar or higher level. And their outlook is positive, with 79.6% expecting sales to maintain or increase pace through the end of the year.
Additional highlights from the Levin’s Retail Sentiment survey are below.
•More than half (55.3%) of survey respondents are actively employing technology to analyze customer and/or sales data for the purpose of merchandising, creating services/menu options, planning in-location events or creating individualized special offers.
•Approximately 12% of survey participants are already using AI in some form, while nearly 21% are currently exploring how AI could potentially aid their businesses.
•Nearly 70% of survey respondents offer an online option for purchasing goods, scheduling appointments for services or placing orders for pick-up. About 56% provide in-store, online ordering (with free shipping) for out-of-stock items.
•Nearly 40% of the retail store managers responding to the poll reported making new tech investments this year, reflecting a push to strengthen marketing initiatives and improve customer service.
