“The survey findings reinforce how important promotions are in influencing consumer purchasing decisions,” said Mark Fodor, Chief Executive Officer at CrossView. “It also shows that delivery methods and consumer preferences are across the board, which means that retailers need to be able to communicate brand, product and promotional messaging consistently across channels.”
Among respondents shopping due to a promotion, delivery methods included:
- 32% Mailer
- 29% In-Store
- 27% E-mail
- 9% Other (TV, Street Sign, Website, Newspaper, etc)
- 4% Text
- 0% Social Media
The survey showed a significant consumer preference for receiving promotions via email (37%) as opposed to other methods of delivery. Social media, considered by many retailers as the next wave of consumer communication, ranked nearly last with 9%.
Fodor adds, “Consumers have very definite ideas of how they want to receive promotional materials. Regardless of which technologies are ‘hot,’ shoppers expect to navigate between channels based on convenience and personal preference.”
The final results showed that preferred methods of receiving retail ranked as such:
- 37% E-Mail
- 23% Mailer
- 18% Text
- 11% In-Store
- 9% Social Media
- 3% Other (TV, Street Sign, Website, Newspaper, etc)
The shoppers also indicated willingness to receive other types of communications from retailers. Thirty-nine percent of respondents stated they would like to receive new product information, 16% requested store opening/closing notices, and 12% stated they would like to receive discounts/coupons.
Respondents were 64% female and 36% male. For additional CrossView retail studies and whitepapers, visit www.crossview.com.
