Flash Sales Lose Luster On Mobile
Coupons and text messages have trumped flash sales and daily deals as the mobile marketing tactics of choice this holiday season, according to new research. The study by consulting firm BDO USA, and spotlighted today by eMarketer, shows only 5% of retailers surveyed in December are relying on flash sales and daily deals to lure mobile shoppers.
That’s down from 30% last year. At the same time, they’re relying more heavily on established methods to drive business. A third are using text messaging for holiday marketing, up from 23% a year ago, while 28% are turning to mobile coupons, up from 20%. So much for time-limited sales.
That shift makes sense given the popularity of mobile coupons. A separate survey by mobile location ad firm Placed showed that getting coupons and discounts was the top activity smartphone owners anticipated for shopping on Black Friday. That was followed by comparing prices, getting product info, and accessing a retailer’s Web site.