• by Jack Loechner , Staff Writer @mp_research, June 3, 2015

According to a new study by eDigitalResearch among 1,000 consumers in the UK, commissioned by OpenMarket, text messaging is the most effective way to reach consumers in real time with time-sensitive information, but not when driving! Retailers need to implement a comprehensive communications strategy that includes multiple channels to engage with consumers across the entire lifecycle, says the report.

Steve Brockway, director of research (UK) at eDigitalResearch, says “… retail is a very personal experience with unique consumer and purchase journeys… preferences regarding brand interactions differ for every shopper… retailers must consider these preferences when choosing how they engage… a one-size-fits-all solution doesn't exist… “

The study shows that SMS is preferred for the delivery of priority information, such as order status alerts, with 85% of respondents saying they would prioritize unopened text messages over emails and push notifications from apps. Furthermore, 53% of respondents cite it as the preferred method of communication when on the go; and half say they'd choose the method for day-of notifications.

Results also show that 59% of respondents prefer to receive promotional information via email. Of those surveyed, 54% say they always or mostly always open offers received via email. Additionally, the communication method had the highest open rate for marketing information, closely followed by text messages.

Text messaging may be preferred at certain stages of the customer journey, but trust remains an obstacle for retailers using the technology, says the report. Only 43% of respondents say they're willing to share their phone number with retailers out of fear they would be bombarded with irrelevant communications, says the report.

Paul Murphy, head of commercial development at OpenMarket, concludes that “… this research… reinforces the importance of a comprehensive communications plan for retailers… shift to online shopping and growth of services… (means) it's critical to provide timely information… only SMS can offer the ubiquity, familiarity, and effectiveness… (for) these types of interactions… ”

For more information from dmnNews, please visit here.