According to a new CrossView survey among shoppers in North Carolina, Ohio, Illinois and Kansas, to determine' retail promotion preferences, 35% said they were shopping due to a recently received promotion from a retailer. Of those who did not receive a promotion, 68% said they would have been more likely to visit a store if they had been given one. Respondents were 64% female and 36% male.
The survey showed a significant consumer preference for receiving promotions via email 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%.
Preferred Retail Promotion Delivery (% of US In-Store Shoppers)
Delivery of Promotion
% of Respondents
Other (TV, Street Sign, Website, Newspaper, etc)
Source: CrossView, July 2010
Mark Fodor, Chief Executive Officer at CrossView "The survey findings... show that delivery methods and consumer preferences are across the board... 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:
Fodor adds, "... regardless of which technologies are ‘hot,' shoppers expect to navigate between channels based on convenience and personal preference."
The shoppers also indicated willingness to receive other types of communications from retailers. 39% percent of respondents said they would like to receive new product information, 16% requested store opening/closing notices, and 12% said they would like to receive discounts/coupons.
For more information from CrossView, please visit here.