Commentary

Where Shoppers Want to Find Their Promotions

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.

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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

Email

37%

Mailer

23

Text message

18

In-Store

11

Social Media

9

Other (TV, Street Sign, Website, Newspaper, etc)

3

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:

  • 32% Mailer
  • 29% In-Store
  • 27% E-mail
  •  9% Other (TV, Street Sign, Website, Newspaper, etc)
  • 4% Text
  •  0% Social Media

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.

 

7 comments about "Where Shoppers Want to Find Their Promotions".
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  1. Howie Goldfarb from Blue Star Strategic Marketing, July 29, 2010 at 8:34 a.m.

    It would be nice to know how many people we in the survey. You really should never write about any research that doesn't include the sampling pool. Thank you.

  2. Howie Goldfarb from Blue Star Strategic Marketing, July 29, 2010 at 8:37 a.m.

    I didn't read this fully and I tweeted the link claiming Social Media does not exist nor is wanted on the selling side. Then I see the sample is 160 people. To me this data is now valueless. It means absolutely nothing. And I traditionally like the insights provided in the research brief. Ask 1000 and we can talk.

  3. Rob Longert from M Booth & Associates, July 29, 2010 at 8:45 a.m.

    I have to agree with Howie here. When I first saw that zero percent stat for shoppers who attend a promo via social media, I was shocked.

    160 people "across four states," including North Carolina, Ohio, Illinois and Kansas, is a pretty small sample.

    I wonder if the numbers would change based on a national study with samples from each of the 50 states, or at least some more varied geographic locations.

  4. Timothy Otoole from Hasbro, July 29, 2010 at 8:49 a.m.

    Glad that you all pointed out that it was only 160 respondants...that is garbage. I was about to forward this to our senior director of shopper insights...glad that I did not!

  5. Lonnie Peppler-Moyer, July 29, 2010 at 8:57 a.m.

    It would be interesting to see the survey questions and know how this was conducted. This is totally counter to what we hear from our customers and that's a survey of thousands of customers.

  6. Mike Einstein from the Brothers Einstein, July 29, 2010 at 9:45 a.m.

    More evidence that there are too many jokers in the social media house of cards.

  7. Fraser Elliott from Opinions expressed herein are solely my own, August 2, 2010 at 7:50 p.m.

    This survey is comically "self-promoting"

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