Commentary
Where Shoppers Want to Find Their Promotions
- by Jack Loechner , Staff Writer @mp_research, July 29, 2010
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 |
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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
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.
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.
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.
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!
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.
More evidence that there are too many jokers in the social media house of cards.
This survey is comically "self-promoting"