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Almost half of mobile shoppers willing to receive retailer messages via beacon technology

A new study has found that 45% of smartphone owners would be ‘very willing’ or ‘somewhat willing’ to receive messages from retailers on their mobiles when out shopping.

GENERAL MERCHANDISE

Almost half of mobile shoppers willing to receive retailer messages via beacon technology

A new study has found that 45% of smartphone owners would be ‘very willing’ or ‘somewhat willing’ to receive messages from retailers on their mobiles when out shopping.

The research from 'voice of the customer' specialist eDigitalResearch shows that shoppers would most like to receive special offers, promotions and discount codes straight to their mobile, although a handful also said they would be happy to be sent store or product information.

Location-based, direct messages have become more of a reality after Apple introduced its iBeacon, Bluetooth based technology late last year. Beacons open up the potential for retailers to send location-based content to smartphone owners via apps as they wander past a store.

Derek Eccleston, commercial director at eDigitalResearch, said: “Apple subtly introduced iBeacon technology into the market at the end of 2013. As retailers and brands get to grips with what it is and how it works, consumer opinion demonstrates that it could potentially revolutionise the in-store and high street shopping experience.”

Of the 1,300 smartphone owners surveyed, 33% said they thought that personalised, direct messages sent straight to their smartphones when out shopping would ‘likely’ or ‘very likely’ influence their purchase decisions.

The fact that messages are transmitted through apps means that retailers also have the opportunity to personalise and tailor promotions based on previous browsing and purchase data in an attempt to increase footfall through shop doors. 78% of those surveyed that would be happy to receive messages said they would be ‘extremely willing’ or ‘somewhat willing’ for retailers to use this data if it meant more personalised messages for them.

Eccleston added: “We found last year that half of smartphone owners regularly shop through retail apps and have them installed on their mobiles. It opens up the potential for retailers to digitally reach outside their stores and tempt smartphone owners in, increasing footfall and, as these results demonstrate, boost their revenue streams.”

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