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Consumers open to personalised marketing

By FashionUnited


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UK consumers are open to receiving personalised marketing messages on their smartphones, new research has revealed. In a study conducted by eDigitalResearch, 45 percent of UK smartphone users would be 'very willing' or 'somewhat willing' for retailers to send brand or shopping messages to their phones.

Retailers send location-based messages via apps

Following the introduction of Apple’s Bluetooth-based iBeacon technology late last year, beacons open up the potential for retailers to send location-based content to smartphone owners via apps as they pass a store.

Shoppers would most like to receive special offers and promotions, as well as discount codes, straight to their mobile, although a handful would also be happy to be sent store or product information, eDigitalResearch said.

Of the 1,300 smartphone owners surveyed, 33 percent believe that personalised, direct messages sent straight to their smartphone when out shopping would be 'likely' or 'very likely' to influence their purchase decisions.

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.

“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.”

Image: Fashion App

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