The research, commissioned by Opinion Matters, unveils how in the upcoming post-Christmas sales, nearly 10 percent of UK consumers would opt to use their mobile phone or smartphone to purchase items online, rather than shop in-store for bargains. These consumers indicated they would use the discounts and sales offers they receive on their mobile phone to purchase gifts in-store.
Michele Turner, Chief Marketing Officer of mBlox says: “We’re seeing more consumers who want to combine High Street shopping with mobile online purchasing while they are on the go.. The way in which shopping habits are evolving indicates that the way brands interact with their customers has never been so important. Our research demonstrates that 2012 is gearing up to be the year of mobile shopping, as more people choose this shopping and payment option as an alternative.”
The research also found that nearly 18% of those polled were happy to receive promotional offers on their mobile over the Christmas and New Year sales period. Of this figure, 12 percent preferred to receive offers that were relevant and personal to them.
Turner continues: “Customers still want to shop in-store for many purchases, which is good news for the High Street. However, with a growing proportion of consumers who are keen to engage with brands and shop on their mobile phones, there is now an opportunity for businesses to engage personally with these customers when they aren’t face-to-face in store.
Yet, with mobile marketing being such a personal tool, consumers can be fickle if they find these promotions become a nuisance: brands may only have one opportunity to get it right. Businesses will need to market to its customers in the right way and be mindful that the consumer should have control over the messages they receive, whether that is through an opt-in service or through targeted and relevant content.”