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Survey: Marketing to smartphone users

Business analytics SAS Canada, based in Toronto, has released the results of a survey it commissioned from Leger regarding mobile marketing to smartphone owners. According to the report, 58% of respondents said they would be interested in receiving personalized promotions from nearby stores while shopping. Forty-seven percent said they would be more likely to return to a store that sent them such promotions. In addition, 38% said that, if they received a promotion via their phone that applied to either the item they were buying or a complementary product, they would buy both. Eighty-two percent of respondents said it would be helpful to access to product information on their phone while in-store, and 70% said they find it helpful when retailers make suggestions based on previous purchases. Also, 66% of respondents have bought something using a smartphone. "When you couple the power of the smartphone with really smart analytics, retailers have an opportunity to forge some really strong customer relationships and elevate their marketing to new levels," said Lori Bieda, executive lead for customer intelligence at SAS Americas. "Retailers who recognize the power of customer information and analytics and use it to deliver location-smart personalized offers to consumers, when and how customers want them, will win the lion's share of the shopping basket."

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