Smartphones up impulse purchases


40% of US smartphone owners who use their devices to send in-store texts or to scan quick response product codes for extra information subsequently go on to make purchases they had not planned, a new study has found.
The 2013 Mobile Consumer Report from Vibes, the Chicago-based mobile marketing research company, polled 1,000 smartphone owners and also discovered 89% of respondents wanted personalised messages, Marketing Charts reported.

Overall, 31% said they scanned a QR code or texted via their smartphone to receive extra information or details about special deals and, of these, 40% then purchased an unplanned item.

Another 42% said the extra information made them feel better about a purchase they were planning to make.

“Showrooming”, the practice of checking out merchandise in stores but then buying on rival websites at a lower price, is also on the rise.

The study found 37% used the extra information they received via their devices to get a discount at the store while 45% bought the product elsewhere, mostly online.

Furthermore, 44% of respondents said they used their devices for in-store comparison or purchases with 7% saying they did this every time they shop.

In other key findings, almost 90% said they would be more willing to sign-up to mobile messages if they were personalised and took account of preferences, such as shopping categories, but only 35% believed retailers are good at personalising information.

Coupons and other incentives were cited by 79% as being a driver towards subscribing to a brand’s mobile messaging, but product updates and exclusive content were mentioned by only 46% and 45% respectively.

Two-thirds said they would unsubscribe from a brand’s mobile messaging if there were too many messages or updates while 56% would do the same if the information was irrelevant.

Data sourced from Marketing Charts; additional content by Warc staff , 15 October 2013

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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