Customers have the technology now
Retailers are being urged to enhance their mobile and social marketing strategy after a survey of 2,000 UK consumers revealed the growth of the empowered consumer is continuing.
According to the survey commissioned by SDL Campaign Management & Analytics, UK consumers are among the most technology savvy when it comes to shopping, with many operating seamlessly between online, mobile and in-store channels.
Looking at the mobile and social media habits of consumers in the UK, the survey found the ‘showrooming’ trend is still very much relevant, with just over two thirds (69 per cent) confirming they ‘showroom’, which is to visit a brand’s physical location to evaluate products knowing they will buy online at another time. In addition, almost the same number (68 per cent) use a mobile device in store to compare prices (29 per cent), read reviews (22 per cent) and compare products and services available at other brands (23 per cent).
Rusty Warner, SVP for Marketing at SDL Campaign Management & Analytics said: “It is clear from the survey results that consumers live across channels when interacting with brands. While brands may be on the right track for engaging with customers, they must recognise that mobile devices are disrupting the traditional ways people are interacting with brands.”
The research which also surveyed a further 2,000 people across the US, Australia and Singapore, found that collectively 69 per cent expect a brand’s online store, mobile app and physical store to offer the same pricing, discounts and sales. Rusty Warner explained:
“Consumers want brands to improve the dynamic between online, mobile and in-store to meet their expectations of a consistent experience. Successful companies today need to know who their customers are talking to, what to say and how to say it to create a valuable and compelling customer experience.
“The continuing growth of the empowered consumer is really beginning to show through and brands now need to engage with customers if they are to realise the marketing opportunities that exist through mobile and social media.”
Other key findings from the survey include:
70 per cent of UK respondents talk about brands on social media, with Facebook being the channel of choice (55 per cent)
Almost half (45 per cent) of UK respondents have complained about the level of service from brands with few offering praise on line (25 per cent)
Social media promotions lack appeal with target consumers with just under three quarters (72.5 per cent), having never claimed or redeemed promotions led through these channels.