A new report from Salesforce and Publicis. Sapient shows that marketers are missing opportunities to engage with customers who are pulling out their phones while they’re shopping in store.
The Shopper-First Retailing Report includes insights gleaned from a huge data set that includes global digital shopping behavior from 500 million shoppers through 1.4 billion e-commerce visits, customer service data from 200 million service cases, a survey of 6,000 consumers and in-person mystery shopping assessments.
The report found that a majority of shoppers (71 percent) use a mobile device in-store to do at least one educational or research activity, a number that is up 15 percent from last year. At the same time, the research showed that shoppers who have responded to personalized promotions or offers in the past are overwhelmingly eager (84 percent) to receive such offers in the future, creating a potentially receptive audience in the store with phones in hand.
Good customer service and trustworthiness are important qualities to consumers, with 80 percent saying that the experience is as important as a company’s products and services and a whopping 95 percent saying they’d be more likely to be loyal to a company that they trust.
But despite the promises behind personalization and good customer experience, more than half of the consumers surveyed (64 percent) say that they feel that retailers don’t truly know them.
Kurzer, R. (2018, August 16). Report: Marketers Are Missing Mobile Opportunities to Reach Customers in Store. MarTech Today.