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jerryking : personal_shoppers   2

Why retailers love customers who shop on their smartphones - The Globe and Mail
Jul. 18 2013 | The Globe and Mail | SUSAN KRASHINSKY.
The study found that, unsurprisingly, even the most plugged-in consumers do not tend to click on digital ads. Of the smartphone owners surveyed, two-thirds said they “rarely” or “never” click on online advertisements, with the minority reporting that they do so regularly. It helps when an ad is personalized. In that case, 49 per cent said they would regularly click on ads. But even then, just over half still said they would rarely or never consider it. The greatest opportunity for marketers is arguably not in advertising to those digitally connected consumers; it is in offering them something they will find useful....“We are witnessing a seismic change in consumer behaviour due to the emergence of social and digital platforms and the significance and ubiquity of mobile as a consumer platform,” Mr. Schultz told analysts on a conference call in April to discuss the company’s earnings. The data Starbucks can now collect on those users are crucial for it as a marketer.

“Retail has historically been a rather anonymous transaction for many,” said Lori Bieda, executive lead for consumer intelligence at SAS Canada. “… Mobile makes a consumer known to retailers.”...The SAS research showed that people want their phones to act as “personal shoppers.” Those surveyed said they would be more likely to return to a store that sent them offers on their mobile devices – but that’s highly contingent on those offers being relevant and targeted to that person’s preferences.
bricks-and-mortar  consumer_behavior  customer_loyalty  Indigo  market_research  mobile_applications  mobile_phones  online_advertising  personal_shoppers  retailers  seismic_shifts  smartphones  Starbucks  Susan_Krashinsky 
july 2013 by jerryking

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