Would it surprise you to know that 78% of consumers say they would be “more likely” to purchase from a retailer again if provided with offers targeted to their interests, wants, and needs? It shouldn’t. Here are some other eye-opening data on how willing consumers are to provide personal data if it provides them with a financial benefit:
• 71% of consumers would be more likely to purchase from a retailer again if provided with offers targeted to their individual location.
• 45% would be willing to trade “some privacy” for incentives tailored to their individual shopping habits.
• 43% don’t mind if mobile apps track their smartphone’s or tablet’s location if it means they will receive ads or promotions targeted to their local area.
• 57% would be “more likely” to purchase from a retailer again if the retailer kept them updated on new offers and service by social media.
Although these data come from a study of digital marketing, they are critical to the world of print. This is both because print is one of the primary methods of driving digital data collection (direct mail, posters, signage, in-store displays) and because, as marketing becomes increasingly multi-channel, print is relying more and more heavily on the data gathered through digital channels by sharing the same centralized marketing database.
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Source: Engaging with Digital Consumers (Infosys, 2013)