Most UK consumers don’t use mobile offers received in-store
Marketers are coming to terms with in-store and digital channels overlapping. In particular, mobile phones are becoming an integral part of the physical shopping experience. Retailers have the opportunity to bring the two channels together by means of providing digital coupons while consumers are in-store. But these location-based coupon offers are getting a mixed reception in the UK.
In a June 2013 study conducted by Conlumino for SAS, UK internet users were asked how likely they would be to use a mobile phone offer received in-store. Nearly one-quarter were not sure, while almost half were either fairly unlikely or highly unlikely to take up these offers. Only 5.6% said they would be highly likely to use such an offer, though a far more respectable 22.8% said they would be fairly likely to do so.
This not insubstantial 28% of respondents who were at least somewhat inclined to use in-store mobile offers indicates a relatively advanced level of behavior in the UK, at least when compared with comparable behaviors in other European countries. June 2013 research conducted by Ipsos Public Affairs for RetailMeNot.com asked internet users in select European countries about their mobile shopping activities. Respondents in Great Britain were far more likely to use a coupon on their phone in-store than were their counterparts in the other countries surveyed.
However, the survey also highlighted the more general role that consumers in Great Britain see their mobile phone playing in the ecommerce equation, with the top two responses related to product research—be that looking up product or pricing information. For now, at least, in-store shoppers in the UK still see their mobile device as a shopping advisor rather than a direct money saver.
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