Smartphone Users Want Real-Time Promotions - eMarketer

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Smartphone Users Want Real-Time Promotions

Only 7% of retailers offer them

February 12, 2016

Consumers use their smartphones a great deal when shopping, and according to November 2015 research, receiving real-time promotions is one of top smartphone retail services they desire.

Smartphone Retail Services Desired by Smartphone Users Worldwide, Nov 2015 (% of respondents)

Accenture surveyed 10,096 adult smartphone users worldwide, who shopped both digitally and in-store in the past 3 months. Nearly half of smartphone users worldwide said they can’t wait to receive real-time promotions from retailers on their smartphone device.

Furthermore, 42% of respondents said they want the ability to credit coupons and discounts automatically, and 37% said they want to be able to order out-of-stock goods via their smartphone.

Smartphone Retail Services Offered by Retailers Worldwide, Nov 2015 (% of respondents)

Being able to use a shopping list, in-store item locator or navigator was another smartphone retail service that 37% of smartphone users desired.

While more than half of respondents did say they want to receive real-time promotions, only 7% of retailers worldwide offer that service, per Accenture.

The survey also revealed that almost half of retailers worldwide have ordering out-of-stock capabilities through free Wi-Fi in-store. And nearly a third offer mobile shopping lists.

Just 4%, however, provide virtual smartphone apps that help consumers navigate their way in-store.

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