Last updated on April 19, 2014 at 18:42 EDT

Mobile marketing key to increased sales, improved customer loyalty: SAS survey reveals

July 19, 2013

Canadian smartphone users looking for enhanced in-person shopping

TORONTO, July 19, 2013 /CNW/ – Canadians say they would buy more if
presented with promotional offers on their smartphone while out
shopping. When asked what they would do if they received a promotion on
their smartphone that applied to either the item they were buying or a
complementary product, 38 per cent of Canadians said they would buy
both items. In addition, 58 per cent said they’d be interested in
receiving personalized promotions from nearby stores while out
shopping. These are just a few of the findings of a SAS/Leger survey of
Canadian smartphone owners conducted this spring.

“”When you couple the power of the smartphone, with really smart
analytics, retailers have an opportunity to forge some really strong
customer relationships, and elevate their marketing to new levels,”
said Lori Bieda, Executive Lead for Customer Intelligence, SAS
Americas. “Retailers who recognize the power of customer information
and analytics and use it to deliver location-smart personalized offers
to consumers, when and how customers want them, will win the lion share
of the shopping basket.”

Personalized promotions can also help improve customer loyalty.
Forty-seven per cent of smartphone owners said they would be more
likely to return to a store that sent them personalized promotions to
their phone while they were out shopping. The under 55 crowd said they
are more likely to return to the store: 50 per cent, versus 29 per cent
for those 55+.

Overall women appear to be a few steps ahead of men when it comes to
taking advantage of mobile marketing opportunities. Women were more
likely to say they would return to a store that offered them
smartphone-based, localized promotions (51 per cent versus 43 per cent
of men). They were also more likely to cash in on smartphone based
in-store deals, with 44 per cent (versus 31 per cent of men) saying
they would buy multiple items when presented with relevant promotions.

Electronic personal shopper

Smartphone users are looking to turn their device into an electronic
personal shopper. Eighty-two per cent of survey respondents said it
would be helpful to be able to get access to detailed product and
service information on their phone while in store, suggesting that
there is consumer demand for easy access to relevant information while
out shopping.

“We think the mobile device will be a game changer to our business,”
said Sumit Oberai, chief information officer and executive vice
president of digital at Indigo Books & Music, Toronto. “Mobile allows our customers to have a truly integrated
experience across our channels.   We can drive customer engagement
through elevating the in-store experience with loyalty and rewards,
decision support, and personalized recommendations and offers that
understand our customers’ needs.”

Retailers with both an online and bricks and mortar presence should
consider offering purchasing suggestions to their customers while they
are in store. Seven in ten surveyed said they find it helpful when
retailers make suggestions based on their previous online purchases.

“Imagine the power of walking into a shopping mall, getting custom
promotions delivered to you on your smart phone for things you’ve told
the retailer you are interested in,” said Bieda. “That’s the power of
big data and analytics coming together to deliver best in class

Some additional stats

        --  Atlantic Canadian smartphone owners are most interested in
            receiving promotions and product notices sent to their mobile
            phones from nearby stores: 69 per cent compared to 57 per cent
            for the rest of Canada
        --  Two thirds Canadian smartphone owners have bought something
            using the device, 18-44 year-olds being much more likely than
            those 55+: 73 per cent versus 41 per cent

To download the report click here.

About the Survey

The online survey was conducted for SAS by Leger, the largest
independent market research company in Canada, between May 6 and May
11, 2013 with a representative sample of 1506 Canadians who own a
smartphone. This method stimulates a probability sample which would
yield a maximum margin of error of +/2.5%, 19 times out of 20.

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the
business intelligence market. Through innovative solutions, SAS helps
customers at more than 65,000 sites improve performance and deliver
value by making better decisions faster. Since 1976 SAS has been giving
customers around the world The Power to Know(®).

The Canadian subsidiary of SAS has been in operation since 1988.
Headquartered in Toronto, SAS employs more than 300 people across the
country at its Vancouver, Calgary, Toronto, Ottawa, Quebec City and
Montréal offices. For more information, please visit www.sas.com/canada

SAS and all other SAS Institute Inc. product or service names are
registered trademarks or trademarks of SAS Institute Inc. in the USA
and other countries. ® indicates USA registration. Other brand and
product names are trademarks of their respective companies.  Copyright
© 2013 SAS Institute Inc. All rights reserved.


Source: PR Newswire