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Consumers willing to receive retailer messages, making beacons make sense, vox pop suggests

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Almost half (45%) of smartphone owners would be ‘very willing’ or ‘somewhat willing’ for retailers to send messages to their smartphone, influencing what they buy and where – and making the idea of beacons curiously viable, if the latest research from eDigitalResearch, is to be believed.

Of the 1300 smartphone owners surveyed, a third believe that personalised, direct messages sent straight to their smartphone when out shopping would ‘likely’ or ‘very likely’ influence their purchase decisions, representing a huge opportunity for retailers to boost their revenue streams.

Unsurprisingly, the research finds that shoppers would most like to receive special offers and promotions, as well as discount codes, straight to their mobile, although a handful would also be happy to be sent store or product information.

The fact that messages are transmitted through apps means that retailers also have the opportunity to personalise and tailor promotions based on previous browsing and purchase data in an attempt to increase footfall through shop doors. 78% of those that would be happy to receive messages would be ‘extremely willing’ or ‘somewhat willing’ for retailers to use this data if it meant more personalised messages for them.

Derek Eccleston, Commercial Director at eDigitalResearch, explains: “Apple subtly introduced iBeacon technology into the market at the end of 2013. As retailers and brands get to grips with what it is and how it works, consumer opinion demonstrates that it could potentially revolutionise the in-store and high street shopping experience.”

He continues: “We found last year that half of smartphone owners regularly shop through retail apps and have them installed on their mobiles. It opens up the potential for retailers to digitally reach outside their stores and tempt smartphone owners in, increasing footfall and, as these results demonstrate, boost their revenue streams”.
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