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Emails Incent Consumers To Spend In-Store

09/03/2010

This came across my monitor from Retailer Daily yesterday…

Overall, 57% of global consumers say they are more likely to buy a product in a store after receiving a marketing email about it. Thirty-seven percent are less likely to buy and 6% are not affected. In the U.S., 51% of consumers are more likely to make an in-store purchase as a result of a marketing email, with 42% less likely to buy and 4% not affected. Likelihood to buy is significantly higher in Asia-Pacific (65%) and lower in Europe (41%). One in five European consumers (19%) say promotional emails have no impact on their in-store purchase decisions.

To maximize email’s impact on customer likelihood to make in-store purchases capturing customer email addresses at the point of purchase or other interaction – is imperative. Even if incentives for employees is necessary.

Marketers can deploy in-store signage and SMS messaging to send promotional messages to customers who may not be reachable via email.

The take away is simple – online ads, coupons, incentives bring customers with a predisposition to purchase to the store. Gone are the days where newspaper inserts, post cards in the mail or even “tell ’em Rush sent you” on the radio delivers results.

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