December 2013
Featured in this insight: Business & enterprise, Financial services, IT & telecommunications, Retail
Survey suggests that in-store sales will remain strong this Christmas: According to recent findings from Snapett, a business unit of PriceGrabber, retailers are to drive higher volumes of in-store visits through mobile ads target towards women this Christmas. The survey suggests that women are more responsive to mobile alerts detailing discounts and are also more likely than men to shop in-store to save on shipping costs.
Shoppers of both genders are overwhelmingly visiting retail stores in response to viewing fashion products and promotions displayed on online platforms. Among respondents, three-fifths (58%) cited that seeing a product online directly resulted in a visit to a fashion store. Additionally, half (51%) of shoppers reported that mobile phones play some part in their shopping experience.
Over the years retailers have been trying to perfect their mobile marketing strategies to target consumers wherever they are and at any time. So far this is proving to be successful for female shoppers, as over two-fifths (44%) of women surveyed said that they visit stores based on mobile alerts drawing their attention to nearby sales. Men reacted far less enthusiastically to discounts, with half (56%) saying that they “rarely” or “never” visit a store on the back of a mobile alert.
When asked why they would choose to shop in-store rather than online, women out-voted men in all categories except for one: the desire for additional customer service. Nearly twice as many men than women said that they prefer to shop in-store for the additional customer service (13% vs. 7%).
Results suggest that men tend to prefer a more researched and personally targeted approach when making fashion-related purchases and value input from customer service in-store.
Sarah Paiji, Co-founder and President of Snapette, said:
“Women tend to be more regularly engaged in shopping related activities, such as searching out deals, subscribing to promotional newsletters, following specific designers on social media, thus may rely less on targeted research immediately prior to making a purchase.”
