New research has revealed how shoppers are now more willing to receive marketing messages through beacon technology to their smartphones, opening up a new revenue stream for retailers.
In the recent survey by consumer research firm eDigitalResearch, 45% of the 1,300 smartphone owners taking part stated they would be "very willing" or "somewhat willing" for retailers to send location-based marketing messages to their mobile device.
Of those participating in the study, 33% said that receiving direct messages to their mobile when shopping would be "likely" or "very likely" influence their purchase decisions.
Shoppers said they would also like to receive promotional information and discount codes to their smartphone.
They would also be willing to receive store or product information.
Using the innovative beacon teachnology, retailers can send direct messages to smartphone owners – the content is delivered using apps as a person passes a store.
An advantage of using apps is that retailers can provide personalised messages and promotions that are based on previous browsing history and transactions.
An impressive 78% said they would be willing for retailers to use this information if it meant more personalised messages for them.
“Consumer opinion demonstrates that it could potentially revolutionise the in-store and High Street shopping experience,” said Derek Eccleston, commercial director of eDigitalResearch.
“It opens up the potential for retailers to digitally reach outside their stores and tempt smartphone owners in, increasing footfall and boost their revenue streams.”
© 2014 - European Supermarket Magazine
