Almost Half of Mobile Consumers Willing to Receive Retailer Messages via Beacon Technology

Almost half (45%) of smartphone owners would be ‘very willing’ or ‘somewhat willing’ for retailers to send messages to their smartphone, according to recent research from Voice of the Customer specialist eDigitalResearch.

Location-based, direct messages have become more of a reality after Apple introduced their iBeacon, Bluetooth based technology late last year. Beacons open up the potential for retailers to send location-based content to smartphone owners via apps as they wonder past a store – as well as revolutionise the mobile payment and advertising industry.

Unsurprisingly, 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.

Of the 1,300 smartphone owners surveyed, one third (33%) 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.

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, comments, “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.

We found last year that half (50%) 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”.

eDigitalResearch have been tracking the developing mobile market and changing consumer behaviours since October 2009 and have a wealth of experience and expertise on the mobile customer experience.

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