Texting isn’t just for reaching mobile consumers; the channel is also useful for reaching consumers while they’re in-store. Some 37% of US retailers have implemented contextual marketing—which includes sending SMS and emails to customers in-store—and are satisfied with it, according to October 2023 data from Retail Systems Research. Meanwhile, 45% of retailers using this tactic are planning some sort of change, showing retailers are still figuring out the best way to use this strategy.
Marketers already know in-store shoppers are on their phones—75% of Target guests browse via its app or website while shopping in-store, Roundel senior vice president and president Sarah Travis said at our “Attention! Trends and Predictions for 2024” summit. Retailers can capitalize on mobile users by offering exclusive deals via SMS while in-store.
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