Eagle Eye research highlights impact of personal approach
Personalisation is no longer a bonus but a marketing necessity, according to research from Eagle Eye, the SaaS technology company led by former Tesco CMO, Deputy CEO and Clubcard co-founder Tim Mason. 75% of 2,000 UK consumers surveyed were unhappy with generic offers and 81% considered relevance to be the most influential factor in whether they redeemed promotions.
The research also found that 58% of consumers were most likely to redeem promotions sent via digital channels such as mobile, email and social media. This effect was even greater in younger people, where 67% of 16-24 year olds expressed a preference for tech-enabled channels. “Not only are digital channels the most effective, but they are also the only way retailers can gather the real-time customer data needed to time marketing messages to maximum effect,” says Mason. “Using the insight provided by data, retailers can identify the best moment to send a tempting offer incentivising customers to add something extra to their purchase, or engage with a brand when they might not otherwise.”
There is also an increasing demand for predictive offers. 73% of respondents would find it useful to be offered promotions for items they had run out of. With 79% open to trying options other than their usual brand if they were on offer, retailers can capitalise on this by sending a targeted offer to upsell a different, more expensive product, for example, an alternative brand or related product. The research also found an increasing demand for real-time offers and supported the trend for convenience shopping. 58% of 16-24 year olds said it would be useful to have offers delivered to them when near a store, for example when shopping in town.
The full report is available to download here.