In a new survey of more than 4,000 people, 69 percent expect a brand’s online store, mobile app and physical store to offer same pricing, discounts and sales. These results are from a survey by SDL (LSE: SDL) that looked at the mobile and social media habits of consumers in the United States, United Kingdom, Australia and Singapore.
The survey also found 62 percent of respondents use a mobile device at a brand’s physical location to compare products and prices. And, nearly one third of respondents in all locales use a brand’s mobile app or web site when looking to learn more about a brand from their mobile device. These results confirm that consumers function seamlessly across channels when interacting with brands and as part of their experience there is an expectation of consistency and a fair value exchange.
SDL also found the “showrooming” trend is still very much relevant. With 77 percent of respondents confirming they “showroom”, which is to visit a brand’s physical location to evaluate products knowing they will buy online at another time. This trend has broad implications for retailers.
The online survey also looked at how consumers are using social media when interacting with brands. Key findings include:
- A third of U.S., U.K., Australian and Singapore respondents have acted on promotions on social media
- More than half of respondents (58 percent) share positive experiences and seek advice from friends and family when they talk about brands on social media
- U.K. respondents complain about service on social media more than U.S., Australian or Singapore respondents
- When they do express feedback, Facebook is the most popular choice across all locations
“It’s clear from the survey results that consumers want brands to improve the dynamic between online, mobile and in-store to meet their expectations of a consistent experience,” said Joe Stanhope, chief strategy officer, SDL Campaign Management & Analytics. “Successful companies today need to know who their customers are talking to, what to say and how to say it to create valuable and compelling customer experiences.”
For more details, download the SDL Campaign Management & Analytics report on these findings at http://www.sdl.com/campaign/cma/mobile-survey-gen.html.
SDL Campaign Management & Analytics delivers a family of products that provides the foundation for marketers to design campaigns around highly personalized activities and events that are meaningful to individual customers.