Home News Research Sheds Light on Retail In-store Competitions

Research Sheds Light on Retail In-store Competitions

New research carried out by B&A on behalf of the mobile marketing agency Return2Sender shows that Irish shoppers like in-store SMS competitions with as much as 62% of those surveyed saying that they enter in-store competitions while shopping.

The Smartphone Ireland research also highlighted the fact that, despite younger shoppers aged 25-35 being heavy users of platforms like Snapchat, Facebook and Instagram, this age group still selected SMS as their preferred choice for entering competitions in-store.

Other key findings of the B&A research include:

  • 62% of all respondents claim to enter in-store promotions
  • Those who enter in-store competitions are predominantly female and in the under 50 age group.
  • Texting into competitions is the number one preference for entering in-store competitions
  • Entering by placing written entry into a competition box is the surprising second placed preference followed by Facebook in third place
  • Females are more likely than male shoppers to enter in-store promotions
  • Entering via Instagram and Snapchat were only the 8th and 9th placed preference
  • Age divide exists however as younger consumers (25-34s) claim highest preference for entering in store competitions by texting via mobile phone, while those aged 50+ show a preference for posting entry in a competition box in-store.

According to Donald Douglas, MD of Return2Sender: “The B&A research confirms that shoppers love SMS for its ease of use in-store. For brands SMS is quick and easy to set up and manage, highly accountable and in-expensive to run. But although SMS remains a safe bet for brands, there is still un-tapped potential for brands targeting younger shoppers to explore other technologies like messaging apps, Snapchat, Facebook Messenger, RCS, NFC, and also Augmented Reality. These technologies also have a pivotal role to play in terms of category differentiation and strengthening brand image.”

Previous articleThe Public House Expands with New Hires
Next articleTourism Ireland Launches Phase 2 of Wild Atlantic Way Campaign in the UK