Share this content
MyCustomer.com

Incentives significantly drive customer contact details submission

by
18th Jan 2011
Share this content

While just under half of UK consumers never give their contact details to High Street retailers, a surprising two-thirds would be prepared to do so if given a suitable incentive.

These are the findings of a survey among 2,067 shoppers undertaken by pollster YouGov on behalf of marketing and credit software and services provider Callcredit Information Group.

The study revealed that 46% of UK consumers never gave personal information to retailers for future marketing and communications purposes, while 8% admitted giving fake details in order to avoid being contacted.

But 64% of respondents said that they would be prepared to alter their behaviour if they were offered a financial incentive such as a discount off a future purchase (38%), were signed up to the store’s loyalty programme (35%) or were informed about relevant promotions, products and services in future (15%).

A further 11% would hand over their contact details if they were given the chance to be part of an exclusive store club (11%), while 9% would do so simply if they were asked to by a friendly and approachable staff member. Young people aged between 18 and 24 (17%) and men (10%) rather than older women were most susceptible to the ‘flirt factor’, however.

Kevin Telford, Callcredit’s director, said: "The results reveal that retailers are missing a trick as customers are most engaged with a brand at the point of purchase in-store. Whilst consumers have to give out contact details to make a purchase online, they are often more reluctant to do so in-store – but will if they are offered a small incentive or provided with information about products and services relevant to them."

But despite the current hype around mobile commerce, the report also indicated that 41% of respondents did not have a mobile phone that enabled them to make online purchases. Moreover, of those consumers who did not use their phone to buy goods but had a device that enabled them to do so, a huge 78% said they were unlikely to shop this way in future.

Some 58% said that they preferred to physically go into a bricks-and-mortar store or use a PC, while 15% had concerns about safety and security issues.

Replies (0)

Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.