When it comes to back-to-school shopping, parents named print advertising and direct mail as the two most preferred channels for receiving promotions and deals. The results were part of a study by analytics company Placed that surveyed more than 12,000 smartphone users on their usage and preferences.
Some of the key findings include:
— Print ads were the most preferred source of receiving promotions and deals, selected by 46.3% of respondents
— 41.3% also reported direct mail as a good channel for this kind of message
— Emails from stores and brands were welcome by 41.1%
The study also asked parents how they planned to use their smartphones during the fall shopping season; 48.9% of them replied that getting coupons or discounts on their phones was important to them.
The take-away for retailers? This study supports the need for good cross-channel promotions that reach your customers in a variety of ways, both at home and in the store. Direct mail, print ads, promotional email campaigns and in-store signage are all critical components to engaging the cross-channel consumer.