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Monday, April 29, 2013

Mobile has made footfall an irrelevant measure, says Tradedoubler research

New research from marketing business Tradedoubler suggests that footfall is no longer a useful measure of retail success. It’s found that consumers are often seeing products in-store and then using their mobile phones to check for cheaper pricing elsewhere.

The new Tradedoubler Performance Marketing study involved ‘connected consumers’ in the UK, France, Germany, Italy, Netherland, Spain, Sweden and Poland who owned a smartphone and shopped online at least monthly.

92% of connected consumers checked for price reductions via websites and apps - including price comparison sites, loyalty schemes, voucher codes and cashback sites - when researching what to buy, rather than browsing on the high street.

60% used their smartphones when out shopping, with three-quarters of these people using their phone to find information about in-store products. Over two-thirds were checking for a better price elsewhere, with 60% going home to purchase the product online.

Dan Cohen, Regional Director for Tradedoubler, said “This is a wake-up call for marketers and high street retailers. Retailers’ traditional metric - footfall - is now an irrelevant indicator of retail success and they need to embrace performance marketing strategies now that 51% of mobile shoppers are searching for vouchers or discounts for products they have seen in-store and 44% are using vouchers sent to their mobile. Retailers need defensive and offensive strategies to protect and grow their revenues and indeed, to even remain relevant in this intense multichannel world.”

The research from Tradedoubler, which is best known for its affiliate marketing programmes, also suggests that Performance Marketing channels generate their own customer loyalty. Over a quarter of customers make additional purchases every month after receiving emails from Performance Marketing sites.

Author: The Fonecast
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Categories: Retailing, Applications, NewsNumber of views: 10972

Tags: research voucher marketing tradedoubler

2 comments on article "Mobile has made footfall an irrelevant measure, says Tradedoubler research"

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Mike MacMillan

4/30/2013 2:41 AM

What a load of ... What was the sample size 1000 people. My team have watched millions of store visits and we are coding the actual use of the mobile actually "at the touch point" in store and these figures expressed here just dont stack up. Firstly this is highly product, category and brand centric not as broad as presented. Secondly the mobile as tracked in store normally uses app feedback or WiFi or bluetooth mac address pings. Footfall counters and video based shopper tracking account for 90+ percent of the shoppers and cam detect actual behaviour not surveys - basically what DID they do not what they SAID they did.

FootFall counters allow retailers to measure shopper trends to ensure they are comverting the sale and have enough staff to shoppers... Otherwise the sales will be made on line. Maybe that is what these guys want. Poor research for mine and blanket statements.

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4/30/2013 9:13 PM

Just checked: the sample size was 2,500 people across 8 countries.

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