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Mobile marketing key to increased sales, improved customer loyalty: SAS survey reveals

Canadian smartphone users looking for enhanced in-person shopping experience

Toronto, ON  (16 Jul. 2013)  – Canadians say they would buy more if presented with promotional offers on their smartphone while out shopping. When asked what they would do if they received a promotion on their smartphone that applied to either the item they were buying or a complementary product, 38 per cent of Canadians said they would buy both items. In addition, 58 per cent said they'd be interested in receiving personalized promotions from nearby stores while out shopping. These are just a few of the findings of a SAS/Leger survey of Canadian smartphone owners conducted this spring.

"When you couple the power of the smartphone, with really smart analytics, retailers have an opportunity to forge some really strong customer relationships, and elevate their marketing to new levels," said Lori Bieda, Executive Lead for Customer Intelligence, SAS Americas. "Retailers who recognize the power of customer information and analytics and use it to deliver location-smart personalized offers to consumers, when and how customers want them, will win the lion share of the shopping basket."

Personalized promotions can also help improve customer loyalty. Forty-seven per cent of smartphone owners said they would be more likely to return to a store that sent them personalized promotions to their phone while they were out shopping. The under 55 crowd said they are more likely to return to the store: 50 per cent, versus 29 per cent for those 55+.

Overall women appear to be a few steps ahead of men when it comes to taking advantage of mobile marketing opportunities. Women were more likely to say they would return to a store that offered them smartphone-based, localized promotions (51 per cent versus 43 per cent of men). They were also more likely to cash in on smartphone based in-store deals, with 44 per cent (versus 31 per cent of men) saying they would buy multiple items when presented with relevant promotions.

Electronic personal shopper

Smartphone users are looking to turn their device into an electronic personal shopper. Eighty-two per cent of survey respondents said it would be helpful to be able to get access to detailed product and service information on their phone while in store, suggesting that there is consumer demand for easy access to relevant information while out shopping.

"We think the mobile device will be a game changer to our business," said Sumit Oberai, chief information officer and executive vice president of digital at Indigo Books & Music, Toronto. "Mobile allows our customers to have a truly integrated experience across our channels. We can drive customer engagement through elevating the instore experience with loyalty and rewards, decision support, and personalized recommendations and offers that understand our customers' needs."

Retailers with both an online and bricks and mortar presence should consider offering purchasing suggestions totheir customers while they are in store. Seven in ten surveyed said they find it helpful when retailers make suggestions based on their previous online purchases.

"Imagine the power of walking into a shopping mall, getting custom promotions delivered to you on your smart phone for things you've told the retailer you are interested in," said Bieda. "That's the power of big data and analytics coming together to deliver best in class marketing."

Some additional stats

  • Atlantic Canadian smartphone owners are most interested in receiving promotions and product notices sent to their mobile phones from nearby stores: 69 per cent compared to 57 per cent for the rest of Canada
  • Two thirds Canadian smartphone owners have bought something using the device, 18-44 year-olds being much more likely than those 55+: 73 per cent versus 41 per cent

Download the report

About the Survey

The online survey was conducted for SAS by Leger, the largest independent market research company in Canada, between May 6 and May 11, 2013 with a representative sample of 1506 Canadians who own a smartphone. This method stimulates a probability sample which would yield a maximum margin of error of +/2.5%, 19 times out of 20.

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 65,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know® .

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Editorial Contacts:

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  • Suzanne Sprajcar
    Communications Manager
    Suzanne.Sprajcar@sas.com
    (416) 307-4634