Survey Analysis: Mobile Real-Time, Personalized Offers Will Fail Without Transparency of Intent and Multichannel Consumer Insight


Archived Published: 18 June 2014 ID: G00262728

Analyst(s):

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Summary

Consumers express significant agreement to receive real-time, personalized offers on mobile devices; yet, willingness to share certain information remains limited. Multichannel leaders looking to execute mobile real-time offers must do so judiciously and transparently, or risk losing consumer trust.

Table of Contents

  • Survey Objective
  • Data Insights
    • Multichannel retailers have significant opportunity to reach consumers with real-time, personalized offers, provided capabilities exist to anticipate future purchases
    • Identification of consumers who are willing to share their location on a mobile device is necessary prior to executing real-time, personalized offers
    • Consumers agree more with providing shopping preferences versus demographic details about themselves or others in exchange for better offers, supporting the need for retailer transparency
    • Recommendations
    • Methodology
      • 4Q13 Gartner Consumer Multichannel Survey
      • 3Q11 Gartner Consumer Multichannel Survey
    • Definition
  • Gartner Recommended Reading
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