Gartner Research

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

Published: 18 June 2014

ID: G00262728

Analyst(s): Kelsie Marian

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

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