Retailers planning to invest in new digital marketing technologies want geo-location services more than anything else, suggests a survey of 500 U.S. retailers conducted this spring by CompTIA.
The information technology trade group found that 21% of respondents report already using a geo-location service, such as social check-in network Foursquare, and another 28% plan to start using one soon.
After engaging consumers based on their location, retailers’ top priorities for new digital marketing initiatives are: customer loyalty program, which 27% of retailers say they plan to start soon; QR codes for marketing (26%); social coupons with partners like Groupon Inc. (24%); customer-oriented blogs (23%); and e-mail marketing programs (20%) or Facebook pages (15%). Most retailers reported having the last two programs in place already (65% and 62%, respectively). Retailers could select more than one option for their customer engagement technology priorities.
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CompTIA also found that:
• 63% of retailers in the study will increase I.T. spending this year, on average by 4.2%. Large retailers will boost their technology budgets slightly more, by 4.8%.
• While only 7% of retailers say they are using technology to its maximum effect, 29% say they are close to where they’d like to be.
• 13% of retailers in the study report already having a mobile payment system that allows customers to checkout with their smartphones or mobile devices in stores and 19% plan to have one in the next 12 months.
via Marketing Technology – Retailers want to go local with technology – Internet Retailer.