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Half of young shoppers swayed by location-based marketing

Almost half of consumers (48%) aged 25-34 find location-based marketing appealing, according to new research.

A survey by Hammerson has found that women and young customers are most receptive to new forms of marketing technology, including personalised promotions, virtual reality and virtual mirrors.

By comparison just 22% of 45-54 year olds would find location-based marketing “appealing” or “very appealing”, and 5% of those 65 and over would say the same.

Older customers were more switched on by virtual reality, though young people remained the most interested as more than half (52%) of 25-35 year olds expressed enthusiasm compared to 25% of 45-54 year olds and 12% of those above 65.

Women proved particularly receptive to new innovations as 49% of female respondents expressed interest in personalised promotions compared to 36% of men.

A total of 45% of female consumers also found the use of virtual mirrors to be “appealing” or “very appealing” compared to just 34% of men.

Among all age groups, only a third (36%) welcomed delivery drones, as 75% said they would worry about the safety of such a service, 76% would worry about security and 66% would be unwilling to pay more than they do for standard delivery.

Mobile shopping is also on the up as the proportion of shoppers purchasing products on their mobiles at least once a week has increased by 9% since 2015 to 34% in total.

Despite this, a majority (59%) of shoppers still prefer to use a till staffed by an actual person, 44% try to avoid using self-service checkouts as they find them irritating or difficult to use and 65% said they worry about the security of mobile payments.

However, this hasn’t stopped the number of UK bricks-and-mortar stores halving since 1950 with just four stores per 1,000 inhabitants now compared to just 583,132 in the past.

Commenting on the research, Hammerson’s CEO David Atkins said: “Encouragingly, both brands and customers continue to see the physical store as central to the retail experience, and our retailers emphatically agree that the store portfolio will remain a fundamental part of their strategy in the future.

 “Overall it seems evident that technology is not the enemy at the gate, but rather an opportunity for landlords and retailers to embrace.”

Readers' comments (1)

  • Given very limited distribution of virtual mirrors and VR currently in retail, it appears this research is based on what consumers think they’d like. Not what they actually do like.

    Retailers should do their own research.

    Unsuitable or offensive? Report this comment

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