A new survey finds consumers increasingly using their mobile devices and retail apps to support the in-store shopping experience. The bad news for retail margins is that shoppers mainly use their phones to find lower prices.
The Airship survey of 11,000 consumers across ten countries, including the U.S., was taken in February.
When asked what motivates them to opt in to receive brand communications on their smartphone, discounts, loyalty rewards, personalized offers tied to browsing behaviors/past purchases, and location-based offers saw the biggest gains over the prior year.
