July 31, 2022 – Forty-seven percent (47%) of consumers said that they unsubscribe from a retailer's promotional messages if they get too many messages. Conversely, 71% say they are most receptive to promotional messages based on the relevancy of the offer, and 63% dislike receiving irrelevant messaging from a retailer. The results are from The Optimove 2022 Consumer Survey of Retail Buying Preferences, a survey of 500 consumers ages 18+. The survey was designed by Optimove and fielded by Survey Monkey in the second quarter of 2022.
According to Pini Yakuel, CEO at Optimove, "Retail brands often turn up the frequency of marketing messages to drive more sales. These tactics can often drive consumers to the brink where they say to themselves, 'I'm mad as hell, and I'm not going to take this anymore.' So, they unsubscribe. However, these results show that retail marketers need to turn up the relevancy to each individual customer to deepen a consumer's relationship with the brand."
Added Yakuel, "To deliver relevant retail marketing messages, a retailer must know the customer – down to their specific preferences. If retail marketers know a consumer's likes and dislikes, customers will trust the brand," he concluded.
The survey also asked consumers the way they like to shop. Results show that the top two ways consumers like to shop are to "Browse and buy in-person:" 59%; and "Browse and buy Online (Web):" 57.60%. Forty-two percent (42%) chose; "Browse online, shop in-person."
Detailed survey results in associated charts:
About The Optimove 2022 Consumer Survey of Retail Buying Preferences
The Optimove 2022 Consumer Survey of Retail Buying Preferences queried 500 U.S. consumers in the second quarter of 2022. The survey was designed by Optimove and fielded by Survey Monkey. Respondents were 52% male and 48% female.
Optimove is a leading CRM Marketing Platform, empowering brands to personalize CRM journeys at scale with customer insights, AI-led orchestration, and all the channels they need in one place. With a customer data platform (CDP) at its core, Optimove leverages AI to autonomously surface valuable customer segments, orchestrate self-optimizing CRM journeys, and accurately deliver the marketing interaction of the highest incremental impact across email, mobile, web, and more. Optimove has been recognized as a Cross Channel Campaign Management Leader by Forrester and a Customer Data Platform (CDP) Leader for Retail and CPG by IDC. Optimove's clients gave it a 95% "Willingness to Recommend" score on Gartner Peer Insights. Optimove is used by leading brands, including Dollar Shave Club, BetMGM, SodaStream, Pennsylvania Lottery, Papa John's, and Staples, to maximize customer loyalty, retention, and lifetime value. For more information, go to www.optimove.com
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