New Clickatell research reveals consumers’ growing preference for mobile transactions with retail companies

Clickatell’s latest Chat Commerce Trends Report found that 86 per cent of shoppers are interested in a personalized messaging experience

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A new survey conducted by chat commerce and business messaging platform, Clickatell reveals that the majority of consumers now prefer a more personalised retail interaction and service-delivery experience with retail companies.

Results of Clickatell’s study dubbed Chat Commerce Trends Report: Retail Edition shed light on how today’s consumers prefer to communicate and make purchases with retail companies through mobile and chat messaging conversations.

The report, which fielded responses from more than 1,000 participants, found that 95 per cent of customers now make retail purchases on their smartphones and 78 per cent of consumers want to use mobile messaging with retail companies for convenience.

The results show congruence with current consumer preferences, especially after the Covid-19 pandemic struck, stimulating the growth of online/digital shopping trends.

To better understand how consumers communicate with retail brands, Clickatell’s new research found considerable interest in personalized and convenient commerce experiences through mobile messaging conversations.

As global retailers head into the holiday season and shift strategies to handle changing consumer shopping habits, brands are examining how rich, mobile-first commerce experiences can help attract customer loyalty.

The Chat Commerce Trends Report: Retail Edition found that 69 per cent of participants want to receive order updates via mobile message, 52 per cent would like to use mobile messaging to track loyalty benefits or inquire about loyalty programs and 47 per cent would like to use mobile messaging to connect with a customer service agent.

Younger generations have the highest interest in using mobile messaging with a retail brand, specifically 92 per cent of Gen Z and 95 per cent of Millennials.

The report also highlights a distinct opportunity to offer personalized deals and promotions through mobile channels, as consumers continue to grow cautious of high costs during this upcoming holiday season.

In fact, 51 per cent of consumers want access to special offers via mobile messaging and 81 per cent of consumers are more likely to purchase an item that is promoted through an SMS link than through an email.

brands are examining how rich, mobile-first commerce experiences can help attract customer loyalty.

Brands have the opportunity to allow consumers to browse, shop, access personalized deals and track orders all on their mobile devices through a value-rich, mobile-first commerce experience.

Other key findings of the survey include the notion that younger generations tend to be mobile-first in nature. 77 per cent of Millennials and Gen Z want to be able to track delivery through personalized mobile messaging, according to the study.

It also notes that 86 per cent of consumers are interested in a personalized experience with a retail company, especially millennials (92 per cent) and Gen Z (90 per cent).

Similarly, the report reveals that consumers are eager to track packages and orders. 48 per cent of consumers want to receive shipping and order updates via mobile messaging, which is higher than the desire to receive personalized promotions (13 per cent), information about a product (10 per cent) or connect with a live agent (10 per cent).

Three-quarters (75 per cent) of consumers also want to track a delivery through a personalized mobile messaging link and 69 per cent of consumers would like to receive order updates via mobile messaging channels.

The study further reveals the demand for loyalty programs and deals via mobile, as 51 per cent of consumers want access to special offers via personalized mobile messaging, and 46 per cent of consumers want to receive personalized promotions for things like last-minute deals or alerts when new offerings or products become available

Further to these, 52 per cent of consumers would like the ability to track and redeem loyalty benefits or ask about loyalty programs through mobile channels

Clickatell’s study also reveals that mobile payment options are on the rise, as consumers are most likely to enter credit card details (61 per cent) or use PayPal (57 per cent) to make a retail purchase on their smartphone. Apple Pay is also increasingly popular, as 23 per cent prefer this method.

The majority of consumers (95 per cent), according to the study, make retail purchases on their smartphones and 27 per cent would make a payment via a secure payments link.

“The results indicate an opportunity for retail companies to engage with consumers this holiday season through their preferred messaging channels, considering a majority of consumers want to communicate with brands across the entire shopping lifecycle,” said Pieter de Villiers, CEO and Co-Founder of Clickatell.

“For retail brands, the next wave of commerce is building relationships with consumers in the same way they communicate with friends or family every day: on their mobile phones. At Clickatell, we’re enabling retail brands to enhance and personalize customer engagement through mobile channels to create this rich commerce experience.”

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