What would it take to get smartphone-toting women shoppers to share their location? A $25 in-store credit would do the job for 83%, according to results from a study of the apparel shopping behaviors and preferences of 1,000 smartphone-owning women, commissioned by Swirl and conducted by ResearchNow. But for almost half of these women, a $5 in-store credit would suffice, though a $1 credit would only entice 20%. The study also indicates that about 6 in 10 would fork over their location info in exchange for a gift with their purchase, one-quarter would do so for early access to new styles, and about 1 in 5 for personalized style recommendations.
Overall, half of the women surveyed would volunteer their phone’s location or other personal information in return for more personalized offers. In fact, separate results from the survey indicate that 58% of respondents would be “thrilled if they received a personalized offer on their smartphone while in-store.”
While these women would like to use their smartphones to receive offers, they still far prefer buying in-store than via their devices, at least when shopping for clothes and shoes. In that context, 76% prefer shopping in-store, compared to 22% who prefer buying online, and just 2% who would choose their tablet (1%) or smartphone (1%). That’s the latest of several studies to show a preference for in-store shopping: most recently, a Piper Jaffray survey found teens vastly preferring the brick-and-mortar experience to online shopping.
- Respondents to the Swirl survey tend to like in-store shopping due to the ability to see and touch clothes and shoes (92%), try on clothes for fit (90%) and explore and discover new styles (72%).
- Crowds (84%) and transportation and parking (70%) are the biggest detractors to shopping in-store.
- When shopping in-store, respondents are more likely to seek advice from family and friends shopping with them (37%) and shopping and lifestyle applications and websites (21%) than from in-store sales associates (15%).
About the Data: The survey was conducted from March 25-26, 2013. The margin of error for the study is +/- 3%.