Two-thirds of adults in the United States own smartphones on which they can access online services. So it’s no surprise that merchants and financial institutions are increasingly offering new ways for consumers to access and pay for merchandise using mobile devices. And they are striving to determine how best to deliver targeted offers to these mobile users. Smartphone owners have come to expect targeted offers and discounts to be forwarded to their mobile devices by their favored merchants, and many are frequent users of these offers. However, excessive volumes of emailed offers or poorly targeted offers can compromise consumer receptivity. Maintaining a careful balance among offer volumes, targeting, and sensitivity to consumer privacy is a key challenge to merchants. This Mercator Advisory Group Research Brief explores recent consumer feedback on this topic and highlights merchants’ opportunities to maintain and grow this key marketing channel.
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