Consumer willingness to receive marketing information from retailers has reached a five-year high, according to the findings of an annual study into consumer attitudes towards marketing.
The 2009 Marketing-GAP Tracking Study, conducted by online market research company fast.MAP and the Direct Marketing Association (DMA), shows that more and more consumers are interested in receiving direct marketing communications from retail outlets and service industry companies they know and trust.
Of the 1,367 panel members (whose demographics reflect those of the UK), 95% say they “are happy to receive” information about the supermarkets and stores they frequent, up from 57% in 2005.
73% of consumers are happy to hear from local restaurants and takeaways, compared to just 46% in 2005; and 66% are receptive to direct marketing contact from local shops and service providers – an increase of 30% in five years.
In spite of the rising popularity of digital marketing, 51% of consumers rate direct mail as their preferred means of being contacted by retailers, pushing email into second place, favoured by 38% of consumers.
Commenting of the findings of the report, Robert Keitch, chief of Membership & Brand for the DMA, said: “Consumers today are highly media literate and understand marketing better than ever before.
“The fact that the vast majority of consumers assent to receiving direct marketing messages from their favoured retailers shows direct marketing is a highly effective tool for driving sales – but only when it is delivered to the right person, in the right medium, at the right time and with the right offer or message. Retailers evidently understand this and are using it to their advantage.”
The study also reveals the popularity of discount coupons. 66% of consumers say they redeem them and 38% would redeem a coupon with a 20p face value (up from a mere 17% in 2006), though 47% would only be motivated to redeem a coupon worth £5 or more against the cost of purchases.
