Report: Consumers prefer e-mail over social media
New York City A report released Wednesday by cross-channel solutions provider CrossView found that e-mail is a more effective promotional channel than social channels.
In a survey of shoppers in four states, nearly four in 10 said they preferred to receive promotional messages from retailers by e-mail. It was the most popular communications channel, with direct mail drawing about a quarter of respondents and text messaging coming in third with 18%. Just 9% of shoppers were interested in promotional messages on social media.
Further, none of the shoppers surveyed said they were currently in a store as a result of a promotion they found on social sites. Mailers and in-store signage were followed by e-mail as the promotional channel most likely to get mall shoppers in a particular store.
“Consumers have very definite ideas of how they want to receive promotional materials,” said Mark Fodor, CEO at CrossView. “Regardless of which technologies are ‘hot,’ shoppers expect to navigate between channels based on convenience and personal preference.”
The CrossView findings support other research on consumer communication preferences. ExactTarget found that more than 90% of adults internet users in every age group subscribed to e-mails from brands, while significantly fewer “liked” companies on Facebook or followed them on Twitter.
And among those who are social followers, showing public support for a brand can be a major consideration, while e-mail subscribers are most motivated by the desire for promotions.
Target offering ‘Black Friday’ deals in the summer
MINNEAPOLIS Target has become the latest retailer to offer “holiday season” deals in the summer. The company announced that it will offer its first-ever “Back in Black Friday” sale on Target.com on July 23. The exclusive online-only sale will begin at approximately 12:00 a.m. (PDT) and conclude at 11:59 p.m. (PDT) on Target.com/BlackFriday.
“At Target.com, we are committed to offering our guests tremendous value every day. With our first-ever Back in Black Friday, guests will find incredible bargains before the holiday season with the added convenience of online shopping,” said Steve Eastman, president Target.com.
According to the company, the online-only sale will offer an average of a 40% off regular prices on must-have items across all categories, including apparel, electronics, toys, housewares, movies, music, books and more.
TJX to bring Marshalls to Canada
FRAMINGHAM, Mass. TJX Companies announced plans to bring Marshalls to Canada. The company anticipates that the first Canadian Marshalls stores will open in the spring of 2011. Marshalls will become TJX Canada’s fourth off-price retail division, along with its other banners Winners, HomeSense and STYLESENSE.
Carol Meyrowitz, president and CEO of The TJX Companies, stated, “I am delighted to announce that we are bringing our Marshalls chain to TJX Canada, where we have our highest financial returns, with the planned opening of six stores in 2011. Canada has been a very successful market for TJX since we first entered in 1990, and we are excited to continue growing our Canadian business. We believe Marshalls will offer Canadians yet another avenue to great brands, great fashions and excellent values for the entire family. This is another example of our emphasis on international expansion, and we believe that Marshalls will be extremely well received in Canada. Ultimately, we estimate the Canadian market can support 90 to 100 stores.”
Marshalls in Canada will be managed by TJX Canada, the operating group managing Winners, acquired in 1990, HomeSense, launched in 2001, and STYLESENSE, launched in 2008. Operations, distribution and management will be leveraged from the existing organization. The company said it is not yet ready to announce specific locations for the initial stores.