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Featured Article

October 13, 2021

Holiday Study Finds Majority of American Shoppers Want Contact From Retailers


By Luke Bellos - Editor, Guided CX Forum

Consumers are barraged with marketing emails and promotional offers from companies in every industry. While these attempts to grab new business may be annoying to some, a new study has found that a significant portion of Americans welcome this information.

Business communications company Plivo recently announced the results of the Holiday Shopping Communications Survey, which was organized to analyze how American consumers generally regard retail communications during the holiday season. The survey recorded the responses of over 2,000 U.S. adults, and asked a number of questions regarding communications preferences and attitude toward marketing campaigns.

The survey revealed a number of surprising results. According to Plivio’s official summary, 9 out of 10 Americans (87%) would want to receive communications from retailers they shop or want to shop with, with 66% selecting email as their preferred channel. Text messaging was found to be the second best option for retail communications, with 3 out of 4 Americans (74%) stating they would opt for SMS/text messages from retailers.

“With ongoing supply chain disruptions, shipping issues and shortages of key products such as microchips, holiday shopping is going to look pretty different this year,” said Anusha Venkat, Product Manager for Plivo Messaging. “To help consumers cope with these changes, and prevent gift-givers from feeling stressed and frustrated, retailers need to be smart about how they communicate with customers — reaching out to them at the right time, with the right message, via the right channel.”

The upcoming holiday season will be incredibly competitive compared to previous years, which means retailers must strategize to attract customers any way they can. Keeping in mind that American consumers are generally interested in receiving information from companies, marketers should prioritize email and SMS for promotional content.



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