Study: Location-Based SMS Offers Lead 37 Percent Of Consumers To Purchase

By PYMNTS | April 7, 2013

Thirty-seven percent of consumers targeted by location-based SMS offers ended up making purchases in a recent pilot conducted by Alliance Data Retail Services.

For the pilot, consumers with loyalty cards at six different retailers at the Easton Town Center in Columbus, Ohio were asked to opt into location-based SMS messages, with a total of 519 consumers participating. Around 750 location-based SMS messages were sent from Black Friday to New Year’s Eve, with 37 percent of those consumers making a purchase as a result of an offer.

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