-- By Devora Rogers, VP Account Management at Murphy Research --
As a researcher, I get to talk to a lot of shoppers. As a primarily quantitative researcher, I like to look for comparative trends among groups of shoppers. How are urban vs. rural shoppers different or the same? How does Gen Z compare to Millennials? How do women research purchase decisions differently than men? How do Twitter or Snapchat users behave differently than, say, Facebook or Instagram users? As a part of the recent research with PebblePost (a quantitative study of 3,250 consumers to understand how direct mail impacts consumer purchase decisions) we were able to take a deep dive into the habits of direct mail users vs. non users.
While there are many commonalities across shopper types, i.e., shoppers do more research than ever before, shoppers use a mix of online and offline sources, etc., there are some distinguishing features of direct mail users that are worth exploring.
Our research found that because of direct mail’s central role in high-value purchase decisions, across nearly all metrics, direct mail shoppers spend more, research more and evangelize more. For example, direct mail shoppers are statistically:
- 13% more likely to have the retailer or promotion/sales in mind prior to purchasing
- 16% more likely to make purchases on a regular basis (2-3 times a month or more)
- 10% more likely to make purchases in-store
They’re also more likely to be brand loyal, more likely to have stronger opinions about and are more engaged with the shopping process. They’re also overall more likely to enjoy shopping and view the shopping experience as extremely important.
This level of engagement holds true for post-purchase behaviors as well—demonstrating direct mail shoppers show higher rates of advocacy, loyalty, and retention after purchase:
- 31% visited a brand’s website (vs 19% of non users)
- 22% liked/followed a brand on social media (vs 6% of non users)
- 20% contacted a brand (vs 5% of non users)
- 19% posted on social media (vs 7% of non users)
- 18% wrote an online review (vs 5% of non users)
These insights indicate direct mail shoppers appear to be an interesting cohort for brands. Beyond that, PebblePost’s Programmatic Direct Mail® solution (which is based on real-time digital intent signals) demonstrates a powerful opportunity for brands and retailers to reconnect with interested shoppers and convert online engagement to purchases.