Mobile marketing: sensitive reaction from DIY-customers

The latest survey by the European monitor for DIY and renovation on the subject of “mobile marketing” shows that customers are not often attracted by mobile offers. In a total of 13 European countries, 2 000 end customers were asked whether they would be willing to accept offers on their smartphones during their visit to the DIY stores. In most cases, customers were wary rather than enthusiastic about this supposedly additional service. In Germany only one in ten were happy to get this additional text message service during their shopping trip. There was an overwhelming rejection from the Alpine regions for such a campaign by the DIY stores: 50 per cent of the customers surveyed in Austria and Switzerland want to be left in peace while they are browsing through the shelves in their beloved DIY stores and would not tolerate unwanted texts on their mobile phones. The best reaction to this type of mobile advertising was from southern Europe: especially from the do-it-yourselfers in Spain and Italy who would welcome this kind of marketing offer. It’s no coincidence that 87 per cent of the customers surveyed in Spain, who were also the most agreeable to this type of advertising (32 per cent), own their own smartphones whereas in Belgium, the customers who are the least agreeable (nine per cent), 41 per cent do not own a smartphone.