eMarketer moderates a special presentation with Danielle King Sherman, vice president at Kelton Research and Bill Schneider, vice president of product marketing at SheerID. Watch as they uncover findings from their latest consumer study which surveyed 1,000 shoppers on what factors motivate them to try a new brand, make a first purchase and shop more frequently.

1. 2018 Shopper Study
Personalization,
Promotions & Privacy
PRESENTERS
Bill Schneider
VP of Product Marketing
SheerID
Presented by
MODERATOR
Marcus Johnson
Senior Analyst
eMarketer
Danielle King Sherman
VP of Communications and Media Practice
Kelton Global

2. 2018 Shopper Study:
Privacy, Personalization and Promotions
May 2018

3. Danielle Sherman
VP of Communications and
Media Practice, Kelton Global
Bill Schneider
VP of Product Marketing,
SheerID
Today’s Speakers
TECH-TALK TUESDAY

4. AREAS OF
RESEARCH
● What type of promotions drive
purchase activity?
● How do consumers want
brands to track their activity?
● Who do consumers look to for
information on products and
promotions?
● How do consumers want to
receive exclusive offers?
TECH-TALK TUESDAY

5. SAMPLE
METHODOLOGY
Online survey to 1,023 American ages 18+
Margin of error of +/- 3.1%
Survey conducted April 23rd and April 26th, 2018 using an
e-mail invitation and an online survey.
Chances are 95 in 100 that a survey result does not vary,
plus or minus, by more than 3.1 percent
Kelton Global is a leading global insights firm serving as a partner to more than 100
of the Fortune 500 and thousands of smaller companies and organizations. For
more information about Kelton Global please call 1.888.8.KELTON or visit
www.keltonglobal.com.
About the Study
TECH-TALK TUESDAY

6. 1. Americans Value Promotional Offers that are Exclusive
2. Brands Are Seen as Popular Sources of Influence
3. Americans Worry About Sharing Personal Information with Brands
4. Brands Can Ease Americans’ Concerns About Personalized Promotions
5. Eligible Americans are Especially Receptive to Exclusive Offers
We Uncovered 5 Key Trends

7. Americans Value
Promotional Offers
that are Exclusive
Exclusive offers can impact:
● Where and how they shop
● How much they spend
● Purchase likelihood

8. Exclusive offers carry more weight than
your typical discount. Around two-thirds
(68%) of Americans say exclusive offers are
more important than traditional coupons that
are available to everyone.
Americans find exclusive offers highly
appealing. Nearly all (94%) Americans would
take advantage of an exclusive offer provided
by a brand that the brand would not typically
offer the general public.
TECH-TALK TUESDAY

9. Americans want
exclusive offers
that extend their
purchasing
power
Which of the following offers would you be most
interested in using?
23%
One-time 25% off your purchase
10% off every purchase
Free shipping
Free gift ($5 value) for coming
into their store
Early access to sales
Upgraded loyalty status
Personal shopper
10%
20%
33%
5%
4%
4%
TECH-TALK TUESDAY

10. Which of the following describe how you would feel if
you learned you qualified for an exclusive offer?
Rewarded
Excited
Special
Honored
Recognized
Proud
Chosen
Smart
Deserving
Justified
Superior
54%
47%
36%
34%
33%
27%
24%
21%
18%
11%
10%
TECH-TALK TUESDAY

11. Brands should be just as excited about
exclusive offers.
● The majority (58%) of consumers who
would use an exclusive offer say it
would increase their likelihood to
purchase
● Nearly 1 in 2 note the offer would
speed up a purchasing decision
(48%)
● Two in Five said they would increase
how much they originally planned to
spend
Increase spend NET – 40%
Likelihood to Purchase NET – 58%
*Among Americans who would use an exclusive offer
Which of the following describe how you would use an
exclusive offer provided by a brand?*
Make a purchase sooner than I normally would
Be more likely to seek out something to buy so I
could use the offer
Treat myself to something I really wanted, but
didn't need
Be more likely to purchase more items than I
normally would
Save the offer to make a purchase for a special
date
Purchase a more expensive product than I
originally intended
Spend more than I normally would
48%
41%
38%
37%
30%
25%
28%
TECH-TALK TUESDAY

12. Exclusive offers are an aphrodisiac for
brands. Over four in five (82%) Americans
say being provided an exclusive offer would
increase how often they shopped with the
brand.
Americans are excited to share exclusive
offers with those they love. More than nine
in 10 (91%) would share an exclusive offer
with their friends or family.
TECH-TALK TUESDAY

13. Brands Are Seen as
Popular Sources of
Influence
When it comes to information about
new products, Americans view
brands as a more favorable source
than peers, bloggers, industry
experts - even YouTube stars and
celebrities.

14. Through which of the following do you like to learn about
new brands or products that you want to try?
Friends or Family Directly from
Brand or Retailer
Peer
Recommendations
Members of a Group
or Organization
(e.g. AARP or Uber)
Industry Expert of
Publication
Influencer
(e.g. Celebrity,
YouTube, Blogger
Endorsement)
Other
73%
61%
38%
23%
22%
20%
9%
TECH-TALK TUESDAY

15. Americans Worry
About Sharing
Personal Information
with Brands
73% believe brands use
personal information when
verifying an offer without their
knowledge.

16. Consumers want to explicitly indicate their
interest in an offer
Opt-in
Brands use my activity on
their website
Brands use information I
provide on social media
Brands use the activity of
those I am connected to on
social media
Brands use my own social
media activity
40% 17% 13% 8% 6%
Q: Through which of the following ways would you most prefer brands use to
identify you to receive a promotion or exclusive offer?
TECH-TALK TUESDAY

17. An overwhelming majority of
Americans have concerns about
sharing personal information to
gain access to exclusive offers.
Over nine in 10 Americans (92%)
would be concerned with some part
of the process around being verified
for an exclusive offer.
No
Yes
Not sure
TECH-TALK TUESDAY

18. Most of the concerns regarding personal
information for eligibility to an offer stem
from the worry of what brands will do with
the information they collect.
Which of the following would concern you about being
verified for an exclusive offer?
Information NET – 83%
Recent data breaches may be driving
these concerns.
*Among those who say brands letting consumers wrongfully redeeming
exclusive offers would negatively impact their interactions with a brand
Sharing my personal information
The people who might gain access to my
personal information
Brands using or sharing my personal
information without my consent
The security measures taken by those
verifying my information to make sure it
remains safe
Someone else falsely using my information
for the exclusive offer
How many times I would need to confirm my
information throughout the verification
process
How long the verification process might take
Not completely understanding the steps of
the verification process
62%
59%
56%
51%
41%
35%
32%
24%

19. Many consumers respond by drawing the line
How willing would you be to share the following pieces of personal
information to secure an exclusive offer?*
*Top-2 box - Extremely and somewhat willing’ to share this information
84%
82%
67%
68%
57%
27%
18%
Email address Full Name Date of Birth Physical Address Mobile Number Credit Card Social Security
TECH-TALK TUESDAY

20. Brands Can Ease
Americans’ Concerns
About Personalized
Promotions
Consumer fears about exclusive offers
are allayed when:
● The verification process is
instantaneous
● When brands use a third-party to
complete it.

21. The value of keeping their
personal information safe has
become paramount.
So much so that more Americans
say knowing a brand wouldn’t share
the personal information needed to
redeem an exclusive offer (63%) is
extremely important to them.
TECH-TALK TUESDAY

22. Third-party verification may be
the perfect remedy for privacy
concerns.
Most Americans (57%) would rather
be verified for an exclusive offer by
an independent third-party than a
brand’s customer service
representative.
TECH-TALK TUESDAY

23. Consumers will go to
great lengths to use an
offer for which they’re
not eligible.
Tactics Used to Wrongfully Redeem an Exclusive Offer*
*Among those who have wrongfully redeemed an exclusive offer
I used a code or link to an exclusive offer that a
friend forwarded me
I used someone else's information that I knew
would apply, such as their school
I used someone else's date of birth
I used someone else's name
I said I belonged to an organization I did not
I gave a false college/university name
I said I was employed somewhere I was not
25%
21%
23%
49%
20%
18%
17%
TECH-TALK TUESDAY

24. Around 47 million (19%)
Americans say knowing a brand
allowed customers to wrongfully
use exclusive offers would
negatively impact how they
interacted with the brand.
No
Yes
Not sure
TECH-TALK TUESDAY

25. Consumers lose trust,
shop less, and speak
out against brands
that don’t protect
exclusive offers.
Which of the following would happen if you learned a
brand was allowing consumers to redeem exclusive
offers who didn’t qualify?*
*Among those who say brands letting consumers wrongfully redeeming exclusive
offers would negatively impact their interactions with a brand
Lose trust in a brand
Shop with the brand less often
Recommend friends or family not use that
brand
Make organizations or groups associated
with the exclusive offer aware of what is
happening
Reach out to their customer service team to
try and stop this
Leave negative online reviews about the
brand
Make negative posts on social media
about the brand
53%
29%
33%
26%
18%
17%
80%
TECH-TALK TUESDAY

26. 79 million Americans
are concerned with the time it takes to be
verified for an exclusive offer.

27. For many, the
number on the price
tag doesn’t change
their desire to be
verified quickly.
Expensive item, less than one minute NET – 26%
Low-cost item, less than one minute NET – 47%
How long are you willing to wait to be verified for an
exclusive offer before abandoning each of the
following types of purchase?
Instantly
A couple of seconds
Less than one minute
1-5 minutes
6-15 minutes
16-30 minutes
10%
21%
17%
19%
8%

28. Eligible Americans
are Especially
Receptive to
Exclusive Offers
Those who should qualify for exclusive
offers report a heightened interest in
them, and are increasingly critical of
brands that allow shoppers to redeem
offers for which they’re not eligible.

29. Most (54%) Americans
who are likely eligible to
receive an exclusive
offer report they’ve
already had the chance
to redeem one.
This includes individuals who are first responders,
members of our military, current and former
students, and members of employment and civic
organizations.
Not Eligible for
Exclusive Offers
Eligible for
Exclusive Offers
51%
40%
Americans who Would Prefer Receiving Exclusive Offers
over a Loyalty Program Available to Everyone
TECH-TALK TUESDAY

30. Exclusive deals raise a brands’ status in the
eyes of Americans who are eligible for them.
And they are likely to return for seconds.
More offer-eligible Americans than those who
aren’t eligible (87% vs. 77%) say they’d shop
with a brand more often.
89% of offer-eligible Americans
say an exclusive offer would make them
likely to shop with a brand.
TECH-TALK TUESDAY

31. While exclusive offers are more
attractive to this group, wrongful
redemption is equally off-putting.
Americans who should be offer-
eligible are 71 percent more likely
than those who should not be offer-
eligible (24% vs. 14%) to say knowing
brands allowed wrongful redemption
of exclusive offers would negatively
impact their interactions with a brand.
Non offer-eligible
Offer-eligible
‘Brands Letting Consumers Wrongfully Redeem
Exclusive Offers Would Negatively Impact my
Interactions with the Brand’
14%
24%
TECH-TALK TUESDAY

32. The bad news: offer-eligible
consumers have heightened fears
about data security.
The good news: third party
verification may help quell their
concerns.
Concerns Surrounding the Verification Process
Sharing Information
The people who might gain access
to my personal information
Brands using or sharing my personal
information without my consent
The security measures taken by
those verifying my information to
make sure it remains safe
66%
Non offer-eligible
Offer-eligible
65%
61%
58%
TECH-TALK TUESDAY

33. KEEPING
EXCLUSIVE OFFERS
EXCLUSIVE
with
DIGITAL VERIFICATION

35. NEW CUSTOMER ACQUISITION
New to file customers due to exclusive
offers for students, teachers and military
46%

37. to purchase of software with
Instant Verification
75%
IMPROVE
CONVERSIONS

38. Increase in transaction value
from military customers with
veteran’s day program
INCREASE AVERAGE
ORDER VALUE
63%

39. Get D/L - 222 mm
Passport - 113 mm
HS Graduation
2.6 mm per year
216 mm total
College Student
21 mm US
66 mm Int’l
Military
180K per year
34 mm total
Teachers
4.8 mm US Educators and
Administrators
Employment
155 mm US employees
$78B
Married
2.3mm couples
$55 bn
New Parent
4mm kids per year
$27 bn
Veterans
20 MM Vets and Retirees
Seniors
46.2 mm total
$4.74 T
LIFESTAGE MARKETING
College Graduation
4.6 mm per year
$60 bn
Divorced
1mm couples
$50 bn
Buy House
560k per year
$134 bn

40. 18:1
8.2x
Return on ad spend
Conversion increase
3xRepeat purchase increase
EXCLUSIVE
OFFERS
With effective targeting
POWER OF
THE

41. TRUSTED VERIFICATION PARTNER

42. Q&A SESSION
MODERATOR
Marcus Johnson
Senior Analyst
eMarketer
PRESENTER PRESENTER
Danielle King Sherman
VP of Communications and
Media Practice, Kelton Global
Bill Schneider
VP of Product Marketing,
SheerID
Presented by