OpenMarket Survey of UK Consumers Uncovers Best Practices for Retailer Communication Throughout the Customer Journey

Press release – May 12, 2015

eDigitalResearch Finds More Than 50% of Shoppers Prefer SMS Over Other Forms of Communication While ‘On the Go’

  • 93% of consumers use their mobile phone for SMS, with just 55% using email on their device
  • Open rates of SMS far outpace those of email and push notifications, with 83% prioritising text messages
  • Mobile messaging is preferred for urgent communications
  • Spam and privacy are a key concern for the public, with just 43% of respondents willing to share their phone number with retailers

OpenMarket, a leader in enterprise mobile engagement, today released findings from a consumer study on mobile communication channels. The research, conducted by eDigitalResearch, revealed that text messaging is the most effective communication channel for brands seeking to contact consumers in real-time with time-sensitive information, such as order status alerts. The findings suggest that retailers need to implement a comprehensive communications strategy that includes multiple channels, in order to engage with consumers across the entire lifecycle.

“Retail is a very personal experience with unique consumer and purchase journeys,” said Steve Brockway, Director of Research (UK) at eDigitalResearch. “The report underscores how preferences regarding brand interactions differ for every shopper. This means that retailers must consider these preferences when choosing how they engage with each one of their customers. A ‘one size fits all’ solution doesn’t exist, and retailers should evaluate each communication channel to ensure a smooth customer journey whenever possible.”

The research highlights that SMS is well-suited for the delivery of time-sensitive, priority information, with 53 percent of respondents citing SMS as the preferred method of communication when ‘on the go’. At the same time, 85 percent of respondents would prioritise unopened text messages over emails and push notifications from apps, making SMS an ideal solution for retailers operating ‘Click & Collect’ services. Similarly, mobile messaging was the preferred channel for receiving delivery updates, with more than 50 percent of those surveyed choosing this option for ‘on the day’ notifications.

The findings also revealed that 59 percent of respondents preferred to receive promotional information via email, making it an effective channel for marketing materials. Of those surveyed, 54 percent indicated they always or mostly always opened offers received via email. Email also had the highest open rate for marketing information, closely followed by text messages.

While SMS is preferred by consumers at certain stages during their journey, trust remains a clear barrier to retailers utilising the technology. Just 43% of respondents said they would be willing to share their phone number with retailers, citing the concern they would be overwhelmed with irrelevant communications. As such, retailers should not only reassure consumers that they will respect their personal data, but they should also carefully assess which channel to use when communicating information at different stages of the customer journey.

“This research truly reinforces the importance of a comprehensive communications plan for retailers, which includes using a variety of channels for each phase of the customer lifecycle,” said Paul Murphy, Head of Commercial Development at OpenMarket. “The continued shift to online shopping and growth of services such as ‘Click & Collect’ mean that it’s critical to provide timely delivery and collection information. Only SMS can offer the ubiquity, familiarity and effectiveness when it comes to these types of interactions.”

The research was conducted between the 22nd December 2014 and 5th January 2015 using a nationally representative sample in the United Kingdom, with 1,000 responses collected in total.

About OpenMarket
OpenMarket, a division of Amdocs, helps enterprises use mobile to transform their business. OpenMarket provides mobile engagement solutions for organizations to optimize their operations and enhance relationships with their customers and employees. Major enterprises choose OpenMarket for our domain expertise, service flexibility, demonstrated performance and reliability, global scale, and corporate maturity. We provide smart, interactive connectivity to more than 200 countries, enabling businesses to engage with nearly every mobile user around the world. Our clients trust us to power their mobile business. For more information, visit

About Amdocs
For more than 30 years, Amdocs has ensured service providers’ success and embraced their biggest challenges. To win in the connected world, service providers rely on Amdocs to simplify the customer experience, harness the data explosion, stay ahead with new services and improve operational efficiency. The global company uniquely combines a market-leading BSS, OSS and network control and optimization product portfolio with value-driven professional services and managed services operations. With revenue of $3.6 billion in fiscal 2014, Amdocs and its more than 22,000 employees serve customers in over 80 countries.

Amdocs: Embrace Challenge, Experience Success. For more information, visit Amdocs at

Amdocs’ Forward-Looking Statement
This press release includes information that constitutes forward-looking statements made pursuant to the safe harbor provision of the Private Securities Litigation Reform Act of 1995, including statements about Amdocs’ growth and business results in future quarters. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be obtained or that any deviations will not be material. Such statements involve risks and uncertainties that may cause future results to differ from those anticipated. These risks include, but are not limited to, the effects of general economic conditions, Amdocs’ ability to grow in the business markets that it serves, Amdocs’ ability to successfully integrate acquired businesses, adverse effects of market competition, rapid technological shifts that may render the Company’s products and services obsolete, potential loss of a major customer, our ability to develop long-term relationships with our customers, and risks associated with operating businesses in the international market. Amdocs may elect to update these forward-looking statements at some point in the future; however, the Company specifically disclaims any obligation to do so. These and other risks are discussed at greater length in the Company’s filings with the Securities and Exchange Commission, including in our Annual Report on Form 20-F for the fiscal year ended September 30, 2014 filed on December 8, 2014 and our quarterly 6-K form furnished on February 9, 2015.

About eDigitalResearch
eDigitalResearch is the leading provider of SaaS Voice of the Customer programmes and empowers businesses to make critical decisions through informed direction. By combining our proprietary technology with focused insight and thought leadership, we’re able to provide a truly unique solution – from real-time closed-loop customer feedback to Panels and Communities.

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