Seven in ten (70%) UK consumers have said they don’t trust the authenticity of nudge marketing and high-pressure sales tactics, such as countdown clocks and ‘last chance to buy’ notifications.
Despite being designed to encourage shoppers to act quickly, research from Twilio found that the knock-on effects of these tactics could actually deter customers from engaging with the brand in the future.
More than two thirds of consumers (67%) who responded to the study also said that they consider nudge tactics to be misleading.
A similar number (65%) said they actively avoid brands using the tactic, while almost four in ten (39%) said they would prefer to never encounter them again.
Discussing how they felt about nudge sales tactics, 39% of respondents said they felt frustrated, 22% said they felt tricked and 13% said they felt panicked.
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Twilio customer engagement expert Sam Richardson pointed out that: “Brands need to evolve their approach to prioritise getting to know everyone on an individual basis, including their needs, interests and preferences.”
“There’s a huge difference between sharing useful offers, promotions, and reminders, and then applying unwanted pressure. It’s important for brands to listen to what consumers are saying here.”
“Having access to first-party data, in real time, can help brands to deliver highly personalised customer interactions – in their preferred format and on their preferred channel.
“It’s important for brands to listen to what customers want to see and when, without applying unnecessary pressure. This means companies are more likely to get it right the first time around, removing the need for follow-ups.”
