July 02, 2025
Consumers Switch Between Channels to Trick Brands Into Bigger Discounts
Consumers will go to great lengths to snag a better deal, and new research shows shoppers aren’t afraid to play brands against themselves to get it.
A fresh study from Klaviyo exposes a cunning new trend in consumer behaviour: more than half of UK shoppers (59%) confess to deliberately ignoring brand messages on one channel, like email, while waiting for sweeter deals via another, such as SMS or social media.
Brands could be paying a much higher price because of their disjointed strategies. Almost half of UK consumers (47%) now expect brands to provide a seamless journey across channels like email, push notifications, WhatsApp, SMS, and social media. Yet 40% complain that brand messaging rarely feels connected, creating the very loopholes shoppers exploit to score extra discounts.
Klaviyo’s data also reveals the time-sensitive preferences driving channel chaos. While 76% of consumers prefer receiving SMS messages during the day, they switch to mobile apps and social platforms come evening.
WhatsApp’s recent push into advertising appears well-timed. Ninety percent of UK consumers say they’re likely to engage with brands on WhatsApp, with 45% most active in the late afternoon or evening. A quarter of UK shoppers (25%) even want daily brand updates on the platform. But brands shouldn’t blast messages as consumers are staying subscribed primarily for relevant promo codes (25.6% in the UK) and personalisation (16%), both notably above global averages.
Ben Jackson, Managing Director EMEA at Klaviyo said: “WhatsApp is the most commonly used messaging app in the UK and it presents a very direct and personal way for brands to reach consumers. Our research reveals this shift and that consumers are open to hearing from brands organically and regularly on WhatsApp, especially when they are offering personalised communications and discounts.”