Again, the holiday wild card is mobile, both in how much it influences offline and online spending as well as how much purchasing gets done via that channel.
According to IBM’s 2014 holiday shopping report, mobile browsing — both smartphones and tablets — is expected to account for 48.2 percent of all online traffic over the five-day period between Thanksgiving and Cyber Monday, an increase of 23 percent over last year.
It seems that, in the last 2 or 3 decades, retailers have been putting out their Christmas products earlier and earlier. In fact, most of the major retailers are now putting Christmas decorations on the shelves well before Halloween, something that many Baby Boomers have been complaining about for years.
It will be no surprise that millennials will be on their smartphone this holiday season, but how millennials intersect mobile and in-store generates some surprising results, according to an infographic by Rich Relevance.
Alors que vous vous apprêtez à affronter les ventes de Noël et les soldes d’hiver, assurez vous d’adopter les bonnes stratégies pour que vos clients restent fidèles à votre marque pendant la période la plus cruciale de l’année.
1- Exploitez le Big Data et la personnalisation afin de placer le client au centre de votre stratégie, indépendamment du canal.
• Survey of 1,000 American shoppers shows that mobile phones are primarily used to research, browse and compare—not make a purchase
• Two of out 3 Millennials will use mobile phones to research items before they buy them in the store this holiday—up significantly from last year
The use of mobile in holiday shopping is much higher for millennial consumers than older demographics. According to new research from RichRelevance, three out of four millennials plan to use their mobile phone to shop this holiday, compared to 54 percent of middle-aged respondents.
Not so long ago, the practice of a store staying closed on Thanksgiving was simply a given: one more holiday in which workers assumed they’d get some time off. Then, amid the corporate tug-of-war over Black Friday crowds, retailers began eyeing the juicy hours of Turkey Day as the best time to kick off their crucial holiday shopping seasons.
The move drew both sales and backlash from shoppers, who worried the sacred day was being plowed beneath the tough work schedules of Black Friday creep.
With last year’s Black Friday sales rising by almost 20% online and 3% in store from the previous year, any retailers without strategies in place to connect with consumers across all channels will lose out on valuable sales opportunities in 2014.
Consumers are also increasingly using their mobile devices to research items before buying in store.