What shoppers want from you this holiday season
Monday, November 14, 2016
We're less than two weeks out from one of the biggest shopping days of the season: Black Friday. Then, the holiday shopping frenzy will begin.
This year, like years past, will look remarkably different from the year before. More shoppers will be making purchases at home, often from their mobile device. In fact, online sales will now represent nearly 11 percent of all holiday sales, according to eMarketer. That's huge.
Learn what other trends consumers are demanding this holiday season. Below is your guide to wow your loyal customers and win over new ones, too.
Digital deals on Black Friday and Cyber Monday. Black Friday and Cyber Monday will dominate online sales this year. 61 percent of internet users plan to shop online on Cyber Monday, while 52 percent will make digital purchases on Black Friday. When will they opt to buy in store? According to this study, 50 percent said they'd go on Thanksgiving Day. Amp up online deals on Black Friday and Cyber Monday, and save in-store sales for Thanksgiving.
A mobile-friendly website. Each year, mobile purchases continue to grow. This year, nearly 30 percent of e-commerce sales will be made from a mobile device. That accounts for 2.4 percent of the year's total retail sales, according to data. Your customers want to shop on sites optimized for mobile. If your site isn't, they'll opt for a competitor's site instead.
An easy way for them to purchase. Speaking of competitors, your business will be going up against Amazon. 42.7 percent of internet users say Amazon is the primary retailer for their holiday shopping this year, according to this study. Why? More than half said because it's easy to use. Run through the checkout process at your store, and identify ways you could streamline and simplify the process.
A balance of digital and in-store options. A mere 5 percent of mobile users said they will do all their shopping online, in a recent study. In fact, 29 percent stated they won't be doing any online holiday shopping. Instead, more than half of the respondents said they plan to do between 25 and 50 percent of their shopping online. Remember, mobile and e-commerce is an important piece of your strategy, but it is only a portion.
Have floor models out in your store. Webrooming is a big trend this holiday season. What is that? It's when shoppers do their research online, reading reviews and scouring prices, before ultimately buying the product in store. Over 60 percent of mobile device users will webroom this season, shows recent data. To make the process easier, have your top products out for users to touch, feel and test. Often, once they see the product, they're ready to purchase.
Rewards for loyalty members. Loyalty programs are going to be influential as shoppers decide which stores to frequent, according to a Berkeley Research Group study. This will have the biggest impact on mass merchandisers (55 percent), department stores (48 percent) and electronic retailers (43 percent). And by far, most of those shoppers want to hear about the advantages to their loyalty program, like coupons or secret sales, via SMS messages (48 percent). Email is the second-most preferred communication platform at 22 percent, found 3Cineractive data.
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