Tablets provide a different shopping experience than smartphones: social shopping, change when people shop and encourage a more leisurely, open-minded shopping experience that lends itself to product discovery
By listening to social media users, retailers can learn a great deal about how consumers use their products and what they represent
Jeffrey Grau Principal Analyst S E P T E M B E R 8, 2 0 1 1 What Retailers Need to Know About Online Holiday Shopping Behavior Sponsored by:
Ecommerce is largely insulated from macro-economic conditions
The US Department of Commerce released even more bullish estimates It reported ecommerce growth above 17% for the first half of 2011
Scot Wingo CEO ChannelAdvisor Eric Best CEO Mercent Chad White Research Director Responsys What is your outlook for the online holiday shopping season? “ We had a solid holiday last year, and we’re forecasting similar results in 2011. The more price-conscious consumers become, the more comparison shopping they’re going to be doing.” “ It was a banner year for online sales last holiday season. This year we can expect that online sales should be very robust again.” “ We predict 15% to 20% online sales growth. Ecommerce seems to be insulated from what is going on in the macro economy right now.”
The experts said online holiday sales will be at least as strong as they were in 2010 Online holiday sales grew 12% in 2010
Holiday season shoppers are versatile at using the web to find deals
Daily deal sites will be a popular holiday gift buying destination
The most popular daily deal categories will be dining and shopping
Consumers were purposeful in their shopping behavior 67% of consumers researched online prior to purchase 67%
Holiday shoppers timed their purchases around key promotional periods
Scot Wingo CEO ChannelAdvisor Eric Best CEO Mercent Ryan Gibson VP of marketing Rimm-Kaufman When will retailers start their holiday promotions? “ An increasing percentage of holiday shopping is happening on or before Cyber Monday because consumers are being trained to respond to promotional offers that are associated with those days.” “ Retailers have nowhere else to go but even earlier than Thanksgiving with their promotions. The Halloween to Thanksgiving period is going to be interesting to watch.” “ A lot of retailers are trying to capture consumers’ dollars up front in the season. To get that to happen, retailers are offering bigger incentives.”
More retailers have been sending email promotions in advance of Black Friday
Consumers are doing more of their Black Friday weekend buying online The web accounted for 33% of the average amount spent in 2010
More retailers are offering Cyber Monday promotions
Most Cyber Monday spending takes place on office PCs
The post-holiday period has become a peak shopping period. 45% of consumers shopped after Christmas in 2010, up from 41% in 2009.
Mobile is a fast-emerging holiday shopping channel Mobile’s contribution to retail sales rose from 3.4% to 6.5% in six months
Even though mobile purchases are on the rise, most smartphone owners used their device primarily for research last holiday season.
Scanner apps are becoming an increasingly popular mobile research tool
Jeremy Lockhorn VP, emerging media Razorfish David Hogue VP of experience design Fluid Raven Zachary President Small Society How is the iPad changing shopping behavior? “ The iPhone is what you use on the way to the coffee house; the iPad is what you use when you get there.” “ It presents the potential for a whole new social interaction. You can hand someone your iPad and say, ‘Hey take a look at this.’” “ The iPad opens up more possibilities for discovery, open-mindedness, impulse shopping.”
Tablet owners make purchases at rates higher than smartphone owners 24% 16%
Tablet owners not only purchase more than smartphone owners, but they also purchase from different categories.
Mobile: Retailers who will not have a mobile-optimized site ready for the holidays can still audit their site to see what minor incremental improvements they can make to at least create a presentable user experience.
Mobile: A retailer’s tablet app should not just be an extension of its smartphone app. Consider differences in shopping behavior.
Social: Offer exclusive product deals and coupons on Facebook to increase fan counts and encourage sharing.
Social: Focus on relationship building by interacting with fans and offering engaging content.
Visit www.Coremetrics.com for the Benchmark reports and other resources to make this holiday season a success
Visit the IBM Coremetrics Resource Gallery to understand more about Online Marketing Optimization, including Mobile & Social best practices: www.CoremetricsVoice.com
US 2011 Online Retail Holiday Readiness Report: www.Coremetrics.com/Holiday2011
UK 2011 Online Retail Christmas Season Readiness Report: www.Coremetrics.co.uk
What Retailers Need to Know About Online Holiday Shopping Behavior Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Sponsored by : Presented by: Jeffrey Grau Principal Analyst, eMarketer, Inc.