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BizReport : Ecommerce : July 27, 2011


How etailers can capitalize this holiday season

With the holiday shopping season just around the corner, many etailers are already planning how to better engage consumers. In 2010 online shoppers spent more than $34 billion during Q4; this year that number could be surpassed with some savvy moves. What trends should etailers take advantage of?

by Kristina Knight

Kristina: What trends are you seeing in ecommerce so far this year?

Eric Tobias, iGoDigital: eCommerce is continuing to see historic growth, with double digit growth for two consecutive quarters. The growth we are seeing isn't confined to a few verticals either; nearly every vertical is seeing its share of this growth. I think eCommerce is allowing shoppers to shop smarter. They can comparison shop online at night get an email on their phone at before they leave work with a sale reminder and they could make a purchase at a physical store before dinner. Companies that are not acknowledging a multi-channel approach will get lost in the shuffle.

Kristina: What are you expecting from the upcoming holiday shopping season?

Eric: Consumers are getting wiser with their dollar so it's about the added value retailers can provide. Free shipping and returns are nice, but the shopping experience itself is the most important factor. Personalization is the key for providing a memorable shopping experience during the holiday season, and it should across multiple channels. When you inbox is flooded daily with the latest deals on videogame consoles and you haven't picked up a joystick since the original Pong you are going to do two things: be annoyed that they don't know you and not buy from that site.

Kristina: Two recent studies found that WOM - from social networks or from in-real-life friends - was the best way to engage consumers. Why do you think that is? What can brands do to push reviews/recommendations?

Eric: Real people who genuinely love your product will always be the best brand ambassadors. Trust is what friends have that spokespeople don't. We know from our recommendation scenarios that review based scenarios outperform traditional viewed/viewed or bought/bought scenarios by 14%. By making the review process simpler, a simple I liked this or I didn't like this product, means the average consumer will have be more likely to review a product.

Tags: 2011 holiday shopping, ecommerce, ecommerce trends, holiday shopping, iGoDigital, online shopping










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