Report: Shoppers will pay for positive experiences
According to the new 2013 Holiday Shopping study from SDL about 60% of people (global) and 73% of Americans say they are ‘willing to pay more’ for products if the brand delivers a positive customer experience. The study also found that fewer people are shopping from work, in fact 71% of respondents say they prefer to shop during personal time – at home or on lunch breaks, for example.
“The holiday shopping season is a critical time for brands to provide a positive customer experience,” said Mark Lancaster, CEO of SDL. “Our study shows that consumers’ preferences and behaviors can shift considerably from year to year, from country to country. Organizations that are able to consistently deliver compelling and engaging experiences, across media and geographies, are those that are poised to be successful this holiday season.”
The full Holiday Shopping Preferences 2013 Study can be found here. Other interesting findings include:
• Only 5% said they learned about products through Facebook or Google+
• 55% say they are researching online while buying in store this holiday season
• 42% are turning to retailer sites to research products
• Two-thirds of US, UK and Australian shoppers say they won’t buy via tablet but 45% say they’ll research via mobile device
As for when they’ll begin shopping, most Americans say they’ll start shopping before Black Friday (82%); 63% of UK shoppers and 73% of Australians say they don’t wait for a certain day to shop, either.