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BizReport : Ecommerce : December 10, 2013

Study: Shoppers more focused on the end-game

When it comes to shopping, more consumers are spending less time in the store. That isn't necessarily a bad thing. New data out from Euclid shows that the focus of most shoppers is now getting the product on their list, rather than window shopping.

by Kristina Knight

Window shopping may be good for retailers' bottom lines, but it looks as if window shopping is falling in favor among shoppers. According to new data out from Euclid Analytics, November shopping trips resulted in people spending less time in-store. Instead, shoppers focused on the items on their lists rather than looking for additional purchases.

"Deep discounts, highly attractive promotions and extended open hours successfully brought shoppers to brick-and-mortar locations during Thanksgiving Day and Black Friday this year, with traffic up 1.9% compared to the same two day period last year. Looking at Black Friday itself, traffic was actually down YoY as the early start to deals on Thursday pulled many shopping trips forward. Window conversion was up 2.3% YoY for the two day period as well, nearly reaching 10% on Black Friday, as enticing deals brought crowds through the door," writes the company.

While time spent browsing decreased actual traffic into stores increased by 20% over November 2012 numbers and 32% over October 2013 numbers. Other interesting findings include:

• Window conversions increased by nearly 9%
• Bounce rates increased by 12%
• Visit duration lessened by nearly a full minute over 2012

Bounce rates measure the number of visitors who enter a store but then leave within 5 minutes without making a purchase.

On a more positive note, repeat shoppers are on the increase. According to Euclid's stats, 12% of retailer visits were made by people returning to a store within a 30 day window. That increase is month-to-month; for the year over year numbers, repeat shopper visits were down about 3%.

Image via Shutterstock

Tags: busy shoppers, ecommerce trends, Euclid Analytics, retail bounce rates, retail return shopper rate, retail trends

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