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BizReport : Ecommerce archives : October 05, 2015


Reports highlight what may, may not work this holiday

Marketers, are your holiday plans really in line with what shoppers want? One new report indicates...maybe not. According to Bronto Software there is a growing disconnect between holiday shoppers and marketers.

by Kristina Knight

First, Constant Contact has released some Thanksgiving weekend data which may be helpful for brands. According to their analysis of emails sent over the Thanksgiving weekend, including Cyber Monday, about one-quarter of emails sent during each day of the holiday are retail-related. During Cyber Monday, specifically, about 36 million emails are sent between 10a and 11a ET; last year more than 365 million emails were sent Cyber Monday alone.

This dearth of emails could be causing some of the disconnect/fatigue that Bronto researchers have identified. According to their new report retailers and brands starting their holiday campaigns earlier is leading many shoppers to burn out on the holiday early. For example, about 60% of brands surveyed said they begin their campaigns in September or October but only 24% of shoppers begin shopping that early.

Another disconnect: 70% of retailers think 'doorbuster' sales are effective but only 28% of holiday shoppers agree.

The report also indicates:

• 19% of shoppers say they'll make purchases from a tablet, 22% from smartphones
• 65% will use mobile devices to look for promotions/coupons, 61% will comparison shop
• 61% of retailers believe consumers use mobile devices to check reviews or research return policies

"More consumer choices and multi-channel purchasing options have disrupted the traditional timing of holiday shopping," said Jim Davidson, head of research at Bronto. "Retailers must understand when and where their customers are shopping and what promotions resonate with particular demographics. Our research confirmed some assumptions and uncovered a few surprises. This insight will help commerce marketers better understand consumer expectations this holiday season."

As for what does work, free shipping offers continue to resonate with shoppers, flash sales are big with younger demographics but not with older demographics.






Image via Shutterstock

Tags: 2015 holiday commerce, 2015 holiday shopping season, advertising, Bronto, Constant Contact, ecommerce, email marketing








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