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BizReport : Mobile Marketing : October 16, 2015

Studies ID what shoppers want this holiday

Look for shoppers to go global during the upcoming holiday season. That is the word from new Pitney Bowes research which indicates one-third of shoppers have now purchased products from retailers outside their home country. The most popular non-local retailers to buy from include those in the US (71%), UK (44%) and Germany (39%).

by Kristina Knight

"In today's global marketplace, ecommerce is continuing to connect the world's economies in new ways, making it possible for brands to sell, compete and expand their footprint," said Lila Snyder, President, Global Ecommerce. "By focusing on the consumer - what they want and how they like to shop - brands can develop the right roadmap to achieve global ecommerce success."

Some other interesting takeaways from the Pitney Bowes report include the fact that about one-quarter of shoppers are making these international purchases via mobile device with nearly one-third scanning social media to look for gift/purchase ideas.

Meanwhile, MarketLive's new Holiday Research study indicates shoppers want more choices - not just in item colors or sizes but in how they connect with retailers, in general. Their researcher indicates most (78%) have visited a store after receiving an SMS alert via mobile and that over half have looked into gifts after seeing images on Pinterest (56%). More than half are also more comfortable sharing their retail preferences if given something in return - like personalized recommendations.

"Consumers are adopting new technologies that seemed futuristic just a year ago," said Ken Burke, founder and CEO of MarketLive Inc. "Text alerts are now an accepted way to receive coupons and promotions, and personalized product suggestions based on prior purchases or online viewing patterns are now expected. Also, no retailers should question the value of their social network in the millennial realm. A staggering 47% with Pinterest accounts said they had purchased something online after pinning it.[i] Millennials should become an advocate of your brand--that is paramount."

Finally, Drawbridge is encouraging retailers to make this holiday season a cross-device season. Their research indicates that while most shoppers (76%) are visiting branded websites prior to purchasing, many are making those purchases on different devices. For instance, Millennials are more likely to make a purchase via smartphone (68%) after visiting a brand's website. Breaking down this data further Drawbridge found:

• 90% of parents will use mobile devices to find kids' gift ideas
• 50% of parents online time is spent on a mobile device
• One-third (38%) of Millennials use smartphones/tablets to shop each week
• 31% of Millennials use desktops to shop at least once each week
• 1 in 5 luxury purchases are made online
• Luxury shoppers utilize at least 4 resources prior to making a purchase decision

Image via Shutterstock

Tags: Drawbridge, global commerce, MarketLive, mcommerce trends, mobile commerce, mobile marketing, Pitney Bowes

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