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BizReport : Ecommerce : August 30, 2016


Report: Digital will be strong through holiday season

There is new data out from eMarketer that indicates that while revenue from the overall 2016 holiday season is expected to increase only 2%, digital revenue is expected to increase at least 13%. That increase in digital is an indicator that retailers need to doublecheck their ecommerce readiness.

by Kristina Knight

There is new data out from Signal which indicates that while just over one-third (36%) will be browsing for gifts is online (via desk or laptop), but that 33% still buy in-store more often than online. About one-fifth will be browsing via mobile channels.

Speaking of mobile, about half (50%) of 2015 shopper visits were driven by mobile browsers, so the Signal experts advise retailers to ensure their mobile presence is strong.

And, while 42% of shoppers said they buy most often from Amazon, 40% say Amazon isn't their first choice for online purchases.

"The retail environment is a complicated battleground, with mega-competitors like Amazon and demanding consumers who want to shop when they want, how they want. But retailers don't have to be Amazon to succeed, as 40% of consumers say they primarily shop elsewhere for holiday gifts. Instead, they can use the wealth of knowledge available in first-party data to understand their customers better than anyone else, gaining the edge they need to design personalized experiences that will delight holiday shoppers," said Mike Sands, CEO, Signal.

How can retailers garner shoppers interest? About half say they're influenced to make purchases because of digital ads or in-app ads, so Signal's experts suggest that brands focus on online campaigns during the upcoming holiday shopping season.

Signal's experts surveyed 1,500 US consumers for the report.

Tags: ecommerce, ecommerce trends, m:commerce, m:commerce trends, mobile marketing, Signal










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