A Heads-Up On Holiday Retailing Strategies
Former strategy and innovation executive, Kim Garretson, shares data from a frequent shoppers study by e-tailing on consumer holiday shopping behaviors in 2015, alerting retailers to consumer responses in planning for the upcoming season.
Last Fall, says Kim, MyAlerts and the research firm e-Tailing Group surveyed 1,200 frequent e-commerce shoppers ahead of their holiday shopping, providing some early insights:
Consumer Holiday Shopping Habits
Consumers encountering out-of-stocks represents $600 billion in losses each year according to the IHL Group, says the report. When the questions posed were about availability for Out-Of-Stock products, nearly every retailer answered: “We don’t know. Please keep checking back.” Yet, according to the 2015 eTailing Group research, when respondents were asked what they did when encountering out-of-stocks:
Retailers filled consumer’s email inboxes with 26% more generic email blasts last holiday. There was more than a 10% drop in revenue per email.
Retailers report Email alert options they are adding to their sites this year, near the Add To Cart buttons:
Data Privacy Concerns of Retailers
To elevate holiday selling, the e-tailing group, in conjunction with MarketLive, shares the highlights from their 7th Annual Holiday Research study. After an extensive review of sites and selling techniques, the report focuses on 5 key areas:
For additional information from e-tailing, please visit here.