Digital Drove Holiday Sales

As we turn the calendar to January, we’ll take a look at the first data back on shopping this holiday season.  Much of the research pointed to how big of an impact digital devices (computers, tablets or smart phones) would have this season – particularly how consumers used them to save money.

shutterstock_85671796• Over 80% of smart phone owners used a digital device to research or browse holiday purchases this year – that’s a jump of 22% over last holiday season

• Nearly three-quarters said they made a holiday purchase via digital device, that’s an increase of 35% from last year

• Over 60% used an email offer from a retailer.  Usage of email offers increased close to 40%

• One-third used a mobile coupon this holiday season.  Consumers redeeming mobile coupons grew more than 80% compared to last year

What Does This Mean To You?

While the holidays are a once a year happening, they (on average) account for upwards of 40% of total retail sales nationally.  The reason behind the growth in digital shopping this year was convenience – Nearly 40% of shoppers said they shopped online because of the convenience and ease of it.
The trend towards online shopping continues to rise – over four in 10 consumers said they shopped more online than in physical stores this year compared to
last year.
One of the things every business needs to do is stay relevant with its customers. Making sure that it’s convenient to buy from your store vs. the competition is part of staying relevant.
Just having a mobile site or ecommerce solution is not enough.  Part of your due diligence should be to continually look at the experience your digital and mobile presences offer.
Are there things that the competitors have that you don’t?
How intuitive is the navigation?
Is it easy to find and buy products from your site?
Are you effective promoting your digital and mobile capabilities?
It’s easy to launch and forget, but if consumers have a bad experience – it’s a good bet they will not return.  In tomorrow’s post, we’ll look at what improvements consumer’s want to see from businesses.  For more information on creating digital presences that drive results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; GfK Roper; SapientNitro

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