It’s that time of the year again and despite a recent economic downturn, shoppers are prepared to spend this holiday season. Shopper Science recently surveyed over 1,000 shoppers about their holiday shopping plans for this year. This survey provides insight on some popular trends among consumer shopping strategies.
“This is shaping up to be a no holds barred, digitally empowered shopping season. Retailers will need to harness every media trick possible to connect and convert this new digital savvy shopper,” said Shopper Sciences CEO, John Ross.
The new “digital savvy shopper” Ross speaks about utilizes every channel available to them to ensure they are making a confident purchase. Today, shoppers plan ahead and “pre-shop” online by browsing products through company websites. They are not only starting earlier, but according to the Shopper Sciences survey, 42% of holiday shoppers plan to conduct online research before making a purchase this year.
Shoppers are also relying heavily on their smart phones as a sales tool, or assistant, to find the best deals. In fact, 57% of those surveyed said they used their smart phone to research product information before buying while 52% said that they used their smart phone to compare prices. Shoppers also use their smart phones to download coupons and receive discounts through various social media outlets.
Of those surveyed, 34% said they plan to buy more holiday gifts online this year which could make 2011 the year the internet grabs a more significant share of shoppers’ wallets. With the emergence of the digital savvy shopper, it is becoming imperative to ensure that the product information for each product is up-to-date and accurate, and synchronized across all channels. A Product Information Management (PIM) system serves as the backbone for an efficient multichannel strategy.
Can 2012 be the game-changing year for retailers when it comes to customer engagement, retention, return on net assets, and gross margin return on inventory investment? Five game-changing technologies will come to the forefront of retail in 2012: Mobile Store, Social Analytics, Omni Channel Product Information Management, Digital Marketing, and Cloud Computing. Sign up for the Aberdeen webinar 2012’s Top 5 Game-Changing Retail Technologies: Where and How to Play on Tuesday, December 6th to learn more!