Marketing Land recently published an infographic compiled by Pricegrabber, summarizing what holiday shoppers will be looking for from retailers this holiday season. The survey was conducted last month, asking nearly 3,000 online shopping about their shopping and research habits. Below is an infographic of their findings:
One of the most important takeaways from this infographic is that good customer service and free shipping drive customer loyalty. Another key statistic is that 88% of consumers plan to research their holiday gift purchases before buying anything. One form of research is showrooming, where customers visit a brick and mortar store to examine merchandise, but ultimately purchase it online at a cheaper price.
Best Buy addresses some of the challenges retailers face with showrooming through a television ad campaign. In this ad campaign, Best Buy recognizes they are known as “the great showroom floor.” The TV ad features actor Will Arnet narrating a story of a man who successfully purchases everything he needs from Best Buy without showrooming, thanks to Best Buy’s low price guarantee and in-store pick up. Last year, Target also addressed showrooming challenges by agreeing to match any online price.
Depending on how you look at it, mobile shopping can be a blessing or a curse for brands. Internet Retailer reported that consumers are “exploiting [mobile technology] to improve their shopping experience, with 34% of smartphone users using bar code scanning apps to get more product information or to compare prices.” Because of this, it’s very important to keep your in-store mobile shoppers loyal to your brand through good customer service and an overall good shopping experiences, especially during the holidays. Though doing so may mean cutting back on some sales dollars, retaining your loyal customers will pay off in the long run.
Check out my previous blog post for some tips on how to keep your in-store mobile shoppers happy and how to improve their online and in-store shopping experiences.