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Pre-tail seems to be one of the new buzzwords thrown around the CPG category. But what does it really mean, and should we be taking it seriously? Pre-tail refers to the entire journey of the shopper before they reach the point of purchase. Product research, browsing social channels, building shopping lists, and organizing coupons and rewards all fall into the pre-tail category. Various often-quoted studies by Point-of-Purchase Advertising International and The Marketing Science Institute have said that between 60 and 70% of purchase decisions are made at retail. Regardless of the exact number, that means at least 30 to 40% of consumers have made their decisions before they ever walk into a store, which is hardly insignificant. ...
While similarities exist across all age groups, some key differences emerge immediately. First the similarities: Most U.S. adults intend to spend the same amount or more while shopping online during this season as compared to a year ago. 85% of U.S. Adults 18 and older plan to do so, ranging from 86% of 18-54 year olds to 83% of those 55 and older. Additionally, most consumers across all age groups plan to spend at least as much as they did last year on the top retail categories of Clothing and Electronics. Roughly three-quarters of U.S. adults plan to spend at least as much this season as they did last year on Clothing and Shoes and roughly two-thirds of U.S. adults plan to spend the same or more on Electronics. However, Clothing and Electronics spending plans do vary by age group with younger shoppers more likely than older consumers to spend the same or more on Electronics (75% of A18-34 vs. 57% of A65+) and Clothing (82% of A18-34 vs. 71% of A65+ on Children’s Clothing, 78% of A18-34 vs. 63% of A65+ on Shoes).
Beyond spending plans, younger consumers are more prone to being influenced by digital and mobile media than older shoppers are in their Clothing purchases. Overall, 1 in 4 U.S. adults report that they are influenced by Email Ads and 1 in 5 by Internet Ads in their Clothing purchases. More U.S. adults are influenced by Email (26%) than Broadcast TV (21%) and more by Internet Ads (19%) than Cable TV (13%) in their Clothing purchases. Digital influence is more pronounced among 18-34 year olds shopping for Clothing: 1 in 3 are Influenced by Email Ads, 1 in 4 by Internet Ads and 1 in 5 by Social Media. This younger demo is also twice as likely as the general adult population to be influenced by Mobile Video, Blogs or Web Radio. 35-54 year olds parallel the general adult population in digital media influence on Clothing purchases and 55-64 year olds are a bit less influenced by these media. Fewer clothing shoppers 65 and older are influenced by any media but twice as many of them are influenced by Internet Ads (10%) than Cable TV (5%)....
Technology isn't simply something that helps Young People get something done, i.e. make a purchase quickly and efficiently. Technology and interactive media play a role in identity formation and lifestyle. Online shopping doesn't do this for people. It's merely a convenience.
Yet a growing body of research indicates stores that fail to play an influential role within digital channels where young people pre-shop, socialize, and participate in virtual communities first, won't get the sale in the end.
Young People want to do more than consume; they want to co-create, participating in the emerging sharing economy. With the rise of the makers and locavore movements, and even seemingly niche trends like the resurgence of home-based and craft brewing, it's time retail environments built on active consumption....
Ecommerce in The Netherlands is still growing. Last year, the online retail industry increased by 8.4% to reach 13.96 billion euros. During the last six months of 2014, the ecommerce industry even grew harder than it ever did for the last five years.
When we mix these percentages together, it shows that 17.6% of all purchases (products as well as services) in The Netherlands happens online. With regards to the consumer retail industry it seems that the share of products being sold online is about 7.6% (2013: 6.6%). The growth of consumer spending is mainly due to the growth of online spending, says Wijnand Jongen, director of branche association Thuiswinkel.org....
Consumers are shifting spending online, with 71% of surveyed consumers in UK and 61% in US, doing more than half their 2014 holiday shopping online, according to research by Wipro Digital.
This is a significant increase from 2013, when 45% in UK and 36% in US reported doing the majority of their shopping online.
This trend is set to continue with half of the surveyed consumers in US and UK saying that they plan to do more shopping, online in the 2015 holiday season, as compared to just 6% in UK and 4% in US who plan to increase their in-store shopping...
When was the last time you paid the full retail price? According to a recent article in The Wall Street Journal (Attention, ‘Discount Junkies’) about 15% of shoppers generally pay full price for items and don’t bother searching for sales. At the other extreme, a fifth of online shoppers are considered true “discount junkies,” people who make purchases only when offered discounts.
Discount shoppers are clearly reluctant to spend on premium brands if value is missing. In fact, in C. Britt Beemer and Robert L. Shook’s book “It Takes a Prophet to Make a Profit: 15 Trends that are Reshaping American Business” published back in January 2001, Trend 6 states:“Consumers Are Reluctant to Pay Full Retail Price”
Their research showed that more than 85 percent of all consumers in America shop for merchandise on sale. For those who pay full retail, 44 percent said they did so because they didn’t have time to shop. In addition, they discovered....
27 ways to MOTIVATE shoppers who research online TO BUYData from retailing today suggests that around 81% of shoppers try to do some research online before a purchase decision. Here are a few ideas on how to Motivate them to buy.
Adobe has released its 2014 Digital Index Online Shopping Forecast for this year’s holiday season, with a visual summary in video form and highlights in the graphs below.
Adobe data predicts online prices will hit rock bottom on Thanksgiving Day, lower than any other day during the holiday season.
Record sales of $1.35 billion are expected on Thanksgiving Day, a 27 percent increase over last year. Sales on Cyber Monday are forecasted to be $2.6 billion, an increase of 15 percent.
Black Friday is predicted to be the fastest growing online sales day of the year at $2.48 billion, an increase of 28 percent.
And what will consumers be buying? Social media buzz for Apple’s iPhone 6 and 6+, Sony’s PlayStation 4, Fitbits and Disney’s ‘Frozen’ dolls are driving early interest.
A recent survey by consulting firm Accenture found 63 percent of consumers plan to use a laptop or home computer to make purchases or research items this holiday season, up 16 percentage points from last year.
The smartphone, in particular, is gaining ground. As of August, 174 million people in the U.S. owned one — 72 percent of the mobile market, according to Reston, Va., digital tracking firm comScore. Branding Brand’s research found that mobile devices generated more than half of online retail visits that month, up from 4 percent in 2010.
The digital world generates data even better than sales, so there’s plenty of information on how Americans are using their tech tools.
Accenture’s survey found 24 percent of consumers plan to use a smartphone while shopping, up from 18 percent last year. Almost half of those surveyed are already using or at least would be willing to try services like ApplePay and PayPal that let them use their mobile phone to pay at checkout....
A new study of top e-commerce websites found these practices—called discriminatory pricing or price steering—are much more widespread than was previously understood.
The study, by a team of computer scientists at Northeastern University, tracked searches on 16 popular e-commerce sites. Six of those sites used the pricing techniques; none of the sites alerted consumers to that fact.
Among the study’s findings: Travel-booking sites Cheaptickets and Orbitz charged some users searching hotel rates an average $12 more per night if they weren’t logged into the sites, and Travelocity charged users of Apple Inc.’s iOS mobile operating system $15 less for hotels than other users....
Did you know that the total US online retail sales are estimated to reach $370 billion by 2017? Right now in 2013, the total online retail sales in the US average $262 billion, with 65% online shoppers belonging to the age group of 25 to 54. Take a look at our interesting, fact-filled infographic to gain more insight into the online shopping patterns and behavior of digital consumers worldwide....
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In looking to solve this problem and figure out exactly what it is that is convincing consumers to buy online, BigCommerce commissioned a study into the modern consumer journey. We learned how, when, why and where U.S. consumers buy today –– and more so, what is stopping them from doing so.
This information is incredibly important for retailers looking to sustain and grow their revenue. In today’s omni-channel world, brands must be strategic about merchandising on their various channels and need to fully understand why or why not their customers are clicking the buy button –– no matter where it appears.
Check out the infographic below for key insights or read the full State of Omni-Channel Retail Report....
Technology now touches nearly every retail transaction, creating a vastly different shopping experience for retailers and consumers alike, according to a research report published by MasterCard.
The study found that 8 out of 10 global shoppers' purchase decisions are now informed by a digital device, with consumers saying they are smarter shoppers and getting more value than before. However, though in-store sales still account for more than 90% of all retail spending, the result is a more focused in-store shopper buying from a narrower list of unique stores than in years past. 64.180.55.243 This article is copyright 2015 TheWiseMarketer.com.
"Getting smart about smart shoppers is paramount to a retailer's success, yet shoppers consistently report they're frustrated that retailers don't get it," explained Mathieu Loury, senior vice president of Merchant Solutions for MasterCard Advisors, the professional services arm of MasterCard. "The good news is that the solutions exist to both analyse and answer these expectations-meeting your omnishoppers every step of their empowered journey, and creating an ecosystem that propels them forward."...
In previous research, men have also been found to shop online more often than women, so the results here shouldn't be too surprising. But as before, it’s not clear what that exactly means.
In an era when the lines between shopping online and in store are ever more blurred, it may behoove researchers to tease out exactly what "shopping" entails. Do men research products online without buying? Are they really buying more online than women? In the omnichannel/no-channel era, this would be useful to know.
This report does show how profoundly mobile has driven online shopping, and gives some clues about how to fashion mobile browsers vs apps....
Online shopping has become a multibillion-dollar revenue stream--not to mention it has completely turned the path to purchase on its head.
What retailer doesn't want a piece of that growing pie? This is where multichannel marketing comes into play. Any successful online marketing strategy, however, begins with understanding--and then catering to--consumers' various shopping patterns and preferences.
To start you on your way, here is a glimpse into the online purchase habits of the modern-day shopper.....
“IBM’s research found a few areas where retailers may have some interesting opportunities,” said Kali Klena, global retail industry leader for IBM’s Institute for Business Value, San Mateo, CA. “First, there is a growing gap between shoppers’ enjoyment of digital shopping — online and mobile — and their last purchase behavior.“
Said another way, some retailers are delivering more enjoyable digital shopping experiences than others,” she said. “This indicates an opportunity for retailers to look at their digital shopping offerings and be sure they are truly tailored by channel....
While recovering from the holiday rush, retailers can look back at this season’s trends to discover new ways to fuel customer engagement and drive loyalty in the next year. Using real-time analytics, SAP uncovered a wealth of insights about consumers’ attitudes and desires that retailers can use all year long.
We have found that simply listening to what people are already saying provides powerful insights into their attitudes and behaviors. And consumers had plenty to say this holiday season: Shoppers shared their opinions and chronicled their actions with more than 28 million mentions online, an 8% increase over last year, according to SAP analytics.
Holiday shoppers tweeted more than 28 million mentions about their gift purchases- up 8% YoY via @SAP_Retail
Using social media analytics, we combed through the social chatter this holiday season to discover what consumers said – and what they actually did. We found some interesting trends, revealing consumers’ changing tactics and suggesting retailers must respond with different strategies of their own....
Discover the latest data on why people buy things online.
Just because we're marketing things doesn't mean we really know the science behind what makes people buy. But marketing without that information is like walking outside with a blindfold on -- it's going to be very hard to end up at your destination without a scratch.
To catch up on the latest and greatest research about online buyer behavior, keep on reading. Below, we’ll cover eight data sets on buyer behavior, their key findings, and the lessons you should take away from each piece of research.
Take the ones that apply most to your business and then use them make smarter marketer decisions, like building or tweaking data-driven buyer personas, designing a new experiment for your website, or maybe even making the case to your boss to hire someone new....
Online sales in the U.S. are expected to hit another record this holiday season, but spending growth will be slower than in previous years, according to one researcher.
Forrester Research predicts that consumers will spent $89 billion shopping online during the holiday season this year, an increase of 13% from the same period a year earlier. That's down from 15% year-over-year growth in 2013....
Before even going to the store, one in three shoppers plan to tap into their phone to check prices, based on a new survey of 1,000 U.S. adults conducted by Google Consumer Surveys for Thinknear.
Before the holiday shopping trip, consumers expect to use their mobile phone for a range of activities.
They include: - 32% -- Price comparisons
- 31% -- Research gift ideas
- 27% -- Research product reviews
- 25% -- Look for coupons, sales
- 22% -- Make a shopping list....
In this study, a survey of 600 digitally savvy consumers and marketers commissioned by Kitewheel, a real-time marketing hub for agencies, 80 percent of consumers said they will search the web, conduct product research, read reviews and compare prices between different retailers at least 75 percent of the time before purchasing.
The fact that the customer journey involves many more touchpoints now isn’t news, but it’s worth repeating because this change is fundamental to how marketers adapt user experiences across all channels....
The e-commerce shopping mall is littered with abandoned shopping carts.The e-commerce shopping mall is littered with abandoned shopping carts. Consider this: an average of 73.9 percent of carts don’t make it to the check out, according to the most recent data from SaleCycle. While it’s no surprise that the preponderance of discarded baskets are found in the travel industry (think: where some people are just comparison shopping for cheap flights or dreaming of luxuries they can’t actualize), coming in second is apparel.
“Only about 10 percent of apparel and footwear purchases happen online,” Romney Evans tells FORBES. The co-founder of TrueFit, a data analytics company, believes sizing plays a big part in consumers’ lack of confidence. Drapers Etail Report found that sizing problems accounted for more than 70% of fashion purchased online was subsequently returned...
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MediaPost explores the importance of "pre-tail" in the shopping journey including research online, social channels, lists, coupons and rewards. What a complex web consumers weave.