Holidays are often celebrated by businesses with holiday sale, the shopping season where consumers are out looking for the best deal of great gifts and spend their way to the famous line “the joy of giving”. Before, holiday shoppers often end up in the long lines at the cashier, the rowdy crowd, the limited stock of preferred items, and of course at the possibility of getting stuck in rush hour. This annual habit started to change when internet and technology penetrated the market with what we now call, “Online shopping”.
The online market along with electronic purchase and payment has allowed a more convenient and safe “window shopping” as potential buyers are starting to prefer searching through a lot of web pages and getting their items shipped at the convenience of being at home. With the abundant source of items, promos, and retailer options accessible in one click, consumers are starting to recognize that they may save time and patience long before the masses hit the malls.
Aside from shoppers’ hunting for bargain, CMO’s digital insights for 2017 had predictions on the gradual increase of online visits for retailers who have web pages. At least 31% of them revealed that they are more likely to spend online and expect flawless transaction as a part of their customer experience. According to Taylor Schreiner, a principal analyst of Adobe Digital Insights, “Mobile is a huge opportunity this holiday season, and the retailers that deliver the best experience are the ones that will close the deal, the key is going to be making the mobile experience helpful to the customer, wherever they are in their shopping journey” which means the way to prevent panic buying is no longer hidden for marketing leaders, customer service and convenience is another key to a good sale and personalized experience on the items of their interests is another way to create loyal consumers in the growing environment of online marketing.
In PWC’s Holiday outlook (PricewaterhouseCoopers), today’s shopping innovation has allowed online and traditional shoppers the best of both worlds where almost everyone may have the means to choose their shopping strategies to avoid the holiday rush and spend more time with their families and friends. The results of their survey revealed that 88% of consumers will shop in stores and 84% will shop online creating a community of commerce— “a welcoming environment where shoppers enjoy spending their time as much as they enjoy spending their money. In today’s environment they are constantly recalibrating the finely tuned—and very individualized—balance of convenience, price, speed, and variety to determine which channel works best in a purchasing decision”.
As a business leader, offering the best options for rushing customers and helping them avoid the purchase traffic is an edge to traditional marketers aside from blowing up a big holiday sale. Starting up a demographic research and quick surveys for the most loved items may help you determine the best packages for your season’s deals. With the large volume of potential market during holidays, opening and maintaining an active web page and social media accounts may increase a client’s interest in purchasing your product or service. Connecting with them in real time is plus while giving them a closer look and direct experience on their item is a sure buying hit.
The most sought after for consumer-researchers are cyber-deals. Prices and product commentaries by other buyers are labeled as the most helpful information that support their decisions whenever they purchase products on various websites online, in a quote by Valassis CMO, Curtis Tingle on Marketing Land, “Brands and retailers that develop their holiday media strategies with the full consumer decision journey in mind are more likely to reach shoppers with relevant, timely messages”—meaning with customer relevance as a priority, business and marketing leaders are expected to keep up with the latest research and product trends, by developing creative strategies in online selling and technology to provide delivery services that guarantee total convenience in a fast paced shopping environment both online and at the real stores.
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