Customers and their holiday shopping – how are they navigating the end of 2018?
Today's customers use at least three or more communication channels to discover new brands and their products or to check on changes in their favorites. Among them, they cite their smartphone, a retailer's website , or a brick-and-mortar store.
For many new and lesser-known brands, the holidays are the perfect time to showcase their products and encourage shoppers to purchase their products. Therefore, as a seller, you need to respond to holiday shopping now!
“Help me find you – wherever I am, wherever I want”
Research shows that 61% of shoppers are likely to buy from new retailers during the holiday season, and last year, almost half did so during this time. This year, we're more open to discovering and trying new brands than ever before. As evidence, phrases like "similar brands" and "similar stores" have grown by over 60% over the past two years. It's crucial, then, to help customers along the purchase journey. How can you do this?
The ability to contact customers by phone remains a significant convenience for many customers. This option allows them to quickly obtain information about product availability. Shoppers are using their smartphones for purchases with even greater frequency. In fact, searches for "shopping apps" have increased by 90% over the past two years, and searches for "online shopping" have increased by 180% over the same period.
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It's also worth noting that video has become a favorite for holiday shoppers. "For nearly two-thirds of shoppers, video is a source of inspiration and a key driving force behind a purchase. 90% of these people say they became interested in a product after watching a YouTube video . "
We're also observing that purchases aren't made solely on typical promotional days like Black Friday or Cyber Monday. After all, we shop before, during, and after the holidays. Therefore, it's worth factoring this into your strategy and tailoring your promotions to the entire holiday season.
Christmas shopping and offer personalization
Customers expect brands to tailor products and services to their needs. More than half of consumers say they are interested in seeing personalized content while shopping. They found offers on products they regularly buy or reminders of where they shop most often helpful. Meanwhile, 4 in 10 Christmas shoppers look for retailers who remember their personal information, such as previously measured sizes and products purchased.
Even when searching for gifts for others, shoppers expect more specific and personalized results. For example, searches for "gift + ____ year" have increased by over 100%, and searches for "gift for dad" have increased by over 80% during the same period.
Brands looking to attract customers this holiday season must consider that non-personalized offers that appeal to everyone are no longer acceptable.
"Don't waste their time"
Customers expect retailers to offer special conveniences when shopping. While it's the most wonderful time of the year, it's also one of the most stressful. For many, choosing the perfect gift for loved ones is a real challenge. Those shopping for gifts at the last minute are less loyal to their favorite stores, and one in three respondents chooses gifts based on how quickly they can get them. Therefore, product availability, the ability to browse in various locations, such as in-store and online , and speed of delivery are key factors.
Help your customers help themselves
Don't let the holidays be a disaster for your customers. Providing relevant, personalized, and genuine support will set you apart from the crowd. Ask yourself: Will I give my customers the help they need this holiday season? Finding the answer can be a big step toward achieving long-term customer loyalty and growing your business.
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Summary
The above article covers the following topics:
- omnichannel shopping and the role of brand visibility during the holiday season,
- How customers discover new brands, shop mobile, and get inspired by video throughout the holiday season
- growing customer expectations regarding the personalization of offers,
- the impact of order processing time, product availability and multi-channel sales on consumer decisions,
- personalized customer service to build loyalty.
