News

Report: Mobile shopping to grow during holiday season

BY Katherine Boccaccio

Boston — A new survey by website technology company Modapt and communications firm Morrissey & Co., evaluating mobile phone users’ holiday shopping habits and plans, found that more than half of respondents are making purchases using their mobile devices. Nearly one quarter of those surveyed have used mobile devices in the past to purchase holiday gifts.

The results also show that during the holiday season:

  • Fifty-six percent of respondents had made a purchase from their mobile phone;
  • Fifty-eight percent of respondents will use their mobile phone to compare prices while shopping;
  • Forty-eight percent will use their mobile phone to find store locations that carry the products they seek; and
  • Ninety percent of those who had made a mobile purchase said that convenience was a major factor, and 47% said ease of use was a primary reason they had made a purchase.

In addition, 66% of the mobile users said they will be enticed to use their phones to make purchases if retailers offer mobile incentives, and 46% said better price offers would convince them to make a mobile purchase.

“Consumers are more likely to do their shopping via mobile when it is convenient and when there are good incentives,” said Mark Lederhos, co-founder and CEO of Modapt. “Responsive retailers will respond in turn by making their mobile sites more enticing, easy to use and accessible, and by offering unique content and deals.”

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OPERATIONS

Survey: Promotional emails drive Thanksgiving holiday sales

BY Katherine Boccaccio

San Bruno, Calif. — A report released Thursday by email and cross-channel marketing solution provider Responsys found that promotional email marketing volume during the Thanksgiving holiday weekend hit an all-time high, helping to drive significant increases in online sales.

“Over the five day holiday weekend, promotional email volume sent by major retailers was up 27% year-over-year, with Thanksgiving Day, Black Friday and Cyber Monday all seeing record email volumes,” said Chad White, research director at Responsys. “Retailers are making email marketing central to their cross-channel marketing efforts this holiday season like never before, and the record online sales results speak for themselves.”

Some 87% of major retailers sent at least one promotional email to their subscribers on Cyber Monday this year, up from 77% last year and making it the largest email marketing day of the year for the fifth consecutive year. That email volume increase helped propel Cyber Monday online sales to a new all-time high, up 33% year-over-year and shattering last year’s record of $1.03 billion, according to IBM Coremetrics.

This year, 81% of major retailers sent at least one promotional email campaign to their subscribers on Black Friday, making it the second busiest promotional email day on record behind this year’s Cyber Monday. Last year, 69% of retailers sent emails on Black Friday. That increase in email volume helped drive significant gains in online sales, which jumped 24.3% compared to Black Friday 2010, according to IBM Coremetrics.

“This year’s Black Friday email marketing campaigns were much more focused on buying online than in past years, with even large store-based retailers like J.C. Penney and Office Depot promoting their online sales just as prominently as their in-store sales,” said White.

This year, 75% of major retailers sent at least one promotional email campaign to their subscribers on Thanksgiving Day, up from 60% last year and only 45% in 2009. That increase supported a huge leap in online sales, which rose 39.3% compared with Thanksgiving Day 2010, according to IBM Coremetrics.

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INVENTORY

Oakley selects 7thonline planning and assortment solution

BY Staff Writer

New York City — Cross-channel merchandise planning and assortment solution provider 7thonline said Thursday that sports brand Oakley has selected 7thonline Merchandise and Assortment Management to increase the productivity of its inventory and merchandising process.

The solution includes merchandise financial planning, visual and analytical assortment planning, in-season OTB management and forecasting, and embedded business intelligence, based on powerful optimization engines.

“With 7thonline, we will be able to move to a proactive buying model, with stronger transparencies between ownership of inventory and store demand,” said Erik Searles, VP Oakley Retail. “We expect improved product margins and profits by executing localized, demand-driven store assortments.”

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