MARKETING/SOCIAL MEDIA

SDL: Mobile research, showrooming strong this holiday season

BY Dan Berthiaume

Wakefield, Mass. – Most consumers in the U.S., U.K., and Australia are not using mobile technology for holiday shopping this year, but many will use mobile devices for product research and in-store showrooming. According to results of the 2013 Holiday Preferences Study from SDL, the majority of consumers in the U.S. (64%), U.K. (68%) and Australia (67%) are not using a tablet or smartphone more this year to purchase gifts.

However, 45% of all respondents use mobile devices to conduct research and 55% use mobile devices to conduct in-store showrooming (checking of prices at other retailers with a mobile device). Interestingly, despite the growing popularity of social channels, only 5% of respondents learn about products on Facebook and Google+; less than 2% on Pinterest and Twitter.

Other findings include:

  • Most U.S. shoppers confirm that they’re not waiting for Black Friday (82%) or Cyber Monday (80%) to begin their holiday spending. Consumers in the U.K. (63%) and Australia (73%) do not plan their holiday shopping around a specific day.
  • In the U.S., the preference towards brick-and-mortar stores increased from 51% in 2012 to 53% in 2013; in the U.K., the preference increased from 43% to 45%.
  • 71% of global shoppers shop during personal time, and not during work time.
  • 60% of global consumers are willing to pay more for a product if the brand delivered a positive customer experience. For consumers in the U.S., that total expands to nearly three-quarters (73%).

“The holiday shopping season is a critical time for brands to provide a positive customer experience,” said Mark Lancaster, CEO of SDL. “Our study shows that consumers’ preferences and behaviors can shift considerably from year to year, from country to country. Organizations that are able to consistently deliver compelling and engaging experiences, across media and geographies, are those that are poised to be successful this holiday season.”

SDL surveyed more than 4,000 consumers in the U.S., U.K., and Australia.


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J.Bicer says:
Nov-06-2013 09:46 am

Why aren't shoppers buying more on their phones and tablets?
About half the mobile users are using their mobile phones or tablets to find the item they want to purchase, but only about a third are purchasing them on their mobile devices. My calculations say that mobile checkouts can increase by 50%, if we can remove the "payment friction". In my opinion, part of the "payment friction" is being forced to type on tiny keyboards, having to enter your credit card information, billing and shipping addresses. Paypal somewhat addresses this problem, with less typing, but you need to deal with Paypal (I will leave the cons and pros of Paypal for readers to discern) and you still need to type. The consumer pain during the mobile web checkout process is so great that Paypal saw their mobile revenues grow by 5,000% (no 5,000% is not a typo), during the last 3 years. As far as I know, only two companies have an elegant solution for this problem, where shoppers can buy on their phone with one button click. One is from Paddle and the other is from SEKUR.me (see http://www.sekur.me for a video demo of a mobile web 1-button payment). We now have more people accessing Internet from their mobile devices than desktops or laptops. As we are mobile web enabling the eCommerce sites to respond to this consumer behavior change, we cannot use the same processes for checkout. They just don't work well in a mobile environment. The opportunity of making the purchase process easier is now being forced on eTailers. I think the forward thinking companies will rise up to the opportunity, improve their checkout processes and will reap the benefit of increased revenues. Less Payment Friction = More Money.

J.Bicer says:
Nov-06-2013 09:46 am

About half the mobile users are using their mobile phones or tablets to find the item they want to purchase, but only about a third are purchasing them on their mobile devices. My calculations say that mobile checkouts can increase by 50%, if we can remove the "payment friction". In my opinion, part of the "payment friction" is being forced to type on tiny keyboards, having to enter your credit card information, billing and shipping addresses. Paypal somewhat addresses this problem, with less typing, but you need to deal with Paypal (I will leave the cons and pros of Paypal for readers to discern) and you still need to type. The consumer pain during the mobile web checkout process is so great that Paypal saw their mobile revenues grow by 5,000% (no 5,000% is not a typo), during the last 3 years. As far as I know, only two companies have an elegant solution for this problem, where shoppers can buy on their phone with one button click. One is from Paddle and the other is from SEKUR.me (see http://www.sekur.me for a video demo of a mobile web 1-button payment). We now have more people accessing Internet from their mobile devices than desktops or laptops. As we are mobile web enabling the eCommerce sites to respond to this consumer behavior change, we cannot use the same processes for checkout. They just don't work well in a mobile environment. The opportunity of making the purchase process easier is now being forced on eTailers. I think the forward thinking companies will rise up to the opportunity, improve their checkout processes and will reap the benefit of increased revenues. Less Payment Friction = More Money.

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FINANCE

Report: Closeout retailer Building #19 going out of business

BY Dan Berthiaume

Hingham, Mass. – Building #19, a closeout retailer with 10 stores in Massachusetts and New Hampshire, is reportedly planning a giant closeout sale of its own. According to the Boston Business Journal, Building #19 filed for Chapter 11 bankruptcy on Nov. 1 and requested permission to obtain the services of liquidation sale specialist Gordon Brothers.

Bankruptcy papers cited the rise in popularity of online shopping negatively impacted Building #19’s revenues, which left the retailer without enough working capital to purchase surplus goods. The retailer valued its current inventory at about $2.25 million. The company itself employs about 100 full- and part-time employees and another 30 workers are employed by its affiliates.

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News

Tractor Supply board chairman succession announced

BY CSA STAFF

Tractor Supply Company has elected Cynthia T. Jamison to its board of directors. Jamison will succeed James F. Wright as chairman of the board upon the conclusion of Wright’s term at the end of the year.

Wright will resign his position as a board member effective December 31, 2013, consistent with his plan to serve as executive chairman of the board with a term of one year, as previously announced in September 2012.

“Cindie has been our lead director since 2010, and has served on the company’s board since 2002. Her tenure on Tractor Supply’s board, broad financial and business background and other board directorships make her a strong fit to lead our board. We are confident the chairman transition will be smooth, enabling our continued focus on the strategic initiatives to grow and improve our business," said Greg Sandfort, the company’s president and CEO.

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