Tag Archives: consumer

Luxury Shoppers Expect Mobile Optimized Experiences

There was a time not too long ago when luxury shoppers lagged behind the
general population in mcommerce adoption.  There were a variety of
reasons for this, affluent consumers tended to fall into older age
brackets and those consumers were in the early stages of mobile
adoption. Also, affluent shoppers liked the personal service and
attention from shopping in store.  New research suggests that luxury
shoppers now expect retailers to be mobile-ly optimized and are active
mcommerce participants.

shutterstock_86160289• Over half of affluent shoppers expect the brands they shop to have a mobile site and 49% anticipate them to have a mobile app

• Over 40% think these brands should have mobile purchasing functionality and over one-third expect the mobile site to offer the same assortment of products & services as the retailer’s desktop site

•  Over a quarter of luxury shoppers own a tablet compared to roughly 16% of US web users

• Nearly 60% of digital luxury shoppers have made a mobile purchase compared to 12% of total smart phone owners

• The median age of a digital luxury shopper in the US is 37%, which is much younger than the median age of a mainstream digital shopper.  Their median age is 44

What Does This Mean To You?

If your business targets upper-end consumers, mobile is a must have.  Not having a mobile site could eliminate half of your potential target shoppers.  Not having a mcommerce option could purge 40% of them from your customer base.  This buying segment values service as well as convenience.  Things like mobile chat and mobile product videos are things that will enhance their experience and build loyalty to your business.  The fact that these shoppers are more inclined to be tablet owners also gives you more options to improve their shopping experience.  Large screen sizes and enhanced features can help you better show off everything you have to offer.  For more information on how your business can engage the luxury mobile consumer

please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
http://www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Forrester

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M-commerce Activity On The Rise

Lots of consumers made mobile purchases this holiday season.  The top of mind purchase power of mobile devices ensures that m-commerce activity is anything but a fad.  A new report has been released that shows just how big m-commerce was last year.

shutterstock_98997599• In 2012, $25 billion in spending was done via mobile device

• That’s an 81% growth over 2011 and it accounted for 11% of total e-commerce revenue

• This year, mobile is anticipated to account for 15% of the e-commerce total

• Over 20% of consumers used a mobile device to buy something in December of 2012 – that’s an increase of 55% from last December

What Does This Mean To You?
Mobile devices are moving from a research tool to an acquisition tool. Consumers are using them not just to find out about products and compare them – more and more are completing their purchase via mobile device. Consumers are starting to expect m-commerce options on mobile sites. Having a mobile site gives you the ability to make a sale when products are top of mind with consumers. If you don’t have an m-commerce option, 2 bad things can happen.
1. The shopper could decide they don’t want or need the product
2. They make the purchase from one of your competitors, possibly leading to a long-term, loyal relationship.
M-commerce options close the loop and make a convenient way for you to fulfill your customer’s needs. For more information on how mobile can increase your revenues, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
http://www.sunsentinel.com/mediakit
Source: Mobile Commerce Daily; eMarketer

How Consumers Want You To Get Involved

No matter what holidays people celebrate, this time of year brings out the best in them.  While the holiday season may be coming to a close, there are things you can do to keep the warm holiday season with you all year long.  Recently, we’ve published several posts on how social causes drive sales and how consumers view businesses that are involved in purpose related organizations.  Getting involved with local charities doesn’t just help out your community; it provides awareness for your business and opportunities to create positive social reputation.  A recent study looked at the types of things consumers want businesses to do in order to help their communities.

shutterstock_118181794• Roughly half of consumers globally want businesses to donate a portion of their profits to worthy causes, donate products to charitable organizations, create new products & services to help out purposeful organizations or develop educational programs on admirable causes

• 45% want businesses to work with local governments to help charitable institutions and form programs for their employees on purposeful causes

• More than 40% of people wanted companies to work with non-governmental organizations to help social causes, give employees the ability to volunteer with groups or organize events that can help charities

• 36% of consumers worldwide want businesses to work together to solve social problems, 28% want social entities to help promote causes and over 25% would like to see businesses institute employee fundraising programs to help out purposeful causes

What Does This Mean To You?

Every community has needs that have to be met. Your business can be seen as an agent of positive change by helping your community meet those needs.  Consumers don’t mind if you also make money while helping out. Over three-quarters of consumers said it’s ok to make a profit while supporting good causes.  Over the past five years, those views have increased by 33%. In fact, nearly 40% of US consumers were willing to pay more for items associated with a social purpose.
If you are going to get involved with charity or cause, do your homework and make sure it is legitimate.  There are several web sites that rank national charitable organizations.  On a local level, you may need to do some digging.  For more information on how to get more awareness while helping your community, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Edelman; eMarketer

How Big Was Cyber Monday?

Last month, we had a post that looked at the reasons why consumers were shopping on Cyber Monday.  All indications point to lots of businesses having ecommerce success during the first official weekend of holiday shopping.

shutterstock_119962987• Total online sales on Cyber Monday reached nearly $1.5 billion – making it the biggest day for ecommerce in US history

• Cyber Monday shopping increased nearly 30% from last year

• Thanksgiving Day online shopping had the second highest year over year gain at 20%

• Ecommerce sales for Black Friday were up 17%, the Saturday after was up 15% and the Sunday prior to Cyber Monday saw a 19% jump

• The top day for mobile shopping was Black Friday.  Over half of iPhone users and over 40% of Android user shopped on their mobile device on Black Friday

• In total, 28% of Mac users and 23% of Windows users shopped online during Cyber Monday

What Does This Mean To You?
Holiday shopping is no longer just about hitting the stores; it’s also about filling the electronic shopping cart.  With so many consumers using their desktop, laptop and mobile devices to make holiday purchases, what are you doing to ensure you get your share of the shopping?
Do you offer an ecommerce option?
Is there a mobile companion for your online storefront?
How are you promoting your ecommerce capabilities?
Ecommerce and Mcommerce are all about convenience for the consumer.  It gives them the ability to shop when they want to.  As hectic as the holidays are, online and mobile shopping gives shoppers the gift of time and eases the stress of dealing with holiday crowds.
If you have an online shopping option, you need to promote it and the value you offer.  While you may not be able to compete with major online retailers in the price arena, things like easy returns and exchanges are important when buying someone a gift.  For more information on how you can be competitive with Ecommerce and Mcommerce solutions, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Marketing Vox; comScore; Exelate

How Customers Feel About Holiday Gift Shopping

Some people look forward to holiday shopping all year long.  Then there are others, like me, who avoid going into malls this time of year at nearly any cost.  How consumers view shopping can definitely affect how much they spend and what they buy.  New research is available that gives us a glimpse into how people feel about shopping during the holidays.

• Over a quarter of shoppers say they would rather shop for holiday gifts with others, it makes it more of a social event

• 36% buy gifts for themselves when holiday shopping for others

• Over seven in 10 consumers said they more likely to buy from retailers who offer free shipping

• 44% said they know things will go on sale, so they only buy items that are on sale

• Nearly one-third of consumers think they get the best deals if they shop late in the holiday season

• Almost 30% believe they will get the best deals early in the season

• 14% expect to use layaway this year

What Does This Mean To You?

There are several ways to leverage these consumer sentiments to bring in more shoppers and create additional sales.
Free shipping has been a key purchase decision factor in almost every holiday shopping study that has been released.
If it is possible to provide it to customers, it is something that would be recommended.  You may want to take a cue from the competition.  If they are offering it, it may be something that draws customers away from your locations.
Make sure that you promote your offers and discounts that you are giving.  Consumers are looking to save money and are hunting for sales.
When crafting your message, utilize phrasing such as “Best Savings of the Season” or “Our Lowest Pricing of the Year”.  Call to action statements like that will move shoppers who may wait till later in the holidays to make purchases.  When marketing your holiday offers, ensure that the vehicles you use are hitting your target audiences.  Do your due diligence and compare these media equally.  Cost per Thousand is an equitable way to measure how efficient the vehicles are.  Ask questions about who they reach as well, this will keep your message focused on your target audience.  For more information on making effective media choices this holiday season,  please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

Attitudes Towards Holiday Shopping

The holidays, paraphrasing Shakespeare, can be both the best of times and the worst of times.  There’s time spending with friends and family and there’s the hustle & bustle of fitting family time in with decorating & shopping. New information is out on the attitudes of consumers and how it affects their holiday shopping plans.

• Four in 10 consumers say they tend to spend less on themselves so they can buy gifts for friends and family

• More than one in four don’t feel their dollar will stretch as far this holiday season

• 23% love the holiday shopping experience

• Over one in five like to treat themselves to gifts during the holidays and 22% say that paying for the holiday season makes them very stressed out

• 19% say they save throughout the year to pay for the holidays

What Does This Mean To You?

Holiday shopping is all about the experience – either good or bad.  Many people avoid malls and shopping at any cost, others look forward to Christmas carols and colorful holiday displays.
Think about some of the things your business can do to make holiday shopping a good experience.
A great offer can help your customers be less stressful about spending money this time of year.  Gift with purchase shows how much you value your shoppers.  Stressing the value you offer can help you keep shoppers coming back after the holidays.  There are several things you can do to create value. One way is to address the reasons why consumers are not planning to spend much this year.
The top three factors that negatively affect holiday shopping are:

• Gas prices

• Rising food bills

• Home energy bills

Have you thought about giving away $5 gas cards for consumers who spend over a predetermined amount?

You can partner with a local restaurant in your area and create reciprocal coupon offer.  Their customers get a discount off merchandise at your store and your shoppers can get free appetizer or other complimentary offer at their establishment.

Things like this will set your business apart, but it all starts with awareness.  If you do not promote your offers and why shoppers should spend money with your store, it’s a moot point.  For the more information on creating the most effective efficient campaign to keep you top of mind this holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Accenture

How Consumers Plan To Pay For Holiday Gifts

Yesterday’s post dealt with the reasons consumers are not spending more this holiday season.  Today, we’ll look at how they plan to pay for gifts this year.  Consumer’s planned method of payment can affect not only how much they spend but where they spend it.

• Over half of consumers say they put money aside to pay for holiday shopping, that is up 13% from last year.

• Just one in three consumers will be putting their holiday gifts on credit cards – that is a drop of 30% from 2011

• 15% will use gift cards to make holiday purchases

• 14% are using discretionary income to buy presents – that is down 33% from last year

• 13% will put gifts on store credit cards

• Fewer than 5% of shoppers will delay making mortgage payments or paying other bills to buy holiday gifts

What Does This Mean To You?

When customers are paying for things with cash, they tend to do more research and comparison shopping.  This maybe one of the reasons “showrooming” activities are expected to be so high.
To make sure shoppers make their purchases at your location versus your competition, you need to promote the value you offer and the intangibles that make shopping at your location a better experience than making a purchase elsewhere.  Promote positive reviews your store has received through social media and reward customers who post virtual endorsements about your location.  Take advantage of every opportunity to make a positive impression.  Make sure your staff is customer service focused and educated about the products you sell, the offers you have available and the offers your competition is promoting.  These are things that will allow you to show shoppers your value.  For more information on how you can utilize social media and mobile technology to drive more shoppers this holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Accenture