Tag Archives: shopper

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

Source: Mobile Commerce Daily; Forrester


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
Source: Mobile Commerce Daily; eMarketer

Mobile Technology and Retail Staff

Over the past couple of posts, we’ve looked at how many consumers are “showrooming” and the reasons why they use a mobile device in-store.  Today, we’ll look things from the retail associates point of view.  At the end of the day, most of your staff wants to help shoppers and for you to be successful.   It could be that they know that if customers are not satisfied they will shop elsewhere and that could jeopardize your ability to keep them on.  A recent report looked at how retail associates viewed mobile technologies and the impact it could have on shopping.

shutterstock_87422684• Almost half of shoppers said that they have a better experience when sales associates use technologies to
assist them

• Two-thirds of surveyed retail associates recognized the positive effect of mobile loyalty account access on the shopper experience

• Over 80% of retail associates thought that improving in-store communication between managers and staff would have a positive effect on shopper satisfaction

• Nearly 60% of retail associates think that mobile point of sale promotion made for better shopping experience

• More than six in 10 retail managers agreed that they need more real-time information to ensure that customers are satisfied

What Does This Mean To You?

As we embark on a new year, it’s time to take a fresh look at how your company utilizes technology.  Many small companies cannot afford to outfit their sales staff with mobile devices, but would it be worth it to install free wi-fi and stipend customer service staff for part of their data plan?  While this investment might be tough during budget conscious times, it could end up saving you money and customers in the long run.

• Over 70% of shopping-related walkouts resulted in lost sales

• Each abandonment occurrence resulted in an average loss of $118

• Retailers can recover 69% of out-of-stock incidents if retail associates can offer in-store ordering and home shipping

A strong mobile strategy will not only help engage consumers but also help you generate more in-store sales and stay connected with your staff.  For more information on becoming more mobile-ly enabled, please contact your Sun Sentinel representative or:
Julie Otto
Research Manager

Source: Motorola

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

Source: Mobile Commerce Daily; Accenture

Are Consumers Planning To Spend More Or Less This Holiday Season?

Recently, we had a post that talked about consumer spending during the holiday season.  Many consumers are still struggling with economic issues and are questioning their holiday spending plans. New research has been made available that looks into why consumers are not spending more this holiday season vs. last year.

• Four in 10 holiday shoppers say they want to keep their holiday season simple and not too extravagant, that’s nearly 30% more than last year

• One-third say their living expenses have risen – there has been an increase of over 40% in people gave a rise in living expenses as a reason they are not spending more this year

• Another third said that they have less discretionary income this year

• Just over 20% say they have less in savings

• 11% say they have less job security

What Does This Mean To You?

ess than 15% of consumers said they are spending more this year vs. last
year and shoppers are looking to save money wherever they can. As a
business, you need to find ways to get shoppers into your store and have
them spend their money with you.  Creating efficient communications and
delivering valuable offers are paramount in creating customer traffic.
What kind of offers are shoppers looking for?

Free shipping is the most sought after form of discount.  Many
consumers said they shopped on Cyber Monday because historically that’s
when retailers offered free shipping. Gift with purchase has been
another offer that works well – especially with gift cards.
The value of the offer is often determined by who the shopper is.  The more
you can target your offers, the more valuable they are.  This is where
loyalty programs can help.  The more information you can gain on a
customer – what they like and don’t like, they types of products they
buy and how much money they spend can help you create offers that bring
consumers into your stores.  For more information on strategy to help your business have a profitable holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; Accenture

How Many Consumers Are “Showrooming”?

Many businesses have concerns about “showrooming” – the practice where consumers find and compare products at brick and mortar stores and use that information to make better online purchases.  A new research study has been released that shows how extensive the practice is among mobile shoppers.

• Over 40% of tablet and smart phone owners have researched products in a stores but purchased the item online

• Among those who showroomed nearly 30% will always or often purchase online

• The majority of “showroomers” purchased items at a lower price

• The top categories of merchandise that was “showroomed” was home electronics (50%) and tech devices (44%)

• Four in ten “showroomers” purchased entertainment items such as books, DVDs and CDs

• 31% purchased apparel and 29% bought shoes

• Nearly one in four purchased traditional computers

What Does This Mean To You?

The holidays are responsible for up to 40% of many businesses total sales. As we head into the holidays, you should ask yourself – How is my business prepared for “Showrooming”? There are many things you can do to keep sales instead of losing them to online competitors.

• Price Matching – The ability to have it the same day, instead of waiting for shipping, can be a powerful incentive

• Free or Reduced Shipping – Very often shipping charges are exceedingly high.  Free shipping was the top purchase determiner last holiday season among online shoppers.  If you can’t offer free shipping consider discounted shipping dependent on the amount of money spent

• Free/Expedited Set up, Delivery and Disposal – These are charges that many online shoppers don’t realize until they are making the purchase.  At that point, they are already out of the physical store and who knows if they will return.

• Easy Return and Exchange – Returning gift items can often be a nuisance.  Returning or exchanging gifts purchased online can be downright excruciating.  Promoting an quick and easy return and exchange policy can be a something that turns a shopper into a buyer

Competition for shoppers will be fierce this holiday season.  Keeping shoppers engaged  from the time they step in the door to the time they finish the purchase is important.  Make sure your staff is aware of the benefits you offer customers who make in-store purchases.  For more information on using digital tools to increase in-store shopping, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Sacramento Bee; CouponCabin.com; Harris Interactive

Who Are Affluent Consumers?

In yesterday’s post, we looked at what media affluent shoppers tend to use.  Today, we’ll look at what just who these shoppers are.  This information may help you to put together holiday strategies if you are targeting the upper-end consumers ($100,000+).

Who are affluent shoppers?

• Nearly 40% are boomers between the ages of 48 and 66. One-third are Gen Xers between the ages of 31 and 47.

• One in five affluent adults are under 30 and less than 10% of affluent shoppers are age 67 or older

• One-third of high end consumers live in the South and one in four live in the Western U.S.

• 22% live in the Northeast and one in five reside in the Midwest

• The vast majority, 85%, of adults with incomes of $100,000+ are Caucasian.  8% are of Hispanic origin, 7% are Asian and 6% are African-American

• Nearly 60% work full time

• Over 60% work in managerial or professional roles, 13% are C-level executives and 17% are business owners

 What Does This Mean To You?

Creating connections with this group can yield big results for your organization.  Yesterday’s post gave some insights in to the media they tend to use.  Today, we’ll take a deeper look to help you target these consumers and create relationships with them.

• 77% of affluent adults nationwide have read a newspaper or visited a newspaper website in the past week

• Affluent adults are over 80% more likely to access newspaper content through a mobile device than the general public

•They are nearly 20% more likely than the average adult to have visited a social network in the past month and almost 30% more likely to have visited using a mobile device

• Seven in 10 affluent adults used a search engine over the past 30 days

• Nearly three-quarters are texters and they are 60% more likely to have checked their email via mobile device

• 37% went online in the past month to view online videos

Print, Mobile, Social, Search and Video – these are the things that affluent shoppers are relying on heavily and are the tools that can help you garner
their attention.  For more information on targeting tools to help you engage
and monetize the affluent audience, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: IPSOS Media; Mendelsohn; The 2012 Scarborough Multimarket Study, Release 1; Totally Uncorked on Marketing