Survey: Digital strategy key for retailer success

A digital e-commerce strategy is more critical than ever for retailers, as a new survey reveals that consumers love shopping online — especially on Amazon — during the holiday season.

The Euclid Analytics consumer survey reveals that Facebook is the top place to drive brand awareness as the holiday retail season revs up. The survey cites a Deloitte prediction that holiday sales will increase by 3.6 to 4 percent this year.

"With upward mobile and social media adoption, the line is blurred for consumers who are looking to make those holiday purchases," an announcement of the survey findings said. "They could be shopping at a physical store, while at the same time comparing prices and looking for coupons via Facebook on their smartphones. Physical retailers are now compelled to find new, innovative ways to enhance the customer experiences within their physical stores."

Key findings include: 

  • 83 percent of consumers indicated that smart devices are central to their shopping experience;
  • 67 percent shop in store because they like to see, hold and try on products before buying;
  • 37 percent of consumers rely on Facebook to find cool new products — second only to word-of-mouth, at 47 percent; and
  • Facebook, Google and Amazon, respectively, are the top three smartphone applications consumers use while shopping

"If traditional retail starred in a movie, it would be Titanic, with Amazon playing the iceberg," said Brent Franson, CEO of Euclid Analytics, in the announcement. "Our findings show that to compete against Amazon and survive, retailers must create compelling and efficient in-store experiences that captivate an increasingly distracted mobile-first consumer. What’s more, they must also understand how to engage consumers online and via mobile while they’re in the store."

Topics: Consumer Behavior, Customer Experience, Digital Merchandising, eCommerce, Mobile Retail, Omnichannel / Multichannel, Online Retailing, Retail - General, Technology

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