Retailers Lag Consumers by Two Years

A recent Warc news release discusses MarketLive’s 7th Annual Holiday Research Study.  Ken Burke, founder and CEO of MarketLive, commented that, “Consumers are adopting new technologies that seemed futuristic just a year ago.”  He also stated, “There’s no question now that consumers are asking for much more than retailers can give, like coupons with local discounts through mobile devices.”

Among the other findings from this survey of 1,000 U.S. consumers who have shopped online at least four times within the past year, own a smartphone, and typically spend $250 or more online annually:

-78% are likely to visit a store as a result of text promotions or alerts sent via mobile prior to store visits.

-69% want in-store text messages with coupons or want be alerted of promotions while they are in the store.

-62% will make a purchase as a result of a notification or offer sent to their mobile device while in the store.

Burke also observed that retailers are struggling to promote their deals in search ads or via search marketing.  As a result, retailers are turning to social media.

At the present time, few consumers are buying via social media, but the majority use social media to search for gift ideas and to share information.  Social media is especially important for millennials, a key target for retailers.

These trends will impact retailers for the 2015 holiday season and in future shopping seasons.

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