Attention, brand marketers. One of the highest grossing shopping seasons is predicted to kick off sooner than you think. Curious as to how you can prepare? Read this post for predicted trends for the 2013 holiday shopping season. $640 Billion 2013 Holiday Retail Spend Consumers will be on the lookout for value messaging, coupons, awesome promotions, and free shipping. One in five retailers say free shipping will be the deciding factor on purchases this year, so brand marketers should consider this tactic if scalable/possible and consider using it to their advantage on the big in-store shopping days such as Black Friday according to Google Internal Search Data. In addition to this, retailers are focusing on flash sales and promotions such as BOGO. Mobile Mobile is believed to contribute to 38% of in-store sales by retailers and 53% of retailers believe the most significant transactions will be via mobile channels. Based on the shopper's location and device, retailers should aim to meet consumers in context of wherever they are (comparing prices, checking inventory, hunting for coupons, etc.) As Interbrand points out in Best Retail Brands 2013 report: "In the future, retail stores will look different than they do today. The digital dimension and corresponding consumer behavior continue to evolve and change the way a brand experience is delivered. Now that the idea of shopping can't be anchored in geography or managed as an event, the brand experience is too important'and holds too much promise'to be ignored. It's critical that retailers focus on enhancing brand experiences no matter where they are." The 'Online Shopping Continuum'? Typical peak shopping days (Black Friday, Cyber Monday, Christmas Eve) are stretching into shopping weeks and extended promotions. Retailers are taking advantage of these shopping 'holidays'? and are pushing the urgency tactic through mobile to consumers according to the Chase Holiday Pulse. Timing is Everything Retailers will be open for business via mobile at all times, especially on those major in-store shopping holidays. The three biggest days for mobile queries were Black Friday, Thanksgiving, and the day after Christmas (Google Internal Search Data, Shopping Category, Q4, Percentage Lift vs. Average Q4 Day). In 2012, shopping-related searches increased astronomically during key in-store days. Up to 40% of retailers' sales this year are expected to happen during the 2013 holiday season (National Retail Federation, Holiday FAQ). As early as it may seem, consumers and retailers alike are busy prepping for the big holiday spend this year, which is predicted to be one of the highest grossing yet. Retailers and brand marketers, take note to plan first with mobile tactics as part of holiday marketing shopping strategies. Happy holidays and happier shopping to all!
Ready'?¦set'?¦SHOP! Hard to believe, but the 2013 holiday shopping season is almost underway. In 2012, holiday shoppers spent nearly $579 billion (Baynote/etailing group 2013 Holiday Survey). If the predicted 11% increase proves to be correct, retail spending will reach more than $640 billion in 2013. What are retailers doing to get ready? Here are a few trends brand marketers should consider when preparing for the 2013 holiday season. Mobile Optimized Experiences Looking at the past year, the majority of increase in online spending is attributed to mobile. And, mobile is predicted to drive much of the growth throughout the 2013 holiday shopping season. One-third of retailers believe mobile will consist of more than 10% of holiday sales this year, and 38% believe mobile will push more shoppers into stores. What's driving this shift? Consumer behavior. Consumers are attached at the fingertip to their phones as evidenced by the finding that over half of American smart phone owners don't go an hour without checking their device. In-store, consumers also use their mobile devices to compare prices with other retailers. 84% of shoppers use smart phones in-store as shopping companions, and one in three shoppers turn to their phones instead of asking an employee (Google Shopper Marketing Council, Mobile In-Store Research, April 2013). What does this mean for brands this holiday season? This constant connectivity provides brands a unique opportunity to deliver custom, geo-targeted messaging and communicate with a highly engaged audience. A mobile optimized experience is a powerful tool to deliver this customized messaging and to engage with consumers in-store and post purchase. Iconic British brand Burberry has leveraged this connected behavior to connect the online + offline world in order to provide the best consumer experience. Burberry dramatized its tough weather gear by making it rain (virtually) during the 'Burberry World Live'? launch at the grand opening of its largest store in Asia Pacific this past April. In September, Burberry transformed the Regent Street, London flagship store into a living website, a digitally-enhanced shopping experience that filled the 44,000-square foot space with cutting edge innovations. For its Chicago store opening last December, the space hosted a unique local event that continued its theme of "retail as theater," integrating digital, entertainment and fashion in a seamless experience. To find out more about shopping predictions and trends this holiday season, check out upcoming posts on the AMP blog.
It's the most wonderful time of the year (especially for retailers). The holiday shopping season is fast approaching, and whether brands are focusing on Black Friday, Cyber Monday, or beyond, taking total advantage of the latest consumer behaviors and trends is essential. What to Expect this Season In-store Technology Top trend spotter Marian Salzman predicts consumers this season will be 'shopping under the tech influence'? more than ever before. Brick-and-mortars are sitting heavy under the influence of trends as they use interactive technology in-store to attract tech-savvy customers. An example is Macy's past holiday promotion, which installed a Magic Fitting Room at the Herald Square store in NYC. Shoppers were able to try on the hottest new items in-store, creating up to 16 outfits which could all be placed in a digital closet. They then had the option to share with friends Facebook or email. Not only are stores integrating tablet use in-stores, but mobile shopping is also expected to be all-the-rage this holiday season. Consumers are using their tablets and smart phones to receive coupons, read product reviews, and share their in-store findings via social media. According to Baynotes 2012 Holiday Online Shopping Experience Survey, 60% of tablet owners expect to use their tablets to research and/or purchase in 2012. Major fashion retailers such as French Connection, Zara, and Marks & Spencer are allowing their Facebook fans to shop their products on their smart phones and more are expected to follow in the upcoming season. Pop-Up Shops Holiday 2012 is all about the Pop-Up Shop. Pop-ups continue to emerge and offer one-off items with less sticker shock for consumers while also providing out-of-the-box ways for brands to co-produce and present an exciting new experience for consumers. Even NYC Mayor Bloomberg is embracing the trend by teaming up with Rachel Shechtman, founder of the Concept Shop, to host a pop-up shop competition for emerging local fashion retailers and tech companies. Business of Fashion writes that the competition is a part of Bloomberg's Fashion NYC 2020 initiative.The winners will get a temporary space inside the concept shop Story, a "tool kit of business services valued at $25,000" and industry exposure. Brick-and-mortar stores are adapting to the evolving marketplace by offering exclusive products and customizing the experience to the location. Pop-up shops and limited-time, exclusive events are ways to give visitors a reason to buy while also limiting retailers' risk. Click here to check out some of the hottest pop-up shops coming this fall and holiday season. In-Store Incentives Because consumers need more of a reason to shop in-store, brands are amping up the experience. Take 'hoteltailing'? for an example. Boutiques, fashion brands, and retailers are teaming up with hotels that reflect their target consumers' preferences/ lifestyles in the cities in which they reside. The Ace Hotel in New York City introduced its Opening Ceremony store to do just that. By partnering with each other, retail outlets and hotels can reflect their unique values and aesthetic while connecting with consumers on a deeper level. Though there are many different trends forecasted to affect retail this season, technology and out-of-the-box concepts are definitely two of the biggest on the radar, ranging from designer pop-up boutiques on the streets of NYC to the most innovative and interactive shopping apps. Consumers today are all-digital, impacting social media and the online world in a big way. Brands who truly want to influence the marketplace this season will engage with consumers through with a hybrid of technology and unique experiences in-store. Rich Text AreaToolbarBold (Ctrl / Alt + Shift + B)Italic (Ctrl / Alt + Shift + I)Strikethrough (Alt + Shift + D)Unordered list (Alt + Shift + U)Ordered list (Alt + Shift + O)Blockquote (Alt + Shift + Q)Align Left (Alt + Shift + L)Align Center (Alt + Shift + C)Align Right (Alt + Shift + R)Insert/edit link (Alt + Shift + A)Unlink (Alt + Shift + S)Insert More Tag (Alt + Shift + T)Toggle spellchecker (Alt + Shift + N)? Toggle fullscreen mode (Alt + Shift + G)Show/Hide Kitchen Sink (Alt + Shift + Z) FormatFormat? UnderlineAlign Full (Alt + Shift + J)Select text color? Paste as Plain TextPaste from WordRemove formattingInsert custom characterOutdentIndentUndo (Ctrl + Z)Redo (Ctrl + Y)Help (Alt + Shift + H) It's the most wonderful time of the year (especially for retailers). The holiday shopping season is fast approaching, and whether brands are focusing on Black Friday, Cyber Monday, or beyond, taking total advantage of the latest consumer behaviors and trends is essential. What to Expect this Season In-store Technology Top trend spotter Marian Salzman predicts consumers this season will be 'shopping under the tech influence'? more than ever before. Brick-and-mortars are sitting heavy under the influence of trends as they use interactive technology in-store to attract tech-savvy customers. An example is Macy's past holiday promotion, which installed a Magic Fitting Room at the Herald Square store in NYC. Shoppers were able to try on the hottest new items in-store, creating up to 16 outfits which could all be placed in a digital closet. They then had the option to share with friends Facebook or email. Not only are stores integrating tablet use in-stores, but mobile shopping is also expected to be all-the-rage this holiday season. Consumers are using their tablets and smart phones to receive coupons, read product reviews, and share their in-store findings via social media. According to Baynotes 2012 Holiday Online Shopping Experience Survey, 60% of tablet owners expect to use their tablets to research and/or purchase in 2012. Major fashion retailers such as French Connection, Zara, and Marks & Spencer are allowing their Facebook fans to shop their products on their smart phones and more are expected to follow in the upcoming season. Pop-Up Shops Holiday 2012 is all about the Pop-Up Shop. Pop-ups continue to emerge and offer one-off items with less sticker shock for consumers while also providing out-of-the-box ways for brands to co-produce and present an exciting new experience for consumers. Even NYC Mayor Bloomberg is embracing the trend by teaming up with Rachel Shechtman, founder of the Concept Shop, to host a pop-up shop competition for emerging local fashion retailers and tech companies. Business of Fashion writes that the competition is a part of Bloomberg's Fashion NYC 2020 initiative.The winners will get a temporary space inside the concept shop Story, a "tool kit of business services valued at $25,000" and industry exposure. Brick-and-mortar stores are adapting to the evolving marketplace by offering exclusive products and customizing the experience to the location. Pop-up shops and limited-time, exclusive events are ways to give visitors a reason to buy while also limiting retailers' risk. Click here to check out some of the hottest pop-up shops coming this fall and holiday season. In-Store Incentives Because consumers need more of a reason to shop in-store, brands are amping up the experience. Take 'hoteltailing'? for an example. Boutiques, fashion brands, and retailers are teaming up with hotels that reflect their target consumers' preferences/ lifestyles in the cities in which they reside. The Ace Hotel in New York City introduced its Opening Ceremony store to do just that. By partnering with each other, retail outlets and hotels can reflect their unique values and aesthetic while connecting with consumers on a deeper level. Though there are many different trends forecasted to affect retail this season, technology and out-of-the-box concepts are definitely two of the biggest on the radar, ranging from designer pop-up boutiques on the streets of NYC to the most innovative and interactive shopping apps. Consumers today are all-digital, impacting social media and the online world in a big way. Brands who truly want to influence the marketplace this season will engage with consumers through with a hybrid of technology and unique experiences in-store. Path:
