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Survey shows promotions, mobile access, ease-of-use, ratings and reviews make or break holiday shopping
- Seventy-four percent of shoppers leveraged promotions such as free shipping and coupons when making holiday purchases
- Thirty-four percent of shoppers made a purchase on a retail-branded app, an increase of 48 percent from 2012
- Seventy-four percent of shoppers cite a simple, streamlined shopping cart that makes check out fast and easy as very or extremely important
- Forty-eight percent of shoppers were always or frequently influenced by online ratings and reviews; Google search results accompanied by a picture influenced 31 percent
SAN JOSE, Calif., Jan. 9, 2014 /PRNewswire/ -- Baynote, a leading provider of personalized customer experience solutions, today revealed the results from its 4th Annual Holiday Online Shopping Survey. The study, conducted in partnership with the e-tailing group, surveyed 1,000 U.S. online holiday shoppers following Cyber Monday, 2013, to gain insight into consumer behavior and key buying influencers across various retail channels, including physical stores, eCommerce websites, social networks, tablets and mobile devices.
"This year's holiday survey clearly demonstrates that consumers, driven by millennials, are challenging retailers to deliver an exceptional experience," said Marti Tedesco, senior director of marketing, Baynote. "For retailers, this means creating a seamless customer experience across all devices that is integrated with in-store shopping activities. Retailers who meet or exceed these consumer demands will flourish while others will fall behind."
Following are highlights of the insights provided by the survey. For detailed analysis of the data and to view the associated infographic, visit: http://www.baynote.com/infographic/great-expectations/.
Promotions influence majority of holiday purchases with unconditional free shipping reigning supreme:
Mobile usage accelerates across the board as branded apps start to exert influence:
"It's no surprise that mobile thrived this holiday season, as shoppers turned to personal devices for everything from researching products to redeeming coupons," stated Tedesco. "What is really interesting is that the smartphone has become the bridge between the online and in-store experience. This has major ramifications on the investments that retailers should make in cross-channel tools. As the millennial generation continues to exert its influence, retailers must respond with mobile technologies that drive a cohesive customer experience."
Shoppers demand a streamlined experience typified by easy access to information and integrated online and in-store tools:
"Shopper expectations are at an all-time high," said Lauren Freedman, president, the e-tailing group. "This puts incredible pressure on retailers to not only keep pace with rapidly evolving technologies but to ensure these technologies are available in an easy-to-access, simple-to-use format. The truly successful companies will see this as an incredible opportunity - one that allows them to 'wow' customers while continually gaining greater insights into their desires for more effective targeting."
Product ratings and reviews exert the greatest influence on both online and in-store purchases:
Baynote is a leading provider of big data solutions for retail. Using Baynote's patented approach, retailers are able to personalize the consumer shopping experience "in the moment," displaying compelling offers, content and products that increase engagement, conversion and average order value. Baynote rapidly integrates with existing websites, onsite search, chat or email systems to increase ROI without deep IT involvement or expensive system upgrades. Based in San Jose, Calif., Baynote's personalization solutions are trusted by more than 300 of the world's most well-known brands, including Bluefly, Crate and Barrel, JCrew, Jockey, 3M, Urban Decay and more. For more information about Baynote, visit http://www.baynote.com.
The survey was administered to 1,000 consumers the week following Cyber Monday, 2013. All respondents had to own a smartphone and 65 percent of respondents also owned tablets. The survey was equally divided between male and female respondents.
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