#WinHoliday

Holiday Shopping In An

Omnichannel Retail World

October 2014

#WinHoliday

Let’s dive deeper and review

3Reasons Personalized Content,

Webrooming And Local

Activation Pay Off And Will

Bring Holiday Shoppers In-Store

#WinHoliday

The Opportunity For National Brands And Retailers This Holiday

“U.S. retail sales will

climb 5% in

November and

December.”

- eMarketer

And when given a choice,

75% of respondents to a

G/O Digital survey said

they prefer to do holiday

shopping online or in-store

with national retailers and

brands – compared to a

meager 18% who choose

Amazon.

#WinHoliday

REASON #1

Webrooming Pays Off And Brings Shoppers Back Into Stores

30% of shoppers

“always” use their

desktop/laptop

computers to look for

on-sale items. An

additional 25% go

online to “ compare

products and prices

between retail stores.”

#WinHoliday

REASON #2

Personalized Content And Mobile Deals Kick Offline Sales Into

High Gear On Black Friday – And Even Cyber Monday

65% of shoppers believe mobile deals and promotions are powerful

enough to influence them to buy holiday gifts in-store on Black

Friday, Thanksgiving – and even Cyber Monday.

#WinHoliday

REASON #3

Local Activation Raises The Standards Of

Online And Mobile Video Ads

43% of shoppers

believe online and

mobile video ads are

useful in learning

more about products

and prices available

in-store and 24%

believe they make it

easier and more

efficient to buy items

in-store.

#WinHoliday

Holiday consumers are highly demanding and impatient, extremely price-

conscious and tend to favor retailers with unlimited product choice. As they

move frequently between screens to complete all of their planned (and

unplanned) shopping, retailers and brand marketers must put their needs

and wants at the center of every marketing strategy, tactic and message.

For success this holiday, big brands should plan for the fall months – when

shoppers are at home webrooming with weekly ads, digital circulars and

product reviews – but also for last minute shoppers – with targeted deals

and markdowns for showrooming procrastinators.

Conclusion

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FULL STUDY