Customer Data Management PlatformsUnderstanding the 2015 Holiday Shopper

Mike Sands, CEO at Signal shares an infographic on the key findings from their survey of 500 consumers on whether they would browse for bargains in stores or online

Consumers’ shopping journeys are like seasons – constantly changing. For this holiday season, Signal sought to uncover answers to questions such as do shoppers prefer to go to stores or online, on phones or tablets, by surveying 500 consumers to understand their holiday shopping strategies. The results revealed interesting and even surprising trends, including:

•       Shoppers’ journeys are more fragmented than ever. 82% of respondents will stick to tradition and shop in stores this holiday season, but 85% also plan to get in the holiday spirit by shopping on their laptop or desktop. Retailers need to consider how to bridge the in-store and online environments to provide seamless experiences for the customer.
• 67% of consumers plan to browse for gifts from their smartphone or tablet, showing that mobile will continue to play a pivotal role in the path to purchase this holiday season.
• Consumers plan to give themselves a little holiday love this season, with 80% of respondents indicating that they plan to buy themselves a gift during the holiday shopping frenzy. Retailers should consider personalizing marketing messages based on customers’ past behaviors and interestsas well as what they’re shopping for in the moment to capture the attention of self-gifters.

Customers will constantly be sending signals about their wants and needs across every channel this holiday season. Retailers should be prepared to capture their interest – and deliver ROI on marketing and ad spend – by leveraging those real-time intent signals to create relevant experiences.

Author: Mike is the CEO at Signal, the real-time, cross-channel marketing technology. Prior to joining Signal, Mike held the positions of CMO and COO at Orbitz, taking it from start-up to IPO, besides taking it through two acquisitions – Cendant and Blackstone. Mike has also been a partner in The Pritzker Group’s private equity team and held management roles at General Motors Corporation and Leo Burnett. Named ‘Marketer of the Next Generation’ by Brandweek magazine, Mike holds a Bachelor of Science degree in Communications from Northwestern University and a Masters in Management degree from the JL Kellogg School of Management.