LIVONIA, Mich.--(BUSINESS WIRE)--As marketers close out the year and prepare for a strong start to 2017, today, Valassis shared insights based on recent industry research for marketers to keep in mind during the final push of the holiday shopping season and to generate a strong start in the New Year.
Holiday shopping is typically a make or break season for retailers and this year is no exception. “The weeks and months leading up to the holiday shopping season are filled with new surveys and research reports on consumer shopping behavior,” said Curtis Tingle, chief marketing officer, Valassis. “Through industry data points, we have seen some interesting trends surface. One that has been consistent is that shoppers continue to look for ways to save, and they’re jumping across both physical and digital channels to increase their savings.”
Three tips for brands to be successful this holiday season and into 2017 include:
- Offer Deals Frequently – The holiday shopping season is known for its one-day deals, like Black Friday, Small Business Saturday and Cyber Monday offers; but consumers want to save big all season long. This is why many retailers are offering deals that extend throughout an entire week or longer. For instance, Amazon launched its Black Friday Deals store, which offers new deals from Nov. 1 through Dec. 22. To compete, brands will need to expand their window for savings and not rely on a single day.
- Promote via Print and Digital – Shoppers are hunting for deals and they’re searching all channels in the process. They’re checking emails, combing through mail circulars, visiting retailers’ websites and more. To be successful, marketers must reach shoppers where they’re researching and by embracing a multi-channel approach that activates consumers across their shopping journey.
- Capitalize on Data – Retailers should capitalize on the idea that consumers are willing to provide personal information in exchange for deals. Utilize contextual clues – including shopper preferences, media behaviors and purchase data – in addition to real-time mobile location data – to personalize offers and drive conversions.
These tips are supported by the National Retail Federation (NRF) forecast, indicating that sales in November and December would increase a solid 3.6 percent to $655.8 billion. The not-so-secret “aha” is that the consumer has never been more in control of choosing when, where, how and what to buy. This is evidenced by the NRF noting that non-store sales are expected to increase between 7 and 10 percent this year and Prosper Insights & Analytics noting that consumer spending on gifts is expected to be almost $590 down, approximately 1 percent YOY.
While retail sales are expected to increase, it doesn’t mean consumers aren’t looking to save through deals and promotions – and research shows they’re willing to provide personal information in return for these offers. According to the Accenture Holiday Shopping Survey, 67 percent of respondents said they will shop both stores and websites to secure lower prices. Seventy-two percent are prepared to shop at stores they haven’t patronized over the previous year in exchange for promotions or coupons.
It’s also evident that shoppers will be scouring for deals online, in stores and in their mailboxes. Epsilon’s annual Holiday Shopper’s Voice® survey found that direct mail influences holiday purchases for 77 percent of shoppers. The same survey found that 90 percent of respondents said they will go online or look at retailer emails as part of their holiday shopping.
For tips on last-minute holiday marketing tactics, visit Valassis’ blog.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.