Research Shows That New Customer Relationships Begin Online, with Most Holiday Shoppers Going to Brand Websites before Visiting a Store Location for the First Time

Placeable Survey Highlights the Impact of Online Experience and Location Information on New Customer Foot Traffic During the Holiday Season

Placeable: Online Isn't Just About Cyber Monday This Holiday Season (Graphic: Business Wire)

DENVER--()--Consumers tend to stray from their comfort zones during the holiday season in pursuit of the perfect gift, with more than half of all shoppers planning to visit a national retailer for the first time to buy presents, according to holiday shopping research by Placeable. The research shows that consumers will visit stores where they don’t normally shop, and that a brand’s web page is their first stop before visiting store locations.

Placeable, the marketing automation provider for national brands, surveyed 1,000 shoppers to learn about their preferences and behavior, and today released new research that reveals the opportunity for brands to gain new loyal customers during the holiday season. The data emphasizes the need for brands to understand that they will see new faces in stores this holiday season.

However, the consumer’s brand experience actually begins long before they cross the threshold of a store. It begins online—and brands must recognize the significance of the web-based experience in converting one-time shoppers into loyal, repeat customers. These new customers expect the online experience to include local information like holiday hours, parking information, and door-busting discounts.

Highlights from the report include:

  • 58% of holiday shoppers plan to shop at a national retailer they don’t normally visit to buy gifts for family and friends
  • 6 out of 10 shoppers will consult a brand’s website before going to a physical store to make a purchase
  • Nearly 90% of holiday shoppers expect location-specific content on a brand’s website
  • 86% expect web-based location content to be up-to-date

The report also reveals the opportunity to gain business from shoppers who are traveling during the holidays, and the impact of mobile on consumer behavior.

“Our research shows that the online experience is the initial touch point between the brand and a customer who will walk into the store for the first time,” said Ari Kaufman, Placeable CEO. “The holidays provide brands with a unique opportunity to gain new customers who do not normally shop at their stores. Retailers that adopt leading digital marketing tactics will meet consumer expectations, satisfy their needs and increase the rate of converting these once-a-year shoppers into loyal repeat customers.”

For more information and to download the full report, please visit:

About Placeable

Placeable provides marketing automation that improves the performance of local search and digital marketing investments for national brands. The Placeable approach and technology produces greater online visibility, improved conversions, increased in-store foot traffic and sales growth for national brands. Placeable manages millions of locations for multi-location brands, including Bank of America, Western Union, AAA, and U-Haul. For more information, visit


104 West Partners
Joanie Kindblade, 720-407-6071


104 West Partners
Joanie Kindblade, 720-407-6071