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Robert Allen | Smart Insights | Tue, 29 Nov 2016 09:00:00 +0000

The key trends from 2016’s holiday shopping season

Shoppers are becoming more and more channel-agnostic and considerably more Omnichannel in their customer journey this holiday season. Retailers who realize this and are meeting the demands of consumers are the ones that are seeing the greatest returns this holiday season. Cross channel marketing technology leaders Signal put together research that covers Omnichannel retail trends from this holiday shopping season. One interesting bit of data they found was that it is no longer just about brick and mortar vs e-commerce for most shoppers. Let’s look a bit deeper into why that seems to be the case.

Black Friday was a case-in-point. Amazon dominated e-commerce sales on Black Friday accounting for 35% of all transactions. However, 4 of the top 5 e-commerce sellers were traditional retailers. A large portion of holiday retail sales are now influenced by digital interactions with 64% of all in-store sales being influenced by digital channels. This shows the importance of making the customer journey a seamless experience across all channels and devices so consumers don’t feel they have to choose.

So what exactly does the Omnichannel shopper expect? 91% of customers want to pick up where they left off when they switch between channels. 50% of customers expect to be able to buy online and then be able to pick up on-store. Same-day delivery is an option that will stand out as well. More than half of all online shoppers say that delivery speed is an important factor in their purchasing decision and most would be willing to pay an additional fee for same-day delivery. Amazon has been on the forefront of same day delivery and this has forced many retailers to turn to startups like Deliv to meet customer demand for same-day to delivery.

To learn more about 2016 Christmas retail trends, check out the infographic below.