Marketing Tactics

A new holiday shopping survey reveals major disruptions in holiday shopping traditions, largely due to digital engagement.

Deloitte’s 30th annual holiday survey of consumer spending intentions and trends finds that some shopping traditions are losing their luster.

Key findings from the survey of more than 4,000 U.S. consumers include:

At the recent SAP Retail Forum held in Miami, I was part of a panel discussion titled, “Creating One Experience for the Digital Consumer.” Providing a consistent, integrated online and offline experience for digital shoppers is a multifaceted task that involves many platforms.

A lot of my commentary focused on how social media in particular can prove a crucial asset in creating a unified digital customer experience. Here are three specific thoughts on social retailing pulled from the panel discussion.

Retailers sending email promotions may want to hold off on announcing deals that offer a specific number of dollars off the listed price.

According to a new study of more than one billion marketing emails by retention marketing firm Retention Science, customers are more receptive to percent-off deals than dollar-off deals. Percent-off deals result in customers 38% more likely to click, and 47% more likely to convert when they were presented with a dollar-off offer.

Purchases made via Facebook advertisements are more frequently occurring via mobile device.

According to new data released by the Facebook IQ marketing insights division, three in 10 purchase conversions from Facebook ads between January and May 2015 took place on a mobile device (24% on a phone, 6% on a tablet). During that same period, the frequency of mobile purchases increased 35%, according to Facebook IQ’s latest internal analysis.

Walmart is launching a new initiative to help the 250,000 members of the military transitioning back to civilian life in the United States each year.

The program, called Greenlight a Vet, aims to bring recognition to the veterans a year transitioning back to school, jobs and neighborhoods. Walmart is encouraging everyone to participate by showing their support using a "visible symbol," saying even though we don't always know who are vets are when they aren't wearing uniforms, we should still show them support.

It won’t impact retailers’ bottom line as much as the new Buy Now button, but Twitter is continuing its evolution into more of a sales-oriented digital platform.

Twitter is testing a new feature called “Promoted Moments,” which builds on its Moments offering that was launched at the beginning of October. Twitter Moments allows users to click on a special tab and view a curated list of stories considered to be the “best” on Twitter.

With (believe it or not) the holiday season almost upon us, it is time once again to take part in the annual ritual of crystal ball gazing and seasonal sales forecasts.