Consumer Analytics

The wealthiest segment of the U.S. population is cutting back a little this holiday season.      

For the past five years, retailers and millennials have been in a very one-sided relationship.    Big budgets were spent to capture and engage with this highly sought-after group of consumers through intelligent advertising, a carefully curated social media presence, and viral marketing campaigns. And in true millennial fashion, the response was indifferent.    But retailers, it’s no longer all about millennials.   

As the holiday shopping season enters the home stretch, it’s brand’s last chance to deliver the categories shoppers need to complete their gift purchases.  

Digital touchpoints are accelerating the pace of retail from all perspec-tives, including consumer demands.    A new report from digital benchmarking firm L2 identifies "must-have" omnichannel features that retailers can deploy to meet rising consumer expectations. The study evaluates the approach and performance of 96 re-tail brands with regards to key omnichannel pre-requisites.   

For a long time, social wasn’t a closed-loop system; but with the shift of e-commerce to mobile-first, brands can now use the data and features of social media to create hyper-personalized connections that get users to buy. And as a result, retailers can better track in-channel purchases, as well as multi-touch attribution.   

Amazon Prime Video just made a massive move expanding its global reach.   The pure play’s video streaming service is now available in 200 countries, including The United States, the United Kingdom, Germany Austria, France, Canada, Japan, and other major markets, including India — a move that allows it go toe-to-toe with its biggest streaming competitor, Netflix.   

Tilly’s is making a bold move in driving omnichannel experiences in-store.   Armed with Aptos’ cloud-based Singular Commerce platform, the teen apparel retailer can now integrate all omnichannel operations and data at store-level, giving users one complete view of customers, inventory, orders, and the customer’s overall path-to-purchase.   

A mixed bag of activity for the second week of December indicates that weekends — and perfectly timed promotions — will make or break the remainder of holiday e-commerce sales.