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Shopping Online Surpasses In-Store For Some Consumers
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Oct 16, 2008 by Mark Maier
Multi-Channel Shoppers, those who shop online more than 4 times a year and spend $500 or more annually, responded to an ATG Retailer Daily survey recently and stated that by a small margin they look to the internet more than in-store for holiday gifts. That being said, how do we help our clients capitalize on that? According to the article, gift cards are an area to focus on as well as wish lists...
"For 42% (vs. 30% last year), gift cards will account for 11-50% of their online holiday spending. Wish-list use has also accelerated, with 35% (vs. 25% last year) reporting that they have shopped online from someone else's wish list three or more times.
"Although the internet is now the shoppers' channel of choice, economic pressures are making the stakes high for merchants. They need to continually learn from and react to their customer's multi-channel demands," cautioned Kelly O?Neill, e-commerce marketing director for ATG. "It is imperative that practical solutions be deployed wisely throughout the holiday season and into 2009."
What if you used your web site to host wish lists and extend that to include not just holiday gifts but Birthdays & Anniversaries? What if your station partnered with retailers and sold "Christmas Cash" for the holidays that was redeemed at local merchants and you featured specials each day on your website from your promotion partners? There are a lot of ways you can help your clients in the changing marketplace, it is open to your imagination and finding a solution that actually works to bring people to the offer.
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