Yesmail Consumer Online Behavior Report: Marketers Failing to Keep Up With
Consumer Buying Habits Could Lead to Missed Holiday Revenue
New Survey and Research Shows That the Digital and Social Campaigns of Leading
Brands Don't Align With Consumer Online and Mobile Purchasing Preferences and
PORTLAND, Ore., Oct. 8, 2012 (GLOBE NEWSWIRE) -- As retailers gear up for the
holiday shopping season, a new Yesmail Interactive research report released
today finds that many brands could miss out on critical fourth-quarter sales
because they haven't aligned their marketing strategies with shifting consumer
shopping habits. Yesmail Interactive is an Infogroup company that powers
intelligent customer interactions.
Yesmail's report, released in time for holiday shopping, offers insight into
how email deals, social media promotions, consumer purchase patterns and
mobile device usage will influence shoppers this season- both online and
in-store. By comparing the results of a consumer survey with an audit of the
digital marketing campaigns of leading brands, the report concludes that
marketers are missing opportunities to capitalize on consumer shopping
"Marketers can maximize revenue by capitalizing on how consumers are using
email and social channels to find the best offers," said Michael Fisher,
president of Yesmail Interactive. "This is especially important during the
holiday season when targeted campaigns that use the right channels are even
more crucial to meeting end-of-year sales projections."
To gauge consumer shopping preferences, Yesmail polled more than 500 consumers
about their shopping habits, both during the holidays and in general. Using
its proprietary Yesmail Market Intelligence tool, and its newest capabilities
publically released on October 4^th, the company also tracked and analyzed the
digital marketing campaigns of 20 leading brands over a three-month period.
Yesmail then compared the purchase patterns of consumers reflected in the
survey with the brands' campaigns to identify where marketers can improve
their tactics this holiday season. The companies tracked included Amazon,
Apple, Best Buy, Crate & Barrel, Dell, Game Stop, HH Gregg, JC Penney, Kohl's,
Macy's, Nordstrom, Pottery Barn, Rue La La, Sears, Sprint, T-Mobile, Toys 'R'
Us, Verizon, Walmart and Williams Sonoma.
Must-Knows this Holiday Season
The survey found that 7 out of 10 consumers will spend the same or more this
holiday season than they did in 2011. That makes successful holiday campaigns
even more essential for retailers who have seen sluggish sales so far this
However, Yesmail's report reveals that many marketers have not refined their
strategies to take advantage of the latest consumer shopping trends:
*More than 41 percent of mobile device owners have made an online or
in-store purchase as a direct result of an email promotion viewed on their
device, yet, of the 20 brands Yesmail analyzed, one-third of those emails
linked to web pages that were not mobile-optimized.
*Only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns
deployed focused on money-saving promotions such as discounts and free
shipping, although the survey showed that social media promotions drove 34
percent of shoppers to make a purchase.
*Almost 40 percent of online shoppers prefer to make purchases between 6
and 10 pm, but only 5 percent of email campaigns were deployed during this
*Almost 60 percent of consumers say they prefer to interact with brands on
social media between 6 pm and 2 am, but more than 60 percent of Facebook,
Twitter and Google+ campaigns are deployed between 10 am and 6 pm Central
Other Implications for Holiday Shopping
The Yesmail consumer shopping survey includes several other findings that have
implications for marketers this holiday season:
*Email promotions, such as discounts and free shipping, are strong
purchasing drivers, with 80 percent of online shoppers and 71 percent of
in-store shoppers saying email offers influence their decision to buy.
*Sixty-two percent of consumers say they have used a mobile device to
compare web prices to store prices while shopping in person.
*Almost 80 percent of in-store shoppers prefer to make purchases on the
weekend, compared to only 31 percent of online shoppers. When shopping
online, almost half of consumers prefer making purchases Monday through
*One-fifth of consumers say they plan to begin holiday shopping at least
three months before the holidays begin, which means retailers should
consider starting their marketing campaigns well before the holidays
To view the full Yesmail report, "Consumer Online Behavior Report: Developing
Informed Digital Marketing Strategies for Holiday Success," please visit
About Yesmail Interactive
We power intelligent customer interactions. We give you the insights to
recognize and understand your customer to deliver contextually relevant
digital communications- while respecting their preferences and privacy. We
help marketers evolve their customer relationships through intelligent
interactions via technology, insights and services in a near real time
multi-channel environment. We help you compete in the age of the customer.
For more information, visit www.yesmail.com.
The Yesmail Interactive logo is available at
About Yesmail Market Intelligence
Yesmail Market Intelligence provides real-time, in-depth competitive data
across multiple digital channels and industries. The tool feeds real-time data
from four digital channel feeds directly into one user-friendly dashboard,
providing a sneak peek into competitor activity and enabling marketers to
evaluate industry market trends and best practices. By helping marketers
refine, adjust or completely redefine their multichannel strategy, Yesmail
Market Intelligence is one of the most sophisticated tools for improving
marketing efficiency and ROI.
Infogroup helps companies increase sales and customer loyalty through its
high-value data and innovative multi-channel digital and offline marketing
solutions. Infogroup enables its clients – from local businesses to Fortune
100 companies – to target, connect with and engage their most valuable
audiences. With cutting edge technology and analytics bolstered by our
proprietary, real-time Data Axle ™ of contextually relevant information on
more than 230 million individuals and 24 million businesses, Infogroup
delivers the complete spectrum of value added data, direct and digital
marketing solutions. For more information, please visitwww.infogroup.com.
The Infogroup logo is available at
CONTACT: Infogroup Contact:
Director, Corporate Communications
Phone: (402) 836.5290
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