Survey Finds Holiday Shoppers Prefer In-Store Experience to Online Shopping
Consumers Prefer In-Store Experience To Interact Physically With Products
Product Quality For Price Is A Positive Influence This Holiday
DENVER -- November 21, 2012
Most American consumers now say they prefer to shop in a physical store for
holiday purchases, according to a new survey from the Campaign Management &
Analytics division of SDL, a provider of technology that enables retailers to
combine, analyze and understand consumer behavior across purchase channels.
Online shopping preference trailed in-store experiences by less than a
two-percentage point margin in this survey, but the data is noteworthy because
online shopping has appeared to outpace in-store shopping more recently.
According to this survey, consumers still like an in-store experience to
interact physically with a product, which may be tipping consumers toward
stores and malls this holiday season.
Regardless of where they are shopping, a vast majority of holiday shoppers –
more than 80 percent of this year’s respondents – say they prefer to shop on
personal time, further challenging reports that consumers mostly shop online
during work hours and decrease productivity during the holiday season.
“With the data from those surveyed showing a close margin between in-store and
online preferences, we believe this holiday season will be made up of customer
experiences from multiple channels,” said Bob Hale, CEO of SDL Campaign
Management & Analytics division. “The new take-away message for retailers
during this season: Understanding and engaging customers based on their
preferred use of each channel creates a customer experience consumers will
value during the holidays and year round.”
Other highlights from the SDL survey supporting the importance of multiple
channels during the holiday shopping season:
*More than 75 percent of respondents say the ability to evaluate a product
in person will influence their decision to purchase.
*Nearly 43 percent of respondents will use a physical store as a resource
to learn more about products they want to buy.
*When making the decision to shop online, nearly 60 percent of respondents
do it to avoid holiday crowds in stores.
*More than 40 percent of survey respondents said that product quality for
the price or value positively influences their shopping experience.
SDL enables global businesses to engage with their customers in the language,
the media and at the moment they choose. The SDL Campaign Management &
Analytics division combines data captured through customer interactions across
several media and purchase channels, including email, direct mail, online,
digital, and social. With the Campaign Management & Analytics technology,
global retail marketers can interact with this data in a free form or
unstructured way to develop a single-view of their customers and develop new
insights about how to engage and promote relevant action to these customers.
SDL has more than 1,500 enterprise customers, 400 partners and a global
infrastructure of 70 offices in 38 countries. For more information, visit
SDL Campaign Management & Analytics
SDL Corporate Headquarters
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