Before you set your marketing budgets in stone this year, make sure you take a look back at what we were able to learn from this past year. Understanding some simple data from the 2013 shopping season could help inform the way you interact with, and market to, consumers. To find what helped and hurt consumers' shopping experience during the 2013 holiday season, Baynote surveyed 1,000 shoppers and compiled the data in the infographic below.
When it comes to influencing shoppers, 48% of customers said that ratings and reviews were what made them visit an online store, followed by email promotions at 35% and google search results that included product pictures at 31%. Seventy-five percent of those surveyed researched ratings and reviews two or more times before visiting stores. While women are 145% more likely to bring up email promotions on their smartphones for in-store shopping, men are 20% more likely to search for better prices elsewhere before making their purchases in stores. In 2013, the use of store’s branded apps grew a whopping 48%, and the stores delivering the most consistent and efficient digital customer experience tended to get the most sales.
Moral of the story? When marketing products to consumers, it's vital to keep digital in mind, specifically mobile. More and more shoppers are doing their research and seeking out ways to get deals (hint hint: email marketing), and this trend will only continue to grow with the accessibility mobile devices have been able to offer. So, monitor and optimize your reviews, include visuals, utilize email and optimize that app to make sure you're geared up for a successful 2014.