Time is short and we are in the midst of the holiday season, with only 33 days until Christmas. We have seen bricks and mortar retailers and online retailers hurried scramble to get something online. In case you have not seen any retailers in trying to push Christmas, the day after Halloween.This year I was at a retail store on Halloween and see the staff to optimize merchandising for the holiday season. We began to squeeze as many retailers crave Thanksgiving holiday season with the hope that it will put them in black, especially during these economic times. During this holiday season you will see that the retailer has realized that consumers have become more aware of their pricing and marketing will be more focus on the value of every dollar you spend, because they realize that that is what you seek.
How retailers, both online and off will be competing for your business?
Brick and Mortar Retailers
You will see the marketing tactics and strategies in brick and mortar retailers, some of you know, and others who offer a level of comfort and a way to make it easier for you to spend your hard dollar received. They focused on creating urgency for you to finish your holiday shopping with them. Some strategies that you will see or have seen include:
Holiday campaign started earlier. Best Buy starting November 1, Kohls began 2 November and JcPennys followed a week later. Most retailers go straight from Halloween to Christmas promotions.
Open on Thanksgiving. Sears and Kmart have announced that they will be open on Thanksgiving. They hope to capture consumers who want to get a jump start on holiday shopping.
Store layaways. It's no secret that consumers are experiencing tight budgets and credit crunches. Retailers realize that they need to do something to encourage consumer spending into their stores, so they relaunched their layaway program. Retailers participating in the marketing tactics include Sears, Kmart, Toys R Us, TJ Maxx, Marshall's and Burlington coat factory.
Online Retailers
Online retailers anticipating their best year. Research and studies have shown that the purchase will be more done online this year compared to other previous year. They have been directed by the tools and better merchandising that would make it easier for you to buy and make you feel like you are getting the best value. Every year online retailers to dig a little deeper into their profit margins in order to earn your business and steal it from bricks and mortar. Some of the strategies and tactics including:
Time. This may be the first year that Cyber Monday was losing value. Many online retailers will push sales out on Thanksgiving and continuing through Cyber Monday with hopes of capturing consumers before they hit the stores on Black Friday.
Free shipping or deeply discounted shipping. Online retailers have begun to realize that 58% of consumers would abandon online shopping carts because shipping price. This causes a lot of etailers offering free shipping or discounts on shipping. Walmart announced that they will do free shipping during the holiday season, this has set the bar for online stores hoping to catch the holiday sales, and many are struggling to come up with ways to compete.
Improved email marketing campaigns. You may have noticed, but if the patient has not arrived. As a consumer you can see an increase of 15% - 20% in email promotional campaign during the holidays.
Mobile marketing and promoting. Research has shown that consuming more buying via their smartphone, so you will see e-commerce retailers held over mobile campaigns. They will encourage exclusive deals to their mobile users. This is the transaction you will not see on their web sites or in their email. They want to draw your attention via phone, and they are willing to push a special significance to you just to get the ability to market to you through mobile technology.
Comparison shopping and reviews. Etailers have realized that many online buyers rely heavily on online reviews and comparison shopping engine, so you will see more than an online retailer you use this tool to persuade you to buy.
As you can see the retailers want you to buy, whether it's in brick and mortar stores or online is not a problem. They just want you to spend your money with them. You'll see this year's special like you've never seen before. Retailers need to improve their bottom line. They depend on this holiday season and they will come out all to get a percentage of the projected increase in spending this year. The good news is that as a consumer, you have a choice. Shop smart special research, and do not buy unless you feel the value you are getting, because if a shop will not give you what you are looking for another one will.
