Engagement Strategies: The Future Of Online Shopping
Each year, researchers anxiously review the fluctuations in retail vs
. online shopping behaviours.According to previous studies, a seasonal shopping peak experienced at Christmas, sees certain shopping behaviour trends and shifts each year.
Cyber Monday occurs in November and describes online shopping habits. In November 2011, our last Cyber Monday, it was estimated that 122.9 million people went online to purchase, according to a survey conducted by BIGresearch for Shop.org, which is up from 106.9 million in 2010.
As retailers compete with the online discounts available to consumers especially at this time of year, Black Friday represents the traditional day brick and mortar retailers launch the Christmas shopping season.
Its interesting to see that Black Friday saw online sales rise 26% from that of 2010 (according to comScore), while the number of people visiting online retailing sites was up 35%.
Another study conducted by a panel of retail experts brought together for a BT-led Retailtopia project have recently announced their visions for the future of UK retail and there is a prime focus on online engagement strategies.
As we continue to see an evolution of technology, we also continue to see our traditional shopping experiences growing and adapting.
It is predicted that those retailers that stay on top of these emerging technologies will lead the way and benefit from staying innovative and interactive with their customer base.
Predictions include services offered to include same day delivery and constant stock availability and people looking for complete savings online.
Professor Patrick Barwise, chair of the Retailtopia panel and a chairman of Which?, said: The UK is already a global leader in online shopping, with nearly 30bn of sales coming through this channel in 2011.
Some additional insights from Retailtopias ten predictions include:
- Physical stores will still have a vital role, increasingly focused on complementing digital channels.
- Retail experiences will become more customised, personal and interactive.
- Wireless enabled in-store environments will help retailers connect in helpful ways with customers while shopping, releasing staff from tills and empowering customers to actively use personal mobile devices.
- Fulfilment of online retail purchases will be more cost-effective and efficient thanks to automation and greater co-operation between retailers and supply chain partners.
It is fair to say that whilst research will always report on trends, shifts and predictions in buying power and behaviours, people are looking online for discounts and savings.
With Sarah joined Webloyalty in 2008 as the Corporate Marketing Manager with a major focus on setting up the digital marketing strategy. Previously, she worked in Corporate Communications within the IT sector for a number of companies including Celona Technologies and Limehouse Software., consumers will benefit from continuous online savings and rewards.
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