Our routines, priorities and needs have shifted dramatically this year, and holiday shopping will be no exception. Ecommerce is expected to increase 18% this year, and 47% of holiday shoppers will use options to buy online and pick up in-store or curbside. Google data and technology can help retailers prepare for whatever the rest of 2020 brings by helping them show up throughout the consumer’s journey, flex with demand, retain new customers and extend reach. Here are four tips to help drive your holiday business objectives:
No. 1: Show up throughout the consumer’s digital journey to drive sales and respond to new consumer patterns. Almost 75% of people in the US who plan to shop this holiday season say they will shop online more than in previous holiday seasons, and a similar number say they will browse for gift ideas online rather than in-store.
No. 2: Flex with demand to invest wisely across the season to win every sale, regardless of channel.
No. 3: Retain customers to drive repeat purchases. Over 50% of surveyed global shoppers use Google to discover or find new brands, and 48% of US shoppers say they look online for deals or promotions in advance of making a purchase.
No. 4: Rethink your reach strategy to ensure the right consumers will see it. Viewers are three times more likely to pay attention to online video ads than television ads, and 70% of viewers say they bought a brand after seeing it on YouTube.
Read more on how the pandemic may impact holiday shopping and learn some tips to improve your website. Attend our upcoming Think Retail on Air event to drive your online, offline and awareness business objectives!
—Kevin Fried, industry leader, specialty retail, Google