02.10.16
According to recent research from The NPD Group, consumers used mobile devices to help ring up sales during the December holidays. More than 1-in-5 consumers purchased or browsed for products online via a mobile device when holiday shopping for themselves or others. That number was double among Millennial consumers.
Marshal Cohen, chief industry analyst, The NPD Group, said, “Online shopping continues to grow in importance, and Holiday 2015 was a clear example of this, with mobile playing a key role.” He added: “Consumers, especially the younger generations, are demanding a new kind of shopping experience, and retailers need to be prepared in order to be able to capture their attention.”
The NPD report concluded that mobile devices also played a role for shoppers who couldn’t find what they wanted. Almost a quarter of holiday shoppers had difficulty finding everything they planned to purchase, and when this happened, 11% searched for those products online via a mobile device.
“Shopping on a mobile device is something consumers can do while still in the store, and something retailers can use to their benefit, rather than letting a potential sale walk,” added Cohen. “Shoppers have access to a broader product assortment online, so they feel like they have more options. This dynamic is more powerful than using heavy promotions to counteract the lack of new products being offered in many industries.”
Cohen stressed the need for a broad approach. “In order to drive measurable sales growth and long-term success, retailers need to work harder at finding new ways to engage shoppers, utilizing a cohesive omni-channel and omni-present approach, while also giving consumers the fresh and exciting product offerings they crave.
Marshal Cohen, chief industry analyst, The NPD Group, said, “Online shopping continues to grow in importance, and Holiday 2015 was a clear example of this, with mobile playing a key role.” He added: “Consumers, especially the younger generations, are demanding a new kind of shopping experience, and retailers need to be prepared in order to be able to capture their attention.”
The NPD report concluded that mobile devices also played a role for shoppers who couldn’t find what they wanted. Almost a quarter of holiday shoppers had difficulty finding everything they planned to purchase, and when this happened, 11% searched for those products online via a mobile device.
“Shopping on a mobile device is something consumers can do while still in the store, and something retailers can use to their benefit, rather than letting a potential sale walk,” added Cohen. “Shoppers have access to a broader product assortment online, so they feel like they have more options. This dynamic is more powerful than using heavy promotions to counteract the lack of new products being offered in many industries.”
Cohen stressed the need for a broad approach. “In order to drive measurable sales growth and long-term success, retailers need to work harder at finding new ways to engage shoppers, utilizing a cohesive omni-channel and omni-present approach, while also giving consumers the fresh and exciting product offerings they crave.
