Bizrate Insights, a division of Connexity has examined what motivates shoppers during the Holiday shopping season and offers these suggestions based on tens of thousands of consumer post-purchase surveys. “Take a cue from designers and manufacturers who are already working on Fall and Holiday 2016. Sit down NOW to identify your biggest drivers for sales success and assign project leaders to put wheels in motion,” says Hayley Silver, VP of Bizrate Insights (pictured left).
Promotions: When seeking out special deals, 38% of holiday shoppers sign up for a retailer’s newsletter, and 35% search on the retailer’s website for discounts or coupons. Be sure to make all promotions and coupon codes easily discoverable through your on-site search box.
Free shipping and discounts are huge draws for holiday shoppers—but it turns out free returns shipping is also a significant incentive. Consider promoting free returns to attract the risk- averse.
On Time Delivery: late delivery —which tends to spike during the holidays — leads to a 35% drop in overall satisfaction, and a 31% drop in the customer’s likelihood to recommend the brand after receiving their order.
During the same holiday period (Dec 10-24th) one-day and two- day shipping orders were the least likely to be delivered on- time—so be sure that you are prepared to follow through on expedited delivery times.
Mobile: Bizrate Insights projects that over 40% of web-based purchases will be made on a mobile phone or tablet this holiday season.
It’s essential to prioritize a seamless mobile checkout experience, but retailers should also support other mobile needs by improving the browsing experience across devices, making the price easily visible and surfacing product and store reviews on mobile.
When it comes to newer mobile payment options, 58% of online buyers own or use a phone that is capable of accessing Apple Pay (36%) or Samsung Pay (22%).
Nearly one-third of shoppers have PayPal in their wallet, and 11% have Amazon Pay as well.
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Figure 1 – About this Study: Bizrate Annual Holiday Study, N=18,009 online shoppers in the US and Canada, collected between Nov 1, 2015 – December 31, 2015. Q. For which of the following shopping activities did you use your mobile device during the holidays?
Figure 2 – About this Study: Bizrate Holiday Retro Study, N=3,795 online shoppers in the US and Canada, collected between January 12 – January 17, 2016. These data points represent the top three answers chosen to the question, “Which of the following promotions would convince you to buy a greater percent of your 2016 Holiday shopping online?” It was only asked of those who did not already buy 100% of their 2015 Holiday purchases online.
Figure 3 – About this Study: Bizrate Fulfillment (FF) Survey, N= 435,784 online shoppers in the US and Canada, collected between December 10 – December 23, 2015. Q. Was your purchase delivered on time? & Q. How satisfied are you overall with this purchase experience at this retailer? (1-10 rating) & Q. How likely are you to recommend this retailer? (1-10 rating).
Figure 4 – About this Study: N=178,868 online shoppers in the US and Canada who responded to both “When do you expect all of the items in your order to be delivered?” in the Bizrate Point of Sale (POS) Survey between December 10 – December 24, 2015, and subsequently “Was your purchase delivered on time?” in the post-order Bizrate Fulfillment (FF) Survey.
Figure 6 – About this Study: Bizrate Insights Study: Usage of Apple Pay & Samsung Pay. N=3,235 online shoppers in the US and Canada, collected between March 30 – April 4, 2016. Q1. Would you use Samsung Pay to pay for purchases in brick-and-mortar stores? Q2. Would you use Apple Pay to pay for purchases in brick-and-mortar stores? NOTE: Samsung graph is among Samsung phone owners; Apple graph is among iPhone owners.
Figure 7 – About this Study: Bizrate Insights Study: What Payment Options Do Online Shoppers Prefer? Available from http://connexity.com/blog/2016/01/what-payment-options-do-online-shoppers-prefer/ N=11,390 online shoppers in the US and Canada, collected between October 17 – October 21, 2015. Q1.
Which of the following payment options do you have “in your wallet”? Q2. Which of the following payment options do you prefer to use as often as possible?