December 21, 2006, 12:00 AM

Retailers still changing online marketing late into holiday season

41% of online merchants surveyed last week said they had changed online marketing efforts since the season began, the eHoliday Shopping mood study finds.

 

It’s easier to tweak merchandising and promotions in the online environment than in the bricks-and-mortar world, and late into this holiday shopping season many merchants are doing just that. The eHoliday Mood Study from BizRate Research, commissioned by shopping engine Shopzilla and Shop.org, found that 41% of online merchants surveyed last week said they had changed their online marketing since holiday marketing began this season, up from 36% who had made changes as of Nov. 30.

“From expanding advertising efforts to increasing online promotions, many retailers have been making changes to their marketing plans all holiday season long,” says Scott Silverman, executive director of Shop.org. By contrast, less than 15% of merchants surveyed last week said they’d made changed to offline marketing and promotional efforts or site features this far into the season.

The survey also determined that more shoppers are having a positive experience online this holiday season. 71.2% of online shoppers surveyed said they have been “very satisfied” with their online buying experience this year, while virtually all – 96.6% – reported being at least “somewhat satisfied.”

The survey of 2,246 online buyers was conducted Dec. 11-13 and the poll of 67 online retailers, all Shop.org members, was conducted Dec. 11-12.

 

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