20.2% of shoppers say that Walmart.com offered the best online holiday promotions this year, according to a new Retail Advertising and Marketing Association survey, conducted by BIGresearch. Amazon.com was next with 17.7%.
Wal-Mart Stores Inc., Amazon.com Inc. and Target Corp. kicked off the holiday season with a high-profile online price war on pre-ordered DVDs and books priced at under $10, down from original list prices of $25 to $30. Despite Target’s participation in the price wars, only 5.5% of shoppers said it had the best online holiday promotions.
More than 22% said that a retailer’s online promotions spurred them to buy from the site and another 27.8% said the promotions didn’t impact them because “I regularly shop there.”
The survey also found that 16.1% of shoppers said a retailer’s e-mail advertisement led them to shop at a particular merchant’s site, up from 15.8% a year ago and 9.8% in 2007. Retailer’s text message promotions also gained traction as 1.6% said it led them to shop at a merchant’s site, a 166% jump from a year ago.
However, Internet ads’ impact declined, as only 11.1% said Internet ads led them to shop at a particular merchant, down from 12.1% a year ago. “Shoppers aren’t only relying on traditional advertising to find the best deals,” says Phil Rist, executive vice president, strategic initiatives, BIGresearch.