The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
During the 2001 holiday season, online sales were lost to phenomenal discounts offered at stores. E-retailers this year will have to price carefully and not rely solely on free shipping as a way to entice shoppers to buy online, Nielsen/NetRatings says.
This year’s online holiday shopping season will look a lot like last year’s with the added urgency of not letting an uncertain economy get in the way of online selling, says new research from Nielsen/NetRatings.
Nielsen/NetRatings notes that during the 2001 holiday season, online sales were lost to phenomenal discounts offered at stores. E-retailers will have to price carefully and not rely solely on free shipping as a way to entice shoppers to buy online.
Just as last year, retailers’ marketing of online offerings will stress buying, not image. Last year, 40% of retailers’ ads relating to online buying were direct marketing oriented vs. 24% a year earlier. Nielsen/NetRatings expects that percentage to increase again this year.
The company also urged e-retailers to keep in mind that with lowered consumer confidence and the growing number of lower-income households shopping online, shoppers online are looking for value.
On the bright side, 58% of last year’s shoppers reported being satisfied or very satisfied with their online shopping experience, a strong base on which to increase this year’s sales, Nielsen/NetRatings said.
"The 2002 online holiday season will likely resemble the 2001 season, with the economy setting the tone and pace for e-commerce," said Lisa Strand, director and chief analyst, Nielsen/NetRatings. "With more than 85% of all adults online having shopped online within the last six months, e-retailers can position themselves early with strategic sales and promotions and capitalize on the growing number of online shoppers."