Retailers shift their ad spending from TV, radio and print ads to digital ads.
A Foresee survey paints a positive picture of online holiday shopping.
Online retailers did a decent job of offering prices that satisfy shoppers in the first week after Thanksgiving, suggest survey data released today by Foresee Results Inc.
The customer satisfaction survey company measured 136 retail web sites on a 100-point scale. The survey findings represent more than 120,000 surveys of online consumers conducted between Nov. 29 and Dec. 5.
Retail sites achieved an overall point total of 72.1 for consumer satisfaction for prices, up from 71.5 for the same period last year. Cyber Monday price satisfaction rated a 72.5 score this year, but the dip since then is expected, as many immediate post-Thanksgiving pricing deals and online incentives have expired, Foresee notes. But the price satisfaction for the week after Thanksgiving remains lower than the pre-recession score of 74.4, achieved in 2007.
“The struggling economy has changed our definition of success,” says Kevin Ertell, vice president of retail strategy at Foresee. “The fact that we see scores that are slightly higher than last year is a very good sign.”
Overall shopper satisfaction with online retail sites stood at 73.3, up from 73.1 for the same period last year, and up from 73.1 for this year’s Cyber Monday, a common term for the first Monday after Thanksgiving.
Approximately a third of the 136 retail websites earned 80 points or more, which Foresee considers excellent.