Neiman Marcus names a new chief marketing officer and restructures staff to address the growing importance of e-commerce.
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“That was driven in part by Amazon, but even more by Google,” he says. “Google is crushing it so far this holiday season.” Sales via Google have increased 73% year over year. Google in mid-October phased in its Google Shopping comparison shopping service, which replaced free product listings with paid product listing ads.
He says retailers have taken money from paid search campaigns and other areas to pay for those comparison shopping ads on Google. And Google is making those ads more prominent in search results, Best adds. “Consumers are going to be seeing product listing ads more often during the holidays,” he says.
Sales on comparison shopping engines for Mercent clients increased 23% year over year on Thanksgiving, he says.
Thanksgiving also brought a wave of mobile commerce activity to PayPal, the payment services arm of eBay. PayPal's global mobile payment volume spiked at least 173% compared with last year as the number of mobile consumers increased 146%. "On Thanksgiving, consumers around the world shopped on mobile most frequently between 12:00 p.m. and 1:00 p.m. Pacific time," PayPal says. It adds that the cities that accounted for the most mobile purchases on Thanksgiving were: Houston, Los Angeles, Chicago, Miami and New York City.
ChannelAdvisor CEO Scot Wingo also noted on his blog Friday a sharp increase in the percentage of traffic to client retailer sites from mobile devices on Thanksgiving Day, compared not only to the holiday of 2011 but even to the first half of November. Mobile devices accounted for 36.9% of traffic to ChannelAdvisor retailer clients on Thanksgiving, compared with 19.2% on the holiday last year and 25.8% from Nov. 1-15, 2012.
"The conclusion from this data is that for non-holiday periods, mobile is trending to 25% of traffic and so far for the holiday it is trending towards an amazing 40!" Wingo wrote on his blog. "Retailers frequently think of mobile in the 15-20% range and I suspect when the dust settles, the entire retailer ecosystem will be rethinking and prioritizing their mobile efforts."
Note to readers: Internet Retailer’s editors will be providing reports on Thanksgiving weekend sales from Thanksgiving Day through Sunday. Check back for the latest news.