According to a survey commission by the National Retail
Federation, more than 103 million people shopped online over this past Black
Friday weekend. In an article on AdAge.com covering the 2015 Black Friday e-commerce
and brick and mortar figures, we can see a potential inflection point taking in
retail place as more and more sales shift to online channels. It was reported
that brick and mortar retailers’ sales declined versus last year; however, the
growth in online sales exceeded predictions.
The Thanksgiving Holiday season
represents both a significant opportunity and challenge for retailers. In an
attempt to compete with Amazon, more and more retailers are forced to offer
increased promotions, free shipping for online orders, and up their holiday
marketing spend in order to lure in consumers. While AdAge.com offers
compelling statistics about the increase in Black Friday e-commerce sales, it
points out that there is a shift taking place in reporting methodology.
Therefore, it is unclear if the number of online shoppers was greater than the
offline ones; however, it is no secret that consumers expect seamlessly integrated
retail experiences across both online and offline channels.
- Olympia Portale
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