Embracing “Showrooming”

By Jon Bird

Over the last few years, “showrooming” has received a bad rap. This is the practice where a smartphone-enabled shopper goes into a physical store to touch and feel the merchandise, gets expert advice, and then compares prices on their device and purchases online elsewhere. The classic example is of a customer visiting a Barnes & Noble bookstore, checking out the latest novel by Stephen King, asking the associate for his opinion, and then buying on Amazon.
A new generation of retailers and brand-owners, however, has embraced the showrooming concept and taken it to a whole new level. On a recent retail expedition in and around New York’s SoHo shopping district, I saw numerous examples, and four caught my eye:

Samsung Galaxy Studio – a warehouse-style space filled with the latest Samsung devices, and not a single one for sale. The idea is for shoppers to play with the product and they get rewarded for doing so. Customers collect points for stopping at each “experience station”, and receive free merchandise as prizes at the end. Highlights include a Design Studio, where you can create your own t-shirt with the help of a Samsung Galaxy Tab, and a café where you can order a complimentary cappuccino and pastry via a Samsung device.

The Sound of Porsche – new brands like automotive darling Tesla have stolen some of Porsche’s cool, and this pop-up in the Meatpacking District (now closed) was part of an attempt to get it back. The temporary installation was dedicated to selling the sound of the iconic brand. Set up like a vinyl record store, customers could listen to classic car soundtracks, and in the Sound Studio hear the distinctive thrum of the engine and project accompanying visuals onto the surface of a 9-11.

Story “Tech & Style” with Intel – Story is a “retail space that has the point of view of a magazine, changes like a gallery, and sells things like a store.” Every 6-8 weeks, the entire story of the store changes – every fixture, every fitting, and every product. Right now the featured “story” is a collaborative effort with Intel, showcasing tech both “on the outside” (e.g. gadgets) and “on the inside” (e.g. embedded in clothing). Wearable technology is a key story, like “Ringly”; jeweled rings that can be paired with your smartphone to vibrate and ring when a message is received.

Chobani SoHo – an artfully designed café showcasing Chobani’s signature category-creating Greek yogurt in both savory and sweet “creations”, along with coffee and sandwiches. It’s as much about the philosophy and aesthetic of Chobani as it is about the yogurt itself.

In each of these cases, the stores are unashamed showrooms, allowing shoppers to interact with and experience the brands on a deep and meaningful level, then (hopefully) spread the word via social media. It’s about buying into the brand, not necessarily purchasing from that outlet.

In regular retail too, forward-thinking merchants are happy to treat their stores as showrooms. Apple led the way. From when the very first Apple Store opened in 2001, the retail space was a glistening showroom of all things Apple, where customers were encouraged to play with no pressure to purchase. (Of course, it helped that Apple is famously rigid with pricing no matter the vendor, and that they own the brand.) UK department store John Lewis has also significantly built its business on being agnostic about where the sale ends up – in store or online. They are more than happy for shoppers to be inspired in store and then buy on their devices. Do a good enough job in the store, and the shopper will stick with John Lewis.

For a while, a year or two ago, retailers were penalizing shoppers for treating their stores as showrooms. There was the case in Sydney Australia of a ski shop charging customers to try on boots, then refunding if a purchase was made. Wrong move. You can’t fight the Internet and you can’t bite the hand that feeds you. Instead, it’s time to reinvent retail and embrace showrooming.

To View the Original Article: http://www.newretailblog.com/embracing-%e2%80%9cshowrooming%e2%80%9d/

Back-to-School Trend Preview: Standout Brands and Retailers

By Sheena Butler-Young / June 4, 2015 

Vans is among the brands expected to perform well for back-to-school. (Seen here: winning designs from Vans' Custom Culture national high school design competition).

Courtesy of Vans

 

School doors may have barely slammed shut for summer break but Footwear News is already thinking of the shoe trends that will dominate when students make their way back into the classroom in September.

Industry insiders say there are no major trend surprises popping up yet but many of the usual players are set to do big numbers.

Key brands to watch include Vans, Converse, Skechers and Steve Madden, with canvas and fashion-athletic styles, in particular, expected to outperform.     “I think Skechers will be a key winner—especially with adult takedown styles attracting an older child,” said Wunderlich Securities Inc. analyst Danielle McCoy.

B. Riley & Co. LLC analyst Jeff Van Sinderen is equally bullish on the brand.

“Skechers is on fire,” said Van Sinderen. “I think the brand will do well [because they have] a strong assortment of accessibly-priced, on-trend product in kids and plenty of casual/comfort product that appeals to a wide range of older (high school, college and up) age groups.”

CL King & Associates analyst Steven Marotta said he’s placing his bet on Steve Madden which “from a share perspective, is poised to perform well.”

“Steve Madden has a little wind to its back and I think a lot of the styles that are doing well for them in the spring will translate into the fall for back to school—in the fashionable sneaker category in particular,” said Marotta.

Van Sinderen also noted that Nike’s offerings in the basketball category will continue to perform well among kids, teens and young adults.

Retailers forecasted to have the prime share of must-have shoe items include Famous Footwear—Caleres’ standout performer in the family space—and Genesco Inc.’s Journeys.

“Famous Footwear’s offerings are trend-right and in-stock,” said Marotta. “They invested heavily in canvas which has done well in the spring and we think it will do well in the fall.”

McCoy and Sterne Agee CRT analyst Sam Poser also called out Famous Footwear—which reported a 27 percent increase in canvas sales in the first quarter—as a retail chain to watch for back-to-school.

“Famous Footwear is well-positioned with its new marketing,” said McCoy. “They have been working with a third party to enhance consumer engagement and I think the back-to-school campaigns will reflect the work they’ve done.”

McCoy also noted that the retailer’s assortment mix features key back-to-school favorites that include Keds, Sperry, Skechers and Madden Girl.

Journeys, the chain that continues to boost Genesco against pressure from its underperforming chain Lids, capitalized on the strength of strong boots and canvas trends in Q1. Market watchers expect that canvas will remain the driver for the firm’s sales in the back-to-school shopping season.

“Management continues to feel confident in the business with strong visibility into back-to-school in addition to traffic and conversion driving initiatives such as increased catalogue spend…” wrote Susquehanna Financial LLLP analyst Christopher Svezia in a note on May 29.

Regarding new shoe trends, the market will just have to wait to see if something emerges.
“Outside of the usual brands and retailers, there’s nothing else showing signs of strength right now,” said Marotta.

To view the original article please visit: Footwear News

 

How to choose the RIGHT swimsuit for your body type [infographic]

Whether you're the one buying or you're helping your customer find the perfect swimsuit- this infographic can help you find the right suit for each body type!

Shopping for the perfect swimsuit can oftentimes be tough, but once you know what bathing suits work for your body type, you’ll find the most flattering swimsuit in no time. Our friends over at Farfetch, designed this infographic for us showing how to find the ideal cut and style that will give you the perfect beach body.

Whether you have a large chest or a tummy you want to camouflage, this infographic will make your next swimsuit shopping a breeze.

 

Read more: http://www.hotbeautyhealth.com/trendsetters/bathing-suits-for-body-types/

Point of Sale Trends to Consider This Summer

 

May 27, 2015 by Nicole Reyhle

 

Point-of-sale systems have made life much easier for retail owners in an increasingly fast-paced economy. As this summer gets into full swing, PoS developers continue to improve their software to perform even more functions. Take a look at some of the ways you can incorporate the latest advancements into your store.

 

Trends to Take Advantage Of

If there’s anything customers value, it’s time. Mobile PoS systems make it easier for shoppers to select and pay for their purchases via the sale software on an employee’s tablet. Skipping the cash register line altogether is a dream come true for the time-crunched consumer. It saves your business time as well, enabling you to find relevant data on your inventory and the patron’s own shopping history straight from your all-purpose device.

 

You don’t even have to be a massive, cutting-edge household name to get in on this trend. New systems (like TouchSuite’s Firefly and Ingenico’s smart tabletPoS) are designed specifically for small businesses, so they can start reaping the rewards of state-of-the-art sales software with mobile compatibility.

 

Other useful trends that empower the customer while predicting sales include iBeacons and shopping-enabled social media. While these are not PoS systems, they work to bring more shoppers through your door. Beacons send mobile notifications (such as announcements of discounts) when customers are nearby, and social apps help shoppers keep track of where they can get the items on their wish lists through omnichannel integration.

 

Mobile PoS is currently a noticeable trend in tech-focused stores, but it’s picking up steam as a viable checkout method in the retail industry. Not only do such innovations save time, they are also better than older payment methods at securing monetary info from data thieves.

 

Mistakes from 2014 to Avoid

As with any new venture, mobile PoS has had some stumbles to overcome. The major concern in 2014 was the security of the new software. PoS-focused malware is nothing new, but the prevalence of the Backoff malware family has proved just how important it is to make sure that newer technology is armored against data invasion.

 

Therefore, the biggest mistake from 2014 that forward-thinking retailers will wish to avoid is that of underestimating malware developers. With evolving software gaining the ability to compromise cloud data and overcome two-factor authentication, retailers should never get too comfortable with their existing security systems. Just like technology itself, the measures protecting that technology can always be improved.

 

Problems to be aware of include phishing attacks, software that hasn’t been updated recently, and disgruntled employees who know their way around a computer. Not only your own security, but that of your PoS vendor, is crucial to keeping your customers’ data safe. A highly recommended defensive strategy is to whitelist your system, only permitting it to perform certain functions instead of running the full range of programs it’s capable of. For more detailed security measures you can take, it would be wise to discuss your options with a reputable computer security consultant.

 

The good news is that it is relatively easier for smaller businesses to stay ahead of the security curve. While national corporations may seem impenetrable because of their sheer size and positions of leadership, last year’s Target breach showed otherwise. The security advantages of being an SMB include a closer connection with your IT professionals, faster PCI compliance, and fewer obstacles to an across-the-board software upgrade. All of these make it harder for hackers to keep up with you than with larger companies, whose technological progress is often lumbering by comparison.

 

Different Formats to Accomplish Your Marketing Objectives

You may not have the budget to accomplish the impressive technological feats of Nike and Burberry, but you can be a part of the future of retail nonetheless. Converting your operations to mobile and managing your inventory that way is only going to get easier. As businesses prepare to accept contactless payment alongside traditional magnetic cards, in the famous EMV liability shift, this may be the best time to implement upgrades that will put you ahead of the competition.

 

If you run a high-traffic boutique, the right system will help you build an important reputation for having fast and competent service. In time-consuming industries like hairdressing or furniture shopping, the convenience of your system will add value to your clients’ lives and justify their choice to patronize your business.

 

If you have already implemented the latest PoS technology in your business, how has it affected your everyday proceedings? If you’re still researching and observing the impact of these trends on others, what considerations would you like to have met before you commit to a system?

 

To view the original article please visit: https://retailminded.com/point-of-sale-trends-to-consider-this-summer/

Retail Trend: Mobile Retailing

Why merchants should adopt a mobile wallet strategy

              | by Michelle Evans            

There has been no shortage of hype around the potential for in-store mobile payments — and for good reason. A mobile-enabled environment provides many benefits for players across this ecosystem.

For merchants of all types, a mobile wallet has the potential to boost revenues and reduce operating costs. One of the most often cited benefits of mobile payments by retailers and foodservice operators is the ability to reduce costs. This may be accomplished by lowering fraud loss and/or payment processing fees — the latter of which is often cited by merchants as the biggest expense after labour. In addition, mobile wallets may be able to move more consumers through the line more efficiently and thus drive revenues. If a merchant is able to leverage a mobile wallet to provide an immediate connection with its consumer base, mobile wallets may have the ability to help a merchant sell more goods and service during slow times by enticing its consumer base with discounts and coupons.

While both reducing costs and driving revenues are important to any business, two of the most often overlooked benefits associated with a mobile wallet may be the ability of a mobile-enabled environment to enhance the customer experience and further the merchant’s brand proposition. In this sense, payments may just be the period at the end of the sentence. Creating a consumer-centric shopping experience will enable companies to remain competitive in this ever-changing landscape. Lastly, a mobile-enabled environment also gives consumer-facing brands a way to differentiate themselves.

Why mobile is so unique

Mobile has truly rewritten the commerce playbook. This is because the mobile phone is the most disruptive force yet unleashed on the once relatively linear path to purchase. Its always-on availability is transforming predictable consumer journeys into dizzying twists and turns. Moving forward, mobile will be the means by which companies connect with consumers, and it is how consumers will research what they purchase.

Mobile commerce is much more powerful than e-commerce ever was. This is largely because mobile is much more than just a channel — it is a bridge between the physical and online worlds. In addition, mobile can provide context around the entire purchase decision. Companies can tailor offers based on the weather, the consumer’s exact location or past purchase history. In addition, consumers can use these devices either in store or on the go to help them locate the desired product or help them comparison shop. Furthermore, mobile offers consumer brands more of a real-time, direct contact with decision-makers than has ever been possible before.

As a result of these numerous benefits associated with a mobile wallet, many merchants, who in this case may more broadly refer to all types of retailers and consumer foodservice operators, are playing a leading role in driving the mobile shift in the commerce arena. In the US, for example, one of the most promising in-store mobile payments platform is being developed by a consortium of 50-plus merchants called the Merchant Customer Exchange. These merchants desire to cut card processing fees, maintain control of the consumer checkout experience and drive the more consumer-centric in-store shopping experience that only mobile can offer. The product dubbed CurrentC is expected to launch in 2015 across the US.

Cater to the anywhere, anytime consumer

Significant opportunities emerge when a retailer, consumer foodservice operator or consumer brand for that matter is invited into a consumer’s mobile world. Increasingly, businesses of all types have to cater to the anywhere, anytime consumers. The rich interactive experience of today’s mobile-enabled world is empowering millions of these connections for the first time and driving a more highly personalized real-world experience. This makes having a mobile strategy critical for businesses across a number of different categories.

There are important benefits to be had for consumer-facing businesses that make a mobile investment and get it right. Merchants of all types need to have a mobile strategy in place to meet the demands of this new hyper connected consumer base that expects brands to sell their wares or services with a personalised touch. Having an effective and robust mobile strategy will encompass both internet-based mobile purchases as well as in-store purchases. These two aspects of a mobile strategy will have to work in tandem, not in isolation from one another. Those merchants not doing something today in the mobile sphere will need to rectify this immediately. This may mean building an in-house app or it might mean deploying a third-party app that meets the business’s specific goals.

To view the original article please visit: http://www.retailcustomerexperience.com/blogs/why-merchants-should-adopt-a-mobile-wallet-strategy/

3 Ecommerce Trends You Need to Know for a Profitable 2015

Yesterday we published our annual Year in Review. It’s a look back at the state of the commerce industry and the growth of the Shopify ecosystem and platform.

Because Shopify now powers 140,000+ businesses, this data provides good insight into where ecommerce trends as a whole appear to be headed, and can help you prepare for 2015 and beyond.

1. One third of ecommerce sales are now happening on mobile devices

One of the major revelations was that in 2014, ⅓ of ecommerce orders were coming from a mobile device rather than a computer. (Click to tweet)

This is up from 23% the year prior, and just 12% when we started tracking this back in 2012.

That means that in only 2 years, mobile’s contribution to total sales has skyrocketed by 175%.

This by itself is impressive, but coupled with findings from earlier this year that found mobile ecommerce traffic overtaking computers for the first time in history (and increasing since then), and you can see that focusing on the mobile experience is becoming difficult to ignore.

Further reading and additional resources: 

• Mobile Now Accounts for 50.3% of All Ecommerc Traffic
• 13 Stunning Mobile Responsive Shopify Themes
• How To Make Mobile Convert: The Most Common Mobile Store Mistakes

 

2. Social “discovery commerce” is on the rise

The increase in mobile phone traffic to online stores is partly being fuelled by another trend: the rise of social-fuelled product discovery and effective social ad targeting.

For example, we recently found that while Facebook accounted for less than 5% of traffic to ecommerce sites on desktop, that number jumps to 7% when looking at mobile phones. In comparison, search based traffic from Google represented 18% of traffic from computers, but just 12% on mobile phones.

This data seems to show that computers are being used to search for more commodity-type goods, while social media and mobile are used for more spontaneous, discovery-based purchases. And those purchases are on the rise.

In 2014 ecommerce orders coming from social media grew a staggering 202%. (Click to tweet)

While much of the Facebook traffic may also be coming from paid ads, it also demonstrates how Facebook is maturing as an advertising platform and how our ad savvy store owners have been able to capitalize on the new advertising products Facebook has developed.

But Facebook is not the only platform driving results for merchants. In fact, earlier this year we reported that certain industries were actually generating a significant amount of orders from secondary platforms.

 

We expect social commerce to continue to be an important trend in 2015 for both online and offline retail.

Further reading and additional resources:

• Which Social Media Platforms Drive the Most Sales? [Infographic]
• 10 Ways Ecommerce Brands Can Increase Traffic And Sales With Facebook
• 7 Ways to Drive Sales and Traffic with Pinterest
• Pinterest Rich Pins Now Automatically Enabled for Shopify Merchants
• How To Build A Massive Following On Instagram
• Facebook Store by Shopify

3. “Always-on shopping” is now a reality

People are now shopping wherever and whenever is convenient for them. This could be on a desktop at work, on a phone while commuting, or in bed while on Facebook. This highlights how it important it is for merchants to provide a flexible buying experience that adapts to their customers buying habits.
Here's an hourly breakdown of sales in a typical day to show how and when people shop. The most popular time to buy online is weekdays between 12-2pm and on Sunday evenings. (Click to tweet)

If you’re a PPC advertiser, this data can act as a starting model for day-parting and segmenting your ad campaigns based on device and channel.
While you should always use your own data as the basis for decision making, you might find it useful to see how your analytics stack up against these peak times.
Further reading and additional resources:

• Shopify Mobile
• Shopify POS

To see the original article please visit: http://www.shopify.com/blog/16794380-3-ecommerce-trends-you-need-to-know-for-a-profitable-2015

The 10 Runway Trends You'll Be Wearing This Spring

by Kate Schweitzer

 

Now officially in the New Year, we're starting to think seriously about next season's biggest fashion trends. What does that mean for you? Well, we worked overtime to make sure you know what you'll be wearing come Spring 2015 right now.

What we found were subtle — and not so subtle — nods to the 1970s, sporty touches that don't require a gym membership, shoulder-baring silhouettes, new uses for tiered skirts, and gingham prints that are so not your grandmother's. Keep reading to identify all the key looks, or jump right to the trending look you've have to see first.

Cool-Girl Gingham

From Left to Right: Oscar de la Renta Spring 2015, Karen Walker Spring 2015, Diane von Furstenberg Spring 2015

The Subtle '70s

From Left to Right: Sonia Rykiel Spring 2015, Derek Lam Spring 2015, Gucci Spring 2015

Out-of-the-Ordinary Animal Prints

From Left to Right: Gyunel Spring 2015, Valentino Spring 2015, Saint Laurent Spring 2015

Sporty Minimalism

From Left to Right: Victoria Beckham Spring 2015, Yigal Azrouël Spring 2015, Balenciaga Spring 2015

Colored Suede

From Left to Right: Tommy Hilfiger Spring 2015, Chanel Spring 2015, Alberta Ferretti Spring 2015

Power Shoulders

 From Left to Right: Prabal Gurung Spring 2015, Jenny Packham Spring 2015, Versus Versace Spring 2015

Apron Skirting

From Left to Right: Tome Spring 2015, DKNY Spring 2015, Peter Som Spring 2015

Statement Stripes

From Left to Right: Victoria Beckham Spring 2015, Balmain Spring 2015, Giambattista Valli Spring 2015

Modern Safari

From Left to Right: Ralph Lauren Spring 2015, Ferragamo Spring 2015, Jason Wu Spring 2015
 

The New High Neckline

From Left to Right: Alexander McQueen Spring 2015, Louis Vuitton Spring 2015, Christian Dior Spring 2015

Source: IMAXTREE, Getty

Which one is your favorite trend??

To see the original article visit: http://www.popsugar.com/fashion/Spring-Fashion-Trends-2015-Runway-35570018#photo-35570018

Holiday Results To-Date Strengthen The Omnichannel Message

 

               

Sales results from the 2014 Thanksgiving weekend further support retailers’ need to focus on a consistent brand message across all channels year-round, rather than comparing in-store sales on Black Friday to online sales on Cyber Monday.

 

“This year is likely to be the first time in nearly a decade that Black Friday won't be the biggest shopping day of the holiday season in terms of traffic and sales,” reported Robert Passikoff, Founder and President of Brand Keys, Inc., in the firm’s 20th Annual National Holiday Shopping Survey.

 

“This is due in part to the fact that retailers offer deals year-round and consumers have taken that to heart, and more stores are open on Thanksgiving Day,” Passikoff explained. “With the expansion of Black Friday into an entire season (aka November) more people are shopping on — or prior to — Thanksgiving.”

Looking at results from Thanksgiving weekend, many retailers may be discouraged. Total spending fell approximately 11% year-over-year to $50.9 billion, according to the National Retail Federation (NRF).

 

But e-Commerce sales increased 32% to $766 million on Thanksgiving Day and 26% to $1.2 billion on Black Friday, comScore reported. 

 

While online purchases are increasing more rapidly than brick-and-mortar sales, the store continues to be a vital component of the overall brand experience for shoppers. In fact, there were 233.3 total shopping trips over the Thanksgiving holiday weekend, according to the NRF.

 

One trend that crosses both online and in-store is gift card purchases. Gift card sales — both plastic and digital — are expected to top all previous records during the 2014 holiday season. According to NRF’s Gift Card Spending Survey, the average person buying gift cards will spend $173, up from $163 in 2013. Total spending is expected to reach close to $32 billion, which is an 83% increase since NRF began tracking consumers’ intentions to buy gift cards as holiday gifts in 2003.

 

Gift recipients are on board with the trend. In an October NRF survey, 62% of consumers said they would like to receive a gift card, making gift cards the most requested gift item for the past eight years.

Holiday Results Q&A With Scot Wingo, CEO, ChannelAdvisor

Amazon, Large Format Retailers Win Out In Holiday Predictions

If you’re placing bets on which retailers will rack up the most sales during the 2014 holiday season, bet on the obvious. Amazon shoppers are planning to spend 9.9% more this year compared to last year, according to Prosper Insights & Analytics, in its report, titled: Holiday 2014: Retailers To Watch.

 

Other retailers expected to fare well this year include:

• Nordstrom, up 7.5%;
• Walmart, up 5.3%;
• Costco, up 5.2%;
• Kohl’s, up 3.0%;
• Best Buy, up 1.3%.

Pricing And Promotions Heat Up Competition As The Thermometer Drops

To remain competitive in the current, consumer-driven marketplace, retailers can’t wait around to launch their best prices and deals during the holidays.

 

As explained by Passikoff of Brand Keys: “As we predicted, with the intense competition for consumer dollars, department stores and specialty shops had to become more aggressive on deals, promotions, and operating hours this holiday season, and those realities are showing up in the real marketplace and on retailers’ bottom lines.”

 

Hopefully retailers will learn from their price and promotion inconsistencies last year, industry experts noted. “There was no consistent strategy or head-on competition among the retailers,” reported Amos Peleg Co-Founder and CEO of Upstream Commerce. “The average discount rate attained at both Amazon and Zappos (at different times in the scale), was 2.8%, but was only 0.5% for Macy's.”

 

Also during the 2013 season, Upstream Commerce examined pricing of the 20 largest athletic shoe brands at Amazon, Zappos and Macy's, finding that “each lowered its prices to start the holiday shopping season; and while Amazon discounted the most on Black Friday, it then raised prices the most for Cyber Monday.”

 

Peleg offered three key takeaways when it comes to holiday pricing strategies:

1. “Each retailer appears to dance to its own drummer with no consistently obvious strategy in relation to each other.”
2. “Although different products are considered, Amazon exhibits the same type of behavior each year, where it raises prices on Cyber Monday.”
3. “While there may be a smaller set of ‘show’ products that are actually being discounted, it's probably a myth that retailers provide huge discounts across the board during the holiday season.”

To help retailers determine where they stand in an endless sea of discounts and promotions, they can look to a WalletHub survey of 5,525 deals from the 2014 Black Friday ad scans of 21 of the largest U.S. retailers:

• JCPenney has the highest overall discount rate at 65%. Costco has the lowest at 21%.
• Jewelry is the most discounted category at 58%. Electronics & Computers are the least discounted at 30%.
• The average discount for Black Friday is 39%. 
• The Toys category has the most discounted items, representing 26% of all offers. The Consumer Packaged Goods category has the smallest, with only 1.3% of all offers.

Following is a breakdown of additional spending trends and takeaways from Thanksgiving — also called Gray Thursday — to Cyber Monday.

Thanksgiving Day Shopping Becomes A Holiday Hit, Boosts Store Sales 24%

Thanksgiving Day has evolved into a shopping holiday over the past three years. Not only did top retailers such as Walmart and Target open their doors earlier on Thanksgiving Day, but they also started their holiday doorbusters earlier than ever.

Although industry experts argued whether opening on Thanksgiving would help or hurt retailers, results are pointing to the former. Total in-store sales for the day were up 23.7%, with holiday shoppers spending a total of $3.19 billion, according to ShopperTrak.

The early openings were a success, bringing in12% more store traffic on Thanksgiving than 2013, according to data from Shopkick. In fact, 30% of all Black Friday store visits happened before midnight Pacific Time on Thanksgiving Day, representing an increase above 18% in 2013, 16% in 2012 and 13% in 2011. The data illustrated that in-store shopper traffic peaked on Thanksgiving Day at 6 p.m. PT, which is two hours earlier than the 8 p.m. peak time in 2013.

Despite the boost in store traffic and sales, e-Commerce and mobile shopping dominated Thanksgiving Day, with the IBM Digital Analytics Benchmark reporting that combined online sales increased 14.3% over 2013.

Online sales from desktop and laptop computers increased 32%, reaching $1.01 billion throughout the day, according to data from comScore. Online average order values (AOVs) on Thanksgiving Day were $179.59 per order, which was the highest total over the entire holiday weekend, according to Monetate.

Mobile traffic and sales experienced the highest year-over-year increase, according to the IBM Digital Analytics Bench report. Mobile traffic outpaced traffic from computer devices for the first time in 2014, with smartphones and tablets accounting for 52.1% of all online traffic. Mobile sales, on the other hand, accounted for almost one third (32.3%)of all online sales, representing a 25.4% year-over-year increase.

Mobile web sites accounted for 93% of retail revenue throughout the day, with only 7% coming from retailers’ apps, according to data from Skava.

After consumers finished their turkey dinners, they also turned to social networks to search for their favorite brands and keep track of discounts and offers. The IBM Digital Analytics Benchmark concluded that Facebook referrals drove an average of $107.73 per order, while Pinterest referrals averaged $95.24 per order.

Black Friday Underperforms Due To Thanksgiving Openings

While Black Friday has evolved to become a flagship spending day, Thanksgiving Day appeared to shake up spending patterns and consumers’ overall enthusiasm for the shopping holiday. Overall, 86.9 million shoppers either shopped in-store or online on Black Friday, a 5.5% decrease from 2013, according to data from NRF.

Total Black Friday spending in physical stores dropped 6.8% year over year to $9.10 billion, ShopperTrak data noted, while in-store traffic fell 6.6%, according to the U.S. Retail Benchmarks Report from Euclid Analytics.

E-Commerce fared more positive for retailers, with Black Friday online sales increasing 20.6% from 2013, according to a blog from Custora. Research from comScore indicated online sales from desktop and laptop computers alone jumped to $1.5 billion.

Online retailers in the Health & Beauty and Home Goods categories experienced the highest sales growth during Black Friday. Sales for Health & Beauty merchants increased 56.9% over 2013, while Home Goods stores experienced a boost of 43.2%.

Similar to Thanksgiving Day, more consumers were browsing and buying on their mobile devices on Black Friday. Approximately half (49.6%) of all online traffic on Black Friday came from mobile devices, a 25% year-over-year increase from 2013. Mobile also accounted for 27.9% of total online sales, up 28.2% from the 2013 results, according to the IBM Benchmark.

While social media as a whole drove only 1.7% of sales, email marketing had a major impact in driving online sales on Black Friday.More than one quarter (27.3%) of sales were attributed to retail emails, according to IBM. These email messages helped target customers and were sent less frequently than in the past. Retailers sent an average of 5.3 emails to shoppers this year, 11% less than Black Friday 2013.

Cyber Saturday Picks Up Steam

Although many retailers choose to take their time to reload in the days between Black Friday and Cyber Monday, in 2014 some decided to jump in to a cyber-themed weeks on Nov. 29 — leading to numbers well over last year's for Cyber Saturday. Amazon, for example, rolled out is Cyber Monday deals early.

This proved to be a hit with customers, and sales were up 45.9% over 2013, according to ChannelAdvisor. eBay, meanwhile, was up 14.9% over last year, and Google shopping jumped 19.7%. ChannelAdvisor reports that total e-Commerce growth year over year was 27%.

Data released by Monetate, a retail personalization technology provider, paints a similar picture. According to the company, shoppers initiated 30,518,366 sessions on e-Commerce sites on Nov. 29, which represents a 10.33% spike over Cyber Saturday 2013.

Mobile played a key role in the traffic increase, with both smartphone traffic — up 51.9% — and revenue — up 49.1% — well over last year's numbers. In total, tablets and smartphones accounted for 43.98% of all online traffic and 28.6% of sales. Other findings released by Monetate include:

• The average order value of all purchases was $150.77;
• Revenue per e-commerce session increased 14.8% year over year; and
• Conversion rates increased 10.3% year over year.

"The Black Friday hangover impacted retailers in a very positive way as there were significant spikes in traffic, revenue and conversions on the Saturday after Thanksgiving," said Lucinda Duncalfe, CEO, Monetate. "Mobile continues to drive this trend, as it appears that shoppers browsing on Black Friday decided to make purchases via smartphones and tablets on Saturday as many deals and specials continued online."

Despite the gains, data analyzed by the Salesforce Marketing Cloud indicated that shoppers might have been ready to take a break. Social media conversations concerning holiday shopping dipped to 606,325 on Cyber Saturday. Apple led the way in social chatter on Cyber Saturday with 10,000 posts, representing a 456% year-over-year increase. Walmart while still coming in second with 8,700 post, was 21% down over last year’s social conversations. The number one topic of those discussions was Cyber Monday, which suggested positive trends for e-Commerce sites leading into Dec. 1.

Has Cyber Monday Lost Its Luster?

Cyber Monday has acquired a history of having the best online sales and deals. But this year, as retailers started their discounting tactics earlier and earlier, was that still the case? Moreover, were consumers just as eager to shop on Cyber Monday, or was their time and attention elsewhere?

Based on the projected individual holiday spend of $855, Brand Keys estimated that Cyber Monday would only account for 35% of total spending. The Cyber Monday Expectations Survey from

Prosper Insights & Analytics, also indicated that 126.9 million consumers planned to shop on Cyber Monday, a slight decrease from 131.6 million in 2013.

“For today’s shopper, every day is ‘Cyber Monday,’ and consumers want and expect great deals, especially online, throughout the entire holiday season – and they know retailers will deliver,” said Matthew Shay, President and CEO of NRF. “Retailers will still offer unique deals exclusive to Cyber Monday, but consumers also know shopping on Cyber Monday won’t be their last chance to find low prices and exclusive promotions.”

Supporting Shay’s point, research from ShopSavvy indicated that some of the deals released on Cyber Monday are just hype, and truly are not as substantial as they suggest. Data from the top 100 retailers concluded that the Electronics category had the steepest discounts, with NewEgg offering 71% off on Cyber Monday. Men’s Warehouse came in second, offering a 58% discount on Cyber Monday. Across all retailers across categories, Nordstrom offered the most discounts, slashing prices on 20,057 products.

However, results have shown something different entirely. Desktop online spending on Cyber Monday reached $2.04 billion, representing the heaviest online spending day in history, according to comScore. This is the first time in e-Commerce history that online sales surpassed $2 billion in a single day.

“With more than $2 billion in online buying on Cyber Monday to cap an exceptionally strong five-day period since Thanksgiving, the online holiday shopping season is clearly going very well at the moment and is currently running ahead of forecast,” said Gian Fulgoni, Chairman Emeritus at comScore. “Any notion that Cyber Monday is declining in importance is really unfounded, as it continues to post new historical highs and reflects the ongoing strength of online this holiday season.

Varying reports have also indicated weakness in the consumer economy due to flagging brick-and-mortar sales over the holiday weekend, but what we may really be seeing is an accelerating shift to online buying as mobile phones spur increased showrooming activity. The data we’re seeing suggest it may be more a change in shopping behavior than a lack of consumer demand.”

Results from the IBM Digital Analytics Benchmark also pointed to Cyber Monday as the most popular day for consumers to shop, with online sales growing by 8.5% year over year. Mobile traffic also grew, accounting for 41.2% of online traffic, up 30.1% over 2013. Mobile sales also surged, reaching 22% of total Cyber Monday online sales. Although online traffic and sales surged on Cyber Monday, average order value experienced a slight downturn, falling 3.5% year over year to $124.21.

Retailers Get On Consumers’ “Nice Lists” Across All Channels

Sales trends and results confirm that consumers are leveraging a variety of channels to browse and buy. As a result, a multitude of retailers ramped up their omnichannel marketing and engagement tactics to make holiday shopping more seamless and enjoyable. Here are a few standout examples:

• Target is partnered with Google on the Art, Copy & Code project, which is designed to surprise and delight customers during the holiday season. Bullseye’s Playground is a mobile game experience that features the Target bull terrier mascot and other characters. In Target stores, guests can use Google’s Project Tango Development Tablet to interact with the Playground, which is presented as a 3D winter playground. The game also is available on personal mobile devices through Target.com/play. For every game played with Bullseye’s Playground, Target will donate $1 to St. Jude’s Children’s Research Hospital.
• Rue La La saw a surge in mobile sales and traffic through Thanksgiving weekend. With more than 13 million members, mobile accounts for 50% of total sales. The retailer saw mobile traffic peak at 8 p.m. ET. To celebrate the start of the holiday, Rue La La implemented a variety of campaigns, including the 12 Gift Steals program, which was a five-day series highlighting must-have gifts at exclusive pricing.
• Macy’s held a variety of doorbusters and contests to pique consumer interest and drive conversions. Black Friday deals started at 6 p.m. on Thanksgiving Day, and consumers had the chance to win digital gift codes to be used for Black Friday purchases. Using the Macy’s mobile app, shoppers scanned in-store QR codes to instantly win gift codes worth $10, $20, $50 or $250. Sharing details on overall performance for the weekend, CEO Terry Lundgren said in a Fortune article: “So far, people are gravitating to doorbusters — that has got their attention. There’s so much information online, so they’re doing that research and going right for those doorbusters.” 

The retailers that landed on consumers’ “naughty lists” were the once who didn’t ensure quality e-Commerce performance during one of the busiest weeks of the year. Best Buy, BaubleBar and HP all experienced site outages, while Cabela’s and Foot Locker experienced some instability throughout the weekend.

What's In Store For The Rest Of December?

The five day crunch between Thanksgiving and Cyber Monday has now passed, but with a recent Credit Karma survey stating that three out of four shoppers avoid Black Friday and Cyber Monday, there’s still a long way to go before consumers wrap up 2014’s holiday shopping season.

The burning question now is how will the rest of the holiday season measure up? Cyber Monday got December up to a rousing start, and early projections for the rest of the month should encourage retailers.

In total, analysts at Mintel predict a 3% increase in spending throughout December. While this number does not beat last year’s 4% year-over-year increase, it represents a total spend worldwide of more than $57 billion, with nearly 13% coming from e-Commerce. 

Heavy shopping days remain in December, according to ShopperTrak – including the Super Saturday (Dec. 20), which the location-based analytics vendor predicts to be the heaviest in-store shopping day of the holiday season. Other dates to watch include Free Shipping Day 2014 (Dec. 18) and the second Saturday before Christmas (Dec. 13). In fact, ShopperTrak predict six of the top ten shopping days of the 2014 holiday season are still to come.

“While the holiday season is underway, it’s not too late for savvy retailers to still capture their piece of the holiday pie,” said Jeff Rohrs, Vice President, Marketing Insights, Salesforce Marketing Cloud. “Each moment in the customer journey matters just as much as the one that precedes or follows it. By focusing on the present moment at hand and making it unmistakably memorable, retailers can stand out amongst the holiday noise and take the customer one step closer to the next major milestone.”

To view the original article visit: http://www.retailtouchpoints.com/features/financial-news/holiday-results-to-date-strengthen-the-omnichannel-message?utm_source=retailtouchpoints

Meet the Retail Expert

One Step Retail Solutions chatted with retail expert, Dan Jablons of Retail Smart Guys, to learn about the best retail solutions for your business! President of Retail Smart Guys, Dan comes with over 30 years of retail experience and has worked with a leading POS provider, and top retailers such as Diesel, Oakley, Tumi, Target and many others. Dan graduated with a Bachelor of Science in Marketing and Production from Ohio State University and has been making his mark in the retail industry ever since. We were very fortunate to steal a moment from him, so we could pick his brain about what’s in store for the future of retail.

 

What makes you a retail expert?

I have over 30 years of retail experience, including store management, buying, and operations management, as well as ample experience in software and management tools used in retail stores,  in over 14 different countries.

What do you like best about the retail industry?

The excitement of working with people on the bleeding edge of the market place. I love the creativity and excitement that independent retailers bring to the marketplace!

How can retailers increase sales?

There are two key components to help drive sales: email marketing and a series of in store events. It is important to send at least two emails a week to customers.   It is also important to and have a series of in store events that are fun and compelling and give customers a reason to go shopping.

What suggestions do you have for people looking into new Retail Technology?

 Retail technology is vital because connecting a POS system with strong planning systems allows inventory forecasting, protects cash flow and maximizes investment. The biggest investment is having the tools to manage what happened so you’re able to prepare yourself for what is going to happen.

What advice can you give a new retail business?

1.    Make sure you are buying for your customers and not buying for yourself.

2.    Invest in purchasing the best measurement tools so you can keep track of your sales and inventory.

3.    Recognize that retail is a science and an art. Work with people that can assist you with the science pieces as well as the art pieces.

What are some new retail trends you’ve noticed in the industry?

There is tighter integration with customer demand to get the right inventory, at the right place, at the right time.

What’s the best piece of business advice you’ve ever received?

Retail is detail. The solution of problems means digging into details, to manage the demands in any retail store.

Thanks very much for your time Dan! We appreciate the retail expert advice and look forward to working with you again soon!