This Holiday, Gift Consumers What They Really Want: Seamless Multichannel Shopping, Trust and Privacy

Using a scientific approach to answer this question Performics conducted the new Digital Satisfaction Index DSI study via our proprietary research unit the Intent Lab in partnership with Northwestern University Medill The DSI findings showed that aligning to consumer needs and intentions will make or break it for brands this holiday season It39s critical to have a process in place that uncovers consumers39 holiday shopping motivations this allows advertisers to plan craft and target ads and experiences relevant to consumers39 intentionsSo Many Gifts So Little TimeEven though the holiday season comes with a lot of joyful moments it also brings gifting madness and anxiety amp8212 and tons of people to shop for Our study found that there are two major types of holiday shoppers those who shop for a close circle of friends one to five people and those who shop for more than 10 people Women are more likely to shop for larger groups compared to men who mostly shop for either their significant other kids or themselvesThe Intent Lab study found that 63 percent of those holiday shoppers buy all their gifts online only so understanding key factors of digital satisfaction and creating an easy shopping experience on your brand site is criticalDon39t Overlook the Store ExperienceIt39s also essential to provide a seamless experience instore The Intent Lab study found that more than 40 percent of holiday shoppers who are over 35 years old prefer to shop both online and instore On average 25 percent of holiday shoppers between the ages of 18amp821134 also prefer to shop at both which proves that store experience matters even for younger generations Brands that can find ways to provide the right holiday shopping experience across both worlds amp8212 connecting online to instore with features such as quotbuy online pick up instorequot or deals that unlock instore amp8212 will win consumers this holidayCommerce Marketplaces Are a Key Shopping DestinationThe Intent Lab study found that 63 percent of holiday shoppers in the US start looking for gifts on retailcommerce marketplaces such as Amazon or Walmart followed by search engines at 23 percent and major retailersdepartment stores such as Nordstrom and Macy39s at 10 percent This proves that commerce sites are attracting consumers first which can enable them to be the onestop shop for the holiday season Yet the study also found that when we compare men and women holiday shoppers women are twice as likely to start holiday shopping at a large retaildepartment store compared to menBe Ready for Holiday Shoppers Three Months in AdvanceWe all know that the holiday season officially begins after Thanksgiving but our study proves that holiday shoppers start browsing for gifts way ahead of time Nearly 40 percent of shoppers start browsing one to three months before the holidays and about 15 percent start browsing three to six months in advance Half of holiday shoppers buy their gifts at least a month ahead of the holiday season Brands must be ready months in advance to not only create brand awareness and association with the holiday season but also assist consumers on their timetablesGift Consumers Trust and PrivacyOur latest study showed that once again consumer trust in digital experiences has dropped In March 2019 when we compared the importance of digital factors for consumers utilityease had the highest importance weighting 41 percent followed by trust at 21 percent When we looked at the importance weightings during holiday season 2019 we saw a drastic change consumers are placing a nearly equal amount of importance in privacy 26 percent trust 26 percent and utilityease 27 percentMore than 50 percent of respondents overall agreed with the statement quotI am skeptical about anything I read onlinequot Trust is most important to millennials 42 percent agreed with the statement quotI generally mistrust the information I get onlinequot About onethird of baby boomers and Gen X 32 percent each stated that they feel the sameWhen we look into privacy 77 percent of respondents agreed with the statement quotI am concerned about my privacy onlinequot and quotI find it creepy when websites know information about me that I have not directly communicatedquotSo even if you crack the code this season of the best gifts best channels or best timing if you39re not giving your holiday shoppers an opportunity to trust you in protecting their privacy you won39t be seen as their most generous holiday friendThis season all I want for Christmas is to shop from brands that offer me a seamless experience onsite instore and on commerce marketplaces that I trust with my information and privacy What about youClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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This Holiday, Gift Consumers What They Really Want: Seamless Multichannel Shopping, Trust and Privacy

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This Holiday, Gift Consumers What They Really Want: Seamless Multichannel Shopping, Trust and Privacy

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Burcu Agma

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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