{"id":45393,"date":"2015-12-05T15:21:17","date_gmt":"2015-12-05T13:21:17","guid":{"rendered":"http:\/\/www.arabtelegraph.com\/?p=45393"},"modified":"2015-12-05T15:21:17","modified_gmt":"2015-12-05T13:21:17","slug":"brick-and-mortar-stores-jostling-for-holiday-shoppers-online","status":"publish","type":"post","link":"https:\/\/www.arabtelegraph.com\/?p=45393","title":{"rendered":"Brick-and-Mortar Stores Jostling for Holiday Shoppers Online"},"content":{"rendered":"<p dir=\"ltr\"><strong>Brick-and-mortar retailers, jostling for holiday shoppers, are embracing new trends to grab a bigger piece of the e-commerce pie.<\/strong><\/p>\n<p dir=\"ltr\">According to ShopperTrak, sales inside brick-and-mortar stores during Thanksgiving weekend dropped 11.4% to $10.4 billion, and the National Retail Federation said more people shopped online (103 million) than in stores (102 million) this year. These holiday trends highlight why retailers are investing heavily in their Web operations, hoping to reach consumers no matter where they shop.<\/p>\n<blockquote>\n<p dir=\"ltr\">Brick-and-mortar is still king.<\/p>\n<p dir=\"ltr\">&#8211; Sarah Quinlan, MasterCard Advisors Senior VP of Market Insights<\/p>\n<\/blockquote>\n<p dir=\"ltr\">Management consulting firm Kurt Salmon found that half of U.S. retailers are offering \u201cbuy online, pick up in store\u201d options for the peak season, up from 38% a year ago. Steve Osburn, a retail and supply chain strategist at Kurt Salmon, said retailers are gaining traction by making their inventory easily accessible for consumers.<\/p>\n<div dir=\"ltr\"><\/div>\n<p dir=\"ltr\">\u201cAll of the clients that I\u2019m working with, it\u2019s either something they currently do or something they plan to do in the next 12 to 24 months,\u201d Osburn added.<\/p>\n<p dir=\"ltr\">Retailers like Wal-Mart Stores, Best Buy\u00a0and Home Depot \u00a0allow customers to reserve items that are in stock or have orders shipped to their local store. Both options give shoppers a coveted benefit: free shipping.<\/p>\n<p dir=\"ltr\">Brick-and-mortar shopping is still king, though. E-commerce sales comprise less than 8% of all domestic retail revenue, and despite Amazon.com\u2019s \u00a0dominance, traditional retailers including Staples and Costco ]are among the leading retailers online.<\/p>\n<p dir=\"ltr\">\u201cBrick-and-mortar is still king,\u201d said Sarah Quinlan, senior vice president of market insights for MasterCard \u00a0Advisors.<\/p>\n<p dir=\"ltr\"><b>Black Friday All Month<\/b><\/p>\n<p dir=\"ltr\">Quinlan noted that Black Friday sales aren\u2019t as critical because holiday promotions now start well before Thanksgiving, extending the busiest shopping season of the year. \u201cThe key thing to appreciate is sales came early,\u201d she said of this year\u2019s results. \u201cIt\u2019s not all about the hype of making it [to the store] on this one day. It was all about grabbing a share of the market.\u201d<\/p>\n<p dir=\"ltr\">In its latest SpendingPulse report, MasterCard estimated that retail sales excluding cars and gasoline grew 4.6% year-over-year for the entire month of November. Early deals led to a softer Black Friday, but e-commerce saw a 13% jump during Thanksgiving weekend.<\/p>\n<p dir=\"ltr\"><span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"http:\/\/www.foxbusiness.com\/industries\/2015\/11\/23\/how-retailers-and-shippers-navigate-holiday-rush\/\">The surge in online orders for the holidays puts significant strain on distribution networks<\/a>, which is one reason why retailers have attempted to start the holiday shopping period well before Thanksgiving.<\/span><\/p>\n<p dir=\"ltr\">Kurt Salmon annually tests online retailers by placing orders on Black Friday and Cyber Monday. This year\u2019s delivery times aren\u2019t available yet, but Osburn believes the industry is showing signs of growing pains.<\/p>\n<p dir=\"ltr\">\u201cWhile it\u2019s good news to the consumer that retailers are becoming more sophisticated, it\u2019s going to be a rocky peak season since many retailers are in version 1.0,\u201d Osburn explained.<\/p>\n<p dir=\"ltr\"><b>Smartphone Shoppers<\/b><\/p>\n<p dir=\"ltr\">Companies are emphasizing unique mobile experiences, avoiding simply duplicating their website for smartphone and tablet users. Nearly eight out of every 10 retailers now have a different mobile interface, according to Kurt Salmon. The investment is paying off. Adobe \u00a0data revealed that mobile devices accounted for 33% of online sales on Black Friday.<\/p>\n<div dir=\"ltr\">\n<div class=\"ftb-widget\" data-width=\"600\" data-height=\"536\" data-widget-id=\"aqyg2uEYwOF\" data-href=\"http:\/\/time-series.findthedata.com\/l\/66620\/E-Commerce-Retail-Sales-in-the-U-S\">\u201cI think a lot of merchants have invested online but not necessarily in what the consumer wants,\u201d Quinlan said. \u201cThere\u2019s a lot of noise out there. If retailers can cultivate consumers 365 days a year, their offers can then get through the haze.\u201d<\/div>\n<\/div>\n<p dir=\"ltr\">Walmart, the largest retailer in the world, said mobile users are making up more than the 70% of its traffic to Walmart.com. Plus, nearly half of all Walmart orders between Thanksgiving and Cyber Monday were placed using a mobile device, doubling last year\u2019s figures.<\/p>\n<p dir=\"ltr\">Target\u2019s\u00a0website crashed on the morning of Cyber Monday due to heavy traffic that was twice the amount it saw on Thanksgiving, which was previously the strongest day ever for the Minneapolis-based retailer. Target offered 15% off all online orders.<\/p>\n<p dir=\"ltr\"><b>Targeted Deals<\/b><\/p>\n<p dir=\"ltr\">Both online and in stores, holiday shoppers will likely see plenty of deals through the end of the year.<\/p>\n<p dir=\"ltr\">\u201cThe Black Friday and Cyber Monday party is not over,\u201d Osburn said. \u201cI think there will be smaller discounts on big ticket items and more discounts across the board.\u201d<\/p>\n<p dir=\"ltr\">Quinlan noted that the busiest sales day of the year, the day before Christmas, is still ahead. Apparel promotions should be popular amid a late start to winter in the Northeast.Retailers are increasingly looking to present deals tailored to individual customers online. Adobe noted that email marketing drove 25% more Black Friday revenue compared to 2014, and Osburn said consumers can expect to see more targeted promotions as retailers become more sophisticated about consumer data.<\/p>\n<p dir=\"ltr\">\n","protected":false},"excerpt":{"rendered":"<p>Brick-and-mortar retailers, jostling for holiday shoppers, are embracing new trends to grab a bigger piece of the e-commerce pie. According to ShopperTrak, sales inside brick-and-mortar stores during Thanksgiving weekend dropped 11.4% to $10.4 billion, and the National Retail Federation said more people shopped online (103 million) than in stores (102 million) this year. These holiday &hellip;<\/p>\n","protected":false},"author":3,"featured_media":45417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[36],"tags":[],"class_list":["post-45393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-te-public"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brick-and-Mortar Stores Jostling for Holiday Shoppers Online - Arab Telegraph<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.arabtelegraph.com\/?p=45393\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brick-and-Mortar Stores Jostling for Holiday Shoppers Online - Arab Telegraph\" \/>\n<meta property=\"og:description\" content=\"Brick-and-mortar retailers, jostling for holiday shoppers, are embracing new trends to grab a bigger piece of the e-commerce pie. According to ShopperTrak, sales inside brick-and-mortar stores during Thanksgiving weekend dropped 11.4% to $10.4 billion, and the National Retail Federation said more people shopped online (103 million) than in stores (102 million) this year. 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