Voor Open Mobile Media keek ik naar de veranderingen in omnichannelstrategie bij retailers door de opmars van ecommerce tijdens de feestdagen.
Black Friday isn’t what it used to be. Although 151 million consumers shopped in the Black Friday weekend, which was more than the National Retail Federation expected, overall sales were a little bit disappointing. But as Hans Klis reports, less foot traffic at the malls was offset by more online sales.
As the unofficial kickoff for the Christmas shopping season, the Black Friday weekend is often seen as the harbinger for the most important time of the year for retailers. This year saw another shift to greater online purchasing.
In the four-day weekend consumers spent only $50.9 billion, down 11 percent less from the prior year. This was to be expected. In the run up to the national shopping frenzy retailers including outdoor clothing and gear purveyor REI announced that they would buck the trend towards opening earlier on Thanksgiving Day night. REI was not only closed all of Thanksgiving Day, it kept the doors shut and gave employees a paid holiday on Black Friday.
Other major retailers including Gamestop and Staples chose to limit their opening hours to ease the holiday pressure on employees. On Thanksgiving and Black Friday sales at brick-and-mortar locations fell about a billion dollars, but online sales soared. According to ShopperTrak, digital purchases on those two days hit $4.5 billion; up more than 25 percent compared to 2014.
Lees ‘Omnichannel Shopping Boosts Holiday Sales‘ verder bij Open Mobile Media.
