ChannelAdvisor Survey Finds that Success of the Holiday Season Will Make or Break the Year for Majority of Online Retailers
25 October 2016 - 11:00PM
Business Wire
Survey further concludes that 64 percent plan
to increase marketing/advertising or offer more promotions to boost
sales
ChannelAdvisor Corporation (NYSE:ECOM), a leading provider of
cloud-based e-commerce solutions that enable retailers and
manufacturers to increase global sales, today revealed the results
of its E-Commerce Holiday Season Survey 2016, a survey of
approximately 200 U.S. and U.K. retailers. The survey found that 64
percent of respondents plan to increase digital
marketing/advertising or offer online promotions earlier as their
key strategies to increase 2016 holiday sales.
“We’ve seen online shopping start earlier in the holiday season
the last few years, and consumers have become much more active on
mobile devices. While Cyber Monday was the biggest online shopping
day in 2015 according to our same-store sales data, consumers were
much more active on Thanksgiving than past years,” said
ChannelAdvisor Executive Chairman Scot Wingo. “It’s increasingly
competitive for retailers to earn their share of consumers'
wallets, and this survey shows that retailers are being proactive
by offering up more promotions, boosting ad spend and beginning
their holiday promotions right now."
The E-Commerce Holiday Season Survey 2016 revealed several key
holiday-related findings:
The holiday season is critical to retailers.
- An average of 52% of annual sales for
these businesses is dependent upon the holiday season.
- 48% of respondents anticipate that 2016
will bring an increase in online sales.
Top holiday strategy is to increase digital marketing and
advertising spend.
- To increase holiday sales this year,
38% of e-commerce executives plan to increase their digital
marketing/advertising budget.
- Within digital marketing, 40% of
respondents use Product Listings Ads (PLAs) such as Google
Shopping; 35% use both PLAs and paid search/text ads such as
AdWords.
Fulfillment is the largest challenge for retailers during the
holiday season.
- 51% worry about filling orders on time,
while 28% worry about failing to respond quickly enough to
competitor activity.
- 30% indicated that their cut-off date
for guaranteed on-time Christmas/holiday deliveries is December
20th; however, nearly one in five businesses are now willing to
guarantee dates as late as the 22nd or later.
ChannelAdvisor commissioned Morar Consulting to conduct the
E-Commerce Holiday Season Survey 2016. Research was performed using
an email invitation and an online survey. All survey respondents
were e-commerce decision makers for their respective companies.
To view an infographic of the E-Commerce Holiday Season Survey
2016 results, visit: http://bit.ly/HolidayInfographic. For a
summary of the E-Commerce Holiday Season Survey 2016 results,
please visit http://bit.ly/2016HolidaySurvey.
For more details about ChannelAdvisor, visit our blog, follow us
on Twitter @ChannelAdvisor, Like us on Facebook and connect with us
on LinkedIn.
About ChannelAdvisor
ChannelAdvisor (NYSE: ECOM) is a leading provider of cloud-based
e-commerce solutions that enable retailers and branded
manufacturers to integrate, manage and optimize their merchandise
sales across hundreds of online channels including Amazon, Google,
eBay, Walmart, Facebook and more. Through automation, analytics and
optimization, ChannelAdvisor customers can leverage a single
inventory feed to more efficiently list and advertise products
online, and connect with shoppers to increase sales. Billions of
dollars in merchandise value are driven through ChannelAdvisor’s
platform every year, and thousands of customers use
ChannelAdvisor’s solutions to help grow their businesses. For more
information, visit www.channeladvisor.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20161025005132/en/
Media Contact:Caroline Riddle,
919-439-8026caroline.riddle@channeladvisor.com
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