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Observing 2013 Shopping Trends to Inform Your Marketing in 2014

Shoppers today are more informed than ever before. They know exactly where to get the best deals and which stores (and brands) have the best customer service. Today, the Internet has a huge influence on buying choices and the companies who value their online presence and reputation the most are seeing the biggest payoffs. Baynote surveyed 1,000 shoppers to gain an understanding of their holiday shopping habits and compiled their findings in the infographic below.

3 out of every 4 consumers researched ratings and reviews 2 or more times before visiting a store. Ratings and reviews influenced 48% of online purchases and 37% of in-store purchases. With mobile on the rise, 70% of shoppers used their smartphones to seek out stores, both online and brick and mortar. 64% compared prices before their store visits. While in the store, 62% of customers compared prices and 61% redeemed coupons on their phones. With 31% of customers reporting that Google search results influenced their online purchases, paid search results are among the most effective ways to influence potential buyers.

By looking back at simple data from this past holiday shopping season, we are able to make informed decisions for marketing in 2014. Some things to keep in mind: be sure to utilize email marketing, monitor and optimize your online reviews, include visuals to increase engagement, and optimize your presence on mobile to make sure you’re set up for a successful year.

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