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By Alicia Fiorletta, Associate Editor
Photo credit: joyfull/Shutterstock
Over the past year, consumers have spent more time and money shopping online and via mobile devices. As a result, many retailers are considering how these browsing and buying trends may impact holiday sales results and overall marketing investments.
For its annual Holiday Outlook Guide, Retail TouchPoints asked top retail industry thought leaders and analysts to share their predictions for the 2013 holiday season. Mobility and e-Commerce were hot topics, with many sources predicting these channels will acquire a larger portion of overall sales. However, analysts also touched on the imperative role of the store associate and how retailers can create compelling in-store experiences to drive sales.
It is evident that we’re in the midst of a paradigm shift, and mobile and e-Commerce are playing larger roles in the browsing and buying journey. But I can’t help but question whether these digital experiences could ever replace the brick-and-mortar store — especially during the holidays.
The holiday season has always been my favorite time of year. I have distinct memories of going to the mall with my mom, hustling to department stores like Macy’s and Lord & Taylor. I remember seeing all the decorations and gifts they presented and being mesmerized. It’s more than a decade later and it’s still a priority for me to visit my favorite stores during the holiday season. In fact, my best friend and I recently spent an entire day in New York City so we could go to Rockefeller Center, walk down Fifth Avenue and take pictures of all the holiday window displays and decorations.
Sure, I tend to consult the web to find gift ideas and research products/prices. For example, Pinterest is a fun and effective resource because I can create private pinboards for each friend and family member, and save all my potential purchases in a central location until I’m ready to buy.
Yet I complete nearly all of my holiday purchases in the brick-and-mortar store. There’s just something about the experience of visiting a store, being in the holiday-themed environment, browsing through all the merchandise, and envisioning my loved ones using the product. I also love seeing my fellow shoppers as they move through the process of finding the best gifts for their family and friends.
Although as part of my job I spend every day researching new shopping trends and technological innovations, I still have a somewhat traditional mentality of holiday shopping. That’s why I can’t help but wonder how many people are in the same boat. They may use technology in their everyday lives, but they can still treasure and appreciate everything a brick-and-mortar store can bring.
So what should retailers take away from this blog? Technology definitely is important. To keep pace, retailers should be present and responsive online, via mobile and on social media. However, these digital channels will never fully replace the brick-and-mortar environment. That is why it is important to continue to invest time, money and resources into creating a great in-store experience, particularly during the holiday season.
It’s evident that the rules of retail are changing, and there is no one-size-fits-all approach. I’m excited to see how other organizations plan to embrace new trends and technologies to ensure a successful holiday season.
