Insight into Consumer Wish Lists, Budgets & Satisfaction Level with the 2009 Holiday Season; Lessons for Retailers for 2010
WATERTOWN, Mass. – Retail stores still trump online stores as the go-to holiday destination, but online retailers are delivering higher customer satisfaction, according to a post-holiday survey of 400 people conducted by advertising agency Allen & Gerritsen (a&g).
“Consumers still want the human touch when shopping, but this is only part of the user experience,” said Andrew Graff, CEO of Allen & Gerritsen. “The seamless integration of digital, combined with retail stores and catalogs deepen retailers’ relationships with consumers and help close transactions.”
According to the survey, despite the increased usage of online retail sites during the holiday season, most people are still visiting actual stores for inspiration and to purchase a gift.
83% of respondents went to a retail store
47% used online-only sites like Amazon.com or Zappos.com
38% used traditional retailer’s online site (like Walmart.com).
Over half of respondents visited retail stores to get ideas for gifts (51%)
43% reached out to friends and family for ideas
Online sites excelled this year in delivering highly satisfying customer experiences. This was particularly true of online-only stores; 82% of shoppers found their experience at specialty sites to be somewhat or very satisfying. Shoppers were as satisfied with the experience they had at physical retail stores as they were with online sites of retail stores.
“One interesting takeaway from the survey is that the future of retail may be a showroom,” said Andrea McKenna, a Boston-based retail consultant. “Shoppers will be able to view and touch merchandise, but transactions will be conducted digitally.”
In keeping with the new era of frugality, consumers stayed on or under budget (47% and 16% respectively). Consumers have learned a new way to shop, and are increasingly seeking coupons and discounts when shopping for special occasions, not just everyday necessities. a&g advises that retailers must expect this empowered shopping behavior to persist and devise strategies that will mesh with a more targeted and leaner shopping style.
The survey also revealed a growing trend: wish lists (60% used wish lists to guide purchases). According to a&g, retailers and marketers should devise strategies to get onto and promote wish lists early in the 2010 shopping season.
The survey of 400 Americans (50% male, 50% female) was conducted from December 31, 2009-January 4, 2010. Download the complete survey report and accompanying graphics.
About Allen & Gerritsen
Always focused on what’s next, Allen & Gerritsen (a&g) strategically combines technology, creativity, media and analytics to develop digital, experiential and traditional branding experiences. Ranked by Advertising Age as one of the Top 50 Independent advertising agencies in the US, a&g creates conversations and builds connections that contribute to the bottom line. Their roster of global, consumer and BtoB clients includes the Berklee College of Music, Bright Horizons Family Solutions, The Boston Celtics, Fallon Community Health Plan, Hannaford Supermarkets, KemperSports, MFS Investment Management, Ninety Nine Restaurants, New England Baptist Hospital, Toy State, Waters Corporation and Zildjian.
