Meantime, BOPIS–buy online, pick up in-store–will be a popular service for increasing shopping cart size. A whopping 94% of retailers surveyed said a physical presence gives them an edge over those that just sell online, and 55% offer the BOPIS option. Additionally, 46.5% said BOPIS already represents a significant portion of their sales.
Retailers acknowledged some challenges they expect to face during the holidays. Forty percent expressed concerned about staying price relevant, 23% are worried about shipping to consumers on time, 22% are focused on converting online visits, and 20% are most concerned about competing on perks such as free shipping.
“Key to jumping these hurdles is going to be driving more engagement during the holidays, especially since the season is shorter,” Specter told CMO by Adobe. “Increasing communication and experiences with people is going to help drive sales.”
Indeed, 78% of retailers surveyed said they plan to do exactly that, with the shorter shopping season being a primary driver. Sixty-one percent plan to send holiday-specific marketing emails, text messages, and social posts.
“There’s going to be a lot of noise this year during the holidays,” Specter added. “Standing out is going to be tough. Retailers will need to find fun, new ways to win consumer hearts and minds because in today’s experience-led age, that’s the only way to win wallets.”
See the full findings below, or click here to view it on SlideShare.