As we enter Cyber Week 2012, we know that record numbers of shoppers hit the stores over Thanksgiving weekend. Among the online shopping trends we’ve seen include multi-channel shopping, mobile advertising, and opening times that are earlier than ever.
Another trend is that stores are pushing for in-store sales, using sales that aren’t available online and by guaranteed price-matching.
But the biggest trend appeared earlier in the year, when 2012 officially became the first year that online clothing purchases, or purchases influenced by the web, surpassed those made in a store. The driving factors in online retail are increased use of mobile devices and tablets, and an increasing emphasis on video. It turns out that 40% of video viewers wind up in the store or on the store’s website.
That’s huge. Do 4 out of ten viewers of television ads drop everything and head for the store? Nope. No way.