We know it’s “only” September but holiday planning is a top focus for retailers now – and so it is also for us at Shop.org. We’re pleased to announce the arrival of the 2010 Shop.org Holiday Strategy & Planning Guide, now available for download by Shop.org Members. The holiday season is serious business in retail, so we’re here to support retailers as they put aside the soaring mercury outside and put in place plans for everything from marketing and promotions to merchandising, customer service and fulfillment.
The Guide draws from the 2009 eHoliday pre- and post-holiday surveys. This annual research, conducted in partnership with BIGresearch, explored what consumers and retailers expected before the season started, as well as what actually happened after the season ended. Additionally, we are able to draw examples of what retailers did from the annual Resource Interactive O.P.E.N. Watch Retail Edition. New this year, we are also pointing readers to other Shop.org resources, from Webinars and research to blog posts and press releases.
So, rather than rattling on with highlights, how about a little quiz testing what you remember of last year’s Holiday season (answers at the bottom) — use them as little reminders of things to think about for the upcoming season. If you’re stumped, you know where to find the answers – and much more. Also, be sure to register for next week’s Webinar on preparing for the holidays, featuring panelists from Gump’s, Kenneth Cole, and Sport Chalet.
Happy holiday planning in the meantime!
Shop.org eHoliday Quiz
1. What day of the week during the month of December has been most auspicious for online retailers surveyed in recent years?
a. Friday
b. Tuesday
c. Monday
d. Sunday
2. How many consumers bought at least one gift card as part of their online holiday shopping last year?
a. One quarter
b. One third
c. One half
d. Three-quarters
3. Which did retailers cite as the two most cost effective marketing vehicles for the past two holiday seasons? (Please pick 2.)
a. Email to one’s house list
b. Twitter
c. SEO
d. Affiliate and loyalty programs
4. What percentage of consumers finished their holiday shopping in the last two weeks of December?
a. One quarter
b. One third
c. Half
d. Two thirds
5. How are most consumers likely to find a retailer online?
a. Received an email from a retailer
b. Used search engine results
c. Shopped from the Web site before
d. Go to a set bookmark
6. Which two online marketing channels yielded half of paying customers for retailers surveyed last holiday season? (please pick 2)
a. Email to house list
b. SEO — natural / organic
c. SEM – paid listings
d. Affiliate & loyalty programs
7. Other than free shipping offers, which promotion did consumers use the most for their online holiday shopping?
a. Coupon – dollars off
b. Coupon — % off
c. Free shipping upgrade
d. Loyalty or membership points
8. What percentage of retailers surveyed last fall planned to use email to promote offline (e.g. in store) Black Friday and Thanksgiving weekend specials?
a. One quarter
b. One third
c. Half
d. Three quarters
9. What was the most commonly offered Cyber Monday promotion in 2009?
a. Coupon – percentage off
b. Free standard shipping with conditions / minimum
c. Free standard shipping with no conditions / minimum
d. Limited time promotion
10. Which is the promotion that retailers expect most to offer again this Holiday season?
a. Coupon – percentage off
b. Free standard shipping with conditions
c. Limited time promotion
d. Coupon – dollars off
Answers: 1.c , 2.c , 3.a & c , 4.d , 5.c , 6b & c. , 7.a , 8.d, 9.a , 10.c
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