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Online Retailers Tweak Marketing to Maximize Sales, According to Shop.org/ Shopzilla Research
--Customers Satisfied With Online Shopping Experience--
December 19, 2006
erchants have been tweaking their marketing efforts to maximize sales, according to results of the 2006 eHoliday Mood Study, conducted by BizRate Research for Shopzilla and Shop.org. Nearly half (41%) of online merchants said last week that they have made changes to their online marketing efforts since their holiday marketing began this season, up from 36 percent who reported making changes as of November 30th. Merchants are not as keen to make changes to their offline marketing efforts, promotional efforts and site features this far into the season, as less than 15 percent of merchants reported making adjustments to any of these efforts.
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“It is often easier, and more cost-effective, for retailers to make changes to their own websites instead of tweaking offline marketing efforts,” said Scott Silverman, Executive Director of Shop.org. “From expanding advertising efforts to increasing online promotions, many retailers have been making changes to their marketing plans all holiday season long.”
Additionally, the survey found that shoppers are having a positive experience buying online this holiday season. More than two thirds (71.2%) of online shoppers surveyed said they have been “very satisfied” with their online buying experience so far this holiday season. And almost all (96.5%) online shoppers surveyed have been at least somewhat satisfied.
About the Survey
The eHoliday Mood Study, now in its fifth year, is the only holiday measurement tool based on data provided directly from online retailers in addition to consumer data. The Study, conducted by BizRate Research, a division of Shopzilla, for Shop.org, was designed to gauge consumer behavior and online retailers’ success during the winter holiday season. The poll of 2,246 online buyers (defined as anyone who has made an online purchase in the last twelve months) was conducted December 11-13, 2006 and the poll of 67 online retailers, all members of Shop.org, was conducted December 11-12, 2006.
Shopzilla, formerly BizRate.com, is the most powerful and easiest-to-use shopping search site on the Web. With an index of more than 35 million products from more than 87,000 stores, Shopzilla uses ShopRank, a proprietary patent-pending algorithm, to help shoppers instantly find virtually anything on sale from anyone, anywhere on the Web at the best price. Shopzilla is owned by The E.W. Scripps Company (NYSE:SSP - News), a diverse media concern with interests in national television networks, newspaper publishing, broadcast television stations, TV retailing and licensing and syndication. www.shopzilla.com
Shop.org is the network for retailers online. Its 600 members include the 10 largest retailers in the U.S. and 70 percent of the Internet Retailer Top 100 E-Retailers. It's where the best retail minds come together to gain the insight, knowledge, and intelligence to make smarter, more informed decisions in the evolving world of the Internet and multichannel retailing. Founded in 1996, Shop.org became a division of the National Retail Federation in January 2001. Shop.org programs and activities include benchmarking research, events and networking communities.
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The National Retail Federation is the world 's largest retail trade
association, with membership that comprises all retail formats and channels
of distribution including department, specialty, discount, catalog,
Internet, independent stores, chain restaurants, drug stores and grocery
stores as well as the industry 's key trading partners of retail goods and
services. NRF represents an industry with more than 1.4 million U.S. retail
establishments, more than 23 million employees - about one in five American
workers - and 2005 sales of $4.4 trillion. As the industry umbrella group,
NRF also represents more than 100 state, national and international retail
associations. www.nrf.com.
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