criteo-2017年假日购物季快递报告（英文）-15页

《criteo-2017年假日购物季快递报告（英文）-15页》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、HolidayWrap-upUS&GlobalCommerceInsightsforBrandsandRetailers1November–31December2017KeyFindingsBlackFridayandCyberMondaybrokeallsalesrecords,butthebiggerstoryofHoliday2017isofaretailsectorrevitalizedbyshoppersabletobuywhattheyneedandlovewheneverandwherevertheywant.Retailershavelearnedtomakebetter

2、useoftheirretailfootprints–andembracedthemantrathatsmallercanbebetter.TheUSmayhavelostretailsquarefootagein2017,butexistingstoresgotsharperinmerchandisemix,andmoreaestheticandexperientialinthedisplayofgoods.Theyalsoemployedknowledgeable,empoweredsalespeople.Retailersalsoofferedenhancedcustomerser

3、vicestobothbeforeandafterapurchasetodriveshopperloyalty.Somestoresbecamemorelikeshowroomswithlimitedstocksofgoodsthatwerefulfilledthroughspecialpick-uppointsorshippedforconvenience.Criteoworkswith17,000brandsandretailersgloballytodriveprofitsandsales.Theshopperdatawehaveaccesstorevealsimportanttr

4、endsemerginginhowpeopleshoppedandwhattheyboughtinHoliday2017.Ouranalysisofretailsearchandshopperconversiondatarevealsthefollowing:Duetoecommerce,holidayretailhasexpandedbeyondtraditionaltimeframes.ShoppersareresearchingpurchasesinOctoberbutwaitingtopurchaseinNovemberasdealsaretriggered.Theytendto

5、buybigticketitemsthroughCyberWeekbutthenshifttosmallergiftsandlotsofdecorations.TheweekbetweenChristmasandNewYearsisCyberWeekII.AfterChristmasandbeforeNewYears,thereisadramaticincreaseinthenumberofshoppersgoingbackinmarket,partlyduetogiftcards.Thedynamicofgreaterincreasedpurchasingpowerthatweseei

6、nNovember–December23flips:shoppersonceagainshowthegrowthratesseeninOctober.Holiday2017sawtheemergenceofnewkeydaysforretailing.BlackThursdayandChristmasDayitselfarenowsignificantpurchasingdays.Mobilecommercerisesontheweekendsandonkeyholidays.ThethreedaysaroundChristmashadthehighestratesofmobiletra

7、nsactionsoftheentireseason:nearlyhalfofallgoodsareboughtonphones.Shoppersmaybewithfamily,butwithmobilephones,theyarenevermorethanaclickawayfromapurchase.Breakoutgiftshadahigh-techfocuscontrastedwithcozyclothing.Thebrea