’Tis the Season…
… when consumers have a mind for shopping! And as this infographic (published this month by Adweek) indicates, 87% of consumers actually look forward to purchasing gifts.
So how do we as brand marketers ensure that when it comes time to buy, consumers are choosing our brands? While Adweek’s infographic takes a pretty high-level look at what influences holiday shopping behaviors and decision-making, there was one particular insight that struck me as important to note:
Holiday shopping has become more and more of a multi-platform activity: one that probably involves researching online, then verifying in store. Data shows that 57% of shoppers use their mobile devices to search information about brands and products and 50% use their desktops, while 59% will also visit retail stores.
While this data applies specifically to electronics purchases during the holidays, it mimics typical consumer behaviors across many other “considered purchase” categories we work with also. It reinforces the importance of something that we work hard with our clients to develop: brand and marketing strategies that deliver a consistent and cohesive brand experience, across all channels and platforms, and strengthen consumer understanding of a brand and why it is right for them.
I’d also like to take a moment to wish you all the very happiest of holidays from our entire Pudik team. Whether past or present client, or just stopping by to read what we have on our minds, we thank you for visiting our blog and for your continued interest and partnership!
Our best to you!