I was recently asked by the team at Luxury Daily to elaborate on a proprietary Epsilon research initiative tied to how likely consumers are to shop in-stores vs. online for the 2016 holiday season.
Findings show that 87% of shoppers are “very likely” or “somewhat likely” to purchase at brick and mortar stores this year, with 55% of shoppers “very likely” or “somewhat likely” to look at a product online and then go to a store to buy.
Conversely, 76% of shoppers are “very likely” or “somewhat likely” to purchase online this holiday season, with 54% of shoppers “very likely” or “somewhat likely” to look in store for a product and go online to find the best deal. These findings further signify the importance of personalizing communications both online and offline and creating a seamless customer journey across marketing channels.
With this as a baseline, I was asked by Luxury Daily to outline the key findings and impact for luxury retailers.
Luxury Daily also asked how luxury retailers and retailers in general should respond.
Follow Tom Edwards @BlackFin360
