Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Women to shop more online this holiday season

Not expecting 'normal shopping' to return until 2022

The study (conducted in October 2020) revealed that while 62% of women surveyed report their income being the same or better than what it was in 2019, 52% intend to spend less this holiday season, 31% indicated they will spend the same as last year, and only 17% said they will spend more.

The US-wide 'Future of Shopping Women's Study' also outlines female consumers' current desire for retailers to offer a more flexible array of payment options, with online, mobile and contactless dominating their preferences.

The following survey results reflect how the pandemic pushed shoppers of all age groups to adopt technology, due to COVID-19 health concerns, signaling the growth of online and mobile shopping:

• 76% intend to do more than half of their 2020 holiday shopping online this year, up from a reported 71% in daVinci's May 2020 Future of Payments Study.
• 74% currently do more than half of their online shopping via phone, up from 57% who said the same in the May daVinci study, with 23% now doing all of their online shopping via their mobile device.
• Amazon makes up the majority of online purchases and is the number one-way respondents learn about brands, which is an increase from ranking third in daVinci's 2019 Women Shoppers Study, leaping over friends and family and retail stores (online and physical)
• Price is the most important purchasing factor followed by quality, availability, safety, brand name and store seller, indicating the need for price driven rewards like rebates.
• Respondents listed convenience as the top reason to shop online, followed by safety and selection.
• Two-thirds of respondents buy from reseller and consignment sites taking share from new product purchases.
• Women shoppers holiday purchasing decisions will be influenced by rebates and prepaid cards, according to the following survey results:
• 62% would choose a $100 rebate over $50 instant discount.
• Respondents cited prepaid cards (virtual or physical) as their top choice for shopping rewards, followed by gift cards from select retailers and check and special savings offers with two weeks to redeem.
• 69% preferred prepaid cards that can be spent anywhere over check refunds.
• Results also indicated a significant opportunity to cross-sell with virtual pre-paid card delivery, with 80% of women responding that they would use a surprise offer that accompanies a prepaid reward.
• Loyalty programs are important to women, with 88% indicating they would choose a brand with a loyalty program over a similar one without.

"As more retailers announce they will be closing their stores on Thanksgiving and Black Friday this year, a new normal for retail is emerging," said Rodney Mason, chief marketing officer at daVinci Payments. "The study found that 51% of women shoppers do not see life going back to normal in 2021 and significant growth in mobile purchases since May, which was already at all-time record levels, indicating how critical it is that retailers adapt to retain consumers. E-commerce and online shopping will continue to dominate along with consumers demand for contactless payments when they are in stores, which is inevitably contributing to the continued rise and importance of mobile payments."

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)