According to one study, over two-thirds of us now use digital touchpoints in each shopping journey.

While it is tempting to assume that our reliance on e-commerce during the past year has made in-house shopping experiences redundant, in fact, the opposite is true.

Now that the world is opening again, people are keen to return to in-store shopping and only 14% say they will rely solely on e-commerce.

For many, having the option to shop in-store signifies a welcomed return to a new normal.

Instead of being an either-or, the majority of consumers are influenced by a combination of digital and in-store touchpoints in their shopping journey.

So, how can brands optimise their marketing strategies to attract Christmas shoppers?

Let’s find out.

How to entice Christmas shoppers

When choosing to browse in-store, consumers typically value the following: convenience, immediacy, the in-house experience and testing products.

For customers who immediately require a product, or want the freedom to try different things on, or see a product IRL or consumers who simply want to enjoy life outside again, the in-store experience is a no-brainer.

According to the study, 40% of people prefer to shop in-store for grocery, health, home, beauty, and toiletry products, whilst searches for “now near me” have grown globally by 100% since last year.

With this in mind, here’s how brands can attract shoppers over the Christmas period.

Optimise for mobile

Despite most of us having near-fulltime access to our home computers/laptops in the past year, over 25% of us have chosen to conduct our online shopping via our mobiles, with as many as 44% of us choosing to do so to order groceries.

These numbers include app usage. In fact, according to the same study, searches for “online shopping app download” have grown by more than 300% year on year.

To attract customers, brands should consider optimising their campaigns for mobile. This includes considering launching an app that allows consumers to browse through their latest products and deals.

Consider e-commerce fulfilment

It may sound surprising, but when it comes to e-commerce, speed isn’t always the consumer’s priority.

In fact, for many items, such as payday treats like a new pair of sneakers or eyeshadow palette, consumers often report receiving these products earlier than anticipated, and earlier than needed.

On the other hand, consumers that shop online for larger, more essential appliances, such as important household items like furniture or a washing machine, more than 25% of customers have reported not getting these in time.

If you think about it, this makes sense. Consumers that want to treat themselves and receive a product immediately (such as trainers or makeup) are more likely to shop in-store, ensuring that they receive their product the same day.

Meanwhile, consumers shopping for household items that are essential will need these sooner and will order online as soon as possible to ensure a speedy delivery. Of course, while they prefer to order as soon as possible, this does not mean that their purchase will arrive faster than if they had ordered in-store.

To optimise the customer experience, and your profit margins, marketers should consider managing customer expectations within their marketing, so that consumers are aware of the approximate delivery times for items, perhaps even encouraging consumers to come in-store.

This promotes a seamless transition between in-store and online shopping.

How are you going to attract shoppers this Christmas period?

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