Merchants have been tweaking their marketing efforts to maximize sales, according to results of the 2006 eHoliday Mood Study, conducted by BizRate Research for Shopzilla and Shop.org.
Nearly half (41 percent) of online merchants said last week that they have made changes to their online marketing efforts since their holiday marketing began this season, up from 36 percent who reported making changes as of November 30th.
Merchants are not as keen to make changes to their offline marketing efforts, promotional efforts and site features this far into the season, as less than 15 percent of merchants reported making adjustments to any of these efforts.
“It is often easier, and more cost-effective, for retailers to make changes to their own websites instead of tweaking offline marketing efforts,” said Scott Silverman, Executive Director of Shop.org.
“From expanding advertising efforts to increasing online promotions, many retailers have been making changes to their marketing plans all holiday season long.”
Additionally, the survey found that shoppers are having a positive experience buying online this holiday season.
More than two thirds (71.2 percent) of online shoppers surveyed said they have been “very satisfied” with their online buying experience so far this holiday season. And almost all (96.5 percent) online shoppers surveyed have been at least somewhat satisfied.
National Retail Federation
marketing@alchempro.com
