Study: retailers marketing smarter this holiday

Dec 11, 2001 10:30 PM  By

After analyzing their past online and offline promotions, many retailers are finding ways to offer the minimum discounts necessary to increase sales volume, according to a recent report from Shop.org and Boston Consulting Group.

According to the report, 45% of retailers plan to offer free shipping this holiday, up 17 percentage points from last year. The study also found that both online and offline marketers are focusing on the value of multichannel customers, with retailers offering targeted promotions through one or more of their channels. What’s more, 51% of marketers offer catalog “quick order” features online, while 29% provide in-store Internet terminals, or kiosks, to let customers and staff place orders and locate out-of-stock items.