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Getting Through to Holiday Shoppers

A happy holiday for multichannel marketers.

If you want to get shoppers into a specifc store in the next few days, send them a coupon.

That's the obvious conclusion of a study by BIGresearch, which found that the US consumers it surveyed were most likely to respond to coupons, followed by newspaper inserts and word of mouth.

Noticeably absent were any digital promotions, although several of the tactics mentioned by respondents have digital analogs (electronics coupons, word of mouth by e-mail, etc.).

At the least, stores which use the traditional media listed by respondents should have product and store information online, to make last-minute comparison shopping and route-mapping that much easier.

When it comes to online promotions, free shipping is king. An April 2007 survey by Advertising.com found that free shipping during the holidays was important to two-thirds of respondents.

"Online promotions can be an effective customer-acquisition tool for online retailers who have first mastered the basics," said Jeffrey Grau, senior analyst at eMarketer.

Mr. Grau said that a September 2007 study by Burst Media highlighted customers' top online purchasing concerns. Most last-minute holiday shoppers would likely be looking at most or all of the issues mentioned by survey respondents, starting with product availability and shipping information.

See if you can fine-tune the last few shopping days, and get a head start on next year. Get your copy of the new eMarketer report, Online Holiday Shopping, today.

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