Schedule a Demo
Does My Company Subscribe?
Vice President, Strategy, Zeta Global
Retailers pull out all the stops for the holiday season, when consumers open their wallets wide and increase their spend on all types of items. But retailers have gotten into the habit of relying on that six-week push to make up for any rough patches throughout the year, and that’s a mistake, according to Sean Wilkins, vice president of strategy at data and analytics company Zeta Global. He spoke with eMarketer’s Tricia Carr about how retailers can differentiate themselves during the holidays and why they can benefit from breaking out of the seasonal retail cycle.
eMarketer: What’s your advice for retailers to break through in the crowded holiday season and attract shoppers?
Sean Wilkins: There’s a big correlation between the holiday season and the expectation for discounts and markdowns, but competing on price will only get you so far. It’s a race to the bottom, and it’s not effective. If you coach your audience like that, they’re always going to be looking for the cheaper deal. There will always be those kind of shoppers, but you have to break out of that mindset.
US Holiday Season Retail Ecommerce Revenue Share, by Device, Nov 1-Dec 10, 2017 (% of total)
Primary Device Used by Mobile Device Users in Germany, the UK and the US to Access Shopping Apps While In-Store, Nov 2017 (% of respondents)
Ways in Which Internet Users in Germany, the UK and the US Use Mobile Devices to Facilitate In-Store Shopping, Nov 2017 (% of respondents)
Frequency with Which US Facebook Users Use the Facebook Marketplace vs. Watch* Tabs, Dec 2017 (% of respondents)
US Risk/Fraud Executives Whose Companies Track Prevented vs. Successful Transactions, by Industry, April 2017 (% of respondents)
The Digital Lives of US Kids: Mapping Their Distinctive Highs and Lows
10 Key Digital Trends for 2018: Our Predictions for What Will Matter to Marketers
How Ecommerce Will Become Even More Like Social Media
Closing Stores Means Abercrombie & Fitch Can Prioritize the Omnichannel Experience
Cybersecurity Isn't Just an IT Problem—It's Also a Marketing Problem
US Travelers Are Heavy Users of Loyalty Programs