Plans & Pricing
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 Furniture Sales on Amazon, by Category, 2017 (billions and % change vs. prior year)
Retail Ecommerce Sales in China, 2012-2020 (billions)
Retail Ecommerce Sales Worldwide, 2017-2021 (trillions, % change and % of total retail sales*)
US Retail Ecommerce Sales, 2017-2022 (billions, % change and % of total retail sales)
US Retail Ecommerce and Total Retail Sales, Q4 2016-Q1 2018
Holiday Shopping in Europe: Black Friday and Beyond
Cross-Border Ecommerce 2018: A Country-by-Country Comparison
How B2Bs Can Dive Into Digital Commerce, but Stay Human
How Ecommerce Will Become Even More Like Social Media
A Deeper Dive into Six of Mary Meeker's 2018 Internet Trends
India’s Ecommerce Market Continues to Surge