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.
What Are the Top Technology Advancements that Consumers in Australia, the UK and the US Want to Use When Shopping In-Store or Digitally? (% of respondents, Dec 2018)
Attitudes Toward New Technologies According to Retailers in Australia, the UK and the US, Dec 2018 (% of respondents)
What Metrics Will Companies Worldwide Use to Measure the ROI of Digital Transformation/Digital Customer Experience Programs? (% of respondents, Q3 2018)
US Mothers vs. Expectant Females Who Have vs. Would Pay More for a Brand that Is Perceived as Higher Quality, Sep 2018 (% of respondents)
What Makes US Internet Users Loyal to a Brand? (% of respondents, Nov 2018)
Digital Display Advertising 2019: Nine Trends to Know for This Year’s Media Plan
Direct-to-Consumer Brands 2019: How Digital Natives Are Disrupting Traditional Brands and Retailers
Can Amazon Penetrate Canada's Saturated Digital Grocery Market?
The Importance of Aligning Loyalty and Acquisition
Amazon's Latest Ploy for Its Ad Business? Free Stuff
Five Charts: The State of Retail Tech