Black Friday: What are YOUR thoughts?
Mark Scapicchio 270000CV2J SCAPICCH@US.IBM.COM | | Tags:  social-collaboration ibmsoftware commerce mobile
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As Delaney Turner posted here yesterday, IBM just released its 2012 Black Friday Benchmark Report – terrific, timely information for any retailer or e-tailer to have with nearly a month of holiday shopping time left.
Two findings from report jumped out at me – and I’d love to get your comments on either or both:
Multiscreen shopping. According to the report, consumers are shopping in the store and online, simultaneously, to get the best bargains. Did you do this? Did you see others doing it? Did you see any shoppers bargaining with retailers based on online comparisons? Extra points if you spotted a shopper in a Microsoft Store, using information on his/her new Surface tablet to bargain for a better price on a Windows Phone.
Social sales – or lack thereof. According to the report, shoppers referred from social networks (Facebook, Twitter, LinkedIn, YouTube) generated just .34 percent of all online sales on Black Friday, a decrease of more than 35 percent from 2011 (which means social network referrals in 2011 yielded a not-exactly blistering .53% of total sales). What do you think is the reason for this? Do people want to keep their social and shopping separate? Have sellers simply not yet discovered effective referral strategies for these venues? Are your Facebook friends – so generous with photos of every damn pumpkin pie they ever baked – greedily keeping their holiday bargains to themselves?
Click ‘Add a Comment’ below to share your thoughts – on these, or any other findings from the report. I’m looking forward to reading them.
Mark Scapicchio is Editor of the IBM Software Newsletter. Subscribe today to make sure you receive the next issue.