In our last post on moms and holiday shopping, it was revealed that the household CEO would be using her mobile device quite a bit in her shopping missions. The takeaways for retailers were loud and clear: Audiences are omnichannel. You should be too.
However, Adroit Digital’s report, “For Moms, It’s a Digital Holiday,” offers many more insights for retailers. Many of those insights focus on incentives and offers. What, exactly, will move the needle for Mom, leading her to choose one store over another?
One key finding is that 25 percent of respondents will visit an online store 6 times or more prior to making a purchase, and 50 percent will visit 3-5 times. That said, once they’ve decided to buy something, 62% will complete their purchase the same day. And 20 percent of moms surveyed indicated that 50 percent of the time or more, they will click on an ad from a store they’ve shopped but didn’t buy anything from. (Adroit Digital points out that this makes a strong case for retargeting!)
Incentives are definitely the key to a mom’s wallet. In fact, surveyed moms were willing to spend beyond their planned budget if the offer was good enough. A full 90 percent of surveyed moms indicated that if they were offered a deal or discount from one of their favorite online stores, they would be very likely or somewhat likely to exceed their planned spend. Of this group, 39 percent responded that they were very likely to spend more if offered a deal or discount while shopping for the holidays.
The right offer can also spur an impulse purchase: 93 percent of all moms surveyed indicated if they saw a deal or discount from one of their favorite online retailers, they would make a purchase they may have not made otherwise.
What’s the takeaway here? Retailers may need to give a little, but they could get a lot in return. The right offers can bring moms back to stores, inspire them to spend more than they planned, and even buy a few gifts that weren’t on their shopping lists. Combining the right offers with the right channels (as addressed in our last post) could yield a very satisfying holiday season for both retailers and moms.