New Report from Euclid Analytics Shows a Growing Trend of Mobile Connected Consumers Transcending Online and Offline – As Black Friday Loses its Luster, Omni-Channel Comes into Focus
SAN FRANCISCO — December 4, 2015 — Euclid Analytics, the leader in location analytics, today released its November U.S. Retail Benchmark (USRB) report with key findings of in-store traffic and customer behavior during the month of November and Black Fridayweek. This report measured data across hundreds of millions of domestic shopping sessions to understand brick-and-mortar shopping behavior and its influence on online activity.
Based on Euclid’s USRB data, Black Friday represented a turning point for both brick-and-mortar and online retailers. While in-store traffic continued to erode over November, retailers made strides to engage shoppers in their physical stores. Through in-store experiences, retail brands are leveraging their physical locations as part of an on overarching omni-channel strategy.
Here are Euclid’s top 3- findings around shopper behavior metrics for Black Friday and the month of November:
- Mobile has destroyed the urgency of Black Friday:The percentage of shoppers on Black Friday, as measured by footfall, decreased almost 1.5% year-over-year. With greater convenience, shopper intelligence and options provided through mobile and digital channels, consumers no longer feel the impetus to shop on a singular day.
- Focused mobile shoppers spend more time in the store: Engagement rate, the percentage of shoppers that remained in-store over 20 minutes, increased by 1.4% year-over-year. This boost in engagement validates the ongoing progress retailers have made to engage mobile-savvy consumers with differentiated in-store experiences.
- Yet mobile-savvy shoppers are fickle and elusive: Loyalty, as measured by repeat visits, declined almost 1.5% year-over-year. While some “brick and click” retailers were successful in tying their store and online promotions together, fostering enduring loyalty remains a challenge.
“Mobile has killed traditional Black Friday. Who needs to wait in a freezing cold line at midnight, knowing that better deals are happening online or the following week in the store?” said, Randy Brasche, VP of Marketing at Euclid Analytics. “Forward-thinking retailers like Best Buy, Target and Sears have found the right formula to cater to these savvy customers across their online and brick-and-mortar operations. In 2016, retailers must bring data into their brick-and-mortar locations and gain a 360 view of their omni-channel customer.”
To view the complete findings, download the full report on shopper activity for November here: http://info.euclidanalytics.com/WC15-11USRB_RegisterLP.html.
Euclid Analytics is the world leader in location analytics. Over 500 brands across retail, banks, quick service restaurants, airports and shopping malls are using Euclid to understand customer behavior in their physical locations to optimize marketing, operations and staffing.
Affordable and requiring no new hardware, Euclid is easy to deploy on leading Wi-Fi systems in less than 48 hours. Euclid’s growing network captures billions of measurements per day across over 40 countries and tens of thousands of locations, analyzing hundreds of millions of physical customer touch points per year.
Euclid is backed by leading venture capital firms Benchmark Capital and NEA. For more information, visithttp://euclidanalytics.com.