Promotions key to mobile commerce success this holiday

Although the nation's retailers reported a disappointing holiday shopping season overall, activity in m-commerce continues to grow year after year. According to a new study, 34 percent of online shoppers made a purchase on a retail-branded app, an increase of 48 percent from a year ago.

Baynote, a provider of personalized customer experience tools, has just released the results of its 4th Annual Holiday Online Shopping Survey. Conducted in partnership with the e-tailing group, the study surveyed 1,000 U.S. online holiday shoppers following Cyber Monday. The goal was to gain insights into customer behavior and buying influencers across various retail channels. These included physical stores, e-commerce websites, social networks, tablets and other mobile devices.

The big news for retailers was that promotions, mobile access, ease-of-use, ratings and reviews make or break holiday shopping, Baynote said in announcing its survey results.

Some key findings:

• 74 percent of shoppers leveraged promotions such as free shipping and coupons when making holiday purchases

• 74 percent of shoppers cited a simple, streamlined shopping cart that makes check out fast and easy as very important

• 48 percent of shoppers were always or frequently influenced by online ratings and reviews

• 34 percent of shoppers made a purchase on a retail-branded app

• 31 percent of shoppers were influenced by Google search results that were accompanied by a picture

"This year's holiday survey clearly demonstrates that consumers, driven by millennials, are challenging retailers to deliver an exceptional experience," said Marti Tedesco, senior director of marketing at Baynote. "For retailers, this means creating a seamless customer experience across all devices that is integrated with in-store shopping activities. Retailers who meet or exceed those consumer demands will flourish while others fall behind."

For more:
- check out Baynote's release

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