2022 Retail Holiday Trends: How to Reach Shoppers This Holiday Season
Holiday shopping started early this year. Given rising inflation, gas prices, and the increase in consumer goods prices, it’s hardly surprising. Customers are keen to spread out the cost of the holidays and save money on gifts during Black Friday/Cyber Monday sales.
What does this mean for retailers? Well, the holiday shopping season (traditionally the busiest of the year) just got longer. Research shows that 22% of consumers started their holiday shopping in August.
As the December countdown begins, we look at how you can use new technology to drive success (and sales) in the last month before the holidays. From making sure your online selections match your in-store inventory to personalizing the shopping experience. Discover how to reach shoppers during the 2022 holiday shopping season with Wovenmedia.
How tech can help reach customers in-store
According to a study from Inmar’s ShopperSync™ CDP, 64% of shoppers will complete half or more of their holiday shopping on Black Friday or Cyber Monday. The same research shows that 42% of shoppers plan to shop both in-store and online this season to find the best prices and experiences.
Without a doubt, the COVID-19 pandemic has changed the way we shop. With restrictions at an end, the majority of consumers have returned to brick-and-mortar stores. But their expectations are different. Shoppers now are not just looking to buy a product. They are looking for a brand that can offer them a personalized experience related to the product.
Modern consumers embrace technology, and as a result, more and more retailers are using screens and projectors to connect with their customers in-store. Don’t get left behind! Use your digital signage network to create a personalized shopping experience for your customers.
Omnichannel: same experience online and in-store
According to a recent survey, physical stores are more popular with consumers this year than in 2021. This is true not only for shoppers who know what they want, but also for those looking for inspiration. There has been an increase in the popularity of online ads for product discovery in 2022, too.
The majority of consumers (70%) say they plan to visit a mix of brick-and-mortar stores, retail, and brand websites to make a start on their shopping. Sales data collected by the commerce media platform Criteo shows that in-store shoppers buy almost twice as often when they visit the retailer’s website as well as the physical store.
Get on board and grow your sales with these 2022 retail holiday trends
1. Buy Online, Pick Up In-Store (BOPIS)
Participants in the survey reported using BOPIS services more this year than last year. Retail giants like Target, Sally Beauty, and Office Depot have had great success with their BOPIS programs. To benefit from a similar scheme in your store, you need the right technology to ensure it runs smoothly for in-store associates and your customers.
2. QR Codes
QR codes were invented over 20 years ago as an alternative to standard barcodes. During the pandemic, restaurants used them for contactless menus, payments, etc. But retailers can use them to create a more personalized customer experience in-store. For example, sharing recommendations based on the products they’re viewing.
3. Augmented Reality (AR)
Global supply chain issues mean retailers and customers face low inventories and empty shelves this holiday season. AR technology bridges the gap between physical and online stock and allows customers to discover products that may not be available in-store. AR technology has been used successfully in the beauty industry, allowing customers to test products virtually before they buy them. In 2021, Snapchat partnered with retail companies, including Walmart and Hollister, to create virtual stores using their app for Black Friday.
4. Digital Signage Screens
In-store screens allow retailers to share seasonal content, sales and promotions, product updates, and brand stories. This holiday season, engage your customers with a diverse content pie: entertain shoppers with clips from holiday movies, and inspire them with mouthwatering seasonal recipes. With the ingredients within easy reach, they will be more likely to buy them and try the dish at home.
If you’re looking for some on-trend content ideas for the 2022 holiday shopping season, check out our guide to seasonal marketing and find out how to get your digital signage ready for the holidays.
Contextual data for personalization
Know the needs of your customers and meet them where they are. It’s the defining principle of the retail sector and the only way to remain competitive amid changing consumer expectations. Looking at 2022 retail holiday trends, we’ve already mentioned the importance of personalization.
Research commissioned by Google Cloud found that 81% of US shoppers appreciate it when brands reach out to them in personalized ways. The same percentage of respondents said they were more likely to buy from brands that understand them and personalize their products and services well.
Customers are looking for brands providing personalized and convenient solutions that will make their lives better. To stand out from the crowd and maximize sales during the 2022 holiday shopping season, retailers should offer in-store personalization to shoppers. Advertising based on contextual data (e.g., region, demographics, weather, local traffic) is an effective way to appeal to your target audience.
How digital signage can help with personalization
The great advantage of digital signage is how flexible it is. Unlike traditional displays, which can be time-consuming to put up and take down, you can change the content on your screens with the touch of a button. WovenManager is an easy-to-use content management system designed specifically for digital signage networks. Get the right message to the right customers at just the right time and schedule your content across your whole network or down to individual screens.
By building a retail media network, you can also show advertising based on contextual data, which makes it more effective for advertisers and more relevant for shoppers. Advertisers will see a greater return on investment (ROI), and customers will be more satisfied with the customer experience because the ads are personal to their needs.
Find out how to reach customers throughout the customer journey using your retail media network with Wovenmedia.
Real-time engagement across channels
Salesforce data shows that the average consumer uses ten different ways to communicate with companies, including websites, marketing emails, and social media ads. The goal for retailers is to curate a seamless, omnichannel presence where the same information is available, the conversations can carry on, and the customer experience is identical, no matter which platform they’re using. The first step is to listen to your audience in real-time.
Real-time marketing allows you to hear and react to user signals on the internet, your online store, and your mobile app. Gathering and analyzing this data allows you to decide on the best course of action for current and prospective customers and spark interactions in real-time. These actions might include personalizing web and mobile interactions, responding to customers with automated messages, or personalizing offers to appeal to individual users.
Takeaway 2022 retail holiday trends
The 2022 holiday season is not about high-ticket, flashy items. Everyone’s feeling the pinch, and after the last few years, we’re realizing more than ever how precious life is – and how quickly it can change. Research shows that consumers want a personalized experience from a brand they feel “gets” them.
Digital signage allows you to interact with your customers and deliver a personalized in-store experience that communicates seamlessly with your online platforms in real-time. To discover more on how to use your screens to reach shoppers this holiday season, get in touch or sign up for your free 30-day trial today!
Written by Katy Farmer
