Public Relations & Social Marketing Insight

This comes as no surprise, but consumers want a more personalized web experience. Of course, you have to do it correctly.

A study by Accenture found that nearly 60% of consumers want real-time promotions and offers, but “only 20 percent want retailers to know their current location and only 14 percent want to share their browsing history....

While recovering from the holiday rush, retailers can look back at this season’s trends to discover new ways to fuel customer engagement and drive loyalty in the next year. Using real-time analytics, SAP uncovered a wealth of insights about consumers’ attitudes and desires that retailers can use all year long.

We have found that simply listening to what people are already saying provides powerful insights into their attitudes and behaviors. And consumers had plenty to say this holiday season: Shoppers shared their opinions and chronicled their actions with more than 28 million mentions online, an 8% increase over last year, according to SAP analytics.

Holiday shoppers tweeted more than 28 million mentions about their gift purchases- up 8% YoY via @SAP_Retail

Using social media analytics, we combed through the social chatter this holiday season to discover what consumers said – and what they actually did. We found some interesting trends, revealing consumers’ changing tactics and suggesting retailers must respond with different strategies of their own....