Public Relations & Social Marketing Insight

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....

Recent research from the Centre for Retail Research (CRR) predicts that one in five retail stores on the high street will close in the next five years – in addition to the ongoing shop vacancy rate of 14.1%. But there's signs that the future doesn't need to be all about reducing store or staff numbers to boost finances.

Many retailers are adapting their model to shoppers’ changing habits and desires - taking advantage of technology to improve the instore experience and improve profitability. In doing so, they may be inadvertently reshaping the role of bricks and mortar shops....