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We have lost the punch of Black Friday, Cyber Monday - Osburn

Monday, November 30, 2015 - 03:38

Kurt Salmon's retail analyst Steve Osburn talks about the holiday shopping season, and how, while retailers still promote big sales days, they also see advantages to spreading out the season. Bobbi Rebell reports.

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Cyber Monday I in full force and that's hard it's let's say they've even gone down due to heavy traffic. Here red barn how retailers did this past holiday weekend and how things are looking today with a big online question. Steve Osborne he is retail and supply chains strategist at Kurt sounding great to have you. Thank you I think the what do we know about what went on a holiday ticket how things are going so far. So I think this year we're seeing a couple different things first of all this holiday weekend foot traffic was down a little bit but sales seem to remain steady. Which says there's a bigger push towards online sales. I think that's partly driven by the fact that retailers are offering more ways to get the product. More ways for the consumer to actually order it and get it delivered. So at what extent a lot of mobile IP yelling mobile is big most retailers have their own mobile sites. The functionalities gotten a lot better with mobile so you can see the full assortment. And then buy online pick up in store has become more widespread. Which allows you to go on your device whether to your computer your mobile. Place your order and then pick it up at a time it's convenient for you save you a lot of time and keeps you out of the hassle of the stores. Since today is Cyber Monday it was started originally because some people did not have that Internet access at homes they were shopping I when they got to work. Obviously that's not the case and overall shopping on our phones frankly they need to be. And you are specific. The holiday obviously a marketing thing but it seems like we're all spread out. How we lost that punch of Black Friday and Cyber Monday and what impact about half. I think we have lost the punch retailers are purposefully spreading out now holiday season. From supply chain perspective it's difficult to do all your sales on one day so the more you can. Do it ahead of time or after the fact the better. I think we'll still see today a lot of the big ticket items. So if you're gonna buy a TV today is probably the best state to do it. But over time I think those steals kind of spread out and the rest of this week in the rest of this holiday season you'll see a lot of similar deals. So how other retailers keep the excitement up on me how do you motivate people to actually click that I button and it is it more free shipping if it. Different deals online what happens. I think it's finding the deal that registers with the customer. So you're seeing a lot more email push is. Where you'll get a certain type of email on one day and then two or three days later from the same retailer you'll get a completely different promotion. Push towards you they're really looking for that one thing that kind of hooks you win. And then once they find that you'll see that the promotions they get pushed to you are very somewhere to the deal that kind of linked to a in the first place. So because we're shopping more online and mobile etc. are they getting better at their analytics at knowing more about our customers because you have that. All the cookies that they've put in and you see what you're doing it and it what does that mean in terms of their planning their ability to manage their supply can better. Absolutely so the the cookies have become a big thing analytics have become something that most retailers are spending a lot of money on. We talked to a number of retailers before the peak season. And they're number one area of spending was technology in some areas such analytic summits in store it's kind of a combination of both so. They're doing a lot to gather more information about the consumer and then figuring out how to use that information is really going to be what separates the winners from the losers. We'll be there thank you so much Steve and I think our safety is Steve eyes burn every time consulting firm Kurt salmon and backing rebel this is. Is Reuters.

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We have lost the punch of Black Friday, Cyber Monday - Osburn

Monday, November 30, 2015 - 03:38