In response to continued economic pressures and consumers'
increasingly savvy online shopping habits, US retailers this holiday
season are stepping up free shipping offers and are more aggressively
using social media to encourage internet purchases, according to the latest eHoliday survey conducted by BIGresearch for Shop.org, the digital division of the National Retail Federation (NRF).
Nearly Half of Retailers Step up Social Media
With an understanding that many of today's web shoppers use Facebook
and Twitter regularly, and because these tools are more cost-effective
than traditional advertising, 47.1% of retailers surveyed will be
increasing their use of social media this holiday season, the research
found. More than half of retailers say they have added or improved
their Facebook page (60.3%) and Twitter pages (58.7%) this year, while
two-thirds (65.6%) have added or enhanced blogs and RSS feeds.
The survey also revealed that many online retailers have revamped
their websites to make them easier for people to shop. These upgradses
include adding or revamping their sites' shopping cart (45.2%), search
capabilities (44.3%), suggested items (42.9%), customer ratings and
reviews (40.6%), and featured sale pages (37.1%).
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