What a year! It will soon be over, and the new one promises to be exciting too. We are now taking a short winter break, take a deep breath, and will be back for you on January 4th. We thank you for your interest, feedback and suggestions. We wish you a relaxing holiday and a good start into the new year. Stay healthy! Your etailment team.
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Four trends in Christmas advertising on YouTube
For the extraordinary Christmas 2020 are on the Video-Plattform Youtube four trends can be foreseen. Companies such as Otto, Ebay or PayPal rely in particular on micro-moments in their campaigns in order to address customers in a personalized way. Shorter video spots are a popular means of doing this. Traditional and classic Christmas feelings will not be forgotten this year either, the desire for normality is still there among customers. A third path that companies have taken is building optimism for the post-Corona period. One topic is how to deal with social distancing and how to look ahead with the possible closeness to other people. The fourth trend that has emerged is to highlight overarching issues such as cohesion and diversity, to which customers around Christmas are more likely to be open during the rest of the year.
Dhe social media are becoming shopping malls
Shopping via social media is no longer an unknown phenomenon for around 18% of Germans, according to a new one Investigation of Yougov. Facebook and Instagram are more attractive for women (22%), while the rate for men is 14%. However, 78% have never used a social media portal to make a purchase, and 57% consider this not an option either. A higher level of acceptance can be seen among younger users, in the group of 18 to 24 year olds 30% have already been to social shopping, for 33% it is a conceivable variant. Customers are lured to social media primarily through discount campaigns or exclusive offers.
Positive expectations in the Christmas business
After a Study by the dealer association The majority of the around 200 retailers surveyed there expect a positive course of the Christmas business. 63% of them anticipate an increase in sales compared to the previous eleven months, 13% expect poor figures, last year this value was seven percent. In preparation for the digital Christmas trade, full warehouses (62%), Christmas design (31%) and advertising (31%) played the largest role. Having their own sales channel is becoming increasingly important; for 60% it is the most important sales channel. In contrast, the importance of Amazon is declining, only 30% see number one here. In addition to the products from the home, garden and leisure sectors, which were also popular in previous years, accessories for home office and coffee machines have caught up this year.
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TRADE INTERNATIONALOnline fashion retail in the UK is skyrocketing
The Trade in fashion has seen different developments in Great Britain this year, depending on the distribution channel. Since the UK’s second lockdown began, online retail sales rose 363% in November. In the regular fashion trade, on the other hand, it fell by 19%. In the week between November 25th and December 2nd, which also included Black Friday, sales grew by 159 percent over the week. –
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Keeping up with the times in direct sales
A stronger response to customer requests for seamless and fast shopping and delivery of goods in the coming year sees Callum Campbell as the basis for successful trading. The CEO of Linnworks, an ecommerce automation company, expects the number of customers buying from direct sellers to continue to grow over the next few years. The brand manufacturers have recognized the profitability of direct sales because it offers a higher margin and better control over the relationship between producer and customer. He is convinced that the growth of shopping channels and service providers in the delivery sector will make manufacturers return to direct sales as the focus of their business in 2021. It is also imperative for Campbell that the companies are available to customers in micro-moments at any time and wherever they are, while offering them a seamless sales experience. It is essential to expand and quickly adapt your social media offering in order to keep your social commerce up to date. For him, this includes faster payment options and communication after the purchase.
– How store formats have to change
Trade is change – this has not only been true since the disruptive forces of the Internet set in – but even more so since then. In order to lure consumers into the city centers, retailers and manufacturers are developing small shops with unusual concepts. The last part of our HandelsMonitor Mega-Trends 2030+ series highlights the most important store formats of the future.
Contactless payment continues to gain ground
The coming year is a Change of payment methods expected. There will be a strong increase in contactless payment, is the forecast, not least because of the pandemic, this has gained significantly in acceptance among sellers and buyers. The trend will be that even small amounts will be paid more often by card or mobile phone. The digital card in mobile phones is now used by around a quarter of smartphone users, according to a study by Euro Kartensysteme. Click-to-Pay is planned to start in Europe in 2021. The logo of the respective card is clicked when shopping, and the stored data is accessed during the transaction. Another trend is expected to be the increased use of biometric data and the decreasing importance of PIN and password.
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