New Research Reveals Christmas Supply Chain Anxieties

New Research Reveals Christmas Supply Chain Anxieties
B&T Magazine
Edited by B&T Magazine

Supply chain shortage news reports are fuelling consumer concerns their Christmas purchases will not arrive in time for Christmas, new Emarsys’ research has found.

The ‘All I Want for Christmas’ research surveyed 1,000 Aussie consumers to gauge their feelings towards Christmas shopping, finding nearly 30 per cent are worried about their purchase’s delivery time.

Emarsys also found two-fifths wished for more time to think about selecting and purchasing presents this silly season.

However, 14 per cent are worried they will resort to panic buying given worldwide global supply chain disruptions caused by Covid-19.

Other major concerns include overspending (22 per cent), leaving Christmas shopping too late and missing out (20 per cent), and their gift falling short of expectations (11 per cent).

When asked what makes Christmas shopping less enjoyable, consumers revealed lack of inspiration and general lack of personalised ideas to be the leading deterrents.

“These findings highlight the growing consumer expectations of personalised services,” said Emarsys APAC managing director, Adam Ioakim.

“With the busiest shopping period of the year almost upon us, it’s vital marketers and retailers understand what consumers want, how they shop for Christmas and their frustrations.

“Our research revealed consumers are looking for more ideas from retailers, so to create more enjoyable experiences for customers, retailers must have the right tools in place to target them with the right incentive, at the right time, and on the right channel.”

“Services such as wish lists can appeal to the online consumer journey and keep customers engaged in the gift-buying process,” he added.

Emarsys customer, CUE Clothing, recently implemented an industry-first multichannel wish list initiative to remain engaged with their customers and continue offering them value over Christmas.

“Our personalised, multichannel wish list service offers personalised communication with customers, tracking the styles they love while they are in-store and online shopping and then notifying them when their favourite styles are nearly sold out, on sale, or back in stock,” said CUE Clothing chief innovation officer, Shane Lenton.

“We want to drive value for our customers this Christmas season and provide them with a seamless experience while reducing friction for our retail teams.”

Online retail platform, Brauz, is another Emarsys customer cracking the personalised services code.

“While there is convenience in online shopping, the online consumer journey is changing, and consumers expect the same level of service and authentic interactions whether they are shopping in-store or online,” said Brauz CEO and founder, Lee Hardham.

“Brauz’s virtual shopping appointments create a personalised shopping experience by allowing customers to connect with stylists in-store to view items they’re interested in and receive personalised recommendations.”

“Shopping habits are changing, and we need to be able to meet customers where they want to shop.

“We are able to do this by creating a more personalised and convenient shopping experience that doesn’t compromise service.”


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