Sitecore Survey Highlights Concerns Christmas Shopping Will Deliver Lower Profits In 2021

Sitecore Survey Highlights Concerns Christmas Shopping Will Deliver Lower Profits In 2021
SHARE
THIS



Sitecore has today released a survey of Australia’s consumer goods and services marketers, reporting they fear the COVID-19 pandemic will result in lower profits in the upcoming Christmas shopping season.

The Sitecore survey said consumer marketers are concerned they will be forced to quickly alter their plans, and said the festive shopping season is a ‘make or break’ year, after 60 per cent of retailers reported declining profits in 2020. It also found there are rising concerns with inflation and the COVID-19 pandemic – and it is affecting marketing spend.

The survey took responses from 107 consumer marketers, each from organisations with more than one hundred employees. The dominant sectors surveyed were packaged goods, manufacturing, advertising and marketing consultancies, and financial services and insurance.

The key findings of the Sitecore survey:

●  A majority of consumer marketers said they expect to book less profit in the coming Christmas shopping season compared to last year.

●  The end-of-year festive shopping season accounts for between 44 per cent and 57 per cent of annual sales, depending on the size of the company, according to the Sitecore survey. Nearly 60 per cent of consumer businesses reported that changes to health conditions related to the pandemic could result in fast marketing pivots.

● 65 per cent of those surveyed worked at organisations with more than A$500m in annual sales, while half of the marketers surveyed worked in digital campaign marketing. Others surveyed worked in customer data platforms, digital strategy, and data and analytics.

● The survey found 82 per cent plan to launch a subscription-based offer during the festive season in order to cement customer loyalty.

The survey said consumer marketers are better prepared across a range of retail and marketing functions compared to last year, including product availability, balancing online and in-person shopping services, customer profiling/personalisation, and improved content management systems.

Steve Hawkes, Chief Operating Officer, Sitecore Asia-Pacific and Japan, Sitecore, commented: “We are seeing many consumer marketers making the move to sophisticated digital operations as a result of the tremendous spike in online commerce activity. We know there are rising concerns about the health status and pandemic conditions in Australia. Retailers and other consumer companies will need to be nimble and act swiftly in the face of a volatile economic landscape.”

Sitecore also surveyed 1,000 Australian consumers in July, and reported that nearly three quarters of Australians (72 per cent) are keen to embrace pre-pandemic shopping, travel and festive experiences, signalling strong pent-up demand for retail and leisure spending.

The key findings of the Sitecore consumer survey:

●  Among those aged under 44, the YOLO (You Only Live Once) attitude has increased since the pandemic hit – 79 per cent of that cohort said they now value travel, and appreciate other cultures more.

●  The festive season gift trend in 2021 is going to increasingly centre around the desire for “experiences”, after more than a year of on-and-off restrictions and lockdowns.

●  When it comes to shopping for Christmas gifts, 59 per cent of 18-44 year olds will use the Internet to source presents for their loved ones. One in five younger people will start shopping earlier this year, to take advantage of sales, to spread out spending, avoid crowds, and to get products while they’re in stock.

●  Travel, clothing, entertainment, and toys (a big end of year category) are most likely to be purchased online, according to the Sitecore survey.

Please login with linkedin to comment

Christmas Sitecore

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]