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

BBC Global News Unveils Its Very Own Online Travel Marketplace In Australia & NZ
  • Media
  • Technology

BBC Global News Unveils Its Very Own Online Travel Marketplace In Australia & NZ

BBC Global News has announced the launch of a new consumer travel marketplace that enables its audiences to discover, plan and book flights, hotels and experiences. Initially launching in Australia and New Zealand, Discover Beyond draws on the editorial inspiration of BBC Travel, the global features site of BBC.com and powered by TRAVLR’s technology, to […]

Donald Trump Is Apparently Attempting To Trademark ‘Truthing’, ‘Follow The Truth’ and ‘Retruth’
  • Media
  • Technology

Donald Trump Is Apparently Attempting To Trademark ‘Truthing’, ‘Follow The Truth’ and ‘Retruth’

Former US President Donald Trump has attempted to trademark a number of words for his new media platform, ‘Truth Social’. The phrases include ‘truthing’ and ‘retruther’ as well as the site’s tagline ‘follow the truth’. According to UK publisher The Independent, the trademark applications were filed to the U.S. Patent and Trademark Office by Holly Collins, a […]

by B&T Magazine

B&T Magazine
Google Launches Campaign Supporting Aussie Small Businesses, Via Emotive
  • Campaigns

Google Launches Campaign Supporting Aussie Small Businesses, Via Emotive

In the last year, Google has helped 1.3 million Aussie small businesses to connect with customers, digitize and grow. But Google’s impact doesn’t stop with those 1.3 million Australian businesses, it starts with them. When Google helps small businesses grow, their people grow too.

SCA Chief Marketing Officer Nikki Clarkson Named On 2021 CMO50
  • Media

SCA Chief Marketing Officer Nikki Clarkson Named On 2021 CMO50

SCA chief marketing officer Nikki Clarkson has been recognised as one of the top 50 marketers in Australia on the prestigious 2021 CMO50 list for the second consecutive year. Clarkson is also the only media industry executive to be recognised as one of the nation’s best marketers. Now in its seventh year, CMO50 recognises Australia’s […]

Kids Online Safety Site TotallyAwesome Appoints Alfie Leitao As CTO
  • Technology

Kids Online Safety Site TotallyAwesome Appoints Alfie Leitao As CTO

Alfred (Alfie) Leitao has been appointed chief technology officer of TotallyAwesome, a leading digital-engagement company helping brands safely interact with kids, teens and their parents on the internet. Leitao will join the business’ senior leadership team and will be based in Sydney. “Our engagement with brands wanting to appropriately connect with kids and teens is […]

The Zoo Republic &  Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion
  • Advertising
  • Marketing

The Zoo Republic & Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion

Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.