In recent months, changes in shopping behaviors have stretched many retailers. Surges online were accompanied by a renewed interest in mobile, while more people dabbled in new services like curbside delivery.
The full impact of this is coming into clearer view, with the latest figures from Adobe Analytics. All previous records have been shattered — online spending grew 32 percent across November and December at $188 billion. Curbside/in-store pickup made up 25 percent of all orders. And on Christmas Day, the majority of revenue came through smartphones (52 percent).
As consumers yearn for a return to normal activities (like shopping at the mall), online growth is not expected to return to normal levels. Consumers who successfully purchased apparel online, as one example, are now less concerned about the lack of a dressing room. In short, it has given retailers a new set of priorities to focus on.
As part of NRF this month, Adobe is unveiling new tools in Adobe Experience Platform to help retailers grow their digital businesses. It continues our history of supporting brands as they evolved their approach to data and personalization, with customers from The Home Depot, Walgreens Boots Alliance and FedEx, to Sephora and Helly Hansen.