SAN FRANCISCO, CA--(Marketwired - Jan 8, 2015) - Euclid, the leader of in-store retail analytics, today releases its monthly retail benchmarks report to analyze shopper activity and behavior during the month of December. This month's report measured data from tens of millions of domestic shopping sessions to reveal that shopping activity increased dramatically from November, but declined compared to last year. Although traffic dropped year-over-year as the shift towards online shopping accelerated, it was buoyed by a highly promotional month. In-store engagement improved remarkably for the busiest shopping month of the year, with average duration up and bounce rate at a three-month low.
Euclid asserts that its metrics illustrate a slightly positive outlook for industry revenues, and estimates sales growth in the following retail verticals of:
Here are some of Euclid's top findings in this month's report around shopper behavior metrics:
The best shopping day of December was Friday the 26th, the day after Christmas. The 26th saw significantly more traffic, higher storefront conversion, and higher levels of engagement compared to last year. The results were driven by heavily advertised post-Christmas promotions and robust holiday gift card spending. On the other hand, Cyber Monday, on December 1st, was the worst shopping day of the month. Traffic and repeat ratio suffered from a Black Friday weekend hangover, while shoppers turned their attention to e-commerce deals.
Holiday Season Recap:
Holiday season traffic was slightly weaker than expected, declining more than 10% year-over-year. However, Storefront conversion increased 2% compared to last year as each trip to the mall became more focused. Bounce rates continued to decline and average visit durations increased 12% as shoppers showed a strong willingness to spend discretionary income amidst a favorable economic environment. It appears that retailers' investments in revitalized in-store experiences paid off during the month. We believe that the benefit from engaged shopping visits outweighed the lack of bodies in the store, and expect holiday sales to have increased year-over-year.
To view the complete findings, download the full report on shopper activity for the month of December here: http://info.euclidanalytics.com/WC14-12USRB_Reg_RLP.html
Euclid provides answers and insights to brick and mortar retailers in the same way that web analytics services do for e-commerce. Euclid helps retailers quantify offline impact of marketing, optimize store performance, and understand customer behavior. As of December 2014 Euclid's network has grown to capture billions of measurements per day, analyzing hundreds of millions of potential shopping sessions per year across thousands of locations. Only anonymous, non-personal data is ever collected and only aggregated trend data is used for analysis.
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