Forrester：2023年假日购物季规划指南（英文版）（26页）.pdf

1、Forresters 2023 Holiday Planning GuideLESSONS FROM 2022 TO DEVELOP LONG-TERM CUSTOMER ENGAGEMENT AND LOYALTYRetailers depend heavily on end-of-year holiday sales,constituting a substantial portion of their annual revenue.Planning for this crucial period starts early,as evident in this report examini

2、ng the 2022 holiday shopping experiences of US consumers.Sourced from Bizrate Insights,see how these findings offer valuable takeaways for retailers and brand manufacturers to strategize for the 2023 holiday season.This includes key areas such as marketing,customer service,fulfillment,and security.L

3、indsay Martinez SVP Sales&Business Development Bizrate ILessons From 2022 To Develop Long-Term Customer Engagement And LoyaltySeptember 5,2023 By Nicole Murgia,Fiona Swerdlow with Melissa Parrish,Christian Jibilian,Demi StarksSummaryFor many retailers,end-of-year holiday sales account for a signific

4、ant percentage of annual sales and revenue.No surprise,then,that merchants start planning early.This report reviews how US consumers experienced holiday shopping in 2022,including findings from research partner Bizrate Insights.This research helps retailers and brand manufacturers plan for the 2023

5、holiday season,including in areas like marketing,customer service,fulfillment,and security.2023 Forrester Research,Inc.All trademarks are property of their respective owners.For more information,see the Citation Policy,contact ,or call+1 866-367-7378.1 BEST PRACTICE REPORTA Retailers Guide To The 20

6、23 Holiday SeasonStarted months in advance and,as usual,rolled right up to late December.About one-quarter of US online adults began their 2022 holiday shopping inOctober or earlier a slight decrease from the 30%revealed in our 2021 data.Just about 20%waited until December to start shopping,but 73%o