With e-commerce accounting for a larger share of overall sales, CFOs report that digital promotions worked well for them over the holiday period. 1 in 3 said that email and social media promotions were a top strategy, double the percentage who cited free shipping. On the other end, traditional strategies such as extended store hours (41%) and Thanksgiving weekend promotions (22%) were cited for being among the least successful tactics.
- 66% of CFOs said they include online sales in their comparable store sales reports.
- Virtually all respondents said they will increase (38%) or maintain (60%) their mobile investments this year.
About the Data: The BDO USA survey was conducted by Market Measurement, Inc., and was a national telephone survey conducted in January and February 2013.