Google Media Lab, a team that manages media for Google’s brands, has shared its three-rule holiday retail strategy based on consumer research. The first rule implies that 42% of consumers started holiday shopping a bit earlier than in past years. So, brands need to buckle up for orders beforehand. The second rule suggests measuring total sales while providing an integrated shopping experience involving hybrid buying, both in-store and online. Online sales grew by 24% year over year in 2020, but in-store holiday sales made up almost 73% of total sales. The third rule is about incorporating automation to make informed decisions when consumer behaviour shifts abruptly.
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