Yet, there is a strengthening yearly pattern that is often overlooked when planning holiday strategies – the post-holiday consumer phenomena that DynamicAction Data Science Labs identified as "The Retail Vortex." This dramatic confluence of consumer behavior drastically impacted retailers between Christmas Day 2018 and mid-January 2019. Waning customer acquisition met with radically increased marketing spend, prevalent free shipping offers, declining units per order and a soaring number of returns, quickly eroded the recently won seasonal profits.
Today’s digitally-enabled consumers are transforming the mechanics and economics of retail, and it is critical for retailers to evolve their analytical approaches to align with the increasing fluidity of customer activity. So, with plans for peak Christmas shopping already rolling out, how can retailers navigate the potential profit depression of the Retail Vortex? Read more of DynamicActon CEO John Squire's article in RIS News.