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1、 Start with the CustomerThe Optimove Mothers Day 2023 Consumer Shopping Preferences SurveyThe Optimove Mothers Day 2023 Consumer Shopping Preferences SurveyExecutive SummaryEven though 60%of consumers plan to buy flowers for Mothers Day as the top gift and 75%will buy an online or physical greeting

2、card,most consumers are motivated to shop early.More than half of consumers plan on landing a gift for Mom at least two weeks before the holiday.And a sale would motivate a consumer to act earlier than planned.Just 11%are last-minute shoppers for Mothers Day.Consumers were more motivated by quality

3、and personalization than the price in choosing a gift.The number one factor in selecting a gift was quality(33%),followed by personalization(28%).Price was third at 20%.Consistent with quality is that consumers said product reviews and ratings at 34%were the top influencing factors in buying a Mothe

4、rs Day gift.While consumers can be motivated to shop early based on sales,brands must be careful not to over-load consumers with marketing messages.Our 2023 Consumer Marketing Fatigue Survey revealed that 66%want fewer marketing messages,and 27%feel they are bombarded by marketing messages.In additi

5、on,almost eight in ten consumers(79%)say they unsubscribed from at least one retail brand in the past three months,caused by an overload of marketing messages.Omnichannel remains important as almost four in ten consumers(38%)plan to shop in-store and online,27%plan to shop only,and thirty-five perce

6、nt(35%)exclusively online.In addition,seventy percent(70%)of consumers say buying from an eco-friendly brand for Mothers Day is at least somewhat important.MethodologyThe Optimove 2023 Consumer Summer Shopping Survey queried 400 U.S.citizens in March 2023.Respondents were 18-plus,49%male/51%female(n

7、o respondents were non-binary or declined to answer),and household incomes were$75,000-plus.330%5%10%15%20%25%30%35%32%24%11%4%28%Two weeks in advanceOne week in advanceOn Mothers Day orthe day beforeI never buy Mothers Day giftsOne month in advanceThe Optimove Mothers Day 2023 Consumer Shopping Pre

8、ferences SurveyDetailed ResultsConsumers Plan for MomFifty-six percent(56%)of shoppers plan on buying Mothers Day gifts at least two weeks in advance.And another 28%will be ready with a gift at least one week ahead of time.It means that when it comes to moms,just 11%are last-minute shoppers.Four per

9、cent noted that they dont buy Mothers Day gifts.Three-quarters(75%)of respondents said a sale would motivate them to buy earlier than planned.Our 2023 Consumer Summer Shopping Survey revealed that 51%of respondents said a sale motivates them to buy earlier than planned.Because Mothers Day is a speci

10、fic holiday,consumers are more motivated to act to purchase in time.However,marketers need to be mindful that according to our 2023 Consumer Marketing Fatigue Survey,66%of consumers want fewer marketing messages,and 27%feel they are bombarded by marketing messages.Six of ten respondents(60%)plan on

11、buying flowers,while about 45%buy clothing,gif t cards,or jewelry.Three-quarters(75%)will buy a greeting card,with 45%choosing a physical card,nineteen percent(19%)an online card,and 11%both.When do you usually purchase Mothers Day gifts for a mother?Source:Optimove 2023 Consumer Summer Shopping Sur

12、vey4475%25%YesNoWould a Mothers Day item going on sale early,beforeyou are ready to buy,motivate you to buy now?0%10%20%30%40%50%60%70%FlowersGift CardsJewelryClothing orAccessoriesWhich gifts would you consider buying for a mother on Mothers Day?60%46%48%47%The Optimove Mothers Day 2023 Consumer Sh

13、opping Preferences SurveySource:Optimove 2023 Consumer Summer Shopping Survey55 Quality and personalization over priceIn choosing a Mothers Day gift,quality was selected by 33%of respondents,and personalization was chosen by 28%as the two most important factors in choosing a gift.They were followed

14、by price(20%)and convenience at 16%.45%19%11%25%No-I will not buy a Mothers Day cardYes both an online and physical cardYes onlineYes a physical cardWill you buy Mothers Day greeting cards?0%5%10%15%20%25%30%35%33%20%16%3%28%QualityPersonalizationConvenienceOtherPriceWhich of the following factors i

15、s most important when choosing a Mothers Day gift?The Optimove Mothers Day 2023 Consumer Shopping Preferences SurveySource:Optimove 2023 Consumer Summer Shopping Survey6638%35%27%Both in store and onlineOnlineIn storeHow do you plan to shop for Mothers Day gifts this year?0%5%10%15%20%25%30%35%34%24

16、%11%4%27%Product reviews and ratingsDiscounts or promotionsCustomer serviceOtherBrand reputationWhat are top influencing factors when shopping for Mothers Day gifts?Source:Optimove 2023 Consumer Summer Shopping SurveyIn choosing Mothers Day gifts,respondents said the top influencing factors in choos

17、ing a gift was product reviews and ratings(34%),discounts/promotions(27%),and brand reputation(24%).OmnichannelAlmost four in ten consumers(38%)plan to shop in-store and online,27%plan to shop in-store only,and thirty-five percent(35%)exclusively online.These results were consistent with our Summer

18、Survey,which revealed that 40%of consumers shop in-store and online.Further,the Summer Survey revealed 79%of shoppers said that they check prices online when shopping in-store.It underscores that retailers need omnichannel capabilities to connect with the customer effectively.The Optimove Mothers Da

19、y 2023 Consumer Shopping Preferences SurveySource:Optimove 2023 Consumer Summer Shopping Survey77Extremely importantNot at all importantNot so importantSomewhat importantVery importantHow important is it to you to purchase eco-friendly or sustainable products and that a retailer is eco-friendly?0%5%

20、10%15%20%25%30%35%40%31%20%20%19%23%12%18%9%12%36%For Mothers DayFor SummerMerchants must be Eco-friendly Seventy percent(70%)of consumers say buying from an eco-friendly brand for Mothers Day is at least somewhat important.This result is slightly less than consumers response on summer purchases at

21、79%.Conclusion:Most consumers plan to shop for Mothers Day early.While brands can incentivize consumers to act early,they must be sensitive to each consumers preferences.As we noted in our 2023 survey on Marketing Fatigue,two-thirds of consumers(66%)want fewer marketing messages,and 27%feel they get

22、 bombarded by marketing messages.Marketers must put each customer first,so marketing starts with the customer their needs and desires.Great brands,like great salespeople,learn about each customer through their actions.In addition,breakthrough marketers go beyond segmenting customers into broad group

23、s to responding to customers individually.These brands know how to break down their VIP customers into sub-groups based on shopping preference,loyalty behavior,and more.It empowers the brand to give consumers what they want when they want it.The Optimove Mothers Day 2023 Consumer Shopping Preference

24、s SurveyThe Optimove Mothers Day 2023 Consumer Shopping Preferences SurveySource:Optimove 2023 Consumer Summer Shopping Survey88To connect with thousands,even millions of customers on an individual basis,here is what these great marketers have in place:1.Instant access to unified historical,real-tim

25、e,and predictive customer data to discover valuablecustomer insights that can be leveraged for campaign personalization.2.The ability to go beyond simple rule-based automation to determine the next-best-action while catering to changes in customer behavior in real-time.3.Synchronized marketing commu

26、nications across all touchpoints and channels to deliver a holisticexperience throughout the customer journey.4.Dynamic personalization of content in real-time,leveraging AI models that determine the mostimpactful content to each customer,whether they interact with a website,mobile app,or any outbou

27、nd marketing channel.With the infrastructure in place,marketers can personalize each customers shopping journey.A marketer can read the customers overt and covert communication rather than blasting marketing campaigns based on rules.For example,all customers get the exact repetitive offers in text,e

28、mail,and more.Effective marketing is based on the brands ability to listen to each customer and suggest the next-best-action based on feedback.So,all promotions and offers are relevant to the customer.It is personalization at scale,meeting the customer with the right product/promotion on the right c

29、hannel at the right time.A customer-led marketing platform that empowers marketers to drive measurable growth by planning,orchestrating,and optimizing marketing programs that start with the customer instead of a campaign or product and delivers proven results.Independent study shows measurable benef

30、its to customer-led marketingAn independent December 2022 analysis of the total impact of Optimove by Forresterrevealed the following measurable benefits to marketers:578%return on investment(ROI)88%campaign efficiency improvement campaigns are created faster 50%improved reporting efficiency reporti

31、ng is done faster and more in-depth The payback period after the implementation of Optimove is less than six months99Business improvements:10%Improvement in customer retention rates 15%Improvement in customer order value$182,000 cost reduction over 3 years by phasing out existing point solutions red

32、uced Total Cost ofOwnership(TCO).Other Qualitative benefits of using Optimove:Increased visibility of overall marketing plan and campaign orchestration Improved quality of marketing decisioning New segmentation capabilities allowed companies to be more effective across channels,for example,being mor

33、e selective in sending out direct mail to high-value customers Increased the granularity of customer journeys to deepen customer understanding and engagement Ability to have a 360-degree view of the user baseAbout OptimoveOptimove is the first Customer-Led Marketing platform.Its solutions ensure tha

34、t marketing always starts with the customer instead of a campaign or product.Customer-led marketing has been proven to deliver brands an average increase of 33%in customer lifetime value.It is the only customer-led marketing platform powered by the combination of 1)rich historical,real-time,and pred

35、ictive customer data,2)AI-led multichannel journey orchestration,and 3)statistically credible multitouch attribution of every marketing action.Optimove provides industry-specific and use-case solutions for hundreds of leading consumer brands including BetMGM,SodaStream,Pennsylvania Lottery,Papa Johns,and Staples.For more information go to OSource:Optimove 2023 Consumer Summer Shopping SurveyThe Optimove Mothers Day 2023 Consumer Shopping Preferences Survey