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Hitwise Report: Retail Review Christmas 2008

Insights for 2009 Retail Planning

How should retailers re-prioritise their marketing activities in the face of curtailed consumer spending?

In 2009 a primary concern facing retailers will be shrinking consumer spend as unemployment rises. The online channel will be more important than ever in winning business and competing against both Bricks and Mortar and Online Retailers. The 2008 Christmas retail season provides lessons to retailers looking to thrive in what will be a challenging year. By understanding the changes in consumer behaviour online, retailers can learn how to plan their campaigns more effectively.

Focusing on Australian online trends, with comparisons drawn against the New Zealand and Singapore markets, this report compares the performance of various retail channels, including Bricks and Mortar brands, Online Retailers, and Rewards and Directory websites. Analysis is provided on the top performing retail sectors and brands, retailers' activity in paid search and key demographic differences by retail channel.

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