Marketing Strategies: Dealing With Competition & Complexity
Retailers are continually challenged to maximize the opportunity and minimize the threat posed by the Internet. "This is going to be one of the hardest [Q4 selling seasons] in the past five years," said Joseph Akhtarzad, vice president of Video and Audio Center, and president of the higher-end Just One Touch store-within-a-store. "The economy is against us, and more and more people are getting more comfortable ordering online."
Online sales during the 2010 holiday season increased 12 percent over 2009, to $32.6 billion (across all categories), according to comScore. And 2011's monthly online sales have steadily increased about 10% over the same periods a year ago.