Infographic & Full Report: 2014 BDO Retail Compass Survey of CMOs
In our ninth annual Retail Compass Survey of CMOs
, we asked 100 chief marketing officers at leading U.S. retailers about their sales projections, marketing strategies and top challenges ahead of the 2014 holiday shopping season. While there are two weeks before the official end of the holiday season, several of the trends that we found in this year’s data have already played out across the industry over the past month and a half.
On the whole, retailers were modestly optimistic as they entered the season this year. With more of them focused on boosting sales from early November through January, earlier promotional activity kept Thanksgiving Weekend projections low, and actual gains during the four-day stretch were in fact lower than in years past. Meanwhile, intense competition for consumers’ limited dollars has forced retailers to reevaluate and adjust their marketing strategies this year—both in-store and online—and the survey results point to an ongoing focus on mobile and other digital marketing tactics.
To learn more about retailers’ digital strategies and challenges, as well as their sales projections by the numbers, we encourage to you check out our newest infographic below. For an in-depth overview and analysis of this year’s Retail Compass Survey of CMOs, read the full report here