{"id":8580,"date":"2024-08-29T16:00:14","date_gmt":"2024-08-29T16:00:14","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/salesforce-sees-a-shorter-more-competitive-holiday-season-in-2024\/"},"modified":"2024-08-29T16:00:14","modified_gmt":"2024-08-29T16:00:14","slug":"salesforce-sees-a-shorter-more-competitive-holiday-season-in-2024","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/salesforce-sees-a-shorter-more-competitive-holiday-season-in-2024\/","title":{"rendered":"Salesforce sees a shorter, more competitive holiday season in 2024"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/marketing-technology\/salesforce\/\">Salesforce<\/a> expects the 2024 holiday season to be shorter and more competitive with brands facing the challenge of attracting consumers with less purchasing power. Based on global statistics, around 66% of shoppers plan to buy based on price this year, an increase of 20% since 2020. Also, 43% of shoppers are carrying more debt this year than they did in 2023. Additionally, challenges to the supply chain will continue to surface.<\/p>\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"453\" alt=\"Salesforce Forecast 1\" class=\"wp-image-395133\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-800x453.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-597x338.png.webp 597w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-768x435.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1.png.webp 874w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-800x453.png.webp?resize=800%2C453&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"453\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-800x453.png.webp?resize=800%2C453&#038;ssl=1\" alt=\"Salesforce Forecast 1\" class=\"wp-image-395133\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-800x453.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-597x338.png.webp 597w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1-768x435.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-1.png.webp 874w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<p>Brands also face the fewest days between Thanksgiving and Christmas since 2019 and fierce competition from the major cut-price Chinese shopping apps, Temu, Shein and AliExpress being joined by TikTok and its growing emphasis on shopability.<\/p>\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"800\" height=\"448\" alt=\"Salesforce Forecast 2\" class=\"wp-image-395134\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-800x448.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-600x336.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-768x430.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2.png.webp 873w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-800x448.png.webp?resize=800%2C448&#038;ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" width=\"800\" height=\"448\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-800x448.png.webp?resize=800%2C448&#038;ssl=1\" alt=\"Salesforce Forecast 2\" class=\"wp-image-395134\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-800x448.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-600x336.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-200x113.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2-768x430.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/08\/Salesforce-forecast-2.png.webp 873w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<p>\u201cForty percent are buying less but spending the same,\u201d Rob Garf said of consumers at a press briefing to unveil the forecasts. Garf is VP and GM of retail and consumer goods at Salesforce.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-forecast-in-figures\">The forecast in figures<\/h2>\n<p>Here are the highlights of Salesforce\u2019s predictions:<\/p>\n<ul>\n<li>YoY online sales growth is expected to be more sluggish than 2023, which itself showed only 3% growth YoY. Salesforce is predicting 2% growth, both globally and for the United States.<\/li>\n<li>Over 20% of purchases this holiday season will be made on Chinese shopping apps. Look out for TikTok which has seen a 24% growth in shoppers making purchases since April this year.<\/li>\n<li>Salesforce expects 18% of global orders during the 2024 holiday season to be influenced by a combination of predictive and generative AI, amounting to over $200 billion in global online sales. Over half (53%) of shoppers are interested in using AI to find products.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-what-brands-can-do\">What brands can do<\/h2>\n<p>Salesforce has recommendations for addressing these market challenges:<\/p>\n<ul>\n<li>Leverage discounts. Two-thirds of consumers plan to wait for Cyber Week when they expect the discounts to be steepest. Prime Day in July saw meaningful discounts generate 3% more sales and a growth in sales volume.<\/li>\n<li>Use AI to power product recommendations and tailored promotions.<\/li>\n<li>BOPIS will be big, driving around a third of orders in the shortened pre-Christmas shopping season as consumers look to get orders filled fast and inexpensively.<\/li>\n<\/ul>\n<p>Salesforce is anticipating a 28% average discount rate during Cyber Week. \u201cCyber Week itself has the potential to be a really big week,\u201d said Caila Schwartz, director of consumer insights and strategy, retail and consumer goods.<\/p>\n<p>The Salesforce forecast is based on aggregated activity data from more than 1.5 billion global shoppers across more than 64 countries.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-ai-question\">The AI question<\/h2>\n<p>\u201cThis season will be competitive, intense, and no doubt focused on pricing and discounting strategies. It\u2019s never been more important to leverage technology like AI and rely on your customer data for guidance and insight into marketing campaigns \u2014 especially the holiday promotional calendar,\u201d said Schwartz in a release.<\/p>\n<p>That makes sense. But despite much evidence that <a rel=\"nofollow\" href=\"https:\/\/martech.org\/for-consumers-ai-is-the-new-iot\/\">consumers have little trust in AI<\/a>, Salesforce is also suggesting that using AI to help consumers find \u201cthe perfect present\u201d is a good idea. It turns out there might be a very simple reason why both these things can be true.<\/p>\n<p>\u201cThey don\u2019t even know in most instances,\u201d said David Oksman, VP marketing and DTC at\u00a0Samsonite and a guest at the press briefing. \u201cThe consumer will never know it\u2019s based off machine learning.\u201d With an AI-powered recommendation engine embedded in search, the consumer is unlikely to know that the products are being surfaced by AI, Garf agreed. What\u2019s critical is a friction-free shopping, ordering and delivery experience.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/salesforce-sees-a-shorter-more-competitive-holiday-season-in-2024\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Salesforce expects the 2024 holiday season to be shorter and more competitive with brands facing the challenge of attracting consumers with less purchasing power. Based on global statistics, around 66% of shoppers plan to buy based on price this year, an increase of 20% since 2020. Also, 43% of shoppers are carrying more debt this [&hellip;]<\/p>","protected":false},"author":3,"featured_media":8581,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Salesforce sees a shorter, more competitive holiday season in 2024 - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/salesforce-sees-a-shorter-more-competitive-holiday-season-in-2024\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Salesforce sees a shorter, more competitive holiday season in 2024\" \/>\n<meta property=\"og:description\" content=\"Salesforce expects the 2024 holiday season to be shorter and more competitive with brands facing the challenge of attracting consumers with less purchasing power. 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