How Radio benefits Retail clients

 As retailers gear up for the holiday shopping season, consumer spending is forecast to be strong, and American shoppers are expected to rely more heavily on digital sources for information and deals. That’s all good news for radio broadcasters eager to get a piece of retailers’ holiday ad budgets for their on-air and digital assets. A new report from Deloitte’s Retail and Distribution division predicts holiday retail sales will reach between $961 billion and $965 billion, up 3.5%-4% over 2014 holiday spending, excluding car and gasoline sales. More than ever, digital will influence shoppers’ purchases, with 80% of consumers saying they engage with a store or brand before ever going inside the physical retail outlet. That connection creates opportunities for radio stations to partner with brands to activate consumers both on-air and online, including digital campaigns, exclusive discounts or offers and DJ mentions on-air and on social media. Since radio is often the last media that consumers touch before getting to the point of purchase, radio stations are a natural partner for retailers and even more so during the holiday shopping season. Digital will play a strong role in both purchases and research, Deloitte forecasts, with an 8.5%-9% increase in non-store sales, which includes online and mail-order transactions, and digital interactions will influence 64%, or $434 million, of retail store sales. “Online sales continue to be a growth channel, but more importantly, we’ve passed the tipping point where online and mobile engagement play a greater role generating sales in the physical store—where more than 90% of retail sales occur—than in digital channels alone,” Rod Sides, vice chairman, Deloitte LLP and Retail and Distribution sector leader, said in a statement.

Troy Weston | Account Manager

Bell Media | t 416.384.4846 | m 416.560.2370 | troy.weston@bellmedia.ca 260 Richmond St W Toronto, ON M5V 1W5 Canada

 
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