Omnichannel Lures Thanksgiving Shoppers

Retailers are getting a sustained lift from omnichannel initiatives beyond the Thanksgiving holiday weekend, Internet Retailer reported.

Among those retailers benefiting from the omnichannel drives: Kohl's has said the shopping days over Thanksgiving and Black Friday were among the two busiest shopping days as measured across online traffic. In terms of online visitors, the firm logged more than 8 million on Turkey Day and almost as many the next day, with roughly half that tally coming out through mobile devices. SimilarWeb, the digital management firm, said that as much as 60 percent of traffic came from mobile for Kohl's through Nov. 21–27. And the firm has said that, in the past, about 40 percent of online orders came through buy online and pick up in-store processes.

Walmart said that shoppers doing in-store pickups after shopping online were able to complete their order to pickup in 30 percent less time than last year, and also, according to Internet Retailer, half of that traffic was initiated through mobile.

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