The Dallas Morning News article, Sure, online shopping is gaining this holiday season – but that’s not the whole story brought to the forefront that while more people shopped from Thanksgiving through Cyber Monday than had been forecast (174M vs. 164M) and the dominant channel was clearly online, it doesn’t necessarily depict the entire complex picture (infrastructure, operations, rise of mobile and retailers discounting). Maria Halkias, the retail veteran who penned the piece, connected with DynamicAction CMO, Sarah Engel, for her insights and DynamicAction Retail Index findings:

"Shoppers came out for the deep discounting — both in stores and online. Despite the promotions and markdowns that shoppers experienced this past weekend, retailers are showing no signs of pulling back on discounts and deals in the weeks ahead, said Sarah Engel, chief marketing officer at DynamicAction, a data analytics company that tracks online transaction.

The value of inventory retailers have in stock was up an average of 34 percent last weekend versus last year and up 43 percent on Cyber Monday from a year ago, Engel said.

Accenture’s Jill Standish was also tapped for her thoughts on mobile shopping (or browsing) and discounting:

"Obviously there's a lot of buzz around online traffic, said Jill Standish, head of the retail practice at consulting firm Accenture. The fact that so much shopping was done on Thanksgiving Day alone says a lot about society, and most of it was on mobile.

'That makes sense. We're all traveling to see our families and we have our phones," she said. "Soon there will be a place for it next to the napkins at Thanksgiving dinner.'

Store-based retailers have staked their ground, too, and have made sure they have inventory in the right place this year, Accenture's Standish said."

Read the full article here.

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