Internet Retailer's Editor in Chief Don Davis reported Walmart.com and other major online retailers are toughening competition against Amazon.com by widening their product selection and lowering prices. DynamicAction contributed retail analytics data to the report.

"Online retailers dramatically increased their price cuts as Thanksgiving approached after relying more heavily earlier in the season on such promotions as “buy one, get one free” or “free gift with purchase,” says Sarah Engel, senior vice president of global marketing at DynamicAction, a provider of web analytics technology for retailers.

Engel says online markdowns were less frequent than they were in 2015 on North American retail sites in late October and early November, including 22% less frequent from Nov. 1-9, as e-retailers relied more heavily on promotions. But, she says, “As we got closer to Thanksgiving they started to do both—promote (special offers) and mark down (cut prices.)”

The big shift occurred  Nov. 21, the Monday of Thanksgiving week, when there were 26% more orders that included a marked-down price than last year, she says. “Nov. 22 showed a 16% increase in markdowns, Nov. 23 showed a 25% markdown. And then Thanksgiving Day itself was up 29% in the numbers of orders placed with a marked-down item,” Engel says.

The full article can be accessed here.

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