“You are seeing outliers like Target and Best Buy,” Berman. “They were somewhat struggling, and they are suddenly doing a better job.”
Amazon has been gobbling up market share from traditional retailers recently, forcing them to enter pricing wars and invest in enhancing online offerings to better integrate their digital and brick-and-mortar businesses.
Target and Best Buy have both managed these integrations well by offering customers multiple ways to make purchases, such as ordering online and picking up in stores, and getting deliveries directly from warehouses. Ahead of Black Friday this year, both retailers offered deals online over the span of a few weeks.
Other retailers have struggled to embrace the changing market.
According to surveys by First Insight, a retail analytics firm that collects data to help retailers make product decisions, 55% of consumers this year said they prefer to shop at Walmart versus Amazon. This is up from about 47% a year earlier.