By Tina Risker, Mobile and Social Marketing Manager
Traditional “big deal” shopping days like Black Friday and Cyber Monday aren’t as big a deal in terms of revenue as they once were. Last year, the revenue from Black Friday and Cyber Monday combined only accounted for 9.5% of 2014’s holiday e-commerce revenue. Yet, Black Friday 2012 set a revenue record as the heaviest online spending day to date that year.
What’s different just three years later?
The answer: Mobile
By 2016, the number of smartphone users worldwide will surpass the 2 billion mark. Today, consumers can shop for anything, from anywhere, any time.
What drove Black Friday and Cyber Monday shoppers in 2012 was a single emotion that buyers may no longer need to experience organically: Anticipation.
Mobile is to “big deal days” as satellite TV was to once-a-year Christmas specials. They’re just not that special anymore. Today there’s another emotion retailers should take into account for a holiday season that emphasizes mobile: Expectation.
2015 holiday shoppers expect to find deals throughout the entire 60-day season.
Last year, diminished interest in date-specific shopping deals left 90.5% of retail revenue up for grabs to nimble retailers with creative campaigns. This year, more retailers are switching tactics to data-driven approaches to plug in along the 60-day shopping window. Some examples include:
- Running intelligent ad campaigns before the season starts to build up visibility and interest pre-sale with customer segments most likely to buy (based on past interest, relativity to offering, etc.).
- Prioritizing and incentivizing high-value customers (those most loyal and/or those who spent certain dollar amounts the previous year).
- Personalizing holiday offers by leveraging historical data on customers’ shopping tendencies (what they shopped for, what they liked, what they bought, what shipping options they preferred).
2015 holiday shoppers expect you to value them by communicating effectively via mobile.
1 in 3 consumers are using a mobile device while they shop to redeem coupons, manage shopping lists and read product reviews. What does it mean for retailers? Just being mobile isn’t enough. Provide an interesting, optimized and cohesive experience across all platforms. Be able to identify and personalize messages to customers through advanced segmentation practices.
Retailers should also be aware of how this mobile shift may impact industry SEO strategy. Mobile-friendliness rankings could mean that retailers who fail to optimize will be relegated to second page search results.
2015 holiday shoppers expect you to tell good stories—both yours and theirs.
Consumers want to engage with stories and campaigns that fit in context with the device they are using. Beyond great digital advertising campaigns, consumers want to see themselves as part of the story. Personalizing the user experience with customized content that reflects their habits, interests, and who they are, is important for the 2015 holiday shopping season and beyond.
2015 holiday shoppers expect a different kind of digital ad experience.
Retailers on the leading edge of mobile need ways to raise the bar on their customers’ digital experience by intelligently connecting online campaigns across platforms and putting more effort into interactivity.
Video advertising is also expected to accelerate in 2015 on sites such as YouTube, both with 30-60 second ad impressions and more affordable pre-roll.
If you’d like to find out how RadiumOne can help you plan out the 2015 holiday shopping season in more revenue-enhancing ways, contact us today!