Black Friday 2016 witnessed more than $1 Billion of single day sales happening from mobile devices alone. So now marketers know that mobile is no longer a second priority channel for their campaigns and tweaking the campaigns with a mobile first approach can seriously land them with better ROI. So the question now is how do you plan your marketing strategy to capitalize on traffic generated from mobile phones? Or in simple terms, how do you convince mobile shoppers to spend more on your site during the holidays? We have handpicked some strategies that will help you connect well with your mobile shoppers and here they are:
Emails are still rated as one of the best ways to draw in an audience or potential buyers for an ecommerce website be it both app or mobile based shoppers or PC based shoppers. If you have purchased online from multiple sites, then check your inbox and you will see campaign mails from at least one site every day. The emails are primarily intended to convey a sales message for you to check out some latest offers or a promo sale or some shopping promos that may be of interest to you. You only need to ensure that your campaign emails are mobile friendly as a good majority of them are now opened from mobile phones. Keep an eye out on opening rates, sales leads generated and other marketing trackers to evaluate your strategy and bring improvements or major changes if necessary.
Be gentle with your push notifications
Push notifications are the best way to lure in buyers form their smartphones to your shopping site or app but very often marketers make the mistake of aggressively sending out push notifications to users all the time. As it is said, too many cooks spoil the broth, shoppers would get annoyed if you constantly send notifications on their mobile phones. This could turn worse if you send out notifications about events or promotions from which the customer might have already made a good purchase. The same happens when they constantly receive notifications about sale of items they never want to buy. To avoid situations like these, customize your push notifications as much as possible and send them out on calculated frequencies. Find out from the customer about the notifications he or she would love to hear about and target them with only those. The more subtle and personalized you become with your push notifications, greater will be the conversion into actual sales.
Be creative with your campaigns
Marketing is ultimately dependent on creativity to freshen up consumer minds. With technology embedded marketing tools, modern market analysts are able to receive a huge chunk of info about buyers both existing and potential. To further monetize this knowledge, you need to come up with creative ways of expressing your brand’s products or services. The occasional refresh in your creativity should extent to both the content you push out to your customers as well as in the selection of channels for pushing out the content.
Feedback analysis and refinement
As with any marketing mechanisms, you need to collect feedback about your mobile marketing campaigns. This could be automated data collection using state of the art marketing software or through app ratings surveys or feedback emails and many more mediums. You also need to track metrics such as conversion rates, open sessions, share frequencies and much more.
When you are redirecting user’s courtesy an email campaign or a landing page, then try linking them to a specific landing page on your mobile website or mobile app. This way you can better organize content on mobile specific screens and entice users when they visit the page.
Mobile commerce is here to stay and as stated in one of our previous blogs, it is going to reshape digital commerce in more ways than what retailers can imagine. So with smart marketing, ecommerce companies can capitalize on this tremendous opportunity and monetize customer visits as much as possible.
It’s reaching midway into December and online retail is witnessing an explosive sales cycle. Black Friday 2016 alone accounted for $3.34 Billion in single day sales across the US and Cyber Monday witnessed $3.4 Billion in single day sales. Experts have opined that the last quarter of every year is fit to be called the equivalent of child birth for retailers especially online retailers, because most of them arguably witness more than 30% of their annual sales happen in just under a month during the holiday season. It is also the time when they acquire tons of first time buyers with attractive holiday promotions. But many often ecommerce players fail to capitalize on these new leads generated during the holiday season and subsequently a good majority of first time buyers never return again to shop from them.
We believe this is because marketers at such online retailers fail to create an effective sales framework where the intention of the holiday campaign is to create loyal customers rather than bring in a slew of one time shoppers. Considering the huge advantage of technology inspired automated marketing channels available today, it is nearly a fatal mistake to target both new buyers and existing buyers with the same set of campaigns in the form of email, print, social media and other marketing channels. Engaging first time buyers is crucial to convert their first time impression into marks of loyalty. Here are some tips for marketing folks at ecommerce companies to drive repeat sales from first time buyers after the holiday season:
A great user experience
So your email and social media campaigns have borne fruit and leads start to pour into your online store. The biggest factor that determines how well leads are converted into actual buyers is the ease with which they can navigate on your website and how fast they can finish the checkout process to buy an item they loved. Keeping this experience hassle free involves a great User Interface on both computer screens and mobile screens, seamless information access, secure and easy checkout processes with popular payment facilities and above all, a scalable technology architecture that is able to handle huge spikes in traffic.
New customers arrive from different sources and as far as online retailers are concerned, it is quite easy to track the source of each sale through analytics. It is essential to collect vital customer info causing minimal or no inconvenience to first time buyers. Through registration process and geo tagging, it is easier to determine geographical location and thereby understand demographics of shoppers.
So now that you have decided to collect data in as many ways as possible, the next question is what do you do with this data? It’s simple -This data should be utilized for further connecting with those buyers after they have made their first purchase on your website. It’s similar to the cross selling and up selling practices that retailers follow but here the suggestions should be as precise and focused on the customer as possible. With analytics, you can determine their shopping patterns, their most searched items, their preferential price ranges for products, etc. This will help you guide them to new purchases with better offers thereby improving their brand loyalty on your site.
Once first time buyer lists are available, marketers should prepare a separate set of campaigns to inform them about how great your website the rest of the year. Educate them about how long term shoppers have rated you as the best and direct them to sign up for exclusive benefits such as cashbacks, premium membership packages and much more.
Online retailers should thrive to be as customer-centric as possible. On that note, it is essential to know how shopper’s especially first time shoppers felt about their experience. A simple survey or a dialog box asking shoppers to rate their buying experience right after the transaction step is over would be the basic feedback survey that you could use. And don’t just ask users to take the survey without giving back something in return. Say offer an X% discount for their next purchase if they complete your survey and you have the double benefit of getting closer to customer hearts and guaranteeing a second sale with the discount coupon.
So there you go folks, our 5 step guide to help marketer’s convert 1st time buyers into loyal shoppers. However it is important to keep in mind that your biggest asset is your existing list of loyal buyers and you should never drop your focus on them. Their word of mouth and social media signals promoting your brand is the biggest drawer of new shoppers to your website. Feel free to connect with us to learn more about how your digital strategies can be aligned to meet the expectations of today’s consumers.
“Target will open its doors at 6 PM on Thanksgiving Day. Best Buy stores will open an hour earlier at 5 PM and Walmart will start a Black Friday event at 6 PM on Thanksgiving and most stores are open 24 hours.” This was a CNN News feed in Facebook on the eve of Thanksgiving. It indicates only one thing – Welcome to the holiday season folks. 2016 is coming to an end but the grand shopping season is just beginning.
It’s that time of the year when people head out to their old folks, meet up with their buddies, watch their favorite movies, travel like never before and most importantly spend on shopping like crazy. The National Retail Federation expects American consumers to spend an average of $935.58 during the holiday season. That’s like $650 Billion worth of sales opportunity for retailers in just a time span of 50 days or so.
Now comes the big question to retailers! How do you capture the most of this opportunity?
A single marketing or promo video embedded in your email campaign for the holidays holds the key to winning consumer hearts this holiday season. Video is the best way to bring out your marketing messages to consumers in all forms of digital media be it mobile phones, computers, television screens or even on city billboards and movie screens. Need some confidence boosters? Check out some interesting statistics about video marketing below
- And Adobe study pointed out in 2015 that 51.9 % of marketing professionals worldwide selected Video as the form of content that had the best ROI.
- Revenue growth rate of video equipped marketing strategies outran non-video strategies by nearly 50%
- Nearly half of internet users search for videos about a product or service before making a buying decision
- Consumers who view videos are 1.81 times more inclined to spend on a purchase when compared to non-viewers
Using these stats as a base, we clearly believe that email campaigns for the holiday season from retailers should definitely carry a video message embedded in it. Today there is enough tech available in the market that offers the best video experience in each medium after identifying the email client you consumer is using. Sometimes all you need to do is include a static image in your email with a play button on top of it which directs the user to a YouTube or Vimeo channel where the video is uploaded.
And you don’t have to shoot a professional ad of your offering to embed in a promo email. Even a smartphone with a pretty good camera would do the job for you. The video may be a tip on how to use your offering in a better way or hidden benefits or comparisons or anything that users are required to know about your product or service.
Videos in emails have created some fantastic results for marketers globally. Some have reported as high as 65 percent increase in click-through rates and lowered unsubscribes by as much as 26 percent. Your Thanksgiving emails may be already out but the holiday shopping season has just begun. So there is enough time to shoot some fabulous videos and use them in your email campaigns. Do share your success stories as well to inspire more marketers to follow this trend.
2016 witnessed yet another sensational Black Friday and Cyber Monday saga as shoppers splurged record sums of money across retail channels both offline and online. Let’s keep our focus to the eCommerce side where 2016 saw some records being rewritten. Primarily those records were for eCommerce transactions via mobile phones or to be more specific mCommerce. There were reports suggesting that many online stores were ill equipped to handle the huge peak in mobile traffic and consumers were frustrated with low grade mobile sites but when you look at sales percentage, Adobe reports that nearly 36% of all online sales revenue for Black Friday 2016 came through mobile phones.
Though PC’s drove more sales, the traffic volume was higher from mobile screens 55 percent of traffic to retail sites were from mobile screens. Tablet PC’s occupied only a fraction of the mobile traffic and the competition was predominantly between iPhones and Android powered mobile phones. Black Friday 2016 also witnessed for the first time that mobile sales revenue alone surpassed $1 billion on a single day.
For retailers, this is a wake-up call as their reluctance to offer crispier mobile experiences to shoppers will cost them dearly in market share. If you were to ask us for the exact areas to focus on, in order to deliver a seamless cross channel experience for your shoppers, the below would be our picks:
- Responsive websites
- Light weight mobile sites
- Shopping Apps across all popular platforms
- Mobile centric marketing campaigns via emails
As days pass by the shopping season is only going to get hotter and online retailers who haven’t drawn up elaborate plans for mCommerce need to catch up with their app engineers or software vendors to put some great mobile experiences in place.
Online sales have hit a new high in Q4, as per IBM’s final Digital Analytics benchmark report for the year. Department stores were the greatest beneficiaries of this surge as they post 62% increase in online sales in the fourth quarter of 2013. Home good retailers recorded 46.4% increase, 14.7% for health and beauty and 10.2% for apparel.
IBM tracked over 800+ ecommerce websites in US to create this report. They have provide sales breakup of the above mentioned categories only.
Though the report didn’t provide month by month breakup of the sales, it did provide the year-on-year change of Thanksgiving, Black Friday and Cyber Monday, which is an increase of 19.7 %, 19.0% and 20.6% respectively.
Mobile was accounted for the 35% of the overall traffic to the retail websites (+40% from last year) and 16% of online sales (+46% from last year). In that, smartphones drove more traffic than tablets (21.3% vs 12.8%) but tablets converted those traffic into sales more (5% vs 11.5%). The average order value of tablets were $118.09 vs $104.72 with that of smartphones.
iOS OS based devices converted more than Android OS based devices as far as OS breakup of sales is concerned. iOS shoppers were accounted for 22.1% of the overall web traffic and 12.7% overall online sales and their average value per order was $115.42 whereas Android shoppers accounted for 10.6% of total web traffic and a mere 2.6% of overall online sales and an average order value of just $83.56.
When it comes to social network referrals, Facebook and Pinterest were the frontrunners. Even though Pinterest referred shoppers purchased more than their Facebook counterparts (109.93 VS $60.48), Facebook converted more than 3.5 times as frequently as Pinterest, according to the report.