Retail Holiday Shopping Trends – What to Consider
Looking back in 2015, according to Google, more than 75% of smartphone shoppers who generally shop in the same brand-name stores, are very open to new retailers and brands online. So good news for retails who want to reach new customers this holiday season online and in-store.
On the other hand, competition is fierce. Mobile is such an influential tool that, “76% of mobile shoppers have changed their mind about which brand to purchase.” On mobile, conversion rates jumped 30% on Black Friday and 50% on Cyber Monday compared to last year.
So how can you roll out a winning holiday mobile strategy and combat the competition? Take a look at these 3 tips below.
1. Inspire Shoppers During the ‘Browsing’ Stage
Shoppers need inspiration when they first start searching for the best gifts. Because the holidays are a stressful period, it’s best to approach shoppers early. For your mobile strategy, lead them through the conversion funnel with videos to support your brand.
Why videos? Videos are a creative place for gift inspiration and information. In the consumer electronics sector, 68% of smartphone shoppers turn to YouTube for ideas about what to buy. Make sure your brand’s Vimeo or Youtube presence is active with curated content on what you’re offering this season. Or look to vlogger influencers who host your product as a gift idea, reviews, tutorials or product demonstrations.
So if you have an m-commerce app, mobile-optimized site, or e-commerce site, deep linking to your product video is ideal for influencing that initial stage of browsing and consideration.
2. Tap into Location-Awareness Marketing
“64% percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into stores.”
Once people go outside to shop, 76% of people who search for something nearby on their smartphone visit a related business within a day. That’s great news for retailers who position themselves locally via Google search or maps.
However, only 28% of those searches result in a purchase. Where did it all go wrong? How can retailers reach out to those 48% of shoppers who dropped off the funnel?
Here’s one way – Drive footfall traffic with a mobile strategy that uses beacons or geo-fencing technology. Beacons and Geo-fencing or geo-targeting are location technologies which help retailers monitor, track and retain customers into shops or geographic areas of interest. To find out more, check out the blog post here.
3. Reach the Multi-Touch, Omnichannel Shopper
So at this point, your customer is browsing inside your shop. They’ve done their research, browsed online, watched inspirational videos, searched for you locally and now they’re inside your store.
It’s not uncommon for folks to pull out their phones instead of asking for help to your sales associate. Mobile in-store searches are up by over 30%. Are you ready to take action or let them handle it by themselves?
The bottom line is whether you approach them or not, shoppers want convenience in the final stage. Nearly 7 in 10 people say it’s important that a retailer offers multiple ways to buy a product, such as buying online or picking up in-store.
To drive convenience, offer the customer a discount offer only available in-store and during the holiday sale season. Or send them a personalized, in-app coupon once they enter the shop. If they decide to buy your product online or in the app, offer free shipping as a holiday gift. Give 100 loyalty points for those holiday gift transactions to further increase engagement and retention.
Overall, tis’ the season of giving. Make your mobile strategy inspirational, local and omnichannel.
To find more retail mobile strategy info, download our eGuide, “How Retailers Can Capitalize the Mobile Market.”
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