Cyber Monday was huge for mobile. How well did your content perform?

December 3rd, 2017 by

To ensure excellent omnichannel shopper journeys, retailers should optimize content for all channels, including email and digital signage

black friday

2017 will likely go down as the year that was the tipping point for mobile commerce. Reports leading up, during, and after the Thanksgiving weekend, are providing strong indications that mobile is gathering momentum as the platform of choice both for shopping and, importantly, transacting.

This report from Business Insider is a good summary of the trends we see emerging:

Mobile is here, and it demands to be taken seriously. The platform has grown steadily in importance throughout the years, but the speed of shoppers taking to their phones this year to shop Thanksgiving weekend sales was unprecedented. Cyber Monday was officially mobile’s first $2 billion day ever, raking in a substantial portion of the nearly $6.6 billion spent online. Smartphones were especially important, accounting for 37.6% of retail visits and about 21% of revenue for the holiday. Conversation rates also increased 10% on phones when compared to last year.

Over at The Verge, Shannon Liao reported an interesting statistic from Shopify, a platform that hosts thousands of online retailers:

This year’s Cyber Monday was the biggest sales day for online and for mobile ever in the US. Online sales brought in $6.59 billion in total, while sales on mobile broke a new record by reaching $2 billion. Mobile also dominated over desktop for the first time for Shopify merchants, which include brands as varied as Tesla Motors and Kylie Cosmetics, according to the company.

Just before Thanksgiving, the Holiday Predictions report issued by the Adobe Digital Insights team, predicted shopping visits on mobile devices would surpass desktop visits this holiday season. This forecast was borne out, as Ingrid Lunden of Techcrunch reported:

The final figures for Black Friday online sales are in, and it’s another record-breaking day e-commerce in the U.S. Adobe says that shoppers spent $5.03 billion online in a race for bargains for themselves and to gift to others. The figures come the day after Thanksgiving racked up a record $2.87 billion in online sales. Adobe analyses 80 percent of online transactions to the 100 largest web retailers in the country to come up with its numbers. The final figure surpassed its own estimates, where were for $5 billion of sales.

The shopper lifecycle extends beyond mobile

Mobile includes both mobile web and mobile apps, but the big takeaway is that, if retailers want to grab their slice of the holiday revenue pie, they need to make sure their mobile shopping experience is bullet-proof: fast, seamless, efficient, and smooth. But let’s not overlook the fact that shoppers are not necessarily shopping exclusively on one channel; the other major trend shaping this holiday season is omnichannel.

Today’s shoppers are true multichannel shoppers — a Google research study found that 51 percent research online and then buy in store, while 32 percent research online, visit a store, and then buy online. And, perhaps most importantly, they can easily change their minds mid-purchase, abandon a cart, and go elsewhere to buy the product.

A retailer with a well-conceived omnichannel strategy will in fact optimize across *all* available channels to attract, engage, merchandize and transact with every customer. Attract and engage might be via digital signage or an email marketing campaign, whereas merchandize and transact are via mobile and desktop.

To foster and build brand loyalty, brands need to focus on beyond whether the shopping experience was easy, they also need to consider the brand experience in its entirety. A truly exceptional brand experience is when the look and feel of promotions and marketing offers are coherent across all channels. Having parity between your various channels is of the utmost importance.

So, as you plan your customer-engagement strategy this season, make sure your content is optimized for all channels so that your marketing messages attract and engage your target shoppers.

Contact us here if you’d like to learn how Trilibis technology can shorten your time to market and enhance the functionality of your enterprise web content management or customer engagement system.

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