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The Gift that Keeps on Giving:
How Can You Turn Mobile Holiday Shoppers
into Year-Round Customers?
Enterprise Webinar Series
Vivian Chang
Director of Digital Marketing
Mada Seghete
Co-Founder
Consumer holiday shopping behavior
Web & mobile commerce trends
Tips for the holidays - and beyond
Holiday Consumer Trends:
Enterprise Webinar Series
The holiday season can account for as
much as thirty percent of a retailer's annual
sales.
https://usa.visa.com/dam/VCOM/global/partner-with-us/documents/2016-holiday-insight-web.pdf
Holiday retail sales in the United States from
2000 to 2017 (in billion U.S. dollars)
https://nrf.com/resources/consumer-research-and-data/holiday-spending/holiday-headquarters
Most sought-after items throughout the season
For more information on holiday insights, visit www.RetailMeNot.com/corp
37% of consumers
plan to make
purchases for
themselves during
the holidays
https://www.brightedge.com/blog/brightedge-research-2017-holiday-shopping-report
Thanksgiving Day 2017
https://www.recode.net/2017/11/24/16696602/thanksgiving-black-friday-2017-online-retail-sales-3-billion-adobe
●
●
●
●
Black Friday 2017
https://techcrunch.com/2017/11/24/black-friday-deals-net-640m-in-sales-so-far-mobile-60-of-all-traffic
“Shoppers capitalized on deep discounts on Black Friday, resulting in the largest
Black Friday online ever. Conversion rates across all devices saw double digit
growth throughout Black Friday.”
●
●
●
Thanksgiving Weekend Roundup 2017
https://www.forbes.com/sites/nikkibaird/2017/11/30/black-friday-weekend-cyber-week-round-up-of-results
●
● the largest US online
shopping day in history at $6.59B
●
●
Deals are a critical part of holiday shopping
Mix promotions to keep shoppers engaged
• Good
– Expedited free shipping
– Discounted gift cards
• Better
– $ or % off single item
– Cash back offers
• Best
– $ of % off storewide
60 percent of consumers
are looking for deals no
matter what they’re buying
Those last 2 weeks are significant
https://usa.visa.com/dam/VCOM/global/partner-with-us/documents/2016-holiday-insight-web.pdf
Web & Mobile Commerce:
Enterprise Webinar Series
Win the holidays across channels
https://nrf.com/resources/consumer-research-and-data/holiday-spending/holiday-headquarters
-NRF Holiday Planning Playbook 2017
The New Consumer Journey
Source: Think With Google
average 9 apps a day
average 10 second attention
span
50% more likely to expect to purchase
something immediately while using
their smartphone compared to a year
ago.
50%
The mobile journey: from browsing to
conversion
starts on mobile
Of shopping research
same-day conversion
Mobile research leads to
of sales on mobile
Advertisers see
App users are your best mobile shoppers
more time in app than
mobile web
Mobile users spend
better than
mobile websites
Mobile apps convert
higher than mobile web
visitors
AOV from app users is
Create pervasive & accessible mobile content
Rich Media
Push
Livestreaming
Video
Messenger
Native
Advertising
Content
Marketing
74%
New tactics for Marketers
Source: RetailMeNot Back to School Insights Guide – August 2017
Facebook Live
60%
Instagram Stories
55%
Snapchat
39%
Vloggers
34%
Influencers
Be Consistent
Make a List and Check it Twice
Enterprise Webinar Series
#1 | Do some self-reflection
#1 | Do some self-reflection
#1 | Do some self-reflection
#1 | Do some self-reflection
#1 | Do some self-reflection
●
●
●
#1 | Do some self-reflection
●
●
●
#1 | Do some self-reflection
●
●
●
#1 | Do some self-reflection
●
●
●
#1 | Do some self-reflection
#1 | Do some self-reflection
#1 | Do some self-reflection
#2 | Focus on Content
#2 | Focus on Content
#2 | Focus on Content
#2 | Focus on Content
#2 | Focus on Content
#2 | Focus on Content
●
●
#2 | Focus on Content
●
●
#3 | Smooth the Customer Journey
#3 | Smooth the Customer Journey
APP
+
thousands of
networks
WEB BROWSERS
Product Marketing
PerformanceEngineering
Unify the customer journey throughout
Marketing Unified User Experience Unified AttributionUsers
#3 | Smooth the Customer Journey
●
#3 | Smooth the Customer Journey
●
●
#3 | Smooth the Customer Journey
●
●
●
Deep Linked ContentTargeted Journey for App UserFB Post
Deep Linked ContentTargeted Journey for App UserFB Post FB Post
Win the holidays across channels
Mada Seghete
mada@branch.io
Vivian Chang
vivian@rmn.com
Q&A

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The Gift that Keeps on Giving: How Can You Turn Mobile Holiday Shoppers into Year-Round Customers?