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2014 holiday online shopping mobile trends silverpop

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As mobile devices -- including both smartphones and tablets -- continue to grow in sophistication, they increasingly become a central part of consumers' daily routines. In fact, two out of three people now keep a mobile device within reach at all times (IBM). Checking email remains one of the most common uses of mobile devices, with nearly 50 percent of opens occurring on a smartphone or tablet (Litmus).

So, you know many of your customers are viewing your emails and hitting your website from their smartphones, but how many of them are actually converting? If an individual encounters a poor mobile experience, whether it's a non-mobile friendly email or website or an awkward payment process on a small screen, it's likely the shopper will abandon the effort. So, how can you ensure your mobile-inclined shoppers are getting a seamless experience? Using data collected from the most recent holiday season, Silverpop's Loren McDonald covered key holiday shopping trends and tactics using email and push notifications to help remove the friction from smartphone shopping.

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2014 holiday online shopping mobile trends silverpop

  1. 1. Email & Mobile: Takeaways FromThe 2014 Holidays AndTips For Improving In 2015 Loren McDonald Silverpop, an IBM Company
  2. 2. 309
  3. 3. And Christmas 2014 was only 54 days ago
  4. 4. So let’s take a look back …
  5. 5. Today’s Agenda
  6. 6. Smartphones are starting to close the “browse-to-buy” gap
  7. 7. 2.3 times higher than tablet rate 2.3 times higher than tablet rate 68% of tablet rate vs 43% in 2013 68% of tablet rate vs 43% in 2013 Smartphones closing the gap- 2014 33% of tablet rate vs 28% in 2013 33% of tablet rate vs 28% in 2013
  8. 8. Phablets likely contribute to smartphone increases Source: Xperia-z.net
  9. 9. There’s a new digital shopping day in town: Black Friday, Cyber Monday and now …
  10. 10. Thanksgiving is becoming a day of family, football, food and free shipping offers – a day of restful shopping at home in advance of the mall madness. Cranberry-Red Thursday
  11. 11. U.S. Retail DailyTraffic and Sales: Desktop & Mobile Thanksgiving mobile traffic % exceeded desktop traffic for first time ever! Thanksgiving mobile traffic % exceeded desktop traffic for first time ever!
  12. 12. Thanksgiving sales increased at much higher rate Thanksgiving sales increased at much higher rate
  13. 13. Thanksgiving Black Friday Cyber Monday The 5 Days of Cyber Shopping
  14. 14. 5 days = 12.6% YOY growth 5 days = 12.6% YOY growth Slows on the weekend, but still higher than most every other day Slows on the weekend, but still higher than most every other day Holiday “shopping days” are blurring in the consumer’s mind Holiday “shopping days” are blurring in the consumer’s mind
  15. 15. Email cadence continues to ramp up …
  16. 16. Median retailer sent 2broadcast emails on Black Friday
  17. 17. Week leading toThanksgiving – Open Rates Decline ThanksgivingThanksgiving Friday beforeFriday before
  18. 18. Agenda –Tactics
  19. 19. 1. MakeYour Emails Mobile- Friendly @LorenMcDonald
  20. 20. Source: Litmus, Jan 2015 53% of emails now opened on mobile devices
  21. 21. Responsive Design is One Approach DesktopDesktop MobileMobile
  22. 22. Horizontal “sections” Horizontal “sections” Big, finger- friendly buttons Big, finger- friendly buttons
  23. 23. 2. Cart and Browse Abandonment Remarketing Are No Longer Optional @LorenMcDonald
  24. 24. Cart abandonment remarketing will become even more important in the era of mobile shopping. Think about it…
  25. 25. Desktop centric Lots going on Desktop centric Lots going on Simpler, more mobile friendly Simpler, more mobile friendly
  26. 26. Smartphone Cart Abandoners – Ideas toTest Add alternative payment process copy Add alternative payment process copy Mobile friendly or responsive Mobile friendly or responsive Test timing – within an hour vs a few hours later Test timing – within an hour vs a few hours later
  27. 27. Gift Cards – Browse Remarketing Program Browse, but don’t buy within 24 hours •Receive reminder •Sent daily for 12 days before Christmas Browse, but don’t buy within 24 hours •Receive reminder •Sent daily for 12 days before Christmas Browse, but don’t buy within 24 hours •Receive multiple reminders
  28. 28. 3. Make It Easier to Buy @LorenMcDonald
  29. 29. Stored Payment Explodes Source: Screenwerk
  30. 30. Show and “Countdown” Shipping Deadlines and Options
  31. 31. 4. Use Content and Intrigue to Break the Holiday Email Monotony @LorenMcDonald
  32. 32. 12 Deals of December – Creates Anticipation
  33. 33. 12 Days of December – 12/2 to 12/14
  34. 34. Content Beyond Discounts and Free Shipping
  35. 35. 5. Use Mobile and Web Push Notifications @LorenMcDonald
  36. 36. Use App Push for Holidays Notifications inbox Notifications inbox Cyber Monday push notification Cyber Monday push notification What would your Web sales be without email marketing? App without push? What would your Web sales be without email marketing? App without push?
  37. 37. Mobile app push notifications to reinforce email Deliver consistent and reinforcing messaging across mobile channels to remind and entice consumers. Deliver consistent and reinforcing messaging across mobile channels to remind and entice consumers.
  38. 38. IBM Mobile Web Push Mobile Web push Trigger targeted notifications to drive the actions based on customer interactions. Trigger targeted notifications to drive the actions based on customer interactions.
  39. 39. Are you leaving “mobile shopping” money on the table?
  40. 40. Download the IBM Holiday Report here: http://www- 01.ibm.com/software/marketing- solutions/benchmark-reports/recap- report-2014.html Loren McDonald lmcdonal@us.ibm.com.com @LorenMcDonald Google+: LorenMcDonald

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