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Holiday Mobile Campaign Strategies

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Is Black Friday obsolete? Store closed, apps open? It's never too early to develop strategies to leverage in-app messaging, message center and mobile wallet for holiday shopping.
The first two days of the holiday sales period have netted $4.45 billion in U.S. online purchases, with mobile devices — led by smartphones — accounting for a record $1.5 billion of that amount, with $2.72 billion spent on BlackFriday and $1.73 billion on Thanksgiving. The figures come from Adobe, which has been tracking some 4,500 sites, including 80% of the top 100 retailers.
 
Mobile accounted for 60% of all online traffic on Thanksgiving, IBM said, up 14.8% on a year ago; and it took 54.4% of traffic on Black Friday, up 16.6%. On Thanksgiving, 40% of all sales were completed on mobile devices, another rise compared to last year, when one-third of sales were made on smartphones and tablets. Black Friday saw 35.3% of sales on mobile

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Holiday Mobile Campaign Strategies

  1. 1. 1 © Urban Airship. Confidential. Do Not Distribute. Gearing Up For Holiday 2016: Mobile Campaign Insights & Planning Tips Participate in the social conversation @urbanairship #MobileStrat
  2. 2. 2 © Urban Airship. Confidential. Do Not Distribute. Speakers Stephanie Capretto Digital Strategist Urban Airship Bill Schneider Sr. Director of Product Marketing Urban Airship
  3. 3. 3 © Urban Airship. Confidential. Do Not Distribute. Black Friday Will Never Be the Same According to the NRF, Holiday 2015 was the first year online shopping eclipsed in- store. 102 million shoppers 103 million shoppers In-store Online
  4. 4. 4 © Urban Airship. Confidential. Do Not Distribute. 60% of online traffic came from mobile devices — a 15.4% increase over 2014
  5. 5. 5 © Urban Airship. Confidential. Do Not Distribute. 35% of shoppers would be more interested in shopping at a particular retailer in a physical store after seeing content in a general shopping app.
  6. 6. 6 © Urban Airship. Confidential. Do Not Distribute.
  7. 7. 7 © Urban Airship. Confidential. Do Not Distribute. Mobile engagement trends from holiday’s past 1. Notifications were up 34% y/y 2. Shopper engagement rates doubled in 2014 3. More than 1/3 of all retail app opens were attributed to a notification 4. Shoppers were most engaged the Saturday before Thanksgiving
  8. 8. 8 © Urban Airship. Confidential. Do Not Distribute. 2015 Mobile Engagement Holiday Recap & Strategies
  9. 9. 9 © Urban Airship. Confidential. Do Not Distribute. Daily retail app downloads increased 21% compared to October 2015
  10. 10. 10 © Urban Airship. Confidential. Do Not Distribute. Strategy: Find Look-a-Like Audiences Find highly-engaged users in your app.
  11. 11. 11 © Urban Airship. Confidential. Do Not Distribute. Top performing apps saw notification opt-in rates increase from 55% to 58%
  12. 12. 12 © Urban Airship. Confidential. Do Not Distribute. Strategy: Optimize the Opt-In Ask when the value is clear
  13. 13. 13 © Urban Airship. Confidential. Do Not Distribute. … and Use Email for Personalized Deals via Push
  14. 14. 14 © Urban Airship. Confidential. Do Not Distribute. … or Retarget Opt-Outs with In-App Messaging Retarget opt-outs with the message center - Or - In-app notifications Out-of-the-box device property tag includes opt-out status for easy targeting.
  15. 15. 15 © Urban Airship. Confidential. Do Not Distribute. Nurture New App Users Opportunity: Update automated welcome messages seasonally How should the customer use the app during the holidays?
  16. 16. 16 © Urban Airship. Confidential. Do Not Distribute. Push Notification Send Volume Year-over-Year - 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 Su M T W Th F S Su M T W Th F S Su M T W Th F S Su M T W Thanksgiving BlackFriday S Su CyberMonday 2014 2015
  17. 17. 17 © Urban Airship. Confidential. Do Not Distribute. Promoting Black Friday & Holiday Deals Early
  18. 18. 18 © Urban Airship. Confidential. Do Not Distribute. Push Notification Engagement Rate Year-over-Year 5% 10% 15% 20% 25% 30% Su M T W Th F S Su M T W Th F S Su M T W Th F S Su M T W Thanksgiving BlackFriday S Su CyberMonday 2014 2015
  19. 19. 19 © Urban Airship. Confidential. Do Not Distribute. 22% of app users opened the app after receiving a push notification the Sunday before Black Friday
  20. 20. 20 © Urban Airship. Confidential. Do Not Distribute. Deals Parade Leading up to Black Friday
  21. 21. 21 © Urban Airship. Confidential. Do Not Distribute. Prepping for In-Store Experiences – Macy’s Monday 11/23 Email received after sweeps signup
  22. 22. 22 © Urban Airship. Confidential. Do Not Distribute. App-y Thanksgiving! Stores are Closed, but Apps are Open
  23. 23. 23 © Urban Airship. Confidential. Do Not Distribute. Dynamic Mobile Coupons
  24. 24. 24 © Urban Airship. Confidential. Do Not Distribute. Strategy: Leverage Mobile Wallet to Lock in Loyalty Leverage wallet items as ongoing engagement channels.
  25. 25. 25 © Urban Airship. Confidential. Do Not Distribute. Anti-Black Friday – REI’s #OptOutside Campaign
  26. 26. 26 © Urban Airship. Confidential. Do Not Distribute. More Notifications are Including a Call to Action
  27. 27. 27 © Urban Airship. Confidential. Do Not Distribute. Increased Use of Engaging Emojis
  28. 28. 28 © Urban Airship. Confidential. Do Not Distribute. Offer Code in the Push Notification Tip: Make sure there’s a persistent place for the offer code to live once the user taps though. In-app message center is a great for personalized offer codes
  29. 29. 29 © Urban Airship. Confidential. Do Not Distribute. Strategy: Test Your Messages and Offers Take the guesswork out of mobile engagement success • Test up to 26 variants • Make decisions with confidence • Control group • Measure engagement impact • Direct opens, indirect opens and custom events
  30. 30. 30 © Urban Airship. Confidential. Do Not Distribute. VIP Treatment
  31. 31. 31 © Urban Airship. Confidential. Do Not Distribute. Retailers sent 152% more in-app message center messages
  32. 32. 32 © Urban Airship. Confidential. Do Not Distribute. In-App Message Centers – GameStop Holiday
  33. 33. 33 © Urban Airship. Confidential. Do Not Distribute. In-App Messaging Reaching Users in the Moment
  34. 34. 34 © Urban Airship. Confidential. Do Not Distribute. Message Centers Double Read-Rates 8X Greater Direct Response Than Push Comparing average message center read rate to direct taps on a push Notifications Double Read Rates While home screen badges increase read rates 23% High-performing apps see nearly half of all messages read Overall average read rate for high-performing apps is 44%, while it is 49% for retail apps
  35. 35. 35 © Urban Airship. Confidential. Do Not Distribute. Black Friday is Ending…but Don’t Fret! Cyber Monday is Starting!
  36. 36. 36 © Urban Airship. Confidential. Do Not Distribute. Last Call for Cyber Monday Deals!
  37. 37. 37 © Urban Airship. Confidential. Do Not Distribute. Post-Cyber Monday, Content Ideas… • Gift guides • Last minute gifts, including gift cards • Shipping deadline reminders • More deals! • Warm & fuzzy holiday cheer
  38. 38. 38 © Urban Airship. Confidential. Do Not Distribute. 5 Ideas to Plan for Holidays 1. Mine your app for valuable customers and power look-a-like acquisition campaigns 2. Define your push notification value proposition to nurture new app users acquired during holiday 3. Double your “stickiness” with Message Center 4. Leverage Wallet to build an offer based engagement channel thru the holidays 5. Use mobile data to start learning about
  39. 39. 39 © Urban Airship. Confidential. Do Not Distribute. Q&A @urbanairship #MobileStrat

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