With Black Friday, Cyber Monday (BFCM) and China’s Singles Day around the corner, some retailers are scrambling to prepare. With 2016’s record-breaking year, 2017 shows great promise.
Last year, consumers spent a total of $12.8 billion online in the U.S. during the five-day period between Thanksgiving Day to Cyber Monday – falling short of China’s $17.8 billion spent online on Singles Day (11.11).
Image Source: MoneySense
With several brands participating in these shopping events, how are you going to stand out? Here are some upcoming trends to keep in mind for a successful Black Friday 2017:
Last year mobile shopping accounted for nearly 70% of Thanksgiving traffic – surpassing desktop orders and generating over $1.2 billion in sales. This trend is expected to continue to rise, thanks to the convenience of shopping from the comfort of your home on your mobile. Good-bye to waiting in line at 3 A.M!
Don’t make mobile an afterthought – mobile-friendly checkout options will play a significant role for 2017’s BFCM traffic. It’s important to make use of mobile-friendly tech to encourage mobile conversions such as notifications, text messages, click-to-call and one-click checkout.
Image Source: UI Movement
Although Black Friday is traditionally an American event, it’s important to remember not to solely focus on the U.S. market. International audiences are becoming more aware of the annual event and will jump on the chance to save – especially if you have an online store. Hundreds of Canadians will travel south and UK audiences contribute to a great portion of online sales. To account for these international audiences you may want to cater or change your messaging to include them – such as, offering free international shipping and preparing your logistics to accommodate their orders in a timely manner.
Social Media and Email Marketing
Get your fans and followers involved by running contests and promotions. Social media and word of mouth is a great way to create awareness – especially when you can interact and engage with them.
DeepMarkit allows you to quickly create an engaging social campaign for your BFCM promotion to help you increase your sales and holiday messaging. The tool allows you to create a fun promotion that not only helps to incentivize your audience but creates a memorable experience and provides instant gratification.
Image Source: Business of Apps
You’ve built up your audiences on social media and email, ensure that you are consistent with your messaging and convert them into sales. DeepMarkit makes it easy to indirectly market and collect audience data.
Technology and the Customer Experience
It’s clear that technology is changing how we shop (i.e. the increase in mobile commerce). How you decide to use it to create a unique customer experience will help differentiate your brand. BFCM and other retail seasons offer a unique opportunity for you to stand out to new and potentially lifetime customers.
Several brands and merchants in China are converting their physical locations into “smart stores” for 11.11. They will feature new retail experiences from browsing, payments and event games to earn special promotions and prizes.
Are you ready for Black Friday and Cyber Monday?
BFCM and 11.11 present a huge opportunity for retailers to capitalize on the year’s holiday season.
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