There are 3 types of customers that your business needs to be ready for during Cyber Week.
Find out who they are — inside the video.
Hey guys, it’s Chia from Brand24, and today we’re going to look at some digital retail
trends from last year’s Cyber Week to help prepare for THIS year’s shoppers!
Based on figures and trends from recent Black Friday’s and Cyber Monday's, we can
see that businesses definitely need to have a few Cyber Week strategies in place for 3
types of shoppers.
This includes: (1) customers using different types of devices to shop online, (2) multichannel
shoppers who might visit your store and/or your website and (3) online shoppers who expect
to get ahold of the items they purchased as soon as possible.
So, a really important trend that we’ve observed with Cyber Week is the rising share
of traffic that comes from mobile devices.
According to Adobe:
60% of the season’s revenue came from desktop users, while 30% came from shoppers on mobile
devices, and 10% from tablet users.
For Black Friday, Salesforce found that 67% of all digital traffic came from mobile devices
(that's up from 61% last year), which also accounted for 49% of order shares (up from 42%).
So these statistics show us that while conversion rates are still higher for desktop devices,
a growing number of shoppers are using their mobile devices to do research before they
make important purchase decisions.
This means that optimizing your website for both mobile and desktop devices is really key to
increasing your Cyber Week sales.
And apart from shoppers who only shop online through a computer, smartphone or other kind of device,
a survey conducted by the National Retail Federation found that over 89 million Americans
engaged in multichannel shopping during Cyber Week, which is almost a 40% increase from
the previous year.
The rise in multi-channel shopping demonstrates the very dynamic nature of commerce, and it points
to the increasingly interdependent relationship between retail and technology: last year,
only 21% of shoppers did all their shopping in-store, compared to 25% who ONLY shopped
online.
The vast majority of consumers did multichannel shopping during Cyber Week.
This means that it’s really important for businesses this year to analyze their shopper
demographics so they can tailor in-store shopping experiences and online offers to really specific
audiences...
The growing number of shoppers who expect to receive items purchased online almost instantly
is one more development that is getting hard to ignore.
We can see this in last year's record 50% growth in BOPIS (Buy Online, Pick up in Store)
sales.
This growth shows us that being able to start using, or just have, a newly purchased item
immediately is a huge draw for many consumers — even if they do all their Black Friday shopping
online.
Actually, picking up on consumer preferences, even Amazon has started to offer free 1-day
delivery for low-ticket items to Prime members.
On Amazon recently, on Amazon Day, Prime members were offered free shipping on low-cost ADD-ON items — even
if that was just a $2 box of bandaids.
NOW, they’ve started to offer free 1-day delivery on certain products that used to
be inexpensive add-on items — and not just for on one day: Prime Day.
This means that Amazon Prime members won’t necessarily have to fulfill the $25 order
minimum in order to qualify for free 1-day shipping.
Since Amazon doesn’t have physical retail stores, this will elevate their shipping
costs considerably, but just the sheer convenience of being able to purchase a product online and
then have access to it as soon as possible is something that can benefit both consumers
and retailers, especially if those retailers have brick-and-mortar locations.
Consumers love to “Click and Collect” because they can select and purchase items
without having to deal with big crowds and long lines — and then they can just swing
by the store the next day to pick up their order, without having to wait several business
days or worry about their delivery status.
And retailers can benefit from this because every time a customer visits their store — even
if it's just to pick up items they already ordered online — it gives them another opportunity
to show more products to more consumers to potentially generate more sales, or even upsell.
Plus, both retailers and consumers save on expensive shipping costs this way.
Just taking consumer preferences like this into consideration, one of the most practical
things you can do to increase sales for your business during Cyber Week is to just help
your customers get the items they purchase online as quickly as possible. So, that could
mean offering expedited delivery, or free in-store pick up.
These are just a few trends and developments to keep in mind while you prepare
your business for Cyber Week!
If you have any questions, just let me know in the Comments section!
And if you’ve found this video helpful, feel free to Like, Share and Subscribe to
our YouTube Channel where you’ll find plenty of tips and information on how to do even more
in social media and digital marketing!
We’re going to be taking just a quick break to prepare some new episodes for you, but we’ll see
you in a few weeks.
Thank you sooo much for watching, I hope you learned something new, and I’ll see you
next time, bye!