Here at the Koupon Media office, we were more than excited to see Apple’s latest announcement this morning, especially with its emphasis on the personalization and convenience of mobile technology and mCommerce.
It’s no news that the holiday season is the biggest shopping event of the year, but, this year, mobile played a major role in the way people shopped. Less emphasis falls on Black Friday now that presales and online deals are so predominant among retailers, and shoppers are spending less time in brick-and-mortar locations and more time on their personal devices. Retailers can capitalize on this trend in the New Year by focusing on mobile marketing and offering personalized, convenient mobile offers through Koupon Media’s fully integrated platform.
According to a study by IBM, traffic from mobile devices surpassed traditional laptop anddesktop computers for the first time ever this season. Black Friday mobile traffic accounted for 50% of all retailtraffic, a figure that rose 25% from last year. On Christmas Day, mobile traffic accounted for 57% of all online retail traffic, up 18% from last year, and 35% of all online sales. The study also showed that most consumers are utilizing smartphones for research, and tablets for purchases, with desktops purchases decreasing from previous years.
Similarly, PayPal reported that mobile traffic was up 52% on holiday shopping’s biggest weekend.
They found that consumers still enjoy shopping in brick-and-mortar stores during the holidays, but in most cases (53%) shoppers are using their mobile phones while in stores to price check, look for deals, and conduct research on the products they are purchasing in stores.
Social media marketing also played a big role in holiday sales, IBM found, with Facebook referrals driving an average of $89.80 per order, and Pinterest referrals driving an average of $99.86 per order.
IBM also found that targeted coupons and mobile offers played a major role in shoppers’ buying habits. While retailers in general sent fewer promotional emails this holiday season, there was a higher rate of coupon usage, meaning that marketers are focusing on creating more targeted, relevant offers.
For advertisers, this means that mobile marketing and social media marketing need to be the focus of future marketing initiatives. “Mobile has become the new Thanksgiving tradition as consumers find the best deals with their fingers as well as their feet," said Jay Henderson, Director, IBM Smarter Commerce. “We saw retailers harness the power of data to engage shoppers, identifying the unique preferences of their customers while quickly capitalizing on online, mobile or in-store trends as they emerged.”1
In keeping with these holiday statistics, Koupon Media allows retailers to gather the data necessary to create highly targeted mobile offers that convert into sales. Our mobile marketing platform, which easily integrates with social media marketing campaigns as well as email and desktop, is the key advertisers need to capture the increasing number of mobile shoppers throughout the year.
With all of the excitement surrounding the holidays, marketing campaigns appropriately leverage the time of year for limited-time offers but sometimes end up leaving long-term consumer retention on the backburner. As a result, coupled with the hit the holidays take on consumers’ wallets, retailers often see a drop in consumer engagement come January.
The holidays are right around the corner, which means everyone is in the mood to shop. Consumers everywhere are gearing up to run around town looking for decorations for the house, the right ingredient for that family recipe, or for that perfect gift for everyone on their list, and they’re looking for brands that are offering the best deals on all of the above.
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