Article in eMarketer
Written by Yoram Wurmser
This week, eMarketer released a report that reviews the lessons of 2015, and makes early predictions for the 2016 holiday retail season. From the report:
“We saw a tremendous jump in purchase activity on Thanksgiving itself, including activities across our apps, revenue, average order value, etc.,” said Maya Mikhailov, co-founder and CMO of GPShopper, a mobile commerce platform for retailers. “So we definitely saw that Thanksgiving itself has become a go-to shopping day.”
“Some of our retailers were pushing out Black Friday deals early,” said Mikhailov. “They were giving a first look to mobile app customers via push notifications, driving a lot of that loyal customer purchase activity right on Thanksgiving.”
“You’re going to see a ton of visit and browse activity in mobile web,” said Mikhailov. “Where retailers are still struggling notably in mobile web is conversion activity, because it’s not necessarily the best medium for that particular activity.”
About the Analyst
Yory Wurmser covers digital media and marketing in the retail industry for eMarketer. He writes on a wide range of topics affecting retailers, such as omnichannel marketing, Big Data and loyalty, and mobile advertising.