Retailers rightly consider the holiday season critical for their business, as some 35% of annual sales is realized within these few short weeks. And with mobile devices now accounting for over 40% of ecommerce sales, and influencing more than $1.1 trillion of in-store retail sales, savvy marketers are turning the focus of their 2014 holiday strategy toward mobile programming to drive spend across all channels.
At GPShopper, when we help our clients plan for the holiday, we like to divide the season into 5 time periods, each using specific tactics to best engage mobile customers. In this post, I focus on strategies around the last 3 stages, kicking things off with Black Friday weekend.
BLACK FRIDAY WEEKEND: GET THE SALE, SAVE THE SALE
November 28, 29 and 30
This is where load and scale testing comes in handy! You’re going to see a LOT of traffic on your ecommerce site, mobile site and app – especially if you’ve been using our pre-season ramp-up tactics.
- Turn Lines into Commerce Opportunities – Use geo-fenced push notifications for special offers to shoppers standing in line. This rewards them for their early morning/late night dedication and decreases abandonment.
- Save the Sale – Local inventory may run out, but using a mobile app scanning feature can enable your shoppers to still get the products they want from the website. Added bonus: this decreases showrooming to your competitors.
- Segment Your Messaging – Time-based push notifications are extremely successful with out-and-about shoppers during this busy retail weekend. Additionally, segmenting users by loyalty status will increase the relevance of any push program.