Mary Meeker recently released her much anticipated Internet Trends 2016 report and, as per usual, it is chock full of influential trends that businesses should use to shape their 2016 strategies. For retailers and brands, there are three trends in particular that should be acted on before one of the biggest shopping days of the year: Black Friday.
1.Online and Offline Worlds Converge
Online and offline are converging. While more traditional brick and mortar retailers are ramping up their online presence, growing ecommerce retailers and brands are opening up physical stores.
One such brand is Warby Parker, a digital eyewear disrupter who began opening up pop up shops and showrooms after experiencing huge success online. Neil Blumental, one of the brand’s founders, stated that, “We believe the future of retail is at the intersection of ecommerce and bricks-and-mortar.” Now at $3,000 annual sales per square foot, they are one of the top grossing retailers per square foot in the US.
As the lines blur, retailers need to meet customers wherever they choose to shop in both the physical world and the offline world – including stores, web and apps. This is especially important as the holiday shopping season approaches. Black Friday no longer draws hordes of customers to the store as more and more begin to hunt deals online. Last year, in-store sales slipped 1.5% over the holiday weekend, despite the fact that overall sales were up. With Mobify’s Progressive Mobile™ retailers can meet customers wherever they choose to shop on Black Friday, delivering seamless engagement across mobile web, iOS and Android apps to grow revenue both online and in-store.
Rather than simply transposing the in-store experience to web, or web to app, Progressive Mobile creates unique and context-based experiences across screens. For example, our Smart Content feature automatically displays relevant content based on triggers like location and customer behavior. So a customer who pulls up the website near your store will see an in-store promotion prominently displayed on the homepage, while someone browsing on their couch at home will see an online promotion. Meanwhile, an in-store customer who opens the app will see a barcode scanner, allowing them to quickly access product information and reviews without having to track down busy store associates. Each channel adapts to the context in which the customer chooses to shop on Black Friday, and the elevated customer experience leads to increased revenue.
2.Hyper-Targeted Marketing Driving Growth
As customers are responding favorably to hyper-targeted marketing, retailers are turning to social networks where they can use intent data to deliver more personalized marketing messages that resonate with shoppers. While most are focusing on new customer acquisition, there is a huge opportunity to re-engage existing customers with hyper-targeted marketing to increase customer lifetime value.
These repeat customers can be especially profitable over Black Friday. The average shopper will spend 17% more per transaction during the holidays, but your repeat customers will spend 25% more transaction over the busy season.
By leveraging big data to deliver personalized content in real-time, Mobify enables retailers to deliver hyper-targeted web push notifications – using contextual information such as location, behavioral data, 1st party data, and integrations with commerce and digital marketing systems. Web push notifications allow retailers to re-engage customers and reach a much wider audience than just those who have downloaded the app. Engaging customers before and during Black Friday with hyper-targeted web push notifications will inspire action and increase conversions.
3.Mobile Ad Blocking on the Rise
With Apple’s announcement that it would allow ad blocking extensions on the new operating system in 2015, marketers began to panic – and for good reason. While ad blocker software had been available on Android for a few years, this was the first time Apple would be allowing it for 700 million iPhone users whose use of the Safari app accounts for more than half of all mobile internet usage. Mobile ad block usage has now risen dramatically – reaching 420 million users.
This is especially worrisome with Black Friday quickly approaching – a very important time of year for marketers to advertise promotions and convince customers to spend with their brand on the big day. If customers are blocking those ads, retailers can’t pique their interest and capture those sales. As such, ad blockers make it that much more important to focus on remarketing to ensure that those who do see your ads are more likely to convert.
But what about bypassing the ad completely? Web push notifications can be used as an alternative to remarketing ads, enabling marketers to effectively engage Black Friday shoppers with personalized messages that drive conversions.
There is a lot of noise around Black Friday and consumers learn to tune it out. Web push notifications provide a leg up on retargeting ads as they pop up right on the device and can be personalized based on time, location and behavior to drive deeper engagement and increased conversions – not to mention they won’t be intercepted by an ad blocker.
Black Friday is coming up fast, but it’s not too late to kick-off your mobile project and have it up and running before the code freeze. Learn more about how Progressive Mobile and web push notifications can help increase your sales this holiday season.