The Digital Holiday Season Ends on 12/17
By Jason Grunberg | December 14, 2016
While the 2016 holiday season has broken records for ecommerce and mobile shopping, the countdown clock for digital shopping is quickly winding down. The last call for online conversion will come this Saturday, December 17.
According to an analysis of purchase data from Sailthru’s retail customers, last year retailers experienced significant drop off in email purchase conversion on Saturday 12/19, the weekend before Christmas Day. Nearly 22% fewer consumers converted on purchases even though open rates only dropped 4%.
Multiple factors are driving the digital dip. Consumers are more likely to be out shopping at physical retail locations on the weekend — they may be using email as a signal for deals and going in store to fully check off their list. And as the holidays approach there’s increased doubt that online orders will make it to their destination in time.
This doesn’t mean that retailers should forego focus on digital. Consumers are always connected thanks to their mobile devices, which means you have significant opportunity on — and after December 17 — to drive conversion and holiday revenue.
Here are the top tactics to consider putting in place:
Clearly communicate shipping cut offs
Use email as a means to communicate with consumers on Friday 12/16 with your shipping cutoff dates so that they know going into the weekend that they can still shop online. Bring these messages front and center on your website, in your mobile app and social ads. This transparency not only drives trust, but also urgency.
Promote in-store and click-and-collect
If you’re a retailer with click-and-collect capabilities — where consumers can buy online and pick up in store — make this a focus on your weekend (and last week of holiday) campaigns. More than 60% of consumers who bought online and picked up in-store made additional purchases. Consider pairing the message with “this weekend only in store” promotions to capitalize on increased foot traffic and to increase the likelihood of consumers purchasing additional products in-store. It’s the holidays and incrementally counts.
For those without click-and-collect capabilities, use this weekend and early next week to promote in-store deals and drive consumers to nearby locations and partner retailers.
Push consumers via mobile
Retailers with mobile apps must have a strategy in place for this weekend for push notifications based on location. Let your customers know how close they are to your shop and give them an incentive to come by. For those without a mobile app, use a combination of email and browser push to leverage location to drive foot traffic during weekend and peak weekday shopping times.
Increasing Traffic From Email
Email is (or should be) the most important channel to any modern media company, from legacy publishers to digital-first players. Brands that don't treat it as such are missing on a huge opportunity to increase traffic and ultimately, revenue. Sailthru is here to help, with this guide we developed alongside our Media Advisor, Allison Mezzafonte.
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