3 Mobile Push Tips for Holiday 2014
With nearly $1 trillion at stake this holiday season and the possibility that 58 percent of shoppers will trek to stores they've never visited, except online to research the "perfect" gift, brick-and-mortar and e-commerce marketers may want to add mobile push notifications to the marketing mix to make sure customers come their way.
Deloitte forecasts holiday sales will increase 4 percent to 4.5 percent this year because of positive economic news, resulting in $981 billion to $986 billion in sales. eMarketer estimates $61.8 billion will come from e-commerce purchases—16 percent of which will happen on mobile devices. But online contributions to sales don't end there—Deloitte believes "84 percent of shoppers use digital tools before and during their trip to a store," says Alison Paul, vice chairwoman of Deloitte LLP and retail and distribution sector leader. "Additionally, those shoppers convert or make a purchase at a 40 percent higher rate than those who do not use such devices during their shopping journey."
Denver-based marketing vendor Placeable, which provides the 58 percent unique shopper statistic in research titled "Lost at the Mall: Trends in Holiday Shopping Behavior," finds 89 percent of holiday shoppers expect to find location-specific content on a brand's website. (Asked Thursday about the reason for the shop switch, a public relations representative for Placeable couldn't explain the reason customers would abandon old stores.)
IBM's Antonietta Rubinetti says marketers can help customers by bringing the content to them.
"Last year, during the five-day period from Thanksgiving through Cyber Monday, for example, retailers on average sent 77 percent more push notifications compared to daily averages during the previous two months," she writes on Nov. 13 in the Smarter Commerce blog.
In "Mobile Push Notifications: Target Customers Wherever They Are This Holiday Season," Rubinetti suggests marketers:
1. Use a Combination of Notifications: