Black Friday + Cyber Monday + Holidays = Is Your Mobile up to Snuff? Ah, the holiday season. The tension builds for consumers, retailers and marketing departments alike. Yes, this is the make-or-break time of the year for marketers, ensuring their brands stay at the peak of demand, on trend, and of course, ahead of the competition. But alas, many brands still fail miserably when it comes to the one thing that’s tethered to everyone these days – mobile.
Black Friday/Cyber Monday brought out stampeding hordes in North America last week. This relatively short time period marks the new bellwether for spending, the economy, and the lucrative holiday shopping season. Consumers are more empowered and connected than ever before, flooding the digital landscape with shopping transactions. The way consumers research and make their purchases has changed – with mobile making our lives simpler, more efficient, and arming us to be smarter, more informed purchasers.
Adobe Digital Insights put out some very telling stats, “Cyber Monday sales totaled $3.45 billion, which set a new e-commerce record up 12% year-over-year.” Yes, $3.45 billion on Cyber Monday alone. In the same report, Abobe estimated, “for the first 28 days of November, the four-week period drove $39.97 billion in digital sales, a 7.6 percent jump compared to the same period in 2015. Only one day this month failed to generate less than $1 billion in online revenue.” Along with that, the mobile commerce numbers for Black Friday and Cyber Monday are humbling coming in at $1.2 billion and $1.07 billion respectively – yes, Black Friday has become the first day ever to generate a billion dollars in sales from mobile devices.
Why is this important? Because it’s no longer necessary to make the pilgrimage to a store to locate the object of our desire. With a swipe or tap, we can make decisions on the fly. Ok, stop right there. Here’s where you have to take a hard look at your brand. If this is the new reality for shopping, have you stepped up your mobile game to match? Does your brand have a Uber-esque ease when it comes to making mobile decisions and mobile purchases, or are you leaving consumers frustrated (abandoning the mobile baskets in their pockets)? It’s gut check time people – if you’ve succeeded in elevating your brand to capture the ever-elusive customer’s attention, then make sure you don’t leave the sale in their pocket.
Adobe released its 2016 online shopping data for Cyber Monday and the holiday weekend overall.
Michael Chase, CMO
St. Joseph Communications
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