'Tis the season: eCommerce trends these holidays

'Tis the season: eCommerce trends these holidays

Beginning with the Black Friday and Cyber Monday sales, this year's holiday shopping season lasts up until early 2020. That’s over a month of late-night shopping, online flash sales and discount deals. Having an impact on retailers' profit margin for the year, this season is huge for businesses. Keep on top of the marketing trend this year to ensure your customers don't miss out!

Streamline communication using an SMS API or platform to reach consumers directly and set yourself apart from the crowd. Retain customers by sending tailored and automated messages throughout the shopping season all the way through to the new year.

Gift

Related: '7 SMS features to make communicating easier'

Marketing trends you'll see over this year's holiday season:

  • A sense of urgency - 'limited time offers', free gift with purchase, threshold sales and flash sales. These deals are quick and limited sales that take advantage of shoppers' FOMO (fear of missing out).
  • In-store sales - there are year-round online sales that tend to lack the customer experience that brick and mortar stores provide. These discounts fulfil the needs of customers who don't get the full in-store service online.
  • Customer retention - loyalty and referral programs increase trust in brands and profitability. Word of mouth recommendations and referrals are much more likely to lead to long-term, loyal customers.
  • Surveys and reviews - get your customers' opinion and better your business. Tailoring the customer experience to address pain points is a way to anticipate customer needs and exceed expectations.
  • Direct messaging campaigns - keep customers up-to-date and engaged over the long holiday period. Notifying customer of promotional content when it becomes available is vital to a successful marketing campaign and provides value.
  • Local conventions are going global - regional shopping days are becoming international sales with globalisation becoming more and more prominent. There is a loosening of borders in terms of retailers and big shopping days.
  • Promotion flexibility - continuing discounts past their closing date if they are performing well, or cutting a sale short if it isn't. Competitive and relevant discounts are a strategic way of fulfilling your customers' needs while still providing the best value.

Related: '5 common SMS marketing pitfalls'

According to Facebook’s Holiday Marketing Guide 2019, 65% of holiday shoppers report being more likely to shop with businesses they can message. And, 44% of consumers who shop in the first month of the year cite that ongoing seasonal sales are their main reason for spending in January.

Holiday Shopping

Facebook's Holiday Marketing Guide 2019

This guide contains fascinating statistics and insights to keep in mind when preparing for the holiday season rush.

  1. Consumers are getting it done earlier and earlier. In 2018, 43% of shoppers started their holiday shopping in November or earlier, with nearly 1-in-10 finishing their holiday shopping by late-November.
  2. 70% of consumers say technology has made it easier than ever to take their business elsewhere, concluding that Customer Experience is a high priority for retailers.
  3. Social media in the new window shopping and has a big impact on how consumers perceive products. 69% of people find Stories on Facebook and Instagram a great way to discover and become familiar with new products or services. And 62% of people become more interested in a brand or product after seeing it in social media Stories.
  4. Shopping in-store has strengthened in the past year due to Customer Experience. In the USA, 42% of holiday shoppers said they shopped in-store for the ambience, and 27% said they shopped in-store to spend time with family.
  5. Shopping events are going international, particularly sale days such as 11:11 in China, and Black Friday and Cyber Monday in the USA. Between the 2017 and 2018 seasons, shopping on Black Friday and Cyber Monday grew globally by 9% and 15%, respectively. And Singles’ Day (11:11) in China grew globally by 25% in the same period.
  6. Loyalty is fueled by messaging. Facebook messenger recorded 20 billion messages between people and businesses in 2018 and, as mentioned, 65% of holiday shoppers prefer spending with businesses they can message. Global holiday shoppers message businesses to find out particular information—48% ask about product details, 43% ask about purchasing a product, and 37% ask for store information.

Mobile marketing means that consumers receive update straight into their hand(sets). A secure business SMS gateway allows your business to cut through the noise and directly engage with your customer.

For more information about implementing SMS into your marketing campaign get in contact with our friendly Support Team.