As mobile devices -- including both smartphones and tablets -- continue to grow in sophistication, they increasingly become a central part of consumers' daily routines. In fact, two out of three people now keep a mobile device within reach at all times (IBM). Checking email remains one of the most common uses of mobile devices, with nearly 50 percent of opens occurring on a smartphone or tablet (Litmus).
So, you know many of your customers are viewing your emails and hitting your website from their smartphones, but how many of them are actually converting? If an individual encounters a poor mobile experience, whether it's a non-mobile friendly email or website or an awkward payment process on a small screen, it's likely the shopper will abandon the effort. So, how can you ensure your mobile-inclined shoppers are getting a seamless experience? Using data collected from the most recent holiday season, Silverpop's Loren McDonald covered key holiday shopping trends and tactics using email and push notifications to help remove the friction from smartphone shopping.
8. 2.3 times higher
than tablet rate
2.3 times higher
than tablet rate
68% of tablet
rate vs 43% in
2013
68% of tablet
rate vs 43% in
2013
Smartphones closing the gap- 2014
33% of tablet
rate vs 28% in
2013
33% of tablet
rate vs 28% in
2013
11. There’s a new digital
shopping day in town:
Black Friday, Cyber
Monday and now …
12. Thanksgiving is becoming a day of family,
football, food and free shipping offers – a
day of restful shopping at home in
advance of the mall madness.
Cranberry-Red Thursday
13. U.S. Retail DailyTraffic and Sales: Desktop & Mobile
Thanksgiving mobile
traffic % exceeded
desktop traffic for first
time ever!
Thanksgiving mobile
traffic % exceeded
desktop traffic for first
time ever!
17. 5 days = 12.6%
YOY growth
5 days = 12.6%
YOY growth
Slows on the
weekend, but still
higher than most
every other day
Slows on the
weekend, but still
higher than most
every other day
Holiday
“shopping
days” are
blurring in the
consumer’s
mind
Holiday
“shopping
days” are
blurring in the
consumer’s
mind
29. Desktop centric
Lots going on
Desktop centric
Lots going on
Simpler, more
mobile friendly
Simpler, more
mobile friendly
30. Smartphone Cart Abandoners – Ideas toTest
Add alternative payment
process copy
Add alternative payment
process copy
Mobile friendly or
responsive
Mobile friendly or
responsive
Test timing – within an
hour vs a few hours later
Test timing – within an
hour vs a few hours later
31. Gift Cards – Browse Remarketing Program
Browse, but don’t buy within 24 hours
•Receive reminder
•Sent daily for 12 days before Christmas
Browse, but don’t buy within 24 hours
•Receive reminder
•Sent daily for 12 days before Christmas
Browse, but don’t buy within 24 hours
•Receive multiple reminders
39. 5. Use Mobile and Web Push
Notifications
@LorenMcDonald
40. Use App Push
for Holidays
Notifications
inbox
Notifications
inbox
Cyber Monday
push notification
Cyber Monday
push notification
What would your Web
sales be without email
marketing?
App without push?
What would your Web
sales be without email
marketing?
App without push?
41. Mobile app push notifications to reinforce email
Deliver consistent
and reinforcing
messaging across
mobile channels to
remind and entice
consumers.
Deliver consistent
and reinforcing
messaging across
mobile channels to
remind and entice
consumers.
42. IBM Mobile Web Push
Mobile Web push
Trigger targeted
notifications to drive the
actions based on
customer interactions.
Trigger targeted
notifications to drive the
actions based on
customer interactions.
45. Download the IBM
Holiday Report
here:
http://www-
01.ibm.com/software/marketing-
solutions/benchmark-reports/recap-
report-2014.html
Loren McDonald
lmcdonal@us.ibm.com.com
@LorenMcDonald
Google+: LorenMcDonald
Hinweis der Redaktion
Entire marketing department needs to align around the customer – can’t operate in silos
Entire marketing department needs to align around the customer – can’t operate in silos
Entire marketing department needs to align around the customer – can’t operate in silos
Entire marketing department needs to align around the customer – can’t operate in silos
Entire marketing department needs to align around the customer – can’t operate in silos
Entire marketing department needs to align around the customer – can’t operate in silos
Over 3,000 shopping cart abandoned emails sent, per month
Segment versions between supplies versus SmartPaks cart abandonment
Sent in AM to customers who abandon cart day prior
IBM
IBM
Visitors browse differently on your mobile site.
Fewer opportunities exist to drive desired actions.
Visitors abandon if content is not targeted or relevant.