Develop content to increase mobile purchasing on Black Friday
With mobile sales now taking over 44% of all ecommerce sales globally, it's essential that brands of all sizes are prepared for what's predicted to be the biggest online shopping day of the year; Black Friday.
It’s predicted by Visa Europe, that Friday 28th November will see £360,000 spent every minute, or £6,000 every second, on Visa cards alone – with online shopping purchases peaking between 7-8pm.
Kevin Jenkins, Managing Director UK & Ireland at Visa Europe, said: “Black Friday has become the UK’s biggest online shopping day and we’re forecasting £518m to be spent this year. Following a jump last year, retailers are making a bigger Friday push this time around. At the same time, Mega Monday, which used to be the biggest online shopping day, will reach its own new high this year, surpassing £500m. Altogether, we are looking at a £1.7bn Cyber Weekend.”
It’s well documented that smartphones are increasing influence in shopping, particularly over the last three years where the phrase 'M-Commerce' becoming a prime digital consideration for sectors such as retail, travel and healthcare.
Head of Strategy, Robert Drake from BraveSpark, a content agency in London says: "The impact of mobile on shopper user behaviour has been extremely significant over the past year – most of us now carry our phones around 24/7 and as such, we regard these devices as being a central part of everyday life, which includes purchasing habits."
BraveSpark, who work with brands internationally to develop content marketing solutions, has recently developed innovative new technology - in which allows shoppers to complete their purchase from within the video screen. For the first time, shoppers will now have the ability to purchase using a right hand toolbar embedded within the video itself.
The new technology provides seamless integration onto the retailers online e-commerce interface within the streaming video. Brave Spark says that the new technology will provide marketers ROI on content beyond simply engagement and click through.
How can brands create more impact with shoppers this Black Friday?
Brands should be using technology to influence shoppers and their buying decisions – BraveSpark are here to share the ways you can do this;
- Increase the number of available Wi-Fi networks in stores
Easy to access free Wi-Fi connections without onerous registration pages enables visitors to easily access on-site promotions and is proven way to encourage shoppers to stay in stores longer, giving you, the retailer more time to engage with them!
- Use Social Media
Inspiring customers to buy products is best generated through content that shoppers can relate to, for example run competitions for people to #tag onto when in store; perhaps this would be showing off your Christmas dress style in the changing rooms, or the latest gift purchased – you can track them in store and drive key promotions while they are onsite and in the buying mood.
- Integrate ‘push and pull’ promotions
Rather than immediately blasting customers on entry to your store with a irrelevant push message; brands would be more effective at creating a hybrid ‘push, pull’ strategy, using location based tactics to drive them to another area in your store; For example, you could promote your ‘sweet section’ to divert them into another small-purchase, which would have otherwise been out of their pathway
How can brands develop their online position to influence shoppers this Black Friday?
Brands should be using digital technology to influence shoppers and their buying decisions – BraveSpark are here to share the ways you can do this;
- Use Social Media
Inspiring customers to buy products is best generated through content that shoppers can relate to, for example showcasing an outfit for their Christmas Party – where online influence, and social media specifically plays such an important role, users can see a range of styles in one place from a range of brands and stores. By being timely around when and how you showcase your products, as well as tagging onto trends, means that your visibility will increase dramatically.
Twitter shopper talk intensifies in November, ready for Black Friday, so why not make the most of this with running a digital competition or Twitter Takeover? Perhaps you can showcase the latest trending promotions - Star Wars Trivia anyone? or ‘Who wore it best’ when it comes to clothing retailers and drive it back to a similar product you have in store?
- Create A Positive Digital Experience
Social Media isn’t the only digital activity you can do to drive sales this season - mobile consumers today are researching the products and services they want to buy long before they step into the store. “Pre-shopping” has become a common activity among both savvy and casual mobile shoppers.
Mobile consumers peruse a store’s aisles to access a wealth of information from the palm of their hand; sometimes this leads to a purchase being made online rather than in the physical store. This growing behaviour is being referred to as “showrooming.”
The post-store phase of the customer journey is just as important as the other two phases. Retailers can drive loyalty by sending customers push notifications with personalised offers and product suggestions based on a customer’s shopping activity.
To learn more about BraveSpark and to see some of the incredible recent content marketing campaigns they have created, visit their website; http://bravesparkmedia.com
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