Key Insights For Smartphones Shoppers

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Key Insights for Smartphone shoppers based on an online research conducted among US Smartphone users between 18-64 years age group.

Phones are Shopping Companions. Consumers turn to phones, to make their shopping experience easier. The top two reasons consumers turn to their phones is to browse products and find discounts and deals.

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Apparel is the most common category shopped for on the smartphones.

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Smartphones are the go-to source to compare prices and browse or look for products even In-Store. Looking for discounts or offers is the third most important activity on Smartphones.

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More than half the users use their Smartphones to shop and 58 percent have reported using an app in the last 30 days.

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Discounts and Deals are the most important reason for the mobile shopper to download an app. The Discounts and Deals and Bonus Offers are the top motivating factors for installing an app.  These are the reasons that contribute to the users returning to an app after uninstalling.

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Source: Think With Google

 

Key Insights For Increasing Subscription Box Sales

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Subscription Box Service and Products are trending for social commerce with a  predictable profitability model on account of high retention rate and recurring revenue. According to  research study by Hitwise, earlier this year, as high as 53 percent subscribers are mobile first with Search and Social bringing in disproportionately higher traffic.

Search Campaigns Are Key For Product Discovery

Search Campaigns bring in the highest traffic for Subscription Boxes. Algorithm based discovery has increased visits to subscription box services. Identify the segments that you would like to target and go with the search phrases and terms that are most searched for by the segment.

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As high as 34 percent of traffic for the US Subscription product sites came from Search Engines in Dec 2015. According to Hitwise,”search engines are still the most common referring source of traffic to today’s subscription box sites, though subscription sites rely less on search than other retailers. In the United States, 34 percent of referred traffic to subscription retail sites came from a search engine during the month of December 2015.”

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Social Media Increases Clicks and Conversions

Social Media brings in the highest clicks and conversions.  In the United States, 13.5 percent of referred visits to subscription box sites in December 2015 came from a social media site, whereas the typical retail site received only 8.4 percent of traffic from social. The uptick in engagement and visits from Social Media and blogs is due to the ease of sharing and referring friends bringing in greater conversions.

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Referral Marketing Key For Driving Sales Growth

According to Statista, as high as 53 percent Half Of Mobile Shoppers Check In Via Social Media. Refer-a-friend and referral marketing programs are a strong driver for Subscription category products. As high as 13.5 percent of referred visits to subscription box sites in December 2015 came from a social media site.

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Occasion Linked Offers Increase Social Media Engagement

Designing your campaigns for Mobile first consumers with a seamless shopping experience increases the engagement. Optimizing search Campaigns and Social Media posts as well as Blog posts for key seasonal days increases the engagement and site visits from your campaigns. Design your posts to help audiences learn about your offers that are easy to navigate and avail.

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Promote Your Subscription Box with a Contest

Promote your Subscription Box with a Gift card or a Giveaway contest. Target your audience by co-promoting the offers with a Contest on social media accounts that your target audience is most engaged on.

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Also see search terms that work for different segments:

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7 Insights For Email Marketing

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Based on a study of over nearly 750 companies representing 3,000 brands in 40 countries, the email benchmark study done by IBM, and Experian’s Q2 2016 Benchmark report , here are 7 insights for Email Marketing.

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Open rates during the holiday season are lower, making it important for retailers to increase the frequency during the holiday season. At the same time targeting email subscribers on Social Media  has a higher CTOR (Click To Open Rates). According to Experian, Targeting email subscribers based on their interest in social media can lead to high email engagement for brands. For example, welcome emails sent to subscribers who engaged via Facebook had an 11 percent higher click-to-open rate than other welcome emails from the same brand (22 percent for Facebook welcomes compared with 19.9 percent for other welcome emails).

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Key Takeaway : Increase the frequency of emails during the holiday season. Target email subscribers on Social Media to achieve a higher Click To Open rate for your campaign.

Click-Through Rate

Mean click-through rates are 0.80 percentage points lower at 28.6 percent during the holiday season.

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Key Takeaway : Marketers need to factor in lower click-through rates, to achieve their KPIs, despite the increased frequency of emails.

Engagement

Engagement, often called “read rate,” measures how long a recipient reads an email at three different time intervals: “read”(eight or more seconds); “skimmed” (two to less than eight seconds) and “glanced/deleted” (less than two seconds).
Overall, more than half – 53 percent of emails tracked were classified as read, followed by glanced 26 percent and skimmed 22 percent.

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Key Takeaway : With high read rates, emails make for an effective engagement marketing tactic. If the goal of the brand is to engage customers then email should be in your marketing plan.

Transactional Messages

Behavior triggered emails have a better performance rate. Transactional messages have been seen to be a powerful customer contact moment and these statistics bear out the point.

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Key Takeaway : Transactional messages present a new opportunity for brands to engage readers with promotional offers.

Creative Content

Email creative that has a sense of urgency built into it for Holiday campaigns saw better performance. According to Experian, use of a Countdown clock in 2015, saw a higher Click To Open Rate.  Marketing campaigns that included a dynamic countdown clock had a 41 percent higher click-to-open rate and more than double the transaction rate of other holiday mailings from the same brands.

Key Takeaway : Customize your content with tools that create a sense of urgency.

Email personalization

Personalization can help boost the performance of promotional emails. Based on data from April 2015 to March 2016, brands that included personalized subject lines experienced 27 percent higher unique click rates, 11 percent higher click-to-open rates and more than double the transaction rate compared with other promotional mailings.

Key Takeaway : Personalize your message for Holiday Season.

POS Subscribers

For the time period between April 2015 and March 2016, welcome mailings to POS subscribers had a 32 percent higher click-to-open rate than for subscribers obtained from other sources (23.2 percent for POS compared with 17.5 percent from other sources). For online customers offer a chance to subscribe to brand’s emails at the time of checkout.

Key Takeaway : Collect data at POS location that is validated and improve the quality of email data.

Key Insights From Holiday Season Campaigns

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The traffic for Retail eCommerce sales during holiday season is nearly 50 percent mobile. Getting your campaign ready for mobile users, you cannot ignore the Top 25 properties that mobile users flock to during the holiday season. Here is a snapshot of top sites that users access by Mobile vis-a-vis, computers as well as the time spent, as per the Digital Usage Trend report for the month of December by IAB.

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Facebook is the leading web property as per the comScore US Media Metrix Multi-platform research for December 2015. Google sites are the leading Go-to sites for Internet users on Computers. Nearly 70 percent of the time spent on Facebook is on Mobile.

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Here are the key insights from note-worthy social media campaigns for Holiday Season.

Target Launches The Holiday Odyssey

Target followed a Storytelling approach engaging audiences with a brand experience titled Adventure, where three kids and Bullseye set on a  quest to light up a Giant tree, set in a magical forest. In another video, Target introduced Free shipping and returns with a   story where the adventure is Set on the Whipped Cream Sea, with LEGO pirate ships carrying precious holiday cargo. Target  boosted the viewer engagement with Free Digital Storybook spot “The Holiday Odyssey” featuring the epic adventure. In the  spot titled Undercover, the gang went past the Stormtroopers, through a maze of giant presents as the  quest to light the ridiculously giant tree continued. Target began the Holiday marketing effort,   with first Chapter titled “The Journey Begins”.

Key Takeaway: Engaging experiences targeted at an audience with storytelling approach requires more than a single post or video for audiences to discover the content. Creating an experience that helps audiences discover about your offers and products with a video makes for more interactions, repeat visits and conversions.

 

Febreze Lightens Up The Mood 

With the holiday season advertising being all about miracles, wishlists and Stocking Stuffers, Febreze  created a humorous campaign that is likely to be noticed, much like the Ugly Sweaters for its unmarketing.

Febreze, a Proctor and Gamble brand took 12 Days of Christmas to the level of a parody by introducing 12 Stinks of Christmas.  Lynch and Morrison premiered their music video during the Febreze #12Stinks of Christmas Party – ugly Christmas sweaters all – at LightBox. Attendees could sing along to the kitschy tune and learn that they can be guest-ready all season long with Febreze through interactive product demos.

Febreze  reinvented the classic holiday tune, “The 12 Days of Christmas,” to showcase the stinks of the season and how to stay guest ready, with the debut of “The #12Stinks of Christmas” starring the hilarious duo, Jane Lynch and Matthew Morrison.

 

Febreze boasts a line of products with freshness capabilities that range from ridding of pet odors and tackling sweat stink to decorating the home with scent and freshening on the go and introduced a limited edition holiday line. Febreze continues to be one of the fastest growing brands in P&G’s portfolio of household brands and bring innovative products to market. Fresh air is an essential and basic human right, and that the air we breathe can give us “fresh starts.”

Key Takeaway: When you need your advertising to break through the clutter, unmarketing may get your brand noticed with a campaign that brings out the unusual.
Macy’s Make-A-Wish

Macy’s Make-A-Wish Campaign wove Christmas Magic with a Wish-writer pen that brings magic to unusual situations that makes Christmas look magical. “The star of the commercial is the magic pen, and we were trying to find another way to get engagement — this idea of gamification is the way to do it,” said Martine Reardon, CMO of Macy’s. “It’s our twist of bringing something traditional and nostalgic to the modern way the generations of today work, which is on mobile devices and through apps.”

Key Takeaway: Making Audiences nostalgic is a way of capturing audience interest and launching your campaign when audiences start looking for gift ideas can help you strike the right chord.
Walmart’s Retailtainment

Walmart  followed a retailtainment strategy  introducing Musical scores for Christmas by Craig Robinson that features number of videos  with gifts targeted at different audience segments.

Key Takeaway: As important as it is to have gifting ideas for a valued shopper, it is equally important to present the ideas in a context audiences find engaging and relatable.

 

Kohl’s All Together Now

Kohl’s All Together Now campaign featured gifts  for the whole family, with exclusive deals featured on Social Media Channels.

Key Takeaway: Kohl’s All Together Now Campaign set the tone for entertaining during Holiday Season where the positioning of “Everything for Entertaining Everyone” made holiday season gift shopping and entertaining seem stress-free. Kohl’s  successfully used All Together Now to position the discounts it has on offer for the season.