Five Eggs-traordinary Easter Content Ideas

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According to the annual Easter Spending Survey conducted by Prosper Insights and Analytics, the average US consumer is expected to spend USD 146 and the total spend for the holiday is expected to reach USD 17.3 billion. The planned expenses range from USD 5.5 billion on food, USD 3 billion on clothing and apparel, USD 2.7 billion on gifts, USD 2.4 billion on candy and USD 1.2 billion on flowers. The key activities quoted in the survey are visiting the family and friends (58 percent), going to a restaurant (16 percent) and cooking a family meal (56 percent). Children look forward to participating in an egg hunt (32 perecnt) and opening gifts.

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Nearly 21 percent of shoppers plan to shop Online, according to a NRF survey of 7,264 consumers conducted on March 1-8, 2016. Among the smartphone owners surveyed, 22.8 percent will research products on their devices while 14.9 percent will use their phones to make a purchase.
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Create Eggs-traodinary Content

Engage audiences with DIY Content such as recipes and ideas for decorating Easter baskets.

Plan Social Media themed posts  that weave in the surprise that makes Easter a fun holiday to look forward to.

Plan an Instagram contest, announcing a lucky winner from the likers of the post.

Set Up a Raw Egg eating challenge.

Publish an Easter themed Video.

 

 

Seven Ways To Basket The Easter Content

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Brand Content that evokes an emotion with your audience, is most likely to be shared. Brand campaigns that visually engage audiences are seen to resonate better on social networks. Here are seven ways to make your campaigns work in achieving your brand goals.

Create a campaign that requires audiences to interact with Emojis for your brand. Create  Tweets with the emoji that remind audiences about all that symbolizes Easter such as the bunny Ears.

Share DIY tips for Easter decor as can be seen from Kohl’s tweet about folding napkins with Bunny ears.

 

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Create a digital experience with Easter theme as can be seen from My M&M’s that lets you create a seasonal pack, with a special offer.

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Walmart has launched a special edition of helpful hacks that has handy tips for getting Easter preparations in order in a short time. With the video creative on YouTube that links to DIY ideas for Easter, Walmart offers a full spectrum content experience.

Highlight any unique products and How-To video content with appropriate tags and Keywords, such as Easter, Haul and Product reviews for audiences to discover the content.

 

Design your social media posts with creative that cues the celebrations within a context such as an Easter basket or bunny ears.

Start an Easter photo contest, inviting users to share their images with your product. Apparel brands can invite users to dress up in their favorite Easter costume. Home Decor brands can create a contest to share images of Easter brunch table decor with their family. To engage users for your brand you could create DIY contest where users are required to share images of your product with an Easter theme.
Morrison’s Florist Egg hunt asks users to look for a hidden egg among the baskets that are featured in a Tweet.

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Mobile Makes For 18 Percent Of Holiday Season Online Sales

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comScore has reported an increase of 13 percent with total online sales for the holiday season, reaching USD 69.1 billion, compared to USD 61.3 billion spent online during 2014 holiday season. USD 56.4 billion was spent online on desktop computers, marking a 6-percent increase versus the corresponding days last year, while online sales from mobile devices increased to USD 12.6 billion, marking an increase of 59 percent. According to comScore report, the Online Sales were highest for the Week starting December 6, the sixth week of Holiday Season.

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Cyber Monday was the leading Sales day, sixth year in a row, with more than USD 2.2 Billion spent on Desktop Computers alone.  Mobile commerce is estimated to have accounted for 18 percent of total digital commerce in November-December 2015, an increase from 13 percent in the previous season. Sales for the week of Thanksgiving, on average from Thanksgiving Day through Cyber Monday grew at 10 percent.

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Mobile and Desktop Share of Online Sales

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According to comScore chairman emeritus Gian Fulgoni. “Fairly early on it became clear that desktop e-commerce would likely underperform our expectations while mobile commerce was  poised to over perform, but for the most part signs continued to point to hitting that 14-percent overall growth estimate. Where the season ultimately fell short was in the last two weeks of the year, and in particular the week before Christmas. We had anticipated heavy desktop spending through Free Shipping Day on December 18th that unfortunately did not materialize, and spending began to soften more than expected by the Wednesday of that week.”

The shortfall of projected Sales Growth for Free Shipping Day could be on account of launch of services like Click and Collect, as reported by The Washington Post, Forrester Research has found this year that some 42 percent of online shoppers have used click-and-collect. Retailers need to prepare themselves for challenges of Click and Collect services, by adequately staffing for key sales events and opening convenience stores or pick-up locations and increasing distribution points. According to Slice Intelligence, Click and carry has accounted for 6.7 percent of online sales for 12 retailers.

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Equally important is the role of services like Amazon Prime that offer convenience of shopping and faster and free shipping. To combat Amazon’s success with Amazon Prime, Walmart unveiled a shipping pilot called ShippingPass in May. According to  Millward Brown Digital, Amazon Prime Members  bring in big revenue, with 63 percent of Amazon Prime members converting on the site in the same shopping session, almost five times the conversion rate of non-Prime members.

According to a report, Amazon was seen as the retailer of choice early-on, with a majority of online shoppers -51 percent, planning to shop at Amazon: 

  • The pure-play e-retail giant captured 39.3 percent of e-commerce sales from Nov. 1 through Dec. 6, up from 37.9 percent year over year, according to data from e-mail receipts of 3.5 million shoppers Slice evaluated.
  • Meanwhile, sales on Amazon’s marketplace rose 19.5 percent in the second week of December, beating the e-commerce growth overall of 15 percent, according to ChannelAdvisor, which helps sellers on Amazon’s marketplace.

More than 3 million people joined Amazon Prime in the third week of December alone, 200 million items were shipped for free to Prime subscribers, and more than two times as many Amazon devices were sold than last year during 2015 holiday season, according to The Verge and Amazon’s Press Release.

comScore’s holiday season forecast had expected desktop e-commerce to grow 9 percent to USD 58.3 billion and mobile commerce to grow 47 percent to USD 11.7 billion. While desktop spending fell short by 3 percentage points and USD 1.9 billion, preliminary mobile estimates suggest it exceeded forecast by 12 percentage points and nearly USD 1 billion, making for the shortfall on desktop.

According to Marketing Land “Much has been made of online retail surging and traditional retail suffering. But that “either/or” analysis is simplistic. Among online-only players, it’s really only Amazon and a couple of others that saw significant sales growth. The rest of online shopping gains came largely from traditional retailers’ online divisions.

In other words, traditional retailers’ e-commerce operations (and Amazon) are cannibalizing in-store sales. Yet traditional retail brands and stores support e-commerce by giving consumers the confidence to buy online with the expectation that they can return items locally if they don’t work out.”

Though the Desktop Online Sales fell short of the estimate, the Mobile sales exceeded the Forecast by USD 1 billion, suggesting that the mobile shopping may be more popular for online purchases than expected. According to a report by Fierce Retail “Click-and-collect also proved popular with shoppers as nearly one-third opted for the service and a whopping 69 percent made additional purchases at the time of collection”.

Macy’s CEO Terry Lundgren said in a statement that the department store broke its own record by filling 17 million online orders during November and December. Amazon, by contrast, filled 23 million on Cyber Monday (Nov. 30) alone. The unique visitors to retail sites shows that Amazon has a lion’s share of Online retail site visits.

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Although the retail online sales are on the rise, the store visits are still key to holiday shopping with 91 percent holiday shoppers visiting physical stores. According to Fierce Retail, “Online and mobile commerce may have experienced big spikes this holiday season, but 91 percent of shoppers still chose to visit physical stores.The vast majority of shoppers—198 million—visited a brick and mortar location between Nov. 1 and Dec. 25, according to the International Council of Shopping Centers (ICSC). The traffic is largely buoyed by retailers’ omnichannel efforts, including those to make stores more personal.”

Omnichannel retail efforts can be boosted for online customers by providing easy interface at a physical location and faster shipping options. Amazon recently announced Amazon@Penn, a new staffed package pickup point to be opened on the University of Pennsylvania campus. The first such facility at an Ivy League university, Amazon@Penn offers the Penn campus community a convenient location for members of the Penn Community to pick up and return their Amazon orders.

Eight Ways  To Win At Omnichannel Retail.

 

Gift Cards Retail Trends

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According to Bizrate Insights, a survey conducted among consumers of 5000 eCommerce retailers via an online survey presented immediately after completing a purchase, Gift Cards are seen to be preferred by Millennials, with over 70 percent of 18-34 years, hoping to receive Gift Cards. However, there is a gap among consumers hoping to receive a Gift Card and those who plan to buy a Gift card. The survey was, conducted among 11,067 online buyers, ages 18 and over, in the U.S. and Canada and carried out between November 1, 2015 and November 8, 2015.

According to Card Hub, the size of Gift Card market is projected to grow over the next two years. In a research shared by CEB TowerGroup, Gift cards represent 18 percent of the money spent by consumers on Holiday purchases and eGifting is likely to trend upwards. The preferred  Gift Cards categories that buyers plan to purchase for Holiday season are Restaurants, Department Store, Coffee Shops, Entertainment and Electronics Store.

GiftcardsresearchRetailers targeting Holiday Shoppers have designed offers on Gift cards that are focused on customers interests and build on the experiential gifting. The search queries for Gift cards increase in the first two weeks of December and the top search queries for 2015 thus far are restaurant gift cards, best gift cards.

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Consumer Focused Approach

Walmart’s robust offering of Gift Cards targeted at Movies and Music fans as wells  restaurant gift cards, provide a wide choice to buyers who want to buy Gift Cards that are likely to be preferred by the target audience. The choice of  retail gift cards provide an offering for consumers that are looking at choosing gifts based on interests. The gift cards value proposition offers a complete suite of gift options for different categories from Apparel, Dining to Entertainment. Combining the products with an e-gift delivery option makes for a comprehensive Gift Card experience from product design to delivery stage. Gift card experience from Walmart is designed around the consumer, with Branding and Design and the User Interface enhanced for Discovery.

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Key Takeaway 

Design your Gift card strategy around your core target audience buyer persona, offering different options, with branding and content experience enhanced for mobile discovery. Create a special icon to flag products that have an email delivery option or a special price offer, as can be seen for Walmart’s eCard.

Pricing Focus

Amazon has designed special offers targeted at buyers of speciality cards, with a 20 percent off for buyers of gift cards, with special packs designed for up-selling. Target has also focused on creating special price offers for gift cards and running special offers to promote gift cards.
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Amazon’s gift cards strategy focuses on creating a value proposition based on pricing and the choice of shopping all gift cards at one place. The choice that is available promises at reducing stress usually associated with finding the right gift.

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Key Takeaway 

Design your Gift card strategy around the different Gifting needs of the consumer. Usually customers looking for deals and offers around holiday season tend to buy into value offers that can be redeemed after the Christmas sales.

Giving a choice of retail brands adds choice for consumers with the possibility to find the right gift for different recepients.

Experiential Rewards

Sam’s  Club has created experiences for Motor Sports Enthusiasts, that features racing Experiences and different Drive packages. Sam’s Club includes  Gift Cards rating that lets customers choose and decide from popular cards that are featured in  “Popular Products” section.

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Key Takeaway 

Designing experiential rewards gift cards engages audiences for your brand with one of a kind offers that are not likely to be available off the shelf. Offering Experiential rewards Gift Cards are likely to create greater buzz and social media sharing for Gift Cards.

Price Match Guarantee

Best Buy offers consumers to choose from the options available with a Price match guarantee.

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Key Takeaway 

Offering Price Match Guarantee on Gift Cards is likely to resonate with audiences as it takes the stress away for Gift Card Shoppers.

Limited Edition Gift Cards

Starbucks  Limited Edition holiday cards, embellished with Swarovski crystals in Silver and Blue are aimed at engaging audiences with a Lifestyle aspiration, where the card design is the reward itself. The Gift cards are an extension of other merchandise available at Starbucks with Crystal and Gold embellishments.

 

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Starbucks continues to promote Holiday cards with Gift Cards Messaging.

Key Takeaway 

Designing Limited Edition Gift Cards are  a way to engage audiences for key occasions that reward your loyal customers.

Gift Card As A Reward

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Offering a Gift card linked to a purchase as can be seen from Target’s USD 100 Card linked to an Apple Watch purchase. Linking a free gift card offer with a purchase can help retailers boost sales with a special pricing offer linked to Gift Cards. Allowing time bound offers on Gift cards can further help retailers divert spend in lean sales months.

Key Takeaway

Gift Cards can increase sales when used as an incentive and increase sales during low season months.

Gift Card Statistics
 
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