Black Friday and Cyber Monday have evolved from two huge days of retailer discounting into a six-week long season of aggressive sales, new product launches, and influencer collaborations. This effort drives sustained shopping experiences throughout the holidays. Retailers are scrambling to create a cohesive marketing and merchandising strategy that marries the demand for mobile shopping websites, and targets merchandise to specific audiences through influencer recommendations.
We’re breaking down the top retailer-influencer trends, so you can better tailor your marketing campaigns and refine your customers’ overall shopping experience.
Top 3 Trends for Influencers
1) Mobile Dominates
The vast majority (more than 80%) of engagement with influencer content happens on mobile devices. Snapchat / Instagram are essentially mobile-only platforms, and YouTube / Facebook are predominately engaged through phones. The overall e-commerce market shows only 47% of visitors came from mobile devices according to Forbes – demonstrating that influencers drive nearly twice the mobile engagement with retailers as compared to the overall mobile commerce market.
2) Thanksgiving sales grew FASTER than Black Friday
Increasing mobile phone usage, and tying content to commerce through influencers, drove 18% increase in Thanksgiving sales in 2017 + vs. 2016, as compared to a 16% increase in Black Friday sales for the overall US e-commerce market. Influencer specific businesses are driving this growth, as we observe creators within MagicLinks driving more than 300% increase in YoY sales, and Thanksgiving performance was actually on par with Black Friday.
3) Retailers are getting better at the mobile shopping experience, but many still struggle.
The difference between a great mobile experience, and a “good enough” mobile experience, is the life, or death, of a brand.
Nordstrom has made significant upgrades to their mobile web and app experience over the last year, including easy order online / pickup in store, checking in-store inventory in real-time, and a seamless, and fast checkout experience. This innovation is driving outstanding e-commerce sales growth for Nordstrom.
Contrast Nordstrom’s mobile experience with AllSaints. AllSaints’ experience works, but is far from outstanding. Slow mobile page load times of more than 5 seconds, poor user experience driven by extra clicks to get to a product page, and a lack of popular fast payment options like Apple Pay and PayPal contribute to an experience that is “good enough.”
Why does this matter?
Nordstrom’s conversion rate on mobile devices from influencer fans is more than 1,000% higher than AllSaints.
Simply put, “good enough” mobile experience…kills.
*image courtesy of Brandwatch.