The data says it all – overwhelmingly, consumers chose to shop on mobile devices this holiday season, with mobile accounting for more than half of all web traffic. Find out which retailers prepared best and the tactics they used to draw in shoppers from their mobile devices according to Martin Berman, VP North America Remarketing, InMobi
Marketing strategies during the holiday season have evolved each year to drive foot traffic into stores, but it wasn’t until Cyber Monday began in 2005 that those strategies took a dramatic turn to include marketing online where consumers were just starting to spend part of their time browsing and shopping. This year marked the next drastic shift when mobile accounted for 61 percent of all web traffic to retail sites on Thanksgiving and 48 percent more orders on smartphones compared to last year.
Retailers who dominated the 2017 Black Friday weekend anticipated an uptick of mobile browsing and purchases throughout the weekend and proactively planned mobile-first marketing strategies.
In order for traditional retailers to stay competitive with online-only retailers (such as Amazon), they needed to leverage their best assets that differentiate them – a combination of physical stores coupled with online marketplaces. In 2017, Macy’s, Walmart and Home Depot placed special focus on updating their apps to capture attention and SEO of mobile users. As a result, Walmart ranked inside the top 10 for the keyword search, “Black Friday,” and Home Depot outperformed 11 other retailers in terms of mobile website experience.
Here are the top four retailers who proactively prioritized mobile this Black Friday weekend and what they did to succeed:
Macy’s:
Walmart:
Home Depot:
Amazon:
Mobile is a complicated ecosystem that requires constant effort, but most importantly the ability to connect your overall tech stack to your marketing efforts. Retailers whose marketing campaigns will be successful in the holiday shopping season next year, will take a cue from the retailers above who did it right this year. Currently, mobile technology and usage evolves month-to-month and even week-to-week, so the strategies that excelled in 2017 were vastly different than those in 2016 and will transform yet again in 2018.