2018 Holiday Trends Part 2
In Part 1 of our “2018 Holiday Trends” blog post series, we dropped the details on some key trends that are going to shape the 2018 Holiday Shopping Season. But we weren’t finished. Not by a long shot. We now have a double-dose of 2018 holiday trends to send your way. Check out the list below, and make sure your business is ready to ring in the holidays with success.
- Mobile = Money = Must-Have Marketing
The average American adult checks their phone every 12 minutes for a total of 80 times a day. It should come as no surprise then, that mobile shopping is huge–40% of all Black Friday online sales in 2017 were from mobile devices.
As we mentioned in Part 1 of the series, personalization is a key component of a successful holiday season marketing campaign. Put simply, it’s the most effective way to offer personalization to your customers. According to a 2018 Beacon report, 90% of retail leaders said that adapting to changing customer needs will be their first priority in 2018.
Mobile and online offerings are now the norm, and what was once considered a luxury or additional benefit is now the norm in 2018, especially with new technology. For the first time ever, on Christmas Day mobile orders made up the majority of all purchases made. The same kind of milestone was made during Thanksgiving, when sales from computers dropped below 50 percent for the first time. By the end of 2017, sales and traffic numbers from mobile devices hit record highs. In Q4 2017, mobile saw a growth of 43 percent on orders and a 25 percent growth in traffic. Expect 2018 to be more of the same, as mobile continues to dominate. If you are a retailer and want to see success this year, you NEED to have mobile services for the 2018 holiday shopping season.
- Get Social Media & Get Active
Our next trend follows the same line of thinking–the digital world is essential for the 2018 holiday marketing season. Social media is a great way to promote deals, share products, and connect with your customer base. Companies are looking for ways to move away from traditional marketing channels, and social media is a great way to connect brands with customers. Using social media channels, marketers can target specific customer groups in order to make the experience more personal.
In order to be successful on social media, however, you need to have an an audience and an actual social media presence! If you haven’t already, now is the time to start gaining followers and expanding your reach. Through this, you’ll be able to gain valuable insights and send out targeted advertising. And remember, it’s not just about having an audience; you need to have active accounts and be constantly sharing information. People have short attention spans, especially on social media, so you need to keep at it!
- Use Your Data To Deliver What Your Customers Want
The data you collect from your customers is not only important for keeping them happy, but it also helps with potential customers as well. The information you have from last year’s holiday season–Black Friday, Cyber Monday, and Christmas–will help you plan for 2018. See what your audience cares about, and then make sure you deliver what they need. Page views, social media analytics, email sign-ups and responses are a great way to give you an edge when it comes to marketing the 2018 holiday season.
- Experiences Create Loyalty
While promotions are responsible for driving traffic to your business, customers have come to expect that, especially during the holiday season. In order to secure a customer’s loyalty, your business needs to offer an experience that is superior to your competitors. Store presentation, product availability, and unique offerings can have a positive impact on your bottom line. Ask yourself, “What is my business doing differently than my competitors?”
- Holiday Returns
Holiday gifts mean holiday returns, so make sure your policies ensure your customer will return too! A frustrating or customer-unfriendly return policy can really turn customers off.
- 33 percent of Canadian shoppers say that after a negative returns experience, they won’t shop at that retailer again.
- 56 percent avoid purchasing from retailers who don’t accept free returns by mail.
- 55 percent avoid purchasing from retailers who don’t accept free in-store returns and have a nearby store.
- 61 percent shop more often from retailers who provide free returns.
- 41 percent will add more items to their cart basket if they know the retailer accepts free returns.
- 66 percent of shoppers say that before purchasing from a retailer they have never purchased from online, they check the returns policy.
Check out our 2018 Corporate Holiday Gift Guide to see how DCR Strategies can help you win the season with innovative incentives that make an impact
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