Can you hear that noise? It’s the melodious sound of sleigh bells, phones and cash registers ringing. The holiday shopping season is almost here and strategies incorporating mobile marketing can expand your database, reaffirm customer loyalty and usher in new multichannel techniques to make the most of this holiday season — but only if you get your plan into action right now.
Holiday marketing strategy and the current environment
As any retail marketer will tell you, fourth-quarter sales are the most important, with 50% of annual revenues coming in during that specific period. The good news is that 2010’s Q4 sales showed increased consumer spending — and that was in a challenging economic environment just like the one we are in now. Retail sales climbed 14% above their third-quarter average in 2010, representing the largest quarterly gain since 2001, according to the U.S. Department of Commerce.
A recent annual study showed that 55% of interviewed retail associates believed that holiday shoppers were better connected to consumer information than to in-store associates in 2010. Of the same panel, 87% believed that shoppers can easily look for a better deal, meaning that customer service and strategy are incredibly important. In addition:
- 43% of shoppers believed that mobile devices improved their shopping experience;
- 62% of consumers with Web-enabled mobile phones are already making purchases via their devices; and
- 39% of smartphone users who left a bricks-and-mortar retail location did so after using their devices to influence their decision.
With these statistics in mind, it’s time to strengthen holiday campaigns for the mobile-equipped shopper who is browsing online, making in-person comparisons or simply reading about friends’ purchases via social media.
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