Valentine’s Day spend in 2018 was predicted to grow to a near-record $19.6 billion, according to a National Federation Survey. This equates to an average spend of $143.56 per person, of the 55% of Americans that were celebrating. If last year’s predictions are anything to go by, it looks like Valentine’s Day is on track to again mark the first of the key holiday dates in the 2019 ecommerce calendar.
Another year has come to a close, which for most of us means time for the post-Christmas January blues to kick in and a commitment to New Year’s resolutions to be made. For retailers on the other hand, January represents another opportunity for a sales push through the notorious January sales.
When you think of Christmas, what comes to mind? Turkey, crackers and presents probably all feature. But how often do you think about what lies behind them? For ecommerce marketers it should be a common thought, as with any good Christmas present comes a path to purchase, either in-store or online, with each one representing a significant opportunity.
The final quarter of the retail calendar is well-underway, with key dates including Black Friday, Cyber Monday and Christmas fast-approaching. While the majority of holiday season strategies will have been finalized months in advance, as we reach this critical period in the annual shopping calendar brands cannot afford to become complacent and must be constantly optimizing their campaigns if they want to capitalize on these opportunities.
Product recommendations come in all shapes and sizes, using different algorithms and technology, and with varying levels of success. Brands that use a product recommendation engine on their website do so in the hope that they will improve conversion rates, but not all product recommendations will hit the mark with customers. To do so, they need to be intelligent, personal and most of all, relevant.
Context. One of the defining factors behind a visit to a website, yet one that so many brands fail to consider when targeting their customers online. As while many brands attempt personalisation based on who customers are, very few build online experiences that place a focus on relevancy.
Online marketplaces are changing the way consumers search and shop for products online. With websites such as Amazon, eBay and Etsy continuing to grow in both size and popularity, ecommerce competition is more complex than ever before. Not only are brands competing directly with other brands, they are now battling marketplaces that are populated by thousands of competitive sellers. This has opened up the question; should brands consider joining the marketplace masses?
Consumer expectations of brands, whether they sell a product or service and do so online or offline, are higher than ever before. As a result, retailers are faced with the need to improve the customer experience to continue to engage and convert customers.
For many SMBs, the Black Friday Weekend is a difficult sales holiday, not least because of the challenge of competing against the larger eCommerce players. Realistically, most SMBs cannot afford to match their price cuts and deals, nor gain the same levels of increased traffic over the weekend.