With over 131 million Americans expected to shop online during Cyber Monday,
digital marketers are tasked with differentiating their e-commerce platforms to
stand out against the noise. While this figure is up from the 129 million
shopping last year, overall spending over the holiday weekend is expected to
decline, illustrating the shift from consumer spending in-store on Black Friday
to online on Cyber Monday.
A big push on behalf of marketers this year has been to integrate data
across shopping platforms to gain more information about customers. Linking
accounts across desktop, smartphone, and tablet present marketers with the
opportunity to better influence shopping behaviors and target shoppers where they
are most likely to purchase. Marketers can benefit from consumers looking to
take advantage of Cyber Monday deals by requiring customer profile creation
before discounts can be applied, enabling improved customer cross-channel
tracking. Marketers are also looking to better understand customers’ product
education process by linking cookies across platforms through companies such as
Drawbridge and implementing apps that offer features that can be used both
online and in-store. For example, Shopkick mobile app provides shoppers with deals
within stores while logging location-tracking and product preferences through
barcodes, providing additional customer behavior information to cross-platform
retailers. The availability of customer data can be fostered by Cyber Monday,
and clever marketers can utilize the holiday to improve their knowledge of shoppers.
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