The holiday season represents a major opportunity for businesses, with sales reaching up to 30% of annual turnover in some sectors. In 2023, online purchases during this period increased by 10% and this year again, consumer buying behavior will be strongly influenced by mobile commerce. An eCommerce strategy that fails to take into account the growing importance of mobile loses a crucial lever for maximizing sales. In fact, according to Adobe, mobile sales during the holiday season generated almost $60 billion in 2022.
At Novatize and Thirdbridge, we’re working to help companies unify their sales channels while capitalizing on mobile to deliver a seamless, engaging customer experience. Here are our tips for preparing and succeeding this holiday season as well as Black Friday and Cyber Monday and beyond.
For even more tips and real-life examples, listen to our exchange with Thirdbridge and KaseMe in the latest episode of “L’Update Thirdbridge”.
Mobile: The pillar of your holiday strategy
By 2023, over 50% of online purchases during the holiday season will have been made via a mobile device. Whether your customers are using a mobile app or your mobile-optimized website, it’s essential to offer them a fast, frictionless user experience. According to Google, a mobile site that takes longer than 3 seconds to load can lose 53% of users. Performance is a success factor, but there are several friction points that can be optimized in the shopping experience. Also, integrating payment methods such as Apple Pay or Google Pay can significantly reduce cart abandonment rates, which are still over 70% on mobile.
According to a study presented by Novatize in collaboration with Leger, 18% of Canadians use payment services such as Amazon Pay, Shop Pay or Apple Pay. Popularity is highest among the 18-34 age group, at 30%.
Find out more tips for maximizing your online sales in our article “Preparing in advance for a successful Black Friday and Cyber Monday”.
Omnichannel optimization for a frictionless experience
Mobile commerce doesn’t work alone. A unified commerce strategy connects all your channels – website, mobile, physical store, social networks – to deliver a consistent omnichannel experience. For example, offering services like Click & Collect or simplified in-store returns from an online purchase is a great way to increase conversions and customer satisfaction.
For more information on the importance of this approach, read Thirdbridge’s article on the phygitalization of commerce, “Phygitalization: Retail rethought ”.
Efficient, personalized promotion management
The holiday season, although intensely concentrated around BFCM, extends far beyond this single period with end-of-year promotions and key moments such as Boxing Day. It’s important to plan your promotions in advance, taking into account mobile shopping behavior and high seasons.
Using your customer data to deliver personalized offers on mobile is also a powerful lever. According to Salesforce, companies that personalize their mobile experiences see a 20% increase in conversions.
To prepare your company for these challenges, discover our recommendations in our article “5 tips to optimize your Black Friday & Cyber Monday promotion in 2024”.
Data analysis and UX research to optimize your performance
The key to a successful holiday campaign is in anticipation and real-time data analysis. During this period, behaviors may be quite different, on the one hand because consumers are looking for the best promotions, but also because they are shopping for gifts and not for themselves. By collecting and analyzing user behavior on your website and mobile application, you can adjust your strategies.
Learn how to better understand and use your data to maximize your sales by reading our article “Understanding your data and seizing Q4 opportunities”.
UX research ahead of the high season can also help you improve your results, optimize your acquisition actions, limit sources of friction and promote satisfaction.
To find out more about the impact of UX research, read Thirdbridge’s article on the subject.
Conclusion: An integrated strategy for a successful holiday season
By combining mobile commerce and omnichannel strategy, you can not only attract new customers, but also retain existing ones throughout the holiday season. Mobile technologies and the optimization of your physical and digital channels play a crucial role in your company’s ability to offer a seamless, personalized and frictionless experience. Make sure your promotional strategy, communication campaigns and experiences are consistent and simultaneous.
Would you like a Novatize specialist to help you optimize your operations during Q4?
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