32 / 48
Prosper principal analysts Pam Good-
fellow suggests, retailers looking to
prioritize for holiday 2016 may want to
emphasize promotional programs over
mobile payments.
“Our research suggests that con-
sumers in general just aren’t completely
comfortable with the idea of mobile pay-
ment yet,” said Goodfellow. “However,
expect consumers to take advantage of
mobile offerings that provide them with
perks: an exclusive deal, special sales
and the ever-popular coupon code. I
think consumers may also rely on in-
ventory tracking capabilities, especially
for any in-demand items.”
In other words, before adding new
capabilities, focus on site performance
and mobile compatibility. Data from
DirectBuy reveals that smartphone and
tablet users are five times more likely
to abandon a task if the site isn’t mobile
optimized. Retailers need to make sure
the on-the-go, smaller screens are being
considered, at least to some degree,
across all digital campaigns, coupons
and customer communications, including
any social media efforts that ultimately
link back to an internal Web site.
Not Dad’s Email
Mobile’s largest impact on retail holi-
day promotions could stem from its role
in accessing emails. Nowadays, more
emails are opened on smartphones than
on desktops, and make no mistake, as
the Grand Daddy of digital marketing,
email remains a top means of retail cus-
tomer communication and acquisition.
That includes interactions with younger
cohorts. Per a study by marketing
technology provider Adestra, nearly 68
percent of teens and 73 percent of mil-
lennials said they prefer to receive com-
munications from a business via email,
while more than half of each group says
they rely on email to buy things online.
Not surprisingly, those figures are similar
to the number of Gen Xers and Baby
Boomers who say the same.
In turn, email marketing’s role within
holiday promotions cannot be underes-
timated. According to Custora figures,
emails to a house list led to 20 percent
of online orders during Holiday 2015,
making it the second largest channel
for sales after organic (free) search
(21.5 percent). Its influence peaks
Source: IBM Watson
Percent Share of E-commerce
Orders by Channel
E-Commerce Revenue by Day
Source: Custora
Smartphone
Tablet
21.5
17.7
20
12.2
1.8
1.2
19.4
6.3
Organic search Paid search Email
Affiliate
Social
Display ads
online
Direct
Other
NOV
02
03
05
07
09
11
13
15
17
19
21
23
04 06 08 10 12
14 16 18
20 22
BLACK FRIDAY
TURKEY DAY
+10.7%
2015
2014
Soci
Medi
Holi
Source: G
Black Friday Performance by Device
Source: IBM Watson
Percent Share of E-commerce
Orders by Channel
E-Commerce Revenue by Day
Shoe Brand - All Finishers
Shoe Br
Shoe Bra
Shoe Brand - Sub 24 Hour Finish
Source: Custora
% of Traffic
% of Sales
Conversion
Rate
Bounce
Rate
Average Page
Views
Average Order
Value
20.6%
15.5%
63.8%
2.4%
5.2%
6.3%
34.4%
30.5%
28.2%
7.5
8.6
10.3
$111.66
$136.42
$134.06
12.5%
44.7%
42.7%
Smartphone
Tablet
Desktop
21.5
17.7
20
12.2
1.8
1.2
19.4
6.3
Organic search Paid search Email
Affiliate
Social
Display ads
online
Direct
Other
CYBER MONDAY
+12.5%
LAST MIN. RUSH
BLACK FRIDAY
+17.4%
Facebo
% of re
0.7%
0.5%
0.2%
2015
Pintere
Instagr
Linkedi
Snapch
Perisco
Other
WSER Shoe Brand Survey
Source: WSER Runner Survey
Pearl
Izumi
Salomon
Montrail
Altra
Others
Pearl Izumi
Nike
Salomon
New
Balance
Brooks
Nike
Salomon
Montrail
Others
Brooks
New Balance
Salomon
Brooks
Hoka
Altra
Hoka
Nike
5.7%
8.8%
9.3%
16.5%
8.3%
23.3%
26.4%
6.1%
7.6%
7.6%
4.9%
5.8%
9.7%
11.7%
8.3%
8.3%
11.1%
12.5%
34.5%
19.6%
34.7%
16.7%
11
11
67
1
25
12
9
8
6
6
6
38
32
18
17
Source: GO/Dig tal
Source: IBM Watson
Percent Share of E-commerce
Orders by Channel
E-Commerce Revenue by Day
Shoe Brand - All Finishers
Shoe Brand - A
Shoe Brand - Su
Shoe Brand - Sub 24 Hour Finish
Source: Custora
Average Page
Views
Average Order
Value
7.5
8.6
10.3
$111.66
$136.42
$134.06
Smartphone
Tablet
Desktop
21.5
17.7
20
12.2
1.8
1.2
19.4
6.3
Organic search Paid search Email
Affiliate
Social
Display ads
online
Direct
Other
NOV
02
03
05
07
09
11
13
15
17
19
21
23
25
27
29
01
03
05
07
09
11
13
15
17
19
21
23
25
27
29
04 06 08 10 12
14 16 18
20 22 24 26 28 30 02 04 06 08 10
12
14 16 18 20
22 24 26 28 30
DEC
CYBER MONDAY
+12.5%
LAST MIN. RUSH
“CYBER WEEK”
NOV 24-30
BLACK FRIDAY
+17.4%
TURKEY DAY
+10.7%
2015
2014
0.7%
0.5%
0.2%
2015
2016
Snapchat
Periscope
Other
WSER Shoe Brand Survey
Source: WSER Runner Survey
Pearl
Izumi
Salomon
Montrail
Altra
Others
Pearl Izumi
Nike
Salomon
New
Balance
Brooks
Nike
Salomon
Montrail
Others
Brooks
New Balance
Salomon
Brooks
Hoka
Altra
Hoka
Nike
5.7%
8.8%
9.3%
16.5%
8.3%
23.3%
26.4%
6.1%
7.6%
7.6%
4.9%
5.8%
9.7%
11.7%
8.3%
8.3%
11.1%
12.5%
34.5%
19.6%
34.7%
16.7%
11
11
67
26 21
21
17
73
24
12
10
6
5
25
12
9
8
6
6
6
38
32
18
17
Inside
Outdoor
|
Fall
2016
32