How targeting online Easter shoppers via mobile devices can yield sales, engagement
For winter-weary consumers, Easter signals a return to warmer weather (we hope!) as well as a chance to get out and celebrate a bit. According NRF’s 2013 Easter consumer spending survey conducted by BIGinsight, 21 percent of Easter shoppers plan to make some part of their purchases specifically online this year.
- Online Easter shoppers expect to spend an average $237.64 for Easter staples such as clothing, candy, gifts, food, flowers and more – or 63 percent more than all Easter shoppers. This increase in spend is bolstered in part by three out of 10 online Easter shoppers who anticipate spending more for Easter this year than last.
With mobile device penetration high among online Easter shoppers (almost three-quarters own a smartphone, half own a tablet device), it’s no surprise that mobile devices will figure prominently in Easter shopping.
- Over half of both smartphone and tablet device owners will research and compare prices on these devices, while approximately one-third will use them to look up retailer information such as location, store hours, and directions. A recent Google/Nielsen study found that three out of four mobile searches trigger active follow up, including continued research (36 percent) and visiting a retailer’s web site (25 percent), among others. And that follow-up happens rapidly: the study notes that 55 percent of conversions (defined as store visit, phone call or purchase) occur within an hour.
- As for actual purchases, BIGinsight found that 34 percent of mobile-toting online Easter shoppers expect to complete purchases on their smartphone and 46.3 percent via their tablet device (actually up a good bit compared with online Valentine’s Day shoppers this year).
Retailers may want to take a tip or two from the Google Retail Team’s suggestions for last minute Valentine’s Day shopping this year, among those customizing ad text with mobile calls to action, as well as adding click-to-call links for phone orders. Marketers and merchants will also want to collaborate to maximize the potential for product listing ads that complement product images with “at a glance” product and price information, including offers such as free shipping, rebates or other enticements.
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