This year’s holiday season lines up on the calendar so that it is six days shorter than usual. For consumers, being just a week shy of the regular holiday hustle may mean less stress and a quicker winter season; however, for retailers, this shortcoming represents the potential disturbance of their annual holiday profits. In fact, these six days could potentially cost retailers $1.5 billion in lost sales, according to a new survey commissioned by Adobe Digital Index.
“Promotional activity will be bigger, earlier and [noisier],” Tamara Gaffney, principal analyst at Adobe Digital Index, explained. This has prompted companies like Macy’s, J.C. Penny and other big name department brands to plan to open their doors on Thanksgiving for the very first time; meanwhile, companies like Walmart and Target have already begun dishing out their Black Friday sales.
But opening store doors isn’t enough to lock in customers and generate the highest possible revenue. Every minute counts during the holiday season, and six lost days amount to a heck of a lot of minutes. One huge way for retailers to ramp up their sales this holiday season is to fine-tune their existing mobile content marketing strategies. Here are three quick tips to help get you there:
1.) Optimize Existing Strategies for Mobile: Making your content marketing strategy more mobile-optimized can be as simple as moving an existing campaign to customers’ mobile screens. For example, remember the infamous “Target Lady?” She invaded the homes of millions worldwide and was even parodied on Saturday Night Live. Target could easily create a mobile app for customers to play games or guess what the Target Lady will do next – those who compete and win will walk away with a Target gift card or an exclusive sale only made available to players.
2.) Make Social Media More Important: Research shows that almost 65 percent of shoppers use social media to search for gifts (I personally never believed this stat until I recounted to my friend that I bought my mother’s Christmas gift based off of a tweet I saw). Furthermore, research from Pew Internet shows that 40 percent of cell phone owners use a social networking site on their phone. Give social media a prime place in your mobile content marketing strategy this shorter holiday season.
3.) Promote In-store Mobile Contests: Online sales are projected to increase by 15 percent this holiday season, according to the National Retail Federation. And, believe it or not, a lot of digital sales are acquired while in-store. In fact, 70 percent of smartphone owners are online while they’re in store, and 89 percent of consumers start their holiday shopping online. Combine the best of both worlds – and get your customers to spend more – by offering an exclusive in-store contest only made available to those with a smart device who are in your store.
It’s time to start thinking outside of the box and inside the mind of your mobile customer.