This episode, recorded shortly after Cyber Monday 2017, provides a data-rich look at holiday shopping trends directly from Salesforce Commerce Cloud's VP of Industry Strategy. E-commerce operators will gain insights into consumer behavior shifts, the performance of key shopping days, and critical areas for future investment based on real-world holiday season data.
Key takeaways
Black Friday officially surpassed Cyber Monday in 2017 as the peak online shopping day, indicating a shift in consumer behavior towards earlier holiday purchasing. Optimize promotions and inventory for this new peak.
Mobile commerce accounted for over 60% of traffic and 40% of orders during Holiday 2017. A mobile-first experience isn't just important for conversion, but for overall site engagement.
Email marketing drove 20% of all holiday sales. Focus on segmented, personalized email campaigns to maximize conversion, especially for last-minute pushes.
The average order value (AOV) on Black Friday was significantly higher than Cyber Monday, suggesting different purchasing patterns. Tailor promotional strategies and product bundling to these distinct shopping days.
Social media's direct influence on purchases remained relatively low (under 5%), indicating it's more effective as a brand awareness and discovery tool rather than a direct sales driver for most businesses.
EP110 - Holiday 17 Hot Take with Rob Garf of Salesforce.com Rob Garf (@retailrobgarf), is the VP of Industry Strategy and insights at Salesforce Commerce Cloud. His team has access to insights from all the Salesforce Commerce Cloud clients (formerly Demandware). We have a broad ranging conversation about what he's seeing this holiday season and trends he expects for next year. You can read more about his teams insights here: Salesforce Reveals Black Friday Was the Busiest Digital Shopping Day of the Holiday Season Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 110 of the Jason & Scot show was recorded on November 30th 2017. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at Razorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.
What does this episode say about retail & omnichannel?
Black Friday officially surpassed Cyber Monday in 2017 as the peak online shopping day, indicating a shift in consumer behavior towards earlier holiday purchasing. Optimize promotions and inventory for this new peak.
What does this episode say about paid acquisition?
Mobile commerce accounted for over 60% of traffic and 40% of orders during Holiday 2017. A mobile-first experience isn't just important for conversion, but for overall site engagement.
What does this episode say about analytics & attribution?
Email marketing drove 20% of all holiday sales. Focus on segmented, personalized email campaigns to maximize conversion, especially for last-minute pushes.
What does this episode say about retail & omnichannel?
The average order value (AOV) on Black Friday was significantly higher than Cyber Monday, suggesting different purchasing patterns. Tailor promotional strategies and product bundling to these distinct shopping days.
What does this episode say about retail & omnichannel?
Social media's direct influence on purchases remained relatively low (under 5%), indicating it's more effective as a brand awareness and discovery tool rather than a direct sales driver for most businesses.
