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Table of Contents

Lead Story

Mobile leads 2014 payments parade

News

Industry Update

Pulse network sues Visa over debit card policies

Bebe breach a reminder of security vulnerabilities

NSA unleashes Nifi for commercial, government use

Cyber Week winners and losers

Features

Relationships are integral to rapid growth

Global travelers shifting to mobile

Views

Merchant life cycle marketing in acquiring

Marc Abbey
First Annapolis Consulting

Payments? Nah, we're a tech company

Todd Ablowitz
Double Diamond Group LLC

Education

Street SmartsSM:
Spreading the word: Marketing tactics for the MLS

Tom Waters and Ben Abel
Bank Associates Merchant Services

Mastering the original merchant 'app'

Dale S. Laszig
DSL Direct LLC

The ISO calendar: Don't set and forget your ISO agreement

Adam Atlas
Attorney at Law

RDC and improved FI risk management

Company Profile

Chosen Payments

New Products

Fully integrated POS inside custom mobile apps

CardFlight SDK
CardFlight

Easy, interactive online menu

Online Ordering
EasyWay Ordering

Inspiration

Don't let broken resolutions shut you down

Departments

Readers Speak: Talent for addressing issues of substance

Boost Your Biz: Customer marketing bolsters bottom line

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

December 22, 2014  •  Issue 14:12:02

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Cyber Week winners and losers

Extreme shopping has evolved from a Black Friday sprint to a Cyber Week marathon as retailers extend deep discounts further into the holiday season. A December 2, 2014, report by IBM Digital Analytics Benchmark tracked sales in the five-day span between Thanksgiving and Cyber Monday, comparing this year's consumer transactional data against the same period last year.

Jay Henderson, Director of IBM Smarter Commerce saw the expanding length of the holiday shopping season as favorable to consumers and retailers, "making it easier for consumers to find the best deals on the go, whenever and wherever they chose to shop."

Cyber Monday, the champ

According to the report, Cyber Monday dominated the field, beating Black Friday sales by 30.5 percent and holding its lead as the busiest day of the five-day shopping period, with sales totals up 8.5 percent compared to 2013. Overall e-commerce volume grew 12.6 percent in 2014.

The exponential growth of e-commerce is not limited to the U.S. borders; it has become a global phenomenon. A Google survey revealed that Canadian consumers spent $18.9 billion online in 2013, and a significant increase is expected in 2014. One in three Canadians surveyed buy gifts online, a 50 percent increase over last year.

IBM's study also found that Cyber Monday is becoming increasingly mobile, with mobile devices accounting for 41.2 percent of overall sales traffic and 22 percent of online sales, and predominantly transacted on iOS devices with a better than two-to-one ratio of iOS to Android users.

Friday fights back, social spending grows

In addition, while Black Friday volumes lagged behind Cyber Monday, its $129.37 average ticket was 4.2 percent higher than Cyber Monday's $124.11 per order. And while smartphones accounted for 28.5 percent of Cyber Monday traffic, tablets had 41.5 percent more mobile sales and a 22 percent higher average ticket of $121.49 per order compared with $99.61 for smartphone users.

IBM also evaluated Facebook and Pinterest activity, noting an average ticket price of $97.78 per order at Pinterest and $123.44 at Facebook.

Michael Hussy, Chief Executive Officer at StatSocial, suggested consumer profiles and preferences tend to differ in online versus offline retail environments.

"With more holiday shoppers shifting their gift buys to online sales, it's more important than ever for retailers to know the difference between their online and offline customers," Hussy said. "Social media advertising gives retailers unprecedented abilities to target the right people at the right time. But to target the right people, you first have to know who you are looking for."

Benchmark testing drives process improvement

The retail community will continue to leverage transactional data derived from real-time analytics to improve performance and optimize consumer engagement. New York-based mediaspa is a full service e-commerce agency specializing in benchmarking, analytics and testing for leading consumer brands. Managing Partner Gary Benerofe believes continuous multivariate testing is as a baseline requirement for today's retailers.

"During this holiday push we are seeing that our clients with solid CRO [Conversion Rate Optimization] strategies in place are poised to capitalize on learnings from the preceding months, whereas those who have not prioritized testing are just hoping for the best," Benerofe said. "By this time next year, we expect many more retailers to be further up the testing learning curve."

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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