iPerceptions : web analytics, attitudinal predictive customer feedback

Nov 16

Build your Black Friday Momentum Starting Today

Most online visitors to e-commerce sites categorize themselves as shoppers not buyers. Online shoppers are no different than retail shoppers – significantly interested but obviously not willing to purchase every item at every store they visit. Shopping is the precursor to buying, before product specifics or emotional reactions (or both) dictate conversion. Online shopping requires the same patience as retail shopping with the same opportunity for finding the perfect item at the perfect price (including shipping). However, it is less about crowds and renewing energy at the food court and more about organizing a vast array of information wearing comfortable slippers.

Online is a deal hunters’ paradise and for the last three Black Fridays online sales growth has exceeded retail results. Compared to 2009, online sales have increased by 9% on Black Friday vs. an increase of just 0.3% for retail sales*. With easier access to deal information, competitive comparisons, selection comparisons, product specifications, and product reviews, online shoppers are better equipped to maximize their dollars either directly online or during their retail excursions. Sites are clearly responding. Online shoppers claiming to have completed their purposes of visit are in much greater proportion than in November 2009. This increased usability, availability, functionality and sensitivity to shoppers needs will continue to drive online shopping and buying.

For many online shoppers, the shopping process begins before the big day, with shoppers driving up online traffic up to a month in advance and representing over half the traffic on Black Friday (2010 results). Looking at stated purposes of visit in the 2010 lead up to Black Friday, the proportion of shoppers grows steadily, with a peak on the Saturday prior, and then dominating the traffic on Black Friday itself. For etailers and retailers alike, this supports an information strategy focused on creating buzz on the days when shoppers are online. Properly sequenced trailers and teasers will build the pre-shopping momentum, driving increased online conversion and/or a greater push to retail stores with consumers sporting strong purchase intents.