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Archived in So was Monday ‘Mega’ for you? Well, apparently it was for 2 million Brits, who preferred the convenience of a few mouse clicks to fighting for a parking space on the high st.
A few Mega Monday facts:
- Online sales were up 14% on 2007
- £320 million was spent at online retailers
- £20 million more than last year
- £13.6 billion is expected to be spent online in total this ‘Clickmas’
- For the first time in 14 years high st sales have fallen for a second successive month
What’s amazing is that ‘Mega Monday’ was only the third busiest day of the year in terms of traffic to online retailers, because the web isn’t just a virtual checkout till, but is also a valuable research tool.
Unlike a shop, people don’t visit an online retailer thinking that they have to buy something to justify the trip. Instead they might just visit to check prices, compare products and find the best deals, before clicking away to check their Facebook account.
Research earlier in the year suggested that 67% of shoppers research their purchases online before heading to a store. What this signifies is that consumers are using the web to become better informed about brands, products and services, rather than waiting to be told.
Consequently, brands and businesses need to realise that the web is now an extension to the in-store shopping experience. And if you’re not online than you’re nowhere as far as a sizeable number of people are now concerned.
Getting their information online is also actively preferred by many consumers to what they’re fed on the TV. In a survey of 30,000 people, by G2 Data Dynamics, 37% said they prefer to get information on brands and offers from websites and email than celebrity endorsed TV ads.
This could be a backlash against the fees paid to Donovan, Katona and their celeb chums, or it could reflect how people are weary of TV advertising in general, and value their attention more highly.
Giving away vouchers? Bar, humbug
With the economy continuing to sink into a quagmire, finding a bargain has never been more in vogue. And many shoppers are realising they don’t need to fight over the bargain bins in Woolworths when there’s so many offers to be found online.
Along with trawling eBay and price comparison sites, many people have been hunting down vouchers to help them cut the cost of Christmas. This year UK internet searches for vouchers have increased a staggering 133%, whilst visits to sites have nearly doubled.
Scrooge would have refused to giveaway discounts on principle, despising the thought of cutting revenue for the sake of spreading some Christmas cheer. However, vouchers are an effective marketing strategy for generating interest and holding onto existing customers. In the G2 Data Dynamics survey, for example, free gifts and discounts polled as the best way to stimulate brand loyalty.
One brand who can testify to voucher power is Marks and Spencers. Its recent 20% discount promo attracted one in 33 visits to retail sites this Xmas, and doubled visits to its real world stores.
Smarter Email Marketing in 2009
With competition for credit cards a matter of survival for many businesses, you need to ensure you’re taking advantage of digital technology to build customer relationships, maintain loyalty and taking a bigger slice of the shrinking pie.
69% of business in an E-consultancy survey enjoyed noticeable improvements in engaging with their customers following email activity. This reflects why email marketing is becoming more popular, because it offers a tangible ROI, better targeting means it’s more effective and it can be used to engage customers with valuable content.
So think about how you can reward your loyal customers by emailing them some vouchers and yuletide offers, because otherwise you might receive a visit from Scrooge’s three Ghosts this Christmas Eve.
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BDA (Buckingham Design Associates) blog – real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.
