Already feel like you're drowning in the holiday rush? Us, too—however, your mobile experts here at Shopgate have never met a problem we couldn't fix. To soothe our clients' holiday fears, we decided to segment holiday shoppers into four distinct groups, all of which work on four distinct shopping schedules. These four segments are extremely important—by organizing your holiday mobile marketing strategy, you'll be able to target each of them at different times, thanks to the marketing tools equipped in your app and your Shopgate Admin. We've written a brief overview of the four types of holiday shoppers, which will be elaborated on in our upcoming webinar.
Holiday Shopper #1: The Early Bird
Early Bird shoppers choose to get the job done early, skipping the hassle of malls and big-box stores in favor of going online to find the right gifts for their loved ones. Because Early Birds are so on top of their shopping game, they want to be lured in early by your brand with the most exciting and timely offers you have. Once they receive early, exclusive access to your best deals, they want it in the most convenient way possible. Enter the mobile app. With a robust marketing campaign across all of your channels, and a well-timed push campaign for your users who have already downloaded the app, you'll catch the Early Bird's attention immediately—and you'll see holiday revenue start pouring in well before Santa plans to make his trip around the world.
Holiday Shopper #2: The Black Friday/Cyber Monday Shopper
Black Friday/Cyber Monday shoppers are actually quite similar to Early Birds—they have a set schedule to make purchases. For these shoppers, this is because they know exactly what brands and products they want to buy. Target this large group of shoppers by luring them into your app with discount codes or free shipping that will tempt them to dedicate a little more time away from actual stores. On the other hand, if you're an omnichannel retailer, you can let your customers know they can order from your app and pick it up in-store, or allow them to use digital wallets on their smartphones instead of swiping a card. This will cut down lines for you, and guarantee more mobile revenue.
Holiday Shopper #3: The Steady Buyer
Steady Buyers are exactly what they sound like: rather than dedicating one day or weekend to holiday shopping, they slowly make purchases throughout the holiday season. Keep these shoppers engaged throughout the season with extended offers. Another good idea for targeting Steady Buyers is to remember that they may be slow to purchase because they're examining all of their brand and product options. Automated push notifications are key here—remind them that they left items in the cart, or alert them to a sale or deal on an item they added to their favorite list. Keep their attention span tuned into you, and you'll win them over.
Holiday Shopper #4: The Last Minute Buyer
Whether we want to admit it or not, we've all been this shopper. Last Minute Buyers really need your help. Soothe the chaos their procrastination has created by offering them free rush shipping, last minute deals, and discount codes that will convert sales. Additionally, keep your deals running past Christmas. In today's world, many families choose to meet after the holiday rush due to more convenience in traveling and time off of work. Last Minute Buyers may not purchase until the New Year—let them know you still have their backs by continuing to market to them after December 25.
Feeling a little better? We certainly hope so—however, if you want more ideas on how to plan your mobile marketing strategy to suit all four groups of shoppers, we have a special gift for you. Shopgate is hosting a free live webinar on November 15: Do You Really Know Your Holiday Shoppers? It will explain more about the shoppers we've described here, and give you even more best practices for app promotions, push campaigns, social media advertising, and much more.
We can't wait to see you there!
Author: Casey Gannon
Vice President of Marketing | Casey is an experienced tech marketer, driven to develop marketing strategies that blend traditional techniques with emerging technology. With over ten years of experience in mobile, she believes that mobile apps are the modern solution in helping retailers directly connect with and impact consumers. When she's not looking ahead to the next opportunity, Casey is a busy mom, soccer player and adjunct professor at her alma mater, St. Edward's University.