Mobile sales reached 26 percent of online sales on Thanksgiving Day – the highest percentage for the weekend and Cyber Monday – making it one of the big mobile success stories so far this holiday season. Another win is paid search, with the percentage of clicks coming from mobile devices rushing past last year’s numbers to top out at 44 percent.
Mass merchants, department stores and malls
Mobile point-of-sale is being rolled out more broadly by retailers such as Coach this holiday season as marketers brace for showrooming and create compelling in-store experiences.
Bon-Ton Department Stores has launched an in-store NFC-enabled technology to let shoppers find out if the store has a specific shoe in the size and color they are looking for.
EBay wants to scale up its Connected Glass program at the national and even international level, enabling consumers around the world to touch a glass window and shop products, with purchases completed from a mobile phone.
Macy’s is rolling out an iBeacon pilot at its East and West coast flagships to provide an enhanced in-store experience for shopkick users.
Best Buy is beginning to make a turnaround after many assumed that showrooming would kill off the specialty electronics retailer. Although competitive pricing and a bigger focus on loyalty are steps in the right direction, the retailer is banking significantly on mobile to prove its worth this holiday season.
While many retailers have a mobile application at this point, few provide enough value to keep shoppers coming back. Some retailers are integrating apps with their loyalty programs to enhance relevancy, others are shifting focus to the mobile Web.
Tanger Factory Outlets has launched a mobile sweepstakes to kick off its early holiday shopping campaign and provide an easy way for consumers to win a shopping spree.
Sears and Kmart are leveraging mobile to give members of the Shop Your Way loyalty program early, online access to Black Friday specials days before in-store shoppers.
As retailers and consumers both move toward more shopping on Thanksgiving Day, mobile will be a big driver, with both retail sales and traffic expected to increase significantly on the holiday this year.