With foot traffic to bricks-and-mortar retail locations dropping 11.4 percent in November, retailers are increasingly looking for ways to harness mobile to drive convenience and value for those shoppers who are showing up.
Articles Tagged ‘Thanksgiving’
Walmart’s revenue results from Thanksgiving and Cyber Monday reveal mobile drove approximately 70 percent of traffic to Walmart.com, reflecting the growing role of smartphones and tablets in the path to purchase.
Top social networks such as Facebook and Pinterest are playing a bigger role for retailers’ mobile strategy by propelling shoppers into social commerce, as evidenced by sales numbers from Thanksgiving weekend.
While holiday shoppers resoundingly voted for the convenience of the mobile Web during the Thanksgiving holiday weekend, the surge in traffic is tasking retailers’ sites, with outages and slowdowns experienced by Best Buy, Neiman Marcus, Gamestop, J. Crew and others.
As retailers’ use of mobile becomes more advanced, consumers are faced with less need to shop in-store, causing an unprecedented number to skip the lines and opt for online, as shown from this past weekend.
Toys “R” Us is addressing consumers’ pain points around holiday shopping, with mobile playing a key role streamlining both the in-store and online experiences.
Mobile is expected to account for 31 percent of online sales on Thanksgiving, up from 21 percent last year, for a total of $418 million, according to new research from Adobe.
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.
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.