11/04/2010 11:25:00 AM
Which is your favorite day to shop? It probably won’t surprise you that most stores see their highest traffic on Saturdays. But what do you think is the most popular day to shop online? If you said Monday, you’re wrong. Looking at daily e-commerce spend data from the past five Decembers, Tuesday is the peak shopping day online.
Knowing when potential customers are in the hunt can help retailers manage their marketing budgets and promotion calendars. Savvy retailers are mining their online sales data to identify patterns around website purchase activity to make sure that they are top of mind when shoppers want to buy. Armed with that insight, here are some ways to make your marketing stand out.
- Make sure customers know you are open for business. If you know your product sells best on Fridays, boost your marketing and advertising on Fridays so shoppers can easily find you. Retailers who under-budget for their major shopping days may miss a chance to reach people who are ready to buy.
- Plan for the purchase cycle. Your product may sell best on Friday, but how long does the buyer think about it? Some products are impulse buys, some require heavy research over a few days. Build this buying cycle into your marketing plans. You can gradually build awareness, or blast targeted marketing messages quickly at high volume.
- Use customized marketing messages. When you know what customers are likely doing, you can speak to them more directly about the product, the price and what other customers are saying.
- Tailor special offers to drive sales. Do your customers value free shipping or in-store pickup? Do they want a discount or a special bonus for buying? Test how different promotions change buyer behavior. You can shorten the sales cycle and win more business when you know what your customer values.
Posted by Julie Lentz, Google Retail Team