At least, according to Salesforce, which published a report detailing several forecasts, companies can expect the holiday season to approach For example, for the first time, 46% of all orders will be placed on mobile and e-commerce traffic on mobile will increase by 19% from one year to the next.
"Buyers are constantly on the move and the holiday season is no different," said Rob Garf, vice president, industrial strategy and prospects for Salesforce Commerce Cloud. "[Consumers are] seeking to inspire, browse and buy, it is imperative that retailers adapt to a mobile reality that we all experience."
Instagram and shopping go hand in hand
Instagram sponsorship traffic to retail will increase 51% year-over-year. Last year, of the total 4% of social networking referral traffic, Instagram accounted for 13%. This year, 20% of the 5% will be captured.
This increase shows that even though social commerce is not fully understood by brands and retailers, it is here that consumers use it as part of their purchases. It's not totally surprising given Instagram reported that it has 1 billion active users a month, and Instagram Stories (of which brands can label products in ), has more than 400 million daily users. Facebook's sponsorship traffic will decrease by 7%, but Mr Gard said he "still plays a significant role" in the way mainstream stores.
However, the reference traffic from these platforms means that retailers must "look beyond traditional advertising," Garf said. It's not just serving an ad; it is the way it is presented and the actions it encourages a consumer to undertake.
"Retailers need to be creative and innovative in the way they reach consumers and where they reach consumers at this moment of truth and inspiration," Garf said. For example, Kate Spade makes her posts on Instagram accessible by "integrating product details".
Retailers Must Offer More Consumer Recommendations
According to Salesforce, revenue from AI-powered product recommendations will increase by 25% over the holiday season, from 28% to 35%. According to Garf, retailers and brands have to "offer the right product at the right price at the same time," insisting as much on consumers who shop on mobile.
"In most cases you have to go five times before receiving a product recommendation," Garf said. "Consumers are short of time and do not have the patience. Retailers must expose this intelligence and infuse that intelligence above the fold. "
While the 25% increase only applies to websites on mobiles or laptops, Garf said that retailers may also seek to insert these recommendations into their e-mails, chatbots or customer service representatives.
Free shipping is now a consumer's expectation
Although many companies do not offer free delivery (or have a minimum threshold of purchase to meet them), Garf said that consumers have spoken and that this is not the case. they want, knowing that Salesforce has predicted that 72% of orders will be delivered for free. this holiday season. Retailers can make free shipping more profitable by marrying online and offline experience, such as delivery to the store or transfer between stores, suggested Garf.
"It is imperative that the retailer finds the most efficient last mile execution capabilities, but one of them must include the physical store in order to scale and evolve profitably. Says Garf.
The holiday season has many opportunities to reach buyers
Salesforce also predicts that Cyber Week, which will take place Tuesday through Thanksgiving on Cyber Monday, "will account for 40% of all digital revenues," Cyber Monday recording 8% of sales and Black Friday, 10% .
However, Garf warns retailers that "reduce too early and too often", advising them to diversify a customer or retain additional offers after that period, such as Christmas Eve. will come from a phone and 54% of all orders.
"In the end, our retailers and brands must show that consumers are looking for inspiration and that they are less and less in the ownership of the retailer," said Garf.