Salesforce research reveals shoppers go online early
Salesforce specialist in in CRM, has released new research revealing key holiday shopping season trends. Salesforce combined insights on the activities of hundreds of millions of global shoppers across more than 30 countries powered by Commerce Cloud; billions of consumer engagements powered by Marketing Cloud; millions of customer service cases viewed in Service Cloud; and data from its “Shopper-First Retailing” report to give retailers the intelligence they need to drive their businesses forward.
Top Salesforce 2018 Holiday Shopping Insights
- Discounts started early and surged late: This year, discount rates began to tick up on the Wednesday prior to Thanksgiving, stayed elevated throughout the weekend, and ended with a bang on Cyber Monday. Cyber Monday saw a record 31 per cent average discount rate. Marketers enticed shoppers with SMS and email notifications early in the week, up 159 per cent and 26 per cent year-over-year (YoY) respectively on Thanksgiving Day compared to a 69 per cent increase in SMS notifications and 23 per cent increase in email sends on Cyber Monday. Cyber Monday saw 84 per cent of orders ship for free, impacting average order value (AOV), as shoppers did not have to to add additional items to their carts to avoid shipping costs.
- The majority of shoppers browsed and bought on mobile: More shoppers than ever started their shopping on a phone, with mobile traffic hovering around 70 per cent for the majority of the week. And more shoppers bought on their phones this year than any other device, with mobile order share the highest on Thanksgiving Day at 54 per cent, compared to 49 per cent on Black Friday and 45 per cent on Cyber Monday.
- Shoppers looked to digital for service: Salesforce data shows that, overall, customer service agents viewed 10 per cent more service cases this Cyber Monday compared to last. However, shoppers weren’t just picking up the phone. Calls to customer service centres saw a slight year-over-year decline, as consumers shift the way they engage with customer service by turning to digital channels like social, messaging and chat.
- Facebook and Instagram carried social shopping traffic; PlayStation, Apple, and Amazon led social buzz: Facebook and Instagram drove 94 per cent of all social traffic to retail sites, up slightly from 92 per cent in 2017. As Cyber Week deals wound down, shoppers talked about gadgets, big retailers and – in a crafty surprise – Etsy, the online artisan marketplace. The five most-talked-about products during Cyber Week were: Sony PlayStation, Apple iPhone, Amazon Echo, Apple iPad and Amazon Kindle. The five most-talked-about retailers during Cyber Week were: Amazon, Walmart, Etsy, eBay and Best Buy.
“Consumers went online early, went mobile and went social this Cyber Week, driving healthy digital growth for retailers,” said Rob Garf, VP, industry strategy for retail, Salesforce. “This holiday season, shoppers responded to retailer innovation in mobile, payments and social that are enabling seamless and personalized consumer experiences -- from product discovery to purchase.”