“We’ve seen a typical pattern of strong phone usage on the weekends, where share of visits and revenue increase 6% and 8%, respectively, since phones are most likely to be used on the weekends and desktops in the office,” Schreiner said.
4. The Thanksgiving Through Cyber Monday Weekend Kicks Off Holiday Shopping Mode
While shopping did start early this year, the five-day period from Thanksgiving through Cyber Monday accounted for $1 in $5 (19.2%) of total online retail revenue during the holidays.
Consumers spent an average 40% more per day during the three weeks after Cyber Monday than the first three weeks of the season.
“We saw that holiday sales spiked on key days and then continued to rise until Dec. 21,” Schreiner said. “The rising revenue was due to a steady increase in conversion as opposed to consumers spending more per order.”
ADI also found that retailers reached the $100 billion mark 11 days earlier in 2018 than they did in 2017 (Dec. 15 versus Dec. 26).
5. Retailers With A Compelling Online And In-Store Experience Have The Advantage
ADI’s analysis found some distinct shopping trends for retailers that have just an online presence versus those that have an online store and a physical location. For example, retailers that have both physical locations and online stores saw a 50% increase in the usage of buy online/pick up in store (BOPIS). However, BOPIS baskets tend to have just two to three items in them, presenting an opportunity to upsell once consumers get into the store to pick up their orders, Schreiner said.
In comparison, online-only retailers have lower cart abandonment than their omnichannel competitors, with consumers 44% more likely to complete their orders with a pure play retailer.
“We think a primary driver is how the interaction occurs,” Schreiner explained. “Pure play shoppers are also more likely to use a desktop, so that explains the lower cart abandonment.”
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