It is no surprise the holiday shopping season is a critical retail tent pole. Foursquare data shows that consumers visit retailers 30 percent more frequently from Black Friday to Christmas, as compared with the rest of the year. But more crowds usually mean more noise – and reaching today’s consumers in a sea of marketing “jingle bells” has become all the more challenging.
While we know that over 90 percent of shopping still takes place in the real, physical world, it’s important for brands to contemplate the power that location technology can have to not only measure retail foot traffic, but also drive it.
Nikki Wegner, senior regional director of brand partnerships for Foursquare, takes a look at last year’s most prescriptive shopping behaviors to deliver the top strategies your business can apply this holiday season.
Capitalize on Key Shopping Days
One of the biggest misconceptions is assuming that uniform consumer behavior applies equally to all holiday shopping days – this simply isn’t true. Data has uncovered that the closer it gets to the holidays, the more foot traffic spikes. The most egregious procrastinators are often enticed and rewarded with better deals. For the greatest influential impact, consider pulsing out your promotions to take advantage of the two weekends before Christmas.
Location technology can also help you uncover slim foot traffic differences that can actually make a big difference when campaign planning. For example, did you know that on average, shoppers visit more stores the day before Christmas than they do on Black Friday? Consider working with a location technology partner to determine which days and times can have the greatest impact on your business.
Focus on Proximity and Convenience
When picturing the foot traffic patterns of holiday shoppers, does your mind go to a widespread, spider web-like map? Even though consumers are out and about, many of them actually aren’t venturing very far. Foursquare data revealed the majority of holiday shoppers tend to frequent stores closer to home over the holidays, perhaps prioritizing convenience as they shop for gifts, entertaining essentials and travel necessities. This trend also spans across nearly every retail category.
Interestingly, baby boomer males and female millennials, overall, want to travel the shortest distance to shop. What audiences are you targeting this year and how do they compare? Make the most of smarter proximity targeting with location-enabled creative, making it easier for consumers to find what they’re looking for.
Reach Shoppers in Real Time
We already know consumers are snowballed with messaging during the holiday season – so how can a brand stand out from the pack? Undoubtedly one of the most impressive aspects of location technology is the ability to send highly relevant, contextual messages. Communicating the right message at the right time can improve not only the way your audience engages with your brand, but also the way it takes action.