Across the globe, the rise in home-bound consumers caused ecommerce sales to spike by a staggering 66% during the height of lockdown. The value of digital shop fronts has never been more apparent than in 2020, and with Amazon Prime Day kicking off the busiest shopping season of the year, brands need smart, impactful digital strategies to stay ahead of the curve.
This upward trend in ecommerce is set to continue, with sectors such as fashion experiencing an 18% lift in sales between March and August 2020. Home and garden sales also averaged a 28% year-on-year growth as of August, making it no surprise that Amazon Prime Day’s biggest sellers included the Ninja Foodi multi-cooker and the Shark cordless vacuum cleaner. Eufy, Ring, and Nespresso also offered tempting reductions to their home offerings, in a bid to draw interest from the 150 million Prime members worldwide.
Now, with Black Friday and Christmas waiting in the wings, retail brands must seize the moment and hone their plan of action for digital shopping sprees. To stand out in the crowd, retailers need to prioritise their consumer experience and their understanding of the current market. By utilising cost-effective, readily accessible technologies, brands can beat the competition for eyeballs and make the most of the year’s peak shopping season.
A crucial part of consumers’ digital experience is sophisticated video marketing; 88% of marketers state video boosts ROI, but brands need to optimise their content for interactivity. This is essential for providing shoppers with a seamless, satisfying consumer journey. Advanced tools such as interactive hotspots allow viewers to tap on video content and learn more about desired products. By activating information overlays within the video environment, these hotspots enable brands to spark interaction and inspire greater interest from their customers. When augmented with direct-to-cart integration technology, retailers can also make these hotspots ‘shoppable’ and smoothly direct consumers from the point of interest to the point of transaction. Shoppable touchpoints successfully turn a window of opportunity into an all-important sale, without directing the consumer away from the video content.
Furthermore, interactive video unlocks innovative ways to learn more about customer bases. Marketing teams can analyse dwell-times and drop-off points, then apply these insights to ads for optimisation purposes. Brands also gain a view of which products capture the most interest and prompt the most conversions, building a stronger understanding of consumer preferences. This can then inform personalised recommendations and a more tailored video experience, generating heightened brand engagement and customer loyalty.
Retailers need to take the reins of their marketing strategies and ensure they are primed for success during busy purchasing periods. Competition will be fiercer than ever this year, so brands must explore new ways to draw consumer attention. In a digital landscape where shoppers demand heightened convenience and personalisation, brands that deliver frictionless, interactive experiences will drive better returns. Learn how to make your advertising campaigns shine this season at onedash.com