Verizon: Retailers should adjust to ‘Cyber Season’
NEW YORK — Overall retailers had a good 2015 holiday from a digital commerce standpoint, but some patterns changed.
According to the Verizon Retail Index, days that previously had unusual spikes in e-commerce activity, such as Black Friday and Cyber Monday, now show more normal levels of online traffic and purchase activity. Part of this shift is attributed to the widespread availability of high-speed online connections from consumer mobile devices.
“Days such as ‘Cyber Monday’ and ‘Green Monday’ are essentially being kept alive by retailers who only have an e-commerce presence,” said Michele Dupré, group VP of retail, hospitality and distribution for Verizon Enterprise Solutions. “Effective online engagement by the retail industry and fail-proof website platforms are essential throughout the season.”
In addition, Verizon Retail Index analysis shows broadband traffic attributed to e-commerce shopping activity began to taper off by Mon., Jan. 4, dipping dramatically from the New Year’s weekend highs (which ranged from 28-36%) to 12% above average daily levels, followed by 9% above on Tues. (Jan. 5) and 8%by Wed. (Jan. 6). This is a similar year-over-year pattern.
However, mobile traffic attributed to m-commerce returned to normal levels by Wed., Jan. 5. Year-over-year, overall mobile traffic was slightly lower than this same time the prior year.
New Year’s weekend actually produced higher traffic patterns than Black Friday weekend, reflecting another change in consumer holiday shopping trends.
“The message for retailers is don’t give up on your engagement strategies once Christmas arrives,” advised Dupre. “This season’s ‘sneak peek’ promotions in advance of Black Friday appeared to effectively entice consumers and the key is to evaluate these throughout the season to determine a winning formula for capturing wallet share. However, because the season began so early, many promotions started blending together, leaving consumers wondering if they were getting the best deal.”