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1、Copyright Movable Ink.All rights reserved.BEAT THE PEAK:YOUR GO-TOCYBER FIVE GUIDEEXPERT TIPS+CAMPAIGN INSPIRATION Copyright Movable Ink.All rights reserved.IntroductionLearn from Last Year2024 Preparation Learn and Optimize Ahead of TimeDrive Engagement Through GamificationIncrease Average Order Va

2、lueCraft an Optimized Mobile StrategyDigital Drive to StoreDont Forget Last Minute ShoppersCyber Five Marketer ChecklistTable of ContentsCopyright Movable Ink.All rights reserved.IntroductionSavvy marketers are refining their peak season strategies earlier than ever before.With many customers beginn

3、ing their holiday shopping as soon as October,now is the time to channel the early-bird spirit by creatively strategizing and developing a well-refined plan.Cyber Fivethe five-day period spanning Thanksgiving,Black Friday,and Cyber Mondayis a crucial time for retail marketers aiming to hit their rev

4、enue goals for the year.This short window drives a significant portion of holiday sales and serves as a vital indicator of consumer trends for the remainder of the season.Gaining a solid grasp of the customer engagement tactics to implement sooner rather than later will position brands for success d

5、uring Cyber Five.However,to truly thrive,marketers must also embrace and anticipate the unknown,making agile strategies and smart planning absolutely essential.Thats where this guide comes in.Continue on to learn tips and tricks from the experts on Movable Inks retail strategy team to achieve the mo

6、st successful peak season yet.Ready to dive in?Julio Lopez,Strategy Vice PresidentCopyright Movable Ink.All rights reserved.Learn from last year:of US holiday retail sales took place online,a new eCommerce sales penetration peak18.9%lift in Cyber Five sales,the strongest growth since 2020+6.4%Source

7、:US Holiday 2023 Recap and 2024 Preview50.6%of holiday sales were made via mobileCopyright Movable Ink.All rights reserved.Cyber Five starts on November 28th.Heres how to prepare:01Stay on top of customer needs with hyper-personalized recommendationsAs consumers prioritize value,replacing impulse bu

8、ys with research and comparisons,brands can optimize retargeting strategies to engage customers throughout the longer decision-making journey.02Cater to the cost-conscious by prioritizing value messagingConsumers will continue to be on the lookout for discounts and ultra-low prices but they will als

9、o find value in greater convenience,higher-quality products,and value-add propositions.03Plan for an early start and support last-minute shoppersAnticipate an elongated holiday season,beginning as early as the first half of October,peaking during Cyber Five and extending through to the final gifting

10、 rush the days before Christmas.04Acknowledge channel shifts and prioritize a strong mobile strategyMeet customers where they are and facilitate an easy cross-channel experience.Use mobile to maximize engagement and capitalize on outsized growth in mobile and social commerce.Copyright Movable Ink.Al

11、l rights reserved.Learn and Optimize Ahead of TimeThe summer months are the perfect time to optimize your campaigns before peak season hits.Understand what resonates with your customers and capture zero-party data that can be used to personalize their experience when promotions begin.”80%of consumer

12、s think personalized product recommendations are“cool”In preparation for Black Friday sales,schuh includes a poll in their email,asking customers what they plan to buy when prices drop.Based on the responses,schuh will retarget customers with relevant products.If applicable,an abandoned cart banner

13、will also be displayed,along with a curated grid of trending shoes,providing shoppers multiple opportunities to purchase their favorites.Rachel Eisen,Associate Director,Strategy-RetailSource:EMarketer Poll to Ask IntentQuiz shoppers about their seasonal plans,budget,or shopping styleCopyright Movabl

14、e Ink.All rights reserved.Leverage Engagement DriversUse gamification strategies to urge customers to interactDrive Sales through GamificationHair Cuttery reveals their Black Friday Savings Event by incorporating a scratch-off feature into their hero image.This adds an element of fun to the discount

15、 announcement,encouraging customers to redeem the offer and click through to find their nearest location.After the sale wraps up,the module automatically switches to a message indicating the event has ended and invites the subscriber to sign up for SMS to be the first to know about future promotions

16、.Ron Hay,Associate Director,Strategy-Retaillift in click-through rate192%Source:EMarketer Consumers will continue to hunt for discounts but value is not only tied to the cheapest price-this season customers will also find value in greater convenience,higher-quality products and value-add proposition

17、s.”30%of US shoppers look for discounts and coupons before they make a purchaseRESULTSCopyright Movable Ink.All rights reserved.Retarget Browsed or Abandoned Products Remind customers of carted and/or browsed items outside of trigger campaignsIncrease Average Order ValueThis LOCCITANE Black Friday e

18、mail notifies customers of the exact number of days left in their 20%discount sale.Category names are personalized based on each customers previous preferences,while a custom app displays either abandoned items or recently viewed products,depending on the customers behavior.Source:EMarketer As consu

19、mers seek value,impulse buying is replaced with research,price comparisons and longer buying cycles.Brands need to recognize this shift and extend and optimize their retargeting activities.”38%increase in product revenue when a customer was told that an ad was based on their activity or purchase beh

20、aviorMona Namavari,Associate Director,Strategy-Retaillift in click-through rate80%RESULTSCopyright Movable Ink.All rights reserved.Cross-Channel Retargeting Add rich-push notifications and in-app messages to your approachCraft an Optimized Mobile StrategyThe Very Group contributes 82%of its sales to

21、 mobile transactions and targets customers with messages based on their most viewed category.Each rich push notification includes an image showcasing the best-selling product in that category,accompanied by optimized social proof messaging to create a sense of urgency.Source:EMarketer A strong mobil

22、e strategy is foundational for 2024 holiday planning.Use SMS and push notifications to win attention for flash sales and remind customers of abandoned products.”52.7%of total holiday retail sales are done on mobileEileen Gongon,Senior Analyst Strategylift in click-through rate229%RESULTSCopyright Mo

23、vable Ink.All rights reserved.Digital Drive to StoreDrive In-Store Foot TrafficEncourage customers to visit the local store with personalized mapsKathmandus flash sale email includes category recommendations for Black Friday promotions,as well as an abandoned cart banner to remind customers of what

24、they left behind.At the bottom,a store locator displays that instantly updates to the customers nearest store,with the address and direct link to directions,making it simple for them to find their way.Source:EMarketer While eCommerce growth will likely outpace retail growth in 2024,the store still p

25、lays a significant role in many purchasing journeys.Leverage physical shopping spaces to aid discovery,brand experience and easy fulfilment and returns.”40%of US survey respondents said they learned about new fashion products by visiting a physical storeKelsey Organ,Associate Director,Strategy-Retai

26、llift in conversion with abandoned cart banner307%RESULTSCopyright Movable Ink.All rights reserved.Dont Forget Last Minute ShoppersShipping CountdownClearly communicate shipping cut-off deadlines with dynamic calendars“This is a big efficiency win as it enables us to deliver multiple cutoff dates on

27、 a wide range of emails during the busiest promotional period we have.It keeps the messaging accurate and easy to read without much lift on our end.”TORI SCHNEIDER,Email Marketing Specialist,Vera BradleyVera Bradley efficiently informs customers about holiday shipping cutoffs without manually sendin

28、g out updates.Their marketing team automatically deploys six different banners in December that live at the top of each email.With each send,the appropriate banner displays to each customer depending on when they open the email.Source:EMarketer Despite our prediction that promotions will once again

29、begin early,retailers should also anticipate a last minute peak as shoppers scramble to get gifts in time.Clearly communicate shipping deadlines and pivot to alternatives once theyve passed.”16%of US survey respondents said they dont start holiday shopping until December Julio Lopez,Strategy Vice Pr

30、esidentCopyright Movable Ink.All rights reserved.Copyright.Movable Ink.All rights reserved.FOR THE CURATED-PICKS LOVER:FOR THE COST-CONSCIOUS:FOR THE EARLY BIRD AND PROCRASTINATOR:Cyber Five Marketer ChecklistSatisfy Every Shopper ProfileExtend and optimize retargeting activities to align with the e

31、longated season/buying cycleInclude polls in email campaigns leading up to Cyber Five to capture zero-party dataUse longer promo periods to drive repeat purchases with targeted recommendationsHighlight potential savings by doing the math on behalf of the customerPersonalize promotions to cut-through

32、 noise of other retailer discountsGive flexible payment offerings like Buy Now,Pick Up in Store and Buy Now,Pay LaterBegin testing and optimizing trigger campaigns well before the season beginsImplement omni-channel abandoned cart and browse messaging to remind customers to complete their purchaseAd

33、d store locators and shipping cutoffs to cater towards last-minute shoppersCopyright Movable Ink.All rights reserved.Ready to get started?Movable Ink scales content personalization for marketers through data-activated content generation and AI decisioning.The worlds most innovative brands rely on Mo

34、vable Ink to maximize revenue,simplify workflow and boost marketing agility.Headquartered in New York City with close to 600 employees,Movable Ink serves its global client base with operations throughout North America,Central America,Europe,Australia,and Japan.Learn more at .Learn more at .GET MORE INFORMATION: A DEMO: