Black Friday - Mobile IdeasRadu Irava

Thursday, 27.10.2016@ Lumea SEO PPC #150: Black Friday

Impact Hub, Bucharest, Romania

About me

About you

Stats

U.S. number of shoppers, 2015Source: NRF

● In-store: 102 million

● Online: 103 million

● First year in history!

U.S. online purchases, 2015Source: Adobe

● Black Friday: $2.72 billion

● Thanksgiving: $1.73 billion

● Total: $4.45 billion (33% from mobile)

U.S. online traffic, 2015Source: IBM

● Black Friday: 54.4% from mobile (up 16.6% vs 2014)

● Thanksgiving: 60% from mobile (up 14.8% vs 2014)

Why mobile over web?

Push Notifications

Upside?

Reach users anytime,

anywhere

Downside?

Downside?

Incentivize opt-in through in-app popups (best when the value is obvious)

Incentivize opt-in through newsletter emails

Incentivize opt-in through in-app message center (show them the deals they missed)

Incentivize account creation (show value proposition)

Smart Lock for passwords

What to include in push notifications

● 1 week before BF: preview of promotions

● Personalized coupon codes: DAN25OFF

○ Add coupon code to account on tap

● VIP treatment: “VIPs only”, “you’re on the VIP list”

● A lot of emojis: gifts, hearts, stars, etc.

Features and

strategies

Mobile wallet

● Buy credits in advance

● Use them to pay products during BF

● Skip payment screens

● Orders are finalized faster

● Unused credits can be refunded

Wishlist

● Incentivize wishlist usage before BF

● (Add the possibility to reserve stock)

● Close cart immediately before BF

● Add the possibility to buy entire wishlist

● Notify users for price drops in wishlist products

Mobile exclusivity

● Special offers / coupon codes for mobile only

● Referral program

○ Reward users for bringing new app users

● BF stars earlier on mobile

○ Close website and show an app download page

Impulse buying

● # of people watching the item

● # of items left

● Sold out products

● # of purchases already made

○ Depends on industry