Mobile Marketing

The three-day Christmas weekend (Dec. 25 - Dec. 27) showed strong consumer interest in online shopping during and immediately after the holiday.

According to Verizon Retail Index, broadband traffic attributed to e-commerce shopping activity increased dramatically starting on Christmas Day to 26% above average daily levels, posting a seasonal high of 30% above normal levels by Sunday, Dec. 27.

When it comes to reaching today’s consumers, Richardson, Texas-based vertical specialty apparel/accessories retailer Fossil Group Inc. is not living in the past.

“We are focusing on image creation for our social promotions,” said Jencey Keeton, marketing manager, digital branding and global marketing for Fossil, during an interview with Chain Store Age. “Images are now the way consumers are speaking. To be relevant, social platforms must include images.”

I hate to be the bearer of bad tidings, especially during the season to be jolly, but I’m a realist. And though I wish happy holidays for all, I must tell mall retailers to steel themselves for another disappointing holiday season. Deloitte is expecting seasonal sales growth of 3.5% to 4% this year, ahead of inflation but below the 5.2% growth of last year — but don’t expect malls and department stores to see that growth. A disproportionate share of holiday sales will go to the humble discount stores, far away from the fancier shopping centers.

Going into the final stretch of the holiday season, a majority of Americans are far from finished with their holiday shopping. 

Pinterest is adding a new feature to its Buyable Pins in-app purchase mechanism aimed at price-conscious shoppers.

Retailers who are focusing on mobile as a means of digitally engaging customers have some solid data backing up their approach.

Social commerce is evolving, which means the omnichannel world is changing, too. Even the mere definition of omnichannel is in flux as the lines between commerce and communication blur and new platforms proliferate.

It’s been a slow evolution, with many attempts to perfect social commerce resulting in failure. Will consumers ever have a world where commerce is one with their social experience? Right now the experience is a lot like being at a party, talking with friends, only to be interrupted by an uninvited guest trying to sell you fabric softener.

Food Lion is launching an omnichannel coupon initiative that combines fun with savings.

Now through Jan. 1, customers can access digital coupons through the Shazam smartphone app while shopping in Food Lion stores. Food Lion has partnered with interactive marketing firm Mood Media Corp. on the campaign.