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Consumers spent more, made larger orders on Black Friday, Cyber Monday

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Companies have increased their use of short message services and multimedia messaging services campaigns this holiday season, according to Bloomreach.

Customers shopped more on Black Friday, but businesses were more profitable on Cyber Monday.

According to a survey of Bloomreach customers, businesses on the e-commerce provider’s platform saw Black Friday revenue grow 16% year-over-year (YoY) and saw the highest traffic of the week. On Cyber Monday, businesses had a 16% increase in average order size (AOS) YoY. Bloomreach customers also experienced a 7% increase YoY in site traffic on Thanksgiving day, showing that consumers didn’t wait until the shopping holidays to either buy or search for products.

Bloomreach’s product discovery solution powered more than 445 million searches on Black Friday, an increase of more than 30% over the prior year, as businesses experienced their highest volume of site traffic of the week. The company reported more than 422 million searches on Cyber Monday as customers sought out their final deals. Businesses saw revenue increase 25% YoY and also noted a 16% increase in AOS.

Bloomreach’s marketing automation solution saw more than 380 million email campaigns sent on Black Friday alone, a 14% increase YoY. At the day’s peak, the platform sent more than 35 million emails per hour.   Customers substantially increased their use of short message services (SMS) and multimedia messaging services (MMS) campaigns this holiday season. There was a 135% YoY increase in SMS campaigns sent on Black Friday, and a 51% YoY increase in MMS campaigns sent on the same day.

“Cyber Week was a massive success for the millions of brands and retailers we serve around the world,” said Raj De Datta, co-founder and CEO of Bloomreach. “They used our products to power millions of personalized searches, emails, SMS campaigns and more — and in doing so saw just how impactful personalization is to the bottom line. We’re pleased to have been there to support our customers through another incredible peak shopping season, with 100% uptime and no disruptions to service.”

Bloomreach serves more than 850 global brands, including Albertsons, Bosch, Puma and Marks & Spencer.

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