Sales & Marketing

Last week, I looked at the top three trends that disrupted how retailers engage their customers during 2015. This week, I predict the top three trends that will set the course for customer engagement in 2016.

As Seen on TV

Smartwatch-based commerce only represents a sliver of total e-commerce, but that may soon be due for a change.

According to new research from Mintel, smartwatch sales are set to boom in the near future. While only 6% of Americans currently own a smartwatch, 21% of consumers who purchased a watch in the past 12 months say they are very interested in the smartwatch trend. And 24% of consumers have bought a watch in the past 12 months.

Mobile purchasing looks set for major growth in 2016.

According to new projections from Bizrate Insights, a division of Connextiy, based on month-over-month order volume in November 2015, mobile website purchases will increase by as much as 68% from 2015 to 2016. The peak volume during the 2016 holiday season may reach as high as 42%, nearly half of all online orders.

Christmas may have passed, but the holiday shipping surge continues

According to UPS, the holiday peak shipping season will extend well into the first week of the New Year. On Jan. 6, 2016 (National Returns Day) alone, consumers are expected to ship more than a million packages back to retailers. By the end of the first week of January, UPS expects to deliver more than 5 million return packages, an increase of 500,000 from the 2014-15 holiday returns season.

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.

Did a last-minute rush make for stronger holiday sales than many — including the National Retail Federation — had expected?

That’s the way it looks based on the MasterCard Spending Pulse report, which found that sales (excluding auto and gas) increased 7.9% during the holiday season, led by double-digit gains in e-commerce, women’s apparel and furniture.

The SpendingPulse report, released on Monday, December 28, looked at U.S. sales trends across cards, cash and checks from Black Friday to Christmas Eve.

Staples Inc. is turning to Twitter to provide extra assistance for its small business customers.

Staples is preparing the launch of the #MoreSmallBiz Squad, a group of experts who will directly interact with small business customers through use of the #MoreSmallBiz hashtag. The experts will offer blog posts and other content, and also directly interact with small businesses who post questions on Twitter using the hashtag.

On-demand alcohol delivery app Drizly is in a growth mode. The start-up has an average transaction of around $70, about three times higher than a normal, average in-store transaction, the founders told Boston.com. [Boston.com]