Election Day didn’t distract online, mobile shoppers
Despite long lines at the polls, Americans still made time to shop online during Election Day — especially via smartphone.
This was according to new data from Adobe Digital Insights, which revealed that total online sales on Election Day came in at $1.48 billion. This was 13.2% year-over-year growth, which is in line with growth through the first few days in November. It also indicates that Election Day had little to no impact on online shopping behavior.
With digital shoppers headed to the polls, sales via smartphones spiked on Tuesday, Nov. 6. Mobile accounted for 25.1% of all sales, up 28.3% versus last year. As shoppers increasingly made purchases via mobile devices on Election Day, these sales drove 51.6% of visits and 32.6% of revenue. Smartphones led the way for mobile at 44.3% of visits and 25.1% of revenue.
Meanwhile, average order volume (AOV) was up slightly for Election Day compared to last year at $139, a 4% increase year-over-year. Similarly, paid search was the top promotion driver, making up 22.2% of sales on Election Day. Email was 18.0% of sales, and shopper helper sites were 5.4%. Sales coming from social networks made up 1.7% of overall sales.
While there were long waits at some polling locations, it was this news “distraction” that arguably had the greatest impact on the day, with visits to news-related sites spiking 311% vs. an average day in October. This could be because consumers needed the ability to log in remotely while they cast their vote, or used it as a search-and-shop device while accessing a second screen to consumer news and information, the data revealed.
When looking at all six days in November leading up to Election Day (Nov. 1 – Nov. 6), online spending topped $1 billion. Growth is slightly below predictions at 12.7%, but well within expectations for these early dates in the season.
“Election Day, while providing distractions in the form of news coverage and voting delays, merely drove consumers to source new ways to shop while keeping track of election results,” said Taylor Schreiner, director of Adobe Digital Insights. “Smartphone usage and news site access went up, prompting shoppers to turn to multi-screen or multi-device methods to continue searching and shopping. Predictions of a record-breaking retail season remain on track.”
Amazon gets nostalgic with first-ever printed holiday catalog
Amazon is combining old-fashioned marketing with high-tech flair to sell more toys this holiday season.
The online giant is mailing a printed catalog, called “A Holiday of Play,” featuring more than 1,400 toys and games for babies, children, tweens and teens, to a reported millions of homes this holiday season. The lookbook, Amazon’s first printed catalog, is organized by category and age. It is also available digitally, and can be viewed here.
Unlike the toy catalogs of holidays past, the Amazon book does not list prices with the individual items. Instead, customers use the retailer’s mobile app to scan the product images for price and other information, and to add it to their online shopping cart.
In addition, the pages are sprinkled with Amazon’s SmileCodes (Amazon’s version of QR codes) that, when scanned, takes the shopper to a page with related gift ideas.
Amazon’s toy catalog will be available at Amazon Books and Amazon 4-star stores, which will feature select featured items. Amazon’s catalog is also available for download for its Kindle devices
Meanwhile, Sears Holdings Corp. is also offering its holiday Wish Book catalog in a digital format this year. The struggling department store retailer will not publish a printed version of its iconic catalog this holiday season, one year after bringing it back into circulation for some members of its loyalty program, according to The Chicago Tribune.
Amazon’s toy catalog is the company’s latest move to win shoppers this holiday season. On Monday, the online giant announced that for the first time, it is offering free shipping on all holiday orders with no minimum order required. (There is typically a $25 minimum for non-Prime members.) The free delivery service will be available until it can no longer promise items will arrive in time for Christmas with free delivery. Items shipped with free delivery typically arrive between five to eight business days.
Nordstrom streamlining its buying process
Nordstrom is using the cloud to evolve its merchandising efforts.
The department store retailer is adopting a cloud-based wholesale lifecycle tool from NuOrder that will enable collaboration, assortment selection and enhanced visibility into product. Overall, it will help the company streamline its buying process and evolve its merchandising approach, according to NuOrder.
The platform enables Nordstrom and its brand partners to upload product catalogs, take notes and capture purchase intent. Additionally, NuOrder will offer Nordstrom’s buyers a complete view of the merchandise they plan to buy for the upcoming season. This will allow buyers to identify gaps or opportunities across their available spend, and better curate a wide range of products for customers.
In addition, the platform helps brands improve their market to order process, reduce manual efforts, and expedite the retailer’s commitments with them. It also automates product data that filters into the downstream Nordstrom systems, and empowers buyers to use digital whiteboards. A visual merchandising tool will enable brands to digitally showcase their products and personalize their presentations to Nordstrom buyers to better market themselves and promote themes, products and collections.
“We’re excited to partner with NuORDER and leverage their capabilities such as a digital market tool,” said Teri Bariquit, executive VP merchandise planning, inventory and solutions, Nordstrom. “Having a tool with shared visual information allows buyers and brands work much more effectively together.”