I just returned this week from the Web Summit, where 20,000+ big thinkers spanning many industries united in Dublin to discuss pints, people and technology. The craic was mighty!
From live Oculus Rift demos and small skateboard startups to Nike sharing software development best practices (a sign of the times!), one resounding theme rang true across the massive international crowd: the customer—and more than ever the mobile customer—comes first. This may seem obvious, but it is jarring how many business decisions are made with process or product optimization in mind versus what the customers are thinking, doing, and seeking.
Customers have always been at the heart of Adobe DNA and especially during Christmas, we find it critical that our own customers—marketers—understand the mobile patterns and behaviors of their customers—the mighty holiday shoppers.
In Europe, 19.3 percent of online sales for the year will land during Christmas (a 10 percent increase over last year); and likewise, we understand it’s becoming ever-more critical to gain insight on how to accurately build your online customer experience during this time.
Further, the peak online shopping days across Europe are forecast to harness $2.1 billion, with mobile shopping growing 38 percent in Europe (outpacing even the U.S.) and Denmark projected to see a growth in mobile online shopping of 56 percent! The UK, additionally, will see the highest percentage of mobile shoppers this year, with 1 in 4 Christmas transactions coming from mobile.
It’s only natural that consumers are flocking to Christmas shopping on phones and tablets thanks to bigger and brighter screens this season. And with continued strength in mobile traffic coupled with the emergence of mobile beacons and mobile payments, a seamless and accurate online-to-offline experience is critical for your consumers.
Today, we unveil the Adobe® Digital Index 2014 Online Holiday Shopping Forecast, and thanks to an analysis of more than a trillion visits in the last 7 years to 4,500 retail websites combined with anonymous data aggregated from 5,000 major Adobe Marketing Cloud companies—this report should predict the patterns of online holiday shoppers this season. In other words, this report is your holiday marketing craic.
Whether you’re a European retailer wondering when customers will begin shopping online or when holiday sales might peak, or whether you’re examining mobile patterns and average online holiday spend, check out the full Adobe Digital Index report or CMO.com for detailed predictions and consumer insights across Austria, Belgium, Denmark, Finland, France, Germany, The Netherlands, Norway, Sweden, Switzerland, UK and the EU.
Like what you see or have questions? Find me on Twitter at @mrzablan.
Happy holidays, and let the marketing fun begin.