It’s the sound of marketers across the country cheering for yet another strong quarter in the world of e-commerce. Online revenue was up 8.6% in the first quarter of 2016 compared to the previous year. Online orders increased 7% and Average Order Value (AOV) was up 1.5%, indicating a less promotionally-driven quarter.
Mobile shopping continued to grow with nearly 30% of orders being placed on mobile phones (19.9%) and tablets (9.9%).
Of those purchases made on mobile devices, 24.5% were placed on devices running Google’s Android operating system and 75.2% were made on devices running Apple’s iOS.
Search was still the primary marketing channel driving online sales; organic search brought in 21.8% of orders while paid search made up 20%. Email marketers will be pleased to hear that their efforts paid off big in Q1 – 18.4% of purchases were driven by email, up from 15.5% during the same timeframe in 2015.
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Spring may be just around the corner, but there’s still plenty to be said about what happened this winter. Earlier this year, we published the 2015 Holidata Recap Report, examining the major trends of the 2015 holiday shopping season. In addition, we brought together the e-commerce community for a webinar to recap the season and discuss how holiday trends will impact their 2016 marketing plans.
You can watch the full webinar below, but here are three of the most surprising trends from this holiday season.
1) Cyber Monday is becoming Cyber Week
Historically, our advice has been to think of the holiday shopping season as a marathon, not a sprint. While that still rings true, this year there were some miles that were more important than others.
In 2015, the top seven shopping days of the holiday season all fell in one week – what we’ll refer to as “Cyber Week.” (This week is comprised of the dates between 11/24-11/30).
This year marked the tenth anniversary of Cyber Monday. In those ten years, Cyber Monday has become synonymous with the best sales, inventory, and shipping options that the internet has to offer. To leverage that reputation, retailers have been stepping up their offerings for the week leading up to Cyber Monday as well. Shoppers who are serious about getting a good deal now flock to Cyber Week for their holiday shopping needs.
Team Custora is headed to balmy Palm Springs this month to attend eTail West, an e-commerce conference where leading retailers will gather to discuss the latest industry trends.
With an agenda that spans three days with over 40 sessions each day, eTail West is sure to be a whirlwind packed with actionable insights and best practices. We’ve perused the schedule, noted the biggest trends, and created a list of sessions not to be missed.
One word dotted throughout the schedule is omnichannel. Both traditional brick-and-mortar retailers and pure play online retailers are focusing on being everywhere their customers are, and seamlessly integrating every channel. Here are a few sessions we’re excited about:
1) Keynote Panel Discussion: Migrating To An Omnichannel Philosophy: Assessing Technology, Resources And Strategies
D. Kate Forbes – VP, eCommerce Digital Experience & Operations – Belk
Anoop Kulshreshtha – VP, Web Technology – Barneys New York
Kathy Hecht – VP Marketing and Business Development – Silver Star Brands
2) Cross-Channel Panel Discussion: Here’s How To Create Your Cross-Channel Retail Future
Angela Caltagirone – VP eMarketing and Email Marketing – Williams-Sonoma
Karthik Vish – Director, Acquisition Marketing – Macys.com
3) Bringing Digital And In-Store Together Holistically
Anthony McLoughlin – VP Digital Marketing – The Men’s Wearhouse
Emery Skolfield – VP Omnichannel Strategy – Samsung
Bruce Starnes – VP/Merchandise Manager – Target.com
We recently hosted a dinner and roundtable event to connect with digital marketing and e-commerce leaders in the NYC area. We were joined by leaders from innovative brands like Tiffany & Co., Gilt, L’Occitane, Shiseido, Rent the Runway, FreshDirect, Bloomingdale’s, and more, to share insights and best practices (and passed canapés).
The dinner, hosted at Kat & Theo in Flatiron, was part of our efforts to bring together the NYC retail community in a fun, intimate setting. During the roundtable discussion, guests shared their unique insights on customer centricity. A few of the topics we covered:
- The challenges and rewards of integrating data into daily marketing and e-commerce operations
- 2016 marketing trends and priorities
- How to approach hiring in the age of data-driven marketing
To get a taste of the event (and an intro to Custora), check out the video below. Looking forward to seeing you next time!
Wrapping paper. Hot chocolate. Turkey legs. Holidata.
The time has come to sort through the bits and bytes that led to another holiday season full of e-commerce growth.
The Custora E-Commerce Pulse 2015 Holidata Recap Report examines the major trends during the 2015 holiday shopping season (November – December): Strong growth, mobile e-commerce, the marketing channels driving e-commerce transactions, and more.
The findings in this report are based on the Custora E-Commerce Pulse, a free dashboard tracking online transactions from over 200 US retailers, 500 million shoppers, and over $100 billion in transaction revenue. Sign up here to receive email notifications for monthly updates and seasonal research reports.
Here are four highlights from the report. Download the full report below.
We’re also holding a webinar discussing the report’s results, you can learn more and register here.