The splashes of red and romance in the air- Valentine’s Day is when all and sundry capitalize on love. Love is the music of the soul- at least that is what numerous ads will have us believe. 14 February may fall on any day of the week; but we are prepared for it, even before the month of February begins.
At IntelligenceNODE, we have been looking at the various ways that love is built up into the best commodity there is. And why not! Valentine’s Day is an opportunity for you, the retailer, to gift the carefully crafted dreams of the people, by the people and for the people, to them.
We realize that some of the best deals, the whole year round, are on offer in preparation for or on Valentine’s. To cite an example, this year, the city of Newark sold 100 vacant lots for just $1,000 to couples, with the condition that each couple must build a home on its lot within 18 months and become full-time occupants. We think this was a great deal! And an amazing way to build a community, augment the job market, spread some more love…
LOVE IS NOW MOBILE!
Consumers are in the zone these days, where experimenting with different products and ideas has become their new way of life. When it comes to gifting that ‘special someone,’ there is no holding back. Consumers are prepared to buy on impulse and at the last minute. The huge rise of mobile usage and online shopping means that mobile increasingly plays a key role in the path to purchase.
Data collected from a random sample of 500 million online shopping experiences showed that retailers gained up to $35.3 million in incremental revenue and experienced an 11% improvement in average order value the week leading up to Valentine’s Day. Total conversions also increased by 24%. All this circa 2013.It has only increased now!
After all, If the Indian Online Retailer Myntra can contemplate going exclusively mobile…
The trend has been mobile was winning. Now it has WON.
-Eric Schmidt, Google
CAPITAL IS ON CUSTOMER EXPERIENCE OPTIMIZATION
Get personal. Get real. Get recognized. These words seem to be the new mantra. We find that people like to see and feel real- not larger than life- real. And marketers are getting this too. A lot of brands have done just that. Engaging their consumers through the social media- marketers have successfully created product stories.
Be it a cool video series like GAP’s new campaign, where the brand has teamed with The Daniels on GAP’s first Instagram micro-series as part of its Spring “Dress Normal” campaign. Or Hallmark’s #PutYourHeartToPaper Campaign which already has a couple of million views! These ads ensure that conversions happen- online and offline.
ONLINE & IN STORE ARE CONNECTED
Valentine’s Day happens to be one of those holidays tied to emotions. So an element of surprise and generosity are the most important aspects that retailers need to keep in mind while designing their marketing strategies.
Creating an amazing and innovative omni -channel experience is the major target for retailers worldwide, on any given day. But even more so on Valentine’s. And this works online as well as in store. In one example, BloomSnap, a feature found on the online flower marketplace BloomNation, allows customers to see the bouquet of flowers they purchased in the form of a photo sent directly from the florist before the bouquet is shipped.
Valentine’s Day is all about love. But these insights we have come across are for the daily as well we think. As a retailer, you are involved in the amazing business of making sure that love is tangible. After all, who needs cupid when we have you? At IntelligenceNODE, we hope to honor this connection through our link with you!