This Black Friday, 64 per cent of online buyers were new to the retailer, according to new data from Bluecore. According to the retail technology company, many shops were concentrating on re-engaging their former clientele and shoppers who had already been identified, even with this surge of new customers.
Nearly 30 per cent of all customers are now known to retailers, up to 20 per cent the previous year. Additionally, most shops that concentrated on encouraging returning customers experienced an increase in order values, with some seeing a 10 per cent boost. Mobile accounted for an astounding 85 per cent of Black Friday activity for footwear shops.
Bluecore examined the Black Friday purchasing habits and purchases of consumers across 150 retail companies in seven retail categories, including clothing and footwear.
In addition to completed sale transactions, Bluecore examined 251 million shopper events on companies’ e-commerce sites, including moments that retailers were able to convert into purchases (wishlists, abandoned carts, abandoned searches, new arrivals, restocked inventory, and more). A total of US $ 504 million in revenues, 3.7 million orders, and 52 million first-party cookies were used to generate the data.
According to Bluecore’s CMO Jason Grunberg, “This year’s data shows significant growth in mobile shoppers as well as efforts by retailers to get existing shoppers to shop again.” The data shows that this strategy makes more financial sense than those that only concentrate on acquiring new clients. Generally speaking, retailers that gave priority to their current and known clients reported an increase in order values.
Among Blucore’s main conclusions were:
- Average Order Values (AOV) increased for certain retailers. Order volumes were higher for other shops.
- Only high-end stores saw both.
- Nearly 30 per cent of consumers are now known to retailers.
- When it comes to deciding which customers to prioritise for Black Friday sales—new or returning customers—retailers appear to have distinct strategies.
- Though not greater order values, increased session volumes led to higher order volumes.
- Approximately 85 per cent of all Black Friday purchases were made using mobile devices.
