It’s an Amazon world, digital marketers just live in it. The Seattle-based e-commerce giant is redefining retail like no other business and cemented its influence five years ago by creating its own shopping holiday, Amazon Prime Day.
What started as a day of exclusive discounts for Amazon Prime members evolved into a cultural phenomenon: six out of 10 U.S. consumers are aware of Prime Day and in fact, it’s the third most popular shopping holiday after Black Friday and Cyber Monday.
With visibility and intent riding high – Prime Day 2019 is expected to happen on July 15 – retailers and brands will probably regret not cashing in on the excitement. Amazon may be a giant but it’s not the only game in town. Competitors such as eBay, Walmart, and Best Buy will roll out their own heavy discounts, with Target recording a 129 percent lift in conversions on Prime Day 2018.
What’s more, Amazon’s services experienced heavy glitches last year, which led 15.9 percent to abandon their purchase while competitors mopped up spillover demand. This could be you! Here are six strategies for ‘Black Friday in the Summer’ with relevant omnichannel marketing:
1. Start Back-to-School season with a bang!
Amazon has single-handedly moved the needle on back-to-school shopping. More than 33 percent of back-to-school shoppers are already looking for supplies on Prime Day and just like that, the back-to-school shopping season is starting a whole month earlier than usual.
2. Make it personal
Maximize your Prime Day marketing by charging your campaigns with personal relevance. Amazon generates more than 35 percent of its total revenues with personalized shopping recommendations powered by predictive analytics (McKinsey). With tools like the Selligent platform’s natively integrated Offer AI, everyone now has the technology to use AI in retail.
Find out how Selligent customer Camper stepped up its annual sales campaign by targeting highly engaged customers with special messages, boosting the conversion to sale rate by 36.4 percent!
3. Optimize for mobile
Prime Day purchases are increasingly happening on-the-go. When 52 percent of shoppers experienced technical difficulties on Prime Day 2018, many flocked to competitor sites in search of deals. That’s why optimizing your campaign for mobile is no longer optional. It’s a powerful and complex channel, so make sure to implement personalization on websites and emails while also using real time automation to grab attention with SMS and push messages (here’s our primer on winning with push).
4. Shout your deals with SEO and hashtags
Offering better deals than Amazon does not guarantee success, although shoppers love a good deal and 77 percent of BTS shoppers actively look for discounts and coupons (TopCashback). Make sure they find you by promoting your campaign through display, search and email marketing. Also use the real-time power of social messaging to capture consumers with high intent to buy.
Boost your reach with smart SEO terms like “Prime Day special”, “Prime Day 2019” and “Prime Day promo”. Also tap into the BTS crowd with “Back to School” combined with “deals”, “sales”, “promo”, “2019”, “school shopping” and “school giveaway”. Need trending hashtags? Include #amazonprime, #primeday2019, #amazonprimeday, #primedaydeals and #teachersloveamazon.
5. Build your own data foundation
Amazon is now the starting point for a staggering 56 percent of US, UK, German and French shoppers on their purchasing journeys. Massive streams of purchase and search data now flow directly into Amazon’s river and behind the company’s walls (make sure to read our blog story on building customer relationships in the Age of Amazon). Brands and retailers need to optimize their data foundation to be able to compete. Eliminate silos and integration issues to attain a single customer view across channels. And use sweepstakes and opt-ins to expand your consumer database.
Actionable consumer data is also the basis for relevant AI-based product recommendations (see 2.). Addressing customers according to their personal preferences helped Selligent client KPN achieve dream results in an automated end-of-year campaign: smart personalization in each message delivered 161 percent higher CTOR, among other breakthroughs.
6. Assume a big picture perspective
It may sound waaay too early, but some retailers are already teasing their holiday sales initiatives on Prime Day. The reason: 44 percent of consumers who shopped on Amazon Prime Day said it could impact their holiday shopping plans. Assume a big picture perspective and envision a continuous journey from Prime Day to Back-to-School to Black Friday and the holiday season. To guide you through the Amazon waters long after Prime Day deals have subsided, we created a free whitepaper on Reaching the Indirect Customer. The best part: No Prime membership required for download!