Are you ready for shopping prime time? Learn 3 strategies retail and e-commerce marketers can implement to drive traffic to their websites and increase revenue this Amazon Prime Day.
This year, Amazon’s sixth annual Prime Day—a two-day shopping frenzy when the e-commerce giant’s Prime members can take advantage of massive sitewide discounts—will take place from October 13-14. Traditionally held in July, Amazon’s hallmark sale was postponed due to the ongoing effects of COVID-19. Now taking place mere weeks before Black Friday, Prime Day is expected to kick off the holiday shopping season as other retailers follow suit.
Last year, shoppers spent a whopping $7.16 billion during Amazon’s 48-hour Prime Day sale—up 71% from $4.19 billion in 2018. Consumers are expected to spend even more this year, with analysts projecting $9.91 billion in world-wide sales. Notably, Prime membership is expected to grow 14.9% to 142.5 million US users, surpassing 50% of the US population.
While in the past consumers have focused on purchasing items for themselves during Prime Day, this year many are expected to buy gifts for loved ones. 21% of consumers plan to start holiday shopping in September and October (compared to 29% who plan to start in early November)—up from just 4% during the last Prime Day period.
This unofficial retail holiday means that shoppers will already be in a holiday shopping mindset, actively looking for the best deals. While consumers will undoubtedly be browsing around on Amazon.com, they’ll also be interested in what other brands have to offer. Major retailers, including Walmart and Target, have already announced coinciding sales.
How can marketers maximize this opportunity to drive revenue on their own websites before the official start to the holiday season? Below are three marketing strategies that retailers can employ to stand out and connect with Prime Day shoppers before, during, and after the big event:
Offer extended sales
Since Prime Day is limited to a 48-hour window, retailers should strongly consider offering promotions that extend both before and after the Prime Day period.
Drive mobile traffic by giving your text messaging subscribers exclusive early access to your sale. Then, throughout the promotional window send mobile exclusive offers and limited-time deals to create a sense of urgency and make subscribers feel like VIPs.
Take a multi-channel approach
Amazon will receive the bulk of web traffic on October 13-14, so brands will need to find new ways to stay top-of-mind with consumers and drive traffic. Paid search campaigns and social media advertising are two ways that marketers can spread the word about their own offers during this time period.
For a more immediate and direct way to drive traffic to your site during Prime Day, engage your audience through personalized text messaging. During a digitally noisy shopping period like Prime Day, text messages are likely to be seen much quicker than other marketing communication channels.
Create a sense of urgency by highlighting the limited-time nature of your offer, and link directly back to your website so subscribers can begin shopping right away.
Pro tip: Create a cohesive digital customer experience by using similar branded imagery across your paid media, social, and text messaging campaigns.
Advertise your free shipping options
For shoppers, one of the most appealing aspects of Amazon Prime is the convenience of its free one- or two-day shipping policies. Many consumers now expect free shipping—especially since the start of the pandemic, when consumers began primarily shopping online. Brands should match Amazon’s perk by offering free expedited shipping during the week leading up to Prime Day to drive site traffic.
When looking at the upcoming holiday season, shipping will be a major motivating factor. Anticipated shipping delays is a significant reason why 42% of consumers will shop earlier. Send a text message to your mobile subscribers encouraging them to shop early to avoid any delivery delays, and offer them free shipping to further incentive them to complete their purchase.
Brands need a clear strategy to stay top-of-mind and drive sales this Amazon Prime Day—and throughout the 2020 holiday season. Attentive is here to help—explore our 2020 Holiday Planning Hub for in-depth insights, list growth and text messaging strategies (including real-life campaigns), case studies from leading brands, and much more to help you plan for (and achieve) a successful 2020 holiday season.