Luxury Brand Marketing Case Studies

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While looking at lessons we can leverage in 2017 from this past holiday season, something stood out: Cyber Monday, while still a crucial shopping day in the week, was losing a bit of luster. Within the Rakuten Affiliate Network Cyber Monday was the top day for total orders of Cyber Week and had extremely high conversion rates. If it didn’t fall off the map, and it set records, why is this a discussion?

While looking at lessons we can leverage in 2017 from this past holiday season, something stood out: Cyber Monday, while still a crucial shopping day in the week, was losing a bit of luster. Within the Rakuten Affiliate Network Cyber Monday was the top day for total orders of Cyber Week and had extremely high conversion rates. If it didn’t fall off the map, and it set records, why is this a discussion?

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The reason why advertisers will want to focus on keeping Cyber Monday strong is because, after Black Friday weekend, a huge majority of holiday shoppers aren’t even close to finished with their holiday shopping.Cyber Monday 2016 was one for the record books, but behind the records being set that day there were red flags that marketers need to be aware of.In this case study we evaluate what went on behind the scenes during Cyber Monday 2016, why these records aren’t all that marketers should be paying attention to, and what lessons we learned that will be applicable throughout all of 2017. This year’s Cyber Monday set records as the largest online sales day in history.Consumers also showed they wanted deals earlier in the week, so merchants responded by offering earlier-in-the-week deals.The result was exactly what we saw this past holiday shopping season: What does this mean for Cyber Monday?That projection means more record sales – but this time favoring Black Friday rather than Cyber Monday.What this means for 2017: It’s safe to say that you can’t assume that customers will always be shopping the same days.Shopping is getting more competitive with more holidays (real and made up) sprouting up.In 2017 you’ll need to be vigilant of consumer shopping habits, doing things like taking advantage of quirky/fun holidays.Advertisers adjusted their strategies and started offering competitive deals for online shoppers prior to Cyber Monday in order to convert consumers that would otherwise be waiting throughout the weekend for online sales to begin.Now, not only are we seeing sales start as early as the Tuesday before Thanksgiving, we’re also seeing a new phenomenon taking place: offer fatigue. The main reason is advertisers haven’t been adjusting their sales to help keep the momentum going after Black Friday weekend.

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