The Year Of The Supershopper

We all have that friend – the one who somehow knows the latest brands, the season’s must-have products, and where to find the best deals at the snap of a finger. In years past, this friend was an enigma, making us wonder how does he (she?) do it?

Today, we can all be that friend. With the ability to instantly discover, research, and purchase, shoppers around the world are more informed and more efficient than ever before – they’ve transformed into supershoppers seemingly overnight.

But what defines supershoppers? And what does this mean for retailers trying to win them over this holiday season? Let’s find out.

They Keep Their Options Open

Last year, more than 50% of holiday shoppers said they were open to purchasing from new retailers. This is especially true online. More than three-quarters of smartphone shoppers who usually go to the same physical stores when they shop for products are very open to new retailers and brands online. Why? Mobile makes it easy to explore all of your options no matter when or where you’re shopping. In fact, after searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase.

Mobile is Their Muse

It used to be that shoppers would thumb through catalogues or stare longingly at the holiday window displays, but mobile is now the super shopper’s go-to source for inspiration. Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into store. And 1 in 4 mobile video viewers  have visited YouTube for help with a purchase decision while they were at a store or visiting a store’s website.

But shoppers aren’t only making purchase decisions, they’re discovering new brands and products along the way: more than half of smartphone users have discovered a new company or product when conducting a search on their phones.

They Want the Best – Not the Cheapest

In July we learned that shoppers are on the quest for the best – and this still rings true more than ever today. Last holiday, mobile searches related to “best gift” grew 70% year over year while mobile searches related to cheap or inexpensive gifts grew about 35%. They’re also willing to do the research to the make the best decision: on YouTube, mobile watch time for product review videos has grown 60% year over year.

But supershoppers don’t only want the best – they want personalized, unique, cool gifts. Mobile searches related to “unique gifts” grew more than 65% while mobile searches related to “cool gifts” grew a whopping 80%.

Mobile is Their Door to the Store

Although more and more people are willing to buy on mobile, we know that mobile is still used predominantly as a door to the store. In fact, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase.

Once they’re inside your store, they expect the experience to be a seamless one: more than 40% of smartphone shoppers want retailers to automatically surface relevant information such as the location of the item in the store, a special deal or related products.

They Shop ‘Til they Drop

Supershoppers live up to their name as the holiday season progresses. From November through mid-December we see online conversion rates increase across devices. Last year, on mobile alone, they jumped 30% on Black Friday and 50% on Cyber Monday when compared to November 1.

Here Are a Few Tips to Reach Today’s Supershopper

  1. Get your holiday campaigns in shape: Use a combination of search and video ads to reach shoppers across all their digital touchpoints. Ensure your products stand out by reading our list of optimization do’s and don’tsas well as our best practices for TrueView video ads.
  2. Be Present on Mobile: use mobile bid adjustments to ensure your brand is present no matter when people are shopping. For search campaigns, you can send mobile users to the right pages on your site by using mobile URLs.
  3. Manage Your Bids Efficiently and Effectively:  Improve your bidding for sales and promotions by the help of experts.
  4. Bring your Brand into the Consideration Set: As shoppers are more open to new brands online, help shoppers discover your brand and products through category keywords and audience targeting formats like True View for shopping. You can use True View video discovery ads to target YouTube search pages relevant for your brand.
  5. Don’t Miss Out on People Who are Willing to Buy Your Products: Monitor your budgets and review your click-share daily to make sure you’re not losing out on shoppers ready to buy. Increase bids and budgets as conversion rates rise, and don’t forget to keep the lights on even after the holiday season ends! Finally, don’t forget to use store visits or store sales to make sure offline sales are accounted for.

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