Bloomreach, the platform fueling limitless ecommerce personalization, announced results and trends from the 2024 peak holiday shopping season, during which Bloomreach customers noted a 9% increase in Black Friday revenue year-over-year (YoY). While email remained the dominant marketing channel for reaching shoppers, this peak season proved that winning marketing strategies connect personalization across every touchpoint in the shopping experience — as the volume of SMS and mobile notifications increased substantially over 2023.
“It’s no secret that omnichannel is a critical component of any successful marketing strategy today. But the growth of channels like SMS and mobile this Cyber Week prove just how important that strategy is in standing out from the crowd,” said Raj De Datta, co-founder and CEO, Bloomreach. “As email inboxes become more crowded, brands are using more touchpoints to reach customers where they are. We’re proud to have helped them power and connect personalization across those touchpoints during such a critical time for their businesses.”
Cyber Week 2024 Trends:
- Shoppers get a mobile “push.” Mobile push notifications rose 103% YoY for Bloomreach customers on Black Friday, with more marketers engaging shoppers through dedicated mobile app communications.
- SMS sought the spotlight. Marketers leaned into SMS to reach shoppers on Black Friday and Cyber Monday, with SMS messages increasing 45% and 47% YoY, respectively. As Rich Communication Services (RCS) enable even more advanced and interactive messaging experiences, marketers can expect SMS to remain a prominent channel in years to come.
- Email gets personal. Marketers utilized product recommendations within emails at a higher rate this Cyber Week than last, creating more personalized experiences for their customers. While Black Friday saw a steady 7% increase in recommendations sent via email, Cyber Monday saw a 35% YoY increase.
- The search bar sees all. Bloomreach’s search and merchandising platform saw nearly 1.5 billion searches from Black Friday to Cyber Monday, highlighting just how critical a role search plays in the customer journey.
- Email retains its reigning title. Bloomreach’s marketing automation solution saw more than 500 million emails sent on Black Friday alone, a 32% increase YoY. Cyber Monday saw a similar trend, with more than 440 million emails sent, a 26% increase YoY. Omnichannel dominance is on the rise — but email remains a critical channel in that toolbox.
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