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Shopper marketers typically see Christmas and Thanksgiving as the best times to drive revenue, overshadowing the “smaller” holidays like Easter. But just because Easter isn’t as “big” as the Q4 holidays doesn’t mean there aren’t opportunities. When it comes to shopper marketing, this holiday is huge. In fact, 80 percent of Americans celebrate Easter, and on average, they spend $150 per person. Out of those planning the celebration, 30 percent will use their smartphones to research products or compare prices, and 19 percent of consumers will use their phones to make an Easter-related purchase.
Despite the major opportunity to reach your Easter shoppers, there are also significant challenges. Consumers still lack full control and transparency over how their data is used, and marketers lack trust and confidence in the privacy legistaltion compliance of their technology partners. In fact, 80% of marketers are concerned their tech vendors could put them at risk of violating GDPR. Easter is an unmissable shopper-tunity, but marketers need to ensure they’re only leveraging quality consented data to guide their strategies.
Using Ogury’s first-party, GDPR-compliant data, I took a deeper look into how these shoppers go about their mobile journeys. Mobile journey data revealed that 59 percent of grocery app and site users are female. These users also show an affinity for coupons and discount apps, as well as financial and banking apps. From a timing perspective, grocery app usage peaked on the Thursday before Easter weekend and again the day after Easter Sunday.
So how do you activate these insights? Below are three key strategies shopper marketers can use to win the egg-citing weekend.
Maintain an always-on strategy
Based on Ogury data and insights, it’s clear Easter shoppers are inspired well before and after the holiday. Brands must ensure they are remaining top-of-mind with consumers by applying an always-on strategy, which helps marketers to reach shoppers while they’re filling their baskets.
This means launching a long-term campaign for products and increasing the frequency of when content appears based on peak usage times. For example, knowing that shoppers open grocery store apps the Thursday before Easter and the day after Easter Sunday, marketers can supplement their campaigns with incentives and coupons for these particular days.
Attract consumers with value-added offers
By combining first-party mobile journey data with purpose-built AI technology, marketers can now attract their ideal users based on their observed behaviors. How does that work in practice? By way of example, our Ogury data reveals that the app and website activity of these Easter shoppers suggests that they are cost-conscious and looking for bargains. To attract them effectively, shopper marketers could offer them incentivized recommendations and deals, providing value at each point of their journey.
Using Content to Drive Commerce
According to the NRF’s Easter Data Center, 31 percent of consumers get the inspiration to celebrate the holiday from sales or promotions, and another 11 percent derive their urge from retailer or brand events. This is a great opportunity for marketers to create a moment of need for consumers.
For example, CPG brands could show content on how to organize an Easter egg hunt, and list all of the supplies needed to create a fun environment, which can include the products they plan to market. Recipes are also an easy way to showcase how well-prepared ingredients can make or break a party. Pairing this strategy with an always-on campaign is sure to generate success leading up to and well after the Easter holiday.
With a little under a week until the Easter weekend, people are preparing their stomachs for the insane amount of chocolate bunnies consumed. It’s a great time for marketers to get creative and use this somewhat overlooked season to hook customers with always-on, value-driven and content-based strategies. However, these strategies won’t be successful unless you only leverage quality first-party data, that users have explicitly opted-in to sharing. With the new US privacy legislation laws on the horizon, now is the time to ensure complete compliance.
Are you interested in learning more about the Easter shopper-tunity? Reach out to me at Drew@ogury.co
Drew Childers, VP Midwest & Central