Cyber Monday a winner for online retail

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Australians are embracing global online sales events, with Cyber Weekend sales surging year on year

Rakuten Marketing has revealed a 68% increase in Cyber Monday online retail conversions year on year.

Australian consumers have participated enthusiastically in Click Frenzy, Singles Day – in which Chemist Warehouse smashed its 2016 record of $17 million in sales in only seven hours of trading – and Cyber Weekend, the marketing company says.

And sales were strongest this year during Cyber Weekend, while Singles Day attracted the highest average order value (AOV).

According to Rakuten Marketing data, Cyber Monday was the best performing retail event in the month of November. Mobile sales accounted for 14% of online retail sales over Cyber Weekend, with the peak activity taking place on Cyber Monday.  

The company also found that:

  • Cyber Weekend AOV remains strongest on desktop at $135
  • Over Cyber Weekend, click-through rates peaked between 7pm and Midnight on Cyber Monday    
  • Singles’ Day drove the strongest AOV, 39% higher than Black Friday
  • Sales driven by retargeting ads during November increased 40% year on year.

“November online retail performance shows record growth, as consumers take advantage of international and local retail events, providing advertisers with a great opportunity to connect customers, with their brand,” says Anthony Capano, managing director, Rakuten Marketing Asia-Pacific.

“The holiday season isn’t over yet, December promises to be another stellar month as consumers race to finish their holiday shopping and embrace Boxing Day sales.

“These peak retail periods continue to demonstrate the importance for advertisers in focusing on audience acquisition strategies that build loyal customers, customers that have the potential to remain loyal well beyond the holiday season.”

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