Vibes, the technology leader powering direct-to-consumer mobile engagement, delivered a record number of mobile messages on behalf of its customers during the Thanksgiving holiday weekend, including Cyber Monday. However, unlike recent years, brands found shoppers receptive to mobile marketing throughout the long weekend–including Thanksgiving Day–while engagement rates actually declined on Cyber Monday.
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Through the power of its performance analytics technology, Vibes has identified several insights and trends. Customers achieved a 7% increase in average click-through-rate this year compared to Thanksgiving weekend 2019, as more consumers become accustomed to using their mobile devices for shopping and interacting directly with brands.
Most noteworthy was the timing of when brands connected with consumers, given that fewer people were travelling and heading to physical stores amidst the ongoing Covid-19 pandemic. For example, Vibes’s customers delivered almost as many mobile messages on Black Friday, which is typically dominated by in-store shopping, as they did on the online-shopping dominant Cyber Monday.
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Response rates on Black Friday were nearly a full percentage point higher than Cyber Monday, indicating that people weren’t waiting to shop online. As Cyber Monday has become oversaturated with marketing, it may be losing its ‘event’ status. On the flip side, brands sent three times the number of messages on Thanksgiving Day this year compared to last year, achieving an engagement rate similar to Black Friday.
Many brands saw mobile engagement pay off – whether driving customers to use curbside pickup or alerting shoppers to personalized offers – throughout November. Earlier this year, Vibes rolled out two new products for its retail partners aimed at facilitating Buy Online Pickup at Curbside (BOPAC) and Buy Online Pickup In-Store (BOPIS).
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