Title: Leveraging Identity Resolution to Amplify Post-Black Friday/Cyber Monday Boost
Richard Jones, serving as the Chief Revenue Officer at Wunderkind, is instrumental in helping brands stay ahead of shifting trends and customer landscapes. Post the record-breaking Black Friday and Cyber Monday (BFCM) events, brands are left with a treasure trove of consumer data to learn from.
Our research on this year's marketing activities highlights a compelling fact: Brands thriving in the holiday season and beyond master the art of personalized marketing. At the core is identity resolution technology, which helps transform anonymous interactions into meaningful relationships with customers.
Here are strategies to leverage this technology and capitalize on BFCM insights, setting the stage for 2025:
Turn Anonymous Visitors into Engaged Shoppers
A staggering 95% of website traffic during peak periods like BFCM remains anonymous. Identity resolution tools can bridge this gap by unifying data across devices and platforms, identifying individual visitors.
Brands should focus on:
- Building Pre-BFCM Funnels: Utilize pre-BFCM site visits. With 42% of shoppers "grazing" sites in the week leading up, engaging these visitors through personalized messaging or incentives can help convert them during the sales.
- Crafting Personalized Experiences: Once visitors are identified, tailor content and messaging to their individual preferences and behaviors, which can drive conversions.
Leverage First-Party Data
Email and SMS opt-ins play a crucial role in driving revenue. By offering exclusive deals or content in exchange for sign-ups, brands can maximize these opportunities.
To drive sales:
- Engage Visitors with Valuable Content: Offer exclusive content, discounts, or loyalty perks to incentivize sign-ups.
- Invest in Robust Identity Frameworks: Use tools that connect email captures to broader consumer profiles, allowing for seamless, cross-platform engagement.
Personalize at Scale with AI-Driven Insights
AI-driven systems can analyze user behavior and past interactions, generating actionable insights.
- Triggered Campaigns: Use AI to send personalized follow-ups to shoppers who interacted but didn't convert, based on items they viewed or abandoned carts.
- Predictive Analytics: Identify likely buyers by analyzing past behavior to inform future campaigns.
Optimize the Mobile Experience
Mobile purchasing continues to grow, with increased shares of revenue year-on-year.
- Streamline Checkout: Reduce friction by enabling seamless payment options for returning shoppers, making purchases more convenient.
- Leverage Push Notifications: Use SMS and app notifications to nudge users towards completing purchases.
Build Urgency with Strategic Timing
Cyber Monday conversion rates doubled this year due to FOMO and time-sensitive campaigns. By using identity data, brands can target shoppers with localized offers, accounting for time zones and past purchase windows.
- Time-Based Personalization: Engage shoppers with targeted deals based on local time, taking advantage of peak purchase periods.
- Post-Holiday Urgency: Capitalize on shipping deadlines or last-chance sales to extend the holiday season momentum.
In conclusion, identity resolution technology is essential for brands to transform fleeting interactions into lasting relationships. By adopting these strategies, brands can leverage the insights gained during BFCM, driving growth and fostering loyalty, leading to a competitive edge in a customer-centric landscape.
Want to join our expert Business Development Council?Do I qualify?
As a member of Wunderkind's Business Development Council, Richard Jones could collaborate closely with other industry leaders to share insights and strategies on utilizing identity resolution technology. This could potentially include discussing the impact of Richard Jones' role as the Chief Revenue Officer at Wunderkind in helping brands capitalize on BFCM insights and stay ahead of shifting trends.
Brands could benefit from Richard Jones' perspective and expertise in this council, allowing them to learn effective strategies for turning anonymous visitors into engaged shoppers, leveraging first-party data, personalizing at scale with AI-driven insights, optimizing the mobile experience, and building urgency with strategic timing.
