Last year, 95m of consumers shopped locally spending $16.2bn on Small Business Saturday, making up 35% of their holiday gift budget.
Now, intelligent media firm, Valassis, has offered three tips for local businesses on how to get more out of this American shopping holiday, which is held on Saturday after Thanksgiving and urges consumers to shop at smaller retailers.
Valassis offers mobile advertising tips for this year’s Small Business Saturday
According to the company’s research, savings apps such as Local Flavor have seen an increase in downloads from 36% to 49% over the last 24 months. Over 50% of shoppers are now visiting their local stores after receiving a mobile offer. Hence, small and medium businesses should seize the opportunity to leverage hyper-local marketing strategies to drive shoppers to their stores this season.
According to Valassis, SMBs can capitalise on Small Business Saturday by embracing location-targeted mobile advertising. Indeed, mobile devices are a prominent ad channel today with most US shoppers using a mobile phone and 80% owning a smartphone. With the right strategy it’s not difficult to remain present. Geo-location targeting improves mobile ads by offering behavioural data and creating unique audience segmentation based on shopping and consumer behavior.
In addition, the research finds that custom mobile app creation has become much cheaper than ever before and tied with an email marketing programme can offer valuable returns and consumer engagement. Push notification, email automation and customer insights are making it easier for retailers to interact with audiences. Loyalty apps are just one proof of that. Consumers have begun to demand convenience and engagement which mobile loyalty apps provide.
Marketers are reminded to review their advertising efforts and check that what worked still works. Geo-fencing strategies can inspire customers to act instantly, whilst audience campaigns require longer conversion lead times.
Knowing the right strategy helps in driving in-store visits and consumer retention rates.
Steve Hauber, division president, Valassis Local Solutions, says:
“Small businesses must incorporate hyper-local marketing strategies in advance of Small Business Saturday, and throughout the holiday season, to better engage, attract and retain local shoppers and remain competitive with larger brands. Small Business Saturday is a testament to consumers’ willingness to shop local, but it’s up to businesses to activate strategic advertising campaigns and tactics to promote themselves. While all small businesses will likely see a boost from the holiday, those that embrace a hyper-local approach will reap even greater results to their bottom lines.”