Shopper Marketing - July 2017 - 32
Include Use of Coupons and Deals
Prime members are more likely to use coupons if they are for online shopping. Groceryfocused apps that offer coupons for in-store
shopping (such as Ibotta and Checkout 51)
had more visits from non-Prime members,
though usage numbers are low overall.
Elevate the Mobile App Experience
Shoppers use mobile sites more than they use
mobile apps, but for those who engage with
apps, they engage more frequently and for
longer time periods. Prime members in particular use a mass app three times more often
that a mass website. The fairly even percentage of users across pure-play and mass apps
indicates a willingness to explore retailer app
Amazon shows the most users of any retail
app, engaging 55% of its Prime members.
Start the Holiday Deals Early Next
Amazon activity for Prime members didn't
spike until Black Friday, showing a possible
opportunity for early engagement. Activity
did spike the week of Nov. 6, but not on Amazon. That shows deliberate waiting time for
Amazon deals with time spent beforehand
getting the lay of the land.
Non-Prime shoppers spiked at other retailers during Black Friday and had no spike on
Amazon (though there was a slight increase
y SHOPPER MARKETING JULY 2017
Overall, Prime members spend quite a bit
of time away from Amazon, showing a real
opportunity to engage.
Shopping Online Is the New
Shopping is not as purposeful as we may
think. The majority of consumers are doing
nothing related to shopping before they go
to Amazon, instead arriving from email, social
media, news, etc.
"Given that our lives are very busy and moving quickly, a shopping trip online isn't necessarily you saying, 'OK I'm going to search all
these things.' We fit this in when we can do it
during the day," Stevens said. "It's really about
what we want, what we need, what we aspire
to. And that's peppered throughout the day."
Search Is an Opportunity for Brands
More non-Prime users get to Amazon via
search, while Prime members go to Amazon
Non-Prime shoppers have a larger portion
of non-branded searches at the category level
or generally for specific products.
For Prime members, more searches are
brand/product searches that do not contain
Amazon in the search - an engagement opportunity for brands and retailers from an
SEO and paid search strategy.