The last shopping season of the year promises a lot of movement and displacement for retailers, with the World Cup, Black Friday and Christmas taking place in just over 30 days. How can brands take advantage of this scenario to increase their results?
With that in mind, Waze prepared a study on the behavior of platform users, the wazers, on these dates, which can help your brand seek more visibility during the period.
Just to give you an idea, last year, Black Friday was the third most important date for retailers on Waze, with 60% more navigations than the average for the year.
Black Friday: Clothing and Malls have greater movement
According to browsing data from Waze users, apparel stores grew 37% in navigations in the Black Friday 2021 period, compared to the annual average.
Shopping Centers increased 34% and car rental companies registered 45%, topping the podium of establishments with the highest growth in the number of navigations in this period.
Most Navigable Locations
· Car rental agencies + 45%
· Fashion and Apparel +37%
· Malls + 34%
· Department stores + 21%
Clothing was one of the most impacted categories during the pandemic and its percentage acceleration ended up standing out at the time of recovery versus other less impacted categories, such as supermarkets, for example.
One of the conclusions of the study is that the growth in navigation for car rental agencies and exchange offices may be a reflection of the behavior of the post-pandemic population, which took advantage of the already advanced vaccination and the period of promotions to travel.
Natal: Categories with the greatest movement
Christmas registered the most important seasonality with a 96% increase in navigations last year.
Check out the main categories that were targeted by wazers, according to platform data:
· Toy stores +236%
· Fashion and Apparel +146%
· Shopping Centers +98%
· Jewelry stores +97%
According to wazers’ navigation data, Christmas preserves its unique navigation profile, a date of fraternization in which the main characteristic is to present friends, family and relatives.
It is an occasion when shopping is more focused on physical destinations than at other times, as it is also part of the Christmas ritual to go to stores to purchase Christmas items. They range from new clothes for parties, gifts for the little ones, secret friends and family.
Taking advantage of displacement, a moment of high influence
Waze has more than 20 million active drivers in Brazil, who spend a good part of their day commuting, between work, leisure and study activities.
Also known as on the go, commuting is a highly influential moment in the consumption journey to increase recall and conversion.
Black Friday, Christmas, New Year’s Eve, Summer and Holidays are approaching and brands have the opportunity to connect with qualified audiences on the go to reinforce their pre-purchase presence and boost results.
Research shows that brands active on Waze experience a 105% increase in brand recall and a 12% increase in navigations. In addition, they increase sales conversion, according to internal tests carried out by the platform with partners. Commuting is part of everyone’s everyday life. Is your brand taking advantage of the influence of this moment to boost conversion on such strategic retail dates?
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The post Black Friday and Christmas: how wazers move on the most important retail dates appeared first on ADNEWS.
