This year, according to a survey by NAB, more than $16 billion was spent online by Australians, with the average online customer spending $1750 (Frost and Sullivan, 2013).
The survey concluded that Australians are doing increasingly more of their online shopping on local sites rather than international sites. Even given this progression, it still remains that more online spend is directed abroad. It appears that Australians want to spend locally, but the marketing prowess of international ecommerce businesses impel locals to buy from abroad.
There is an incredible opportunity for Australian companies to profit from this desire to spend locally online, if only they could get their marketing right.
Australia: rapidly becoming the smartphone capital of the world
According to Telstra’s 2013 Smartphone Index, penetration of smartphones in Australia is higher than the UK and the US. Nearly three quarters of Australian mobile phone owners have smartphones. When it comes to buying online, 79% of mobile phone owners use their phone to make their purchases.
This is where the real marketing opportunity lies: connecting retail offers to Australian mobile users, all ready and willing to spend their Christmas dollars online with Australian retailers.
SMS marketing: making online shopping easy at Christmas
Australians will spend more than $1 billion each day in the run up to Christmas, and online spending is a growing proportion of this amount. Though the majority of this spending is in-store, mobile phone users are also using their phones to compare prices and spot special deals and offers while shopping on the high street.
An SMS marketing plan will take your special offers direct to the shopper on their phone, which they then use to buy online.
Increasingly, retailers are sending ‘coupons’ to customers to use in physical locations (or online). These are most commonly barcodes which the recipient has scanned at the cash desk.
Perhaps the real beauty of SMS marketing is its immediacy. Your direct SMS message can include a link to your ecommerce sales page for the customer to use, removing the need to navigate separately to your site. With 97% of SMS messages read within a minute or so, your customer can review your marketing message and be buying your product within seconds of receiving it.
Target your customer for market beating results
Christmas is the biggest retail period of the year. For Australian companies, the mobile phone user is a target market that wasn’t available just a few years ago. With a desire to spend and accessibility to spend online immediately, mobile users are a target market that will turbo charge retail sales as Christmas approaches. SMS marketing will ensure your customers are reached quickly and efficiently, with sales being completed within minutes.