SAN FRANCISCO, Nov. 28, 2017 /PRNewswire/ -- Salesforce
[NYSE: CRM], the global leader in CRM, today released new research
revealing Black Friday 2017 was the busiest digital shopping day of
the holiday season. Salesforce combined insights on the activities
of hundreds of millions global shoppers across more than 30
countries powered by Commerce Cloud; millions of public social
media conversations analyzed through Marketing Cloud; and data from
Salesforce's annual Connected Shoppers Report to give retailers the
intelligence they need to drive their businesses forward.
Top Salesforce 2017 Holiday Shopping Insights
- Massive digital commerce growth: The 2017 holiday season
had a strong kickoff with e-commerce revenue up 30 percent on
Thanksgiving Day, 32 percent on Black
Friday and 15 percent on Cyber Monday. The combined 26 percent
revenue growth across the first week of the season is nearly double
the 15 percent growth rate in Q3 of this year. There is still
massive opportunity for retailers, as consumers will only have 50
percent of their holiday shopping completed by Sunday, Dec. 3 and 80 percent completed by
Friday, Dec. 15.
- Record mobile commerce growth: Consumers turned to their
mobile devices in record numbers, as phones accounted for 60
percent of digital traffic to retail sites and 41 percent of orders
from November 21-27 (Cyber Week), up
from 53 percent and 32 percent, respectively, in 2016. This year
represents a watershed moment for the shift to mobile commerce, as
this was the first Black Friday where personal computers accounted
for less than half–49 percent–of all orders.
- Artificial intelligence (AI) driven personalization delivers
outsized impact: Retailers are seeing the impressive impact of
personalization on the biggest digital days of the season. On Black
Friday, while only six percent of shoppers engaged with product
recommendations, those shoppers accounted for 32 percent of all
digital revenue. On Cyber Monday, five percent of shoppers engaged
with product recommendations, which accounted for 26 percent of
digital revenue that day.
- Social media increasingly plays a big role: Social
traffic to retail sites rose to five percent overall, and seven
percent from mobile. In looking at social media conversations
during Cyber Week, Black Friday mentions were down year over year
(YoY) with 3.4 million mentions this year, compared to four million
in 2016. Conversation sentiment was also slightly down YoY, but
remained positive at 75 percent. PlayStation, Xbox and Apple were
the most frequently talked about products and brands this year, and
the top hashtags (in order) were #givingtuesday, #blackfriday and
#cybermonday.
Salesforce Powers the Holiday Season
Salesforce delivers massive scale in business to consumer (B2C)
CRM. Here's how Salesforce helped retailers power personalized
commerce, marketing and customer service throughout Black Friday,
Cyber Monday and Cyber Week:
- Commerce Cloud customers delivered nearly 94 million
AI-powered product recommendations on Black Friday and just over 73
million on Cyber Monday. It also powered more than 850 million
clicks on Black Friday, more than 700 million on Cyber Monday and
more than 3.8 billion throughout Cyber Week. This data shows that
Black Friday eclipsed Cyber Monday for the second year in a row as
the largest digital shopping day of the season.
- Marketing Cloud sent over three billion emails, mobile
SMS and push notifications on Black Friday, nearly 3.3 billion on
Cyber Monday and a total of 17.5 billion on Cyber Week. Salesforce
DMP, part of Marketing Cloud, powered more than 8.8 billion data
collection events on Black Friday, almost 10 billion on Cyber
Monday and nearly 62 billion during Cyber Week. Delivering on the
value of AI, Marketing Cloud powered more than 311 million
Salesforce Einstein engagement scores on Black Friday, 472 million
on Cyber Monday and nearly three billion during Cyber Week.
Einstein engagement scores determine how likely a retailer's
subscriber is to open an email, click links and stay
subscribed.
- Service Cloud customers viewed more than 55 million
customer service cases and received more than 17 million customer
service calls on Black Friday. This increased to 98.6 million
customer service cases viewed and more than 44 million customer
service calls received on Cyber Monday, topping out with more than
400 million service cases viewed and 162 million calls received
during Cyber Week.
Comments on the News
- "Just as we predicted, Black Friday once again rose above Cyber
Monday as the biggest digital shopping day of this holiday season,"
said Rob Garf, VP industry insights,
Salesforce Commerce Cloud. "However, it's not too late for
retailers to increase digital revenue as consumers will only have
50 percent of their holiday shopping completed by December 3rd."
- "Mobile and digital continue their massive growth, but what
really sets retailers apart is personalization," said Shelley Bransten, SVP Retail Industry Solutions,
Salesforce. "Six percent of shoppers who engage with personalized
product recommendations are driving 30 percent of revenue."
Additional Resources:
- Read the Salesforce Cyber Monday Flash Report:
sforce.co/2ncsJqm
- Read the Salesforce Black Friday Flash Report:
sforce.co/2zGJz6o
- Read the Salesforce Thanksgiving
Flash Report: sforce.co/2mXssY9
- Like Salesforce on Facebook at
http://www.facebook.com/salesforce
- Follow @salesforce on Twitter
2017 Salesforce Holiday Insights and Predictions
Methodology
Salesforce combined data-based insights on the activity of
hundreds of millions of global shoppers across more than 30
countries powered by Commerce Cloud, and millions of public social
media conversations through Marketing Cloud Social Studio. This is
in addition to data from Salesforce's 2017 Connected Shoppers
Report, which is based on responses from 2,011 adults 18+ in the
US, among whom 529 are Millennials (ages 18-36), 530 are Gen Xers
(ages 37-52), and 737 are baby boomers (ages 53-71). This online
survey is not based on a probability sample and therefore no
estimate of theoretical sampling error can be calculated.
About Salesforce
Salesforce, the global CRM leader, empowers companies to connect
with their customers in a whole new way. For more information about
Salesforce (NYSE: CRM), visit: www.salesforce.com.
Any unreleased services or features referenced in this or other
press releases or public statements are not currently available and
may not be delivered on time or at all. Customers who purchase
Salesforce applications should make their purchase decisions based
upon features that are currently available. Salesforce has
headquarters in San Francisco,
with offices in Europe and
Asia, and trades on the New York
Stock Exchange under the ticker symbol "CRM." For more information
please visit http://www.salesforce.com, or call
1-800-NO-SOFTWARE.
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