Branding Brand Mobile Commerce Index Shows Black Friday Mobile Sales up 128% (Press Release)

Branding Brand, a mobile commerce platform used by major retailers today announced the results of its Mobile Commerce Index for Black Friday, which showed substantial increases in consumers shopping on smartphones. This announcement follows yesterday’s Mobile Commerce Index for Thanksgiving Day, which showed a 221% year-over-year increase in Thanksgiving mobile sales.


The Branding Brand Mobile Commerce Index is a compilation of 66 mobile sites developed by Branding Brand for retailers across a variety of industries including apparel, health and beauty, and home goods. The Index is the largest collection of data on commerce sites specifically designed for smartphones, as opposed to non-optimized desktop sites with mobile traffic.


The Index had the following Black Friday results:

  • 3,513,367 visitors (63% iOS; 32% Android)
  • 20,708,053 page views (62% iOS; 33% Android)
  • 50,905 orders (69% iOS; 29% Android)
  • $78.92 average order value ($80.37 iOS; $75.43 Android)
  • 20.44% of total e-commerce traffic came from smartphones


Compared to 2011, the Branding Brand Mobile Commerce Index for Black Friday showed the following year-over-year gains for the 26 mobile sites and apps tracked during both periods:

  • Visits increased 101%
  • Page views increased 99%
  • Average order value decreased 7.46%
  • Mobile sales increased 128%


“While most industry reports capture overall mobile usage, a true chasm of analytical performance data exists between how people use mobilized and non-mobilized websites. Lumping both formats together in the same report skews usage data, since engagement is much higher on mobilized sites when there’s no need constantly pinch and zoom,” said Chris Mason, co-founder and CEO of Branding Brand. “We are finding that, if you build a mobile site, the mobile dollars are coming much faster.”

Branding Brand will release an extended report on the entire Thanksgiving through Cyber Monday period, including data on peak mobile shopping times, in the upcoming week.

 

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ABOUT BRANDING BRAND: Branding Brand powers mobile commerce sites and apps for the world's leading retailers, including American Eagle Outfitters, Anthropologie, The Children's Place, Costco, Crate & Barrel, Dick's Sporting Goods, Drugstore.com, Eastern Mountain Sports, Nautica, Ralph Lauren, Sephora, Spanx, Steve Madden, Timberland, and Tumi.

Based in Pittsburgh, PA, it is the largest and fastest-growing mobile commerce platform in the industry. It is also a Google Commerce Search Partner, Google Wallet Partner, and PayPal Channel Partner. For more information, visit http://www.brandingbrand.com.


Branding Brand Mobile Commerce Index Shows Huge Gains in Thanksgiving Day Mobile Shopping (Press Release)

Branding Brand, a mobile commerce platform used by major retailers today announced the results of its Mobile Commerce Index for Thanksgiving Day, which showed substantial increases in consumers shopping on smartphones.


The Branding Brand Mobile Commerce Index is a compilation of 66 mobile sites developed by Branding Brand for retailers across a variety of industries including apparel, health and beauty, and home goods. The Index is the largest collection of data on commerce sites specifically designed for smartphones, as opposed to non-optimized desktop sites with mobile traffic. 

The Index had the following Thanksgiving Day results:

  • 3,086,154 visitors (63% iOS; 32% Android)
  • 17,364,602 page views (62% iOS; 33% Android)
  • 29,880 orders (70% iOS; 29% Android)
  • $81 average order value ($81 iOS; $80 Android)
  • 20.25% of total e-commerce traffic came from smartphones


Compared to 2011, the Branding Brand Mobile Commerce Index showed the following year-over-year gains for the 26 mobile sites and apps tracked during both periods:

  • Visits increased 103%
  • Page views increased 133%
  • Average order value increased 19%
  • Mobile sales increased 221%


"While Thanksgiving Day has traditionally been the quiet before the storm, 2012 was different," said Chris Mason, co-founder and CEO of Branding Brand. "This year, many retailers opened on Thanksgiving or started their Black Friday deals early online. Those who were not at home turned to their phones to make sure they didn't miss out."

 Branding Brand will release the results of its Mobile Commerce Index for Black Friday on Saturday, November 24. An extended report on the entire Thanksgiving through Cyber Monday period, including data on peak mobile shopping times, will be released in the upcoming week.

 

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 ABOUT BRANDING BRAND:
 Branding Brand powers mobile commerce sites and apps for the world's leading retailers, including American Eagle Outfitters, Anthropologie, The Children's Place, Costco, Crate & Barrel, Dick's Sporting Goods, Drugstore.com, Eastern Mountain Sports, Nautica, Ralph Lauren, Sephora, Spanx, Steve Madden, Timberland, and Tumi.

Based in Pittsburgh, PA, it is the largest and fastest-growing mobile commerce platform in the industry. It is also a Google Commerce Search Partner, Google Wallet Partner, and PayPal Channel Partner. For more information, visit http://www.brandingbrand.com.


App Deleted After One Use: What Should Brand Do? (Mobile Marketer)

It is not enough to simply launch a mobile application. Brands need to support it with marketing and social efforts to keep consumers engaged after the app is downloaded to their device.

One of the biggest challenges in mobile is application discovery and awareness. However, to succeed in the space, marketers must overcome that.

“You need to support your app with marketing on catalogs and mailings, email announcements, your main site and in-store,” said Chris Mason, co-founder/CEO of Branding Brand, Pittsburgh.

“The best way to avoid deletion is to make sure your app is not worth removing,” he said. “Building an app that truly services loyal customers and automatically updates are the two fundamentals to success.”

Key strategies
Mobile app stores are growing by the minute.

Marketers are rolling out various applications to keep up with tech-savvy consumers.

However, simply launching a mobile app and leaving it to the consumer to find is no longer good enough.

Additionally, many times, consumers download an application, use it once and then delete it.

“There are creative as well as behind-the-scenes best practices,” Mr. Mason said. “From a content standpoint, it is important to offer fresh, value-added material that is unique to the device and its capabilities.

“Things that set routines, like daily reminders, items of the day, or mobile-only offers are great ways to keep people coming back,” he said. “That said, you can have the best idea in the world, but if the app fails on execution, it doesn’t matter.

“When possible, go native. Avoiding Web mashups lets you optimize user interface and experience. In addition, securely saving credentials can improve experience by allowing repeat visitors to skip the hassle of retying information that could have easily been stored at their request. Finally, build in a way that allows you to push updates to your app without constantly submitting it to Apple. Nothing is worse that having to continually download new versions of an app.”

(Read full article.)

Branding Brand Delivers Punch to Mobile Retail Sales (Pittsburgh Tribune-Review)

Branding Brand grew in four years from a startup interactive marketing agency to an authority in building mobile shopping websites and apps, then studying traffic and using the results to rev up sales.

The South Side company originated Internet sites that customers of Costco, American Eagle Outfitters, Bath & Body Works, Ralph Lauren and other top retailers easily can view on a smartphone or tablet computer screen and use to make purchases.

Experts predict this holiday season will ring in more mobile and multi-channel shopping — researching a product in a store and on a phone, for example — than ever. A recent PriceGrabber.com survey of nearly 2,500 online shoppers found 16 percent intend to shop with a mobile device, up from 13 percent last year.

Branding Brand is preparing for more growth. Last month, the company added former General Nutrition Centers Inc. and Dick’s Sporting Goods Inc. marketing executive Jeff Hennion as its president and raised $7.5 million, its first outside investment.

“The world of retail is turning to mobile, and this place has clearly emerged as the leader in mobile commerce,” said Hennion, who headed electronic commerce at GNC. “The calls are coming in"....

(Read full story)

Branding Brand Is Growing Fast as It Helps Improve the Mobile Shopping Experience (Pittsburgh Post-Gazette)

As smartphones take over the job of powering more of the magic behind Christmas gift giving this year, a storefront along East Carson Street is filling up with employees focused on making mobile shopping easier, faster and basically better.

Branding Brand, a start-up business that moved to the South Side from Oakland this summer, has in the past two years helped retailers such as Ralph Lauren, Costco, Crate & Barrel, and American Eagle Outfitters take their stores onto mobile devices.

The mobile commerce platform company keeps hiring more people to help keep up with the work, and expects to have 120 employees by year-end. Two years ago, it had 10.

Shopping with cellphones and tablets is such a rapidly evolving area that Branding Brand keeps one room stocked just with all the new devices, as well as older ones that consumers haven't dumped just because the tech community thinks they should.

"We're always kind of layering on top for new devices," said Chris Mason, co-founder and CEO of the business started by three Carnegie Mellon University graduates back in 2008.

But they've got to stay out there on the cutting edge, too.

One of the hot new apps of the moment is Passbook, an Apple creation for the iPhone or iPod touch designed to serve up airline tickets when the user arrives at the airport or coupons when they walk into a store. It may also further the push toward a true mobile wallet.

Branding Brand worked with Sephora to allow the cosmetic retailer's loyalty club members to use Passbook to easily access their points and other info. Sephora's tool launched along with Apple's iOS 6 in mid-September.

"With the help of Branding Brand, we saw 600,000 downloads of our iPhone app and 200,000 Beauty Insider cards added to Passbook in the first two weeks of the Passbook integration," said Julie Bornstein, senior vice president, Sephora Digital, in an email response to a query.

(Read full article)