Data from PointRoll’s ShopLocal Technology Reveals 14 Percent Increase in Offers from 2010; Includes Significant Boost in Sunday Traffic and Page Views
NEW YORK — PointRoll, a Gannett Company and the leading provider of digital marketing technology, reports record growth in online shopping this year as consumers dive into Black Friday deals early. PointRoll reported a 14 percent increase in retailers’ digital circular offers powered by ShopLocal technology from 2010 to 2011 and an overall 15 percent increase in page views across the top ten retailers. As a result, consumers drove double-digit percentage increases over 2010 in website traffic (49 percent) and page views (65 percent) for the Sunday before Thanksgiving (November 20, 2011). Early offers and Black Friday promotions encouraged early action by consumers.
As technology continues to change consumer shopping behavior, retailers responded in full force this season. PointRoll’s multiple marketing and advertising distribution platforms saw increases, year over year, in traffic and offers for pre-Black Friday shopping. Mobile device usage was up five percent and consumers accessing offers via iPads grew by 85 percent over 2010 figures with most of this increased use and access taking place the Sunday preceding Black Friday. On that day mobile and iPad access increased by 234 and 223 percent respectively compared to 2010 levels.
“Online holiday shopping continues to happen earlier and consumers are now preparing on Sunday rather than waiting until after Thanksgiving dinner to identify the best offers,” said Rob Gatto, CEO of PointRoll. “Additionally, consumers are expanding where and how they shop online and in-store while retailers are looking to capitalize with more localized and dynamic, audience targeted offers and advertisements delivered across multiple platforms.”
Even procrastinators did not delay as long as usual – possibly motivated by an increase in midnight Black Friday sales. Historically, PointRoll reports that 10pm EST is the highest traffic hour for Thursday, as consumers look for that final offer before beginning their shopping. This year, 9pm EST was the peak hour, with traffic still remaining strong at 10pm.
PointRoll, a Gannett Company (NYSE: GCI), is the leading provider of digital marketing services and technology. PointRoll enables advertisers, agencies and Web publishers to create, deliver and measure interactive and action-inspiring online video, rich media display, digital circulars, mobile, and social campaigns. Delivering both the art and science of the digital engagement, PointRoll provides the creative tools, analytics, distributed content, and expertise marketers need to effectively engage consumers and make a memorable and measurable impression. PointRoll’s ShopLocal technology enables brands to distribute local marketing promotions to any digital format including online circulars, display advertising, Facebook, digital out of home, mobile, and more – with added intelligence. Powering 46 of the top 50 retailers’ circulars, PointRoll’s ShopLocal product suite utilizes advanced localization and learning to deliver more relevant and optimized product and promotion content to any digital platform. For more information, visit http://www.pointroll.com or follow us @pointroll.