Wakey, wakey summer’s coming

As most people come to terms with losing an hour’s sleep following the start of British summer time, new insights suggest that brands and retailers need to wake up fast and adjust their marketing strategies as consumers come out of winter hibernation.
The start of British summer time (BST) is a trigger for significant changes in consumer behaviour, providing a big opportunity for savvy brands to boost their share-of-wallet at this time of year, according to eBay Enterprise.
The study identifies the three biggest opportunities that brands should start tapping into this week:
Summer holiday spenders: The official start of BST is a common trigger for consumers to look ahead to their summer holidays – or even a last-minute spring getaway to dodge the April showers. For somebody who has been browsing bikinis and flip-flops, special offers on sun cream and swimming towels could be just the ticket – but not everyone chases the sun with their choice of summer holiday destination.
To tap into the lucrative holiday market, marketers should use observed insights on what people are actually browsing and buying to make recommendations and promotions more relevant to the individual consumer, whether they’re looking at beach towels or hiking boots.
“Bonus bounce” puts luxury back on the agenda: After a period of abstinence following the excesses of Christmas and New Year, the clock change ushers in bonus season and increased optimism as consumers look ahead to the summer. This is a great opportunity to re-engage with consumers who have browsed your site – or even filled an online basket – without completing a purchase.
One luxury fashion brand that eBay Enterprise works with on display advertising campaigns saw click-through rates rise to double the industry average through the use of sophisticated targeting that was based on whether each customer had abandoned their basket, just browsed items without selecting them, or simply visited the brand’s website. Segmenting your customers based on how frequently they shop with you, and how much they spend, can help target messaging and price points at the right level to increase the chance of conversion with email and display campaigns.
Smartphones take over as evenings lengthen: As the evenings get warmer and lighter, eBay Enterprise’s insight suggests that consumers will be out and about more than they were over winter, so brands need to engage them on the move with targeted messages to their mobile devices. Look out too for an increase in smartphone use over tablets as consumers turn to smaller, more portable devices on the go.
Advanced attribution techniques can help you identify any changes in habits when it comes to device usage to ensure you’re targeting consumers in the right way. With increased mobile usage, the summer also presents a prime opportunity for brands to invest in location-specific campaigns.
eBay Enterprise head of marketing solutions EMEA Luke Griffiths said: “It is vital that marketers get on the front foot now that the clocks have ‘sprung forward’. With the changing of the clocks signaling changes in consumer activity as summer comes into view, it is important that marketers position themselves to take advantage. This means focusing on segmenting and targeting customers based on specific observed behaviours, reaching out to people looking to treat themselves, and taking account of how device use will change during the summer months.”