Waze is shifting focus to what it calls “destination-based marketing” from location-based ads to highlight how its social navigation app helps mobile marketers reach on-the-go consumers. Read more…

Further Reading

Retailers and restaurants can use all the marketing help that Waze and Google Maps can offer, considering the prevailing trends toward e-commerce — especially the massive growth in mobile shopping. U.S. retail m-commerce sales are forecast to surge 30% to $269 billion this year (and by another 26% to $338 billion in 2020) from $207 billion in 2018, researcher eMarketer estimated this week. Amazon will benefit the most from that growth, given the popularity of its shopping app and mobile website. The skyrocketing growth in m-commerce will be about seven times bigger than the predicted 4.4% gain in total U.S. retail sales to $3.8 trillion this year, per the National Retail Federation. But at least a healthy economy and rising wages are giving consumers more confidence to shop.

The shift to e-commerce will continue to disrupt the retail industry, although it’s too early to tell how those trends will affect Waze and Google Maps. As online sales including m-commerce grow to 25% of total U.S. retail sales by 2026 from 16% today, 75,000 store locations need to close, UBS retail analysts Jay Sole and Michael Lasser estimated this week. That figure doesn’t include restaurants, although the diminished number of retail locations and growth of time-saving food delivery services will lead to fewer occasions to eat out. The number of meals bought from restaurants has fallen 14% from the most recent peak in 1998 — when the average American ate out 286 times a year — to 245 times last year, per researcher NPD. Fortunately for the industry, meals delivered from restaurants and eaten at home rose 6% last year, NPD found.

The growth in e-commerce revenue from 16% of total U.S. retail sales currently to 25% by 2026 will lead to the closure of 83,020 stores, including 7,310 grocery stores, Michael Lasser and Jay Sole, analysts at UBS, estimated in an April 9 report to investors. The report was an update from a report last year that predicted 30,000 to 80,000 stores would have to close by 2025.

Additional Reading

UBS Report Sees Potential for More Waves of Store Closings (EMarketer)

75,000 more stores need to close across the US, UBS estimates, as online sales and Amazon grow (CNBC)


Where do you get your fashion inspiration from?

Source Total Percentage
Instagram 56%
Pinterest 53%
TV 48%
Facebook 46%
Fashion Magazines 36%
Snapchat 26%
Other 20%

Source: Fashion Path to Purchase Study by Facebook IQ, Qualtrics-fielded survey of 6,090 men and women ages 18-64 in US, UK, DE, FR, IT and ES. The data were adjusted by the number of monthly active users of that particular platform (October 2017).

Instagram-influenced purchases rose 91% in 2018 from a year earlier, but Facebook is the market leader, influencing 6x more purchases in 2018, according to adtech firm StitcherAds.

  • Retailers spent 47% more on Facebook & Instagram holiday campaigns in 2018 from the prior year.
  • Retailers saw a 14% increase in Facebook-attributed in-store sales from a year earlier.
  • Over the holiday season, 2.7x more purchases occurred on mobile devices vs. desktop.
  • Cost per click declined about 10% from a year earlier.
  • CPM fell 17% from a year earlier.

Adobe Analytics published data about online sales during the Black Friday weekend.

Day Sales Yearly Gain
Cyber Monday $7.9 billion (biggest online shopping day of all time) 19.7 percent
Thanksgiving Day $3.7 billion 28 percent
Black Friday $6.2 billion 23.6 percent
Saturday and Sunday $6.4 billion 25 percent

Revenue from smartphone users rose 48.1 percent to $2.1 billion on Cyber Monday.

Mobile devices represented 51.4 percent of site traffic, including 43.6 percent from smartphones and 7.8 percent from tablets.

Mobile devices made up 34 percent of online sales, including 26.3 percent from smartphones and 7.7 percent from tablets.

Top sellers on Cyber Monday included the Nintendo Switch, Little Live Pets, Red Dead Redemption 2, LG TVs, drones (DJI, Air Hogs, Sky Viper), Dell laptops, FurReal Pets and Amazon Echo devices.

Black Friday had the best deals for TVs (prices down 18 percent) and computers (17.8 percent). On the Sunday before Cyber Monday, the best deals were for toys (prices cut 31.6 percent). Adobe forecast the biggest discounts for furniture and bedding (14 percent) to happen on Giving Tuesday.

Denver had the biggest shopping baskets since Thanksgiving with orders averaging $163, followed by $157 in San Francisco, $156 in New York, $156 in Portland and $154 in the Seattle/Tacoma area. The nationwide average rose 6.1 percent from a year earlier to $138, indicating shoppers are more comfortable buying more and bigger ticket items online, Adobe said in a statement.

Large retailers ($1 billion or more in annual e-commerce revenue) saw 6 percent higher conversion rates on smartphones, indicating their investments in improving the mobile shopping experience are paying off.

Social media didn’t help to drive revenue, with a 1.1 percent share of total sales on Cyber Monday, similar to past years. Direct website traffic drove the most revenue with a 25.3 percent share of sales (down 1.2 percent from the prior year), followed by paid search at 25.1 percent (up 7.4 percent), natural search at 18.8 percent (down 2.8 percent) and email at 24.2 percent (up 0.5 percent).

Sales Drivers

Source Share Trend
Direct website traffic  25.3 percent Down 1.2 percentage points
Paid search 25.1 percent Up 7.4 percentage points
Natural search 18.8 percent Down 2.8 percentage points
Email 24.2 percent Up 0.5 percentage points
Social media 1.1 percent Little changed

Source: Adobe Analytics