Four Tactics to Delight Pops This Father's Day
Brands often see a spike in website traffic around occasions like Father's Day, when filial children and loving spouses are browsing around for the best gifts at competitive prices. Google searches are the biggest source of inspiration for Father’s Day gifts, with 68.23% of shoppers turning to the search engine for present ideas.
Online platforms remain consumers’ primary shopping destinations for Father’s Day, with 43% shopping online, up from 40% last year. This opens opportunities for brands to capitalize on mobile preferences, promote their offers through digital channels, and yield greater revenue returns.
Deal-Seeking Dads Prefer Convenience
Shopping patterns are evolving among more tech-savvy fathers too. 64% of dads read in-depth reviews of several products and an additional 60% seek out special offers, deals or promotions, according to this study where more than 1000 respondents were surveyed regarding their purchasing habits.
Fathers are also motivated by convenience, as they are more likely to shop online. In fact, 51% of dads do all of their shopping online while only 31% of moms do. By offering deals across multiple channels, brands can target fathers, whose shopping choices are heavily influenced by the ability to save both money and time.
To that end, we have round up four data-driven marketing tactics for seizing the occasion’s revenue potential
Boost Leads with QR Codes and Gift Cards
71% of consumers would pick digital gift cards, which topped the list of the most popular gifts last year, over other presents, according to CardCash. This suggests that presenting gift cards could be an effective way to delight pragmatic dads and drive traffic and acquisition.
Brands can embed prepaid gift cards with a QR code to identify individual customers. Once the gift card recipient scans the QR code, they can be directed to fill out a prospect form, providing the brand with insights on its newly expanded prospect and/or customer base.
Segment and Target Leads
Consumers between thirty-five and forty-four are expected to be the biggest spenders during Father’s Day 2024. Furthermore, female shoppers tend to spend up to 50% more on gifts for their dads compared to male shoppers on Father’s Day.
Segmenting customer attributes therefore plays a crucial role in avoiding spray-and-pray communications that miss the mark. By defining different customer attributes based on preferences and demographics, you can tailor your communication to the right audiences, achieving higher click-through and conversion rates.
Trigger Timely Promotions on Mobile Devices
With audiences making their final transactions on their phones, rand can use SMS, WhatsApp reminders, and mobile app notifications to promote discounts, nudge back cart abandoners. More than 45% of consumers who shop online complete their purchases via smartphones, compared to just under 34% that use computers, according to PYMNTS.com's Remote Payments study.
Dads are also turning to mobile apps to help them save money. In fact, Nearly 65% of dads always or very often choose a store to shop at based on whether they can use paperless discounts, such as digital coupons.
Drive In-Store Shopping Experiences with Mobile Engagement
Dads are using smartphones to support their in-store shopping experiences.
97% of dads said they would shop at multiple stores in order to get the best price while 65% of dads very often decide which store to shop at based on where they can use paperless discounts, such as those they receive on their mobile devices or applications.
If your brand has a brick-and-mortar presence, consider informing audiences of in-store exclusive discounts via mobile channels or send a communication about the in-store pickup option, allowing last-minute shoppers to still find the perfect gift without stress and disappointments.
Seize the Mobile Marketing Opportunity
Dads often get the short end of the stick when it comes to celebrating their special day. Maybe because people feel that they didn't receive as much pampering and attention from their fathers, but that's no reason to leave them out.
While dads still enjoy the tangible appeal of physical shopping touchpoints and deals, they also crave mobile-first paths to purchase. By using an optimal multichannel marketing strategy for your brand in its current stage of digital maturity, you can turn Father Day’s into an extra meaningful occasion for your audiences. Marketing Star can help.