Adobe Commerce Use Cases for Holiday Shopping
In 2022, Cyber Monday attracted 77 million online shoppers, slightly fewer than Black Friday—yet it was more lucrative, generating $11.4 billion in sales. Despite the lower shopper count, Cyber Monday boasted the highest Average Order Value (AOV).
As online spending outstrips in-store purchases, businesses must invest in the quality of their online commerce experiences to remain competitive during crucial high-traffic shopping periods, such as the long weekend after Thanksgiving. Using a robust commerce platform makes providing high-quality commerce experiences possible. One such platform is Adobe Commerce.
Here are some examples of how Adobe Commerce can help you ensure a quality online commerce experience for your customers.
Elevated User Experience Across Devices
Adobe Commerce takes a "mobile first" approach to responsive web design, providing an optimal viewing experience across various devices. Styles for mobile devices are extended by the styles for higher breakpoints like tablets and desktops. As a result, extra unnecessary styles are never loaded when a store is viewed on a mobile device – improving performance. This is an especially important consideration when there is a sense of urgency around a sale and many people use a platform simultaneously.
Securing Transactions in High-Traffic Shopping
Online commerce fraud led to a $41 billion loss in 2022. With so many customers entering payment information during high-traffic shopping periods, data security becomes increasingly pivotal. Adobe's Payment Services provide robust and secure payment processing that helps reduce operational overhead and increase revenue. It also makes Payment Card Industry (PCI) compliance simple by offering integrated payment gateways out of the box. Merchants can also install additional payment solutions from the Adobe Commerce Marketplace – which provides a curated collection of high-quality extensions that adhere to Adobe's App Assurance Program.
Further, Adobe Commerce’s 3-D Secure (3DS) enables buyer authentication with a credit card issuer when making online credit card purchases, which can be enabled out-of-the-box in Adobe Commerce or through the Braintree payment gateway or Signifyd extension.
Higher Quality Product Descriptions and Accessible Customer Reviews
Before making a purchase, 81 percent of retail shoppers engage in online research. Product descriptions serve as a primary information source for customers, especially during their decision-making process when shopping for gifts. Crafting high-quality product descriptions not only fosters trust and confidence in a product's quality, it translates into higher conversion rates and increased sales.
In Adobe Commerce, the Product Content section of the Product Workspace is used to enter and edit the main product description that appears on the product page. There is also a Product Reviews section that lists all reviews that customers have submitted about a product. User-generated content, such as reviews or ratings, supply social proof and enhances the customer experience, giving customers the push they sometimes need to make a purchasing decision and buy that perfect gift.
Adobe Commerce also helps provide more personalized shopping experiences through the help of Live Search. Live Search is an AI search tool powered by Adobe Sensei that uses algorithms such as "recommended for you," "trending," and "most viewed" to personalize search result rankings for each shopper in real time. Appropriate recommendations increase customer satisfaction and lead to greater customer spend. This helps bridge the gap between the online and offline shopping experience.
The average online bounce rate for Commerce stores is around 45 percent. Bounce rate provides insight into conversion rates, content engagement, and overall user experience. Page Builder makes it easy to create content-rich pages with custom layouts that enhance visual storytelling to drive customer engagement and loyalty. Alternatively, by integrating Adobe Commerce with the Adobe Experience Cloud, businesses can efficiently create, deliver, and perfect content to create engaging, optimized, and performant personalized customer experiences. This content can be tailored to promote and optimize big holiday sales, for example.
Optimizing for Peak Performance During Holiday Sales
For a successful Black Friday and Cyber Monday, meticulous preparation is key. Adobe Commerce equips businesses with the necessary tools to streamline the checkout process, prepare marketing and email campaigns, offer compelling discounts to boost overall spending and enhance the customer experience. These strategic moves are crucial for amplifying profits and securing success during the most critical shopping events of the year.