Black Friday and Cyber Monday customer communications become more conversational
Research from global cloud communications platform Infobip shows that Black Friday and Cyber Monday interactions on its platform reached new highs this year, as rich conversational channels become important for customer communications. Black Friday interactions increased to 2.36 billion this year. Cyber Monday interactions to 2.12 billion.
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Infobip's analysis shows a 112% increase in multimedia messaging (MMS) and a 10% increase in WhatsApp interactions on Black Friday compared to a typical November Friday this year. Meanwhile, MMS and WhatsApp interactions increased by 120% and 13%, respectively on Cyber Monday compared to a typical Monday in November.
Interactions on both days reached new highs this year as businesses and brands messaged their customers earlier to drive sales. Highlighting the continued popularity of the promotional days, Black Friday interactions were up 48% compared to an average Friday in November. Cyber Monday interactions increased by 44% compared to an average Monday in the same month.
The U.S. was the main driver of growth, where interactions increased 66% on Black Friday and 65% on Cyber Monday compared to 2021.
Ivan Ostojic, Chief Business Officer at Infobip, said: "Our data shows that businesses and brands increasingly favor rich and more conversational communications channels to communicate with their customers across Black Friday and Cyber Monday. Conversational experiences and same-day sales offers drove an increase in multimedia, chat app, and mobile app interactions. Meanwhile, in the year of its 30th anniversary, SMS continues to remain a critical channel, especially on Black Friday itself.
"This year, we focused on increasing our presence in the U.S., which is visible in the uplift Black Friday and Cyber Monday interactions in the region. We made growth possible by understanding customer needs and enabling enterprise customers to drive meaningful communication through our platform, supported by U.S. operators providing on-time delivery capacity."
Infobip's research also shows brands can achieve conversion rates as high as 39% through marketing automation across multiple channels. This can be attributed to messaging channels which have much higher open rates than some others. For instance, consumers open some 98% of all SMS messages.
Infobip's analysis also highlights the trend towards conversational experiences across a range of sectors:
Goran Juršic, Vice-President of Business Intelligence at Infobip, continued: "Our insights demonstrate that sectors worldwide now want to offer their customers more conversational experiences when it matters. But to offer such experiences, businesses and brands must first embed global real-time omnichannel communications to create meaningful relationships that boost loyalty and drive sales."
Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip's omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. With over a decade of industry experience, Infobip has expanded to 70+ offices globally. It offers natively built technology with the capacity to reach over seven billion mobile devices and 'things' in 6 continents connected directly to over 700 telecom networks. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutic, Roberto Kutic and Izabel Jelenic.
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