ecommerce holiday trends 2015 - highlight benefit of shopping early sales

Highlight the Benefit ofShopping Early Sales

Walmart

TOP HOLIDAY ECOMMERCE TRENDS TO A/B TEST FOR 2015

HIGHLIGHT THE BENEFIT OF SHOPPINGEARLY SALES

In 2009 (top) and 2010 (bottom), the hero images werepromoted in-store sales for Black Friday. No early or pre-sales.

HIGHLIGHT THE BENEFIT OF SHOPPINGEARLY SALES

But in 2011, Walmart introduced a “Pre-Black Friday” sale asone of the featured tiles under its hero image (which was stillpromoting the in-store sale).

HIGHLIGHT THE BENEFIT OF SHOPPINGEARLY SALES

In 2012 (top) they featured it as the hero image and in 2013(bottom) they positioned it as early access for online shoppersby using copy like “Don’t Wait - These hot buys are ready now.”

HIGHLIGHT THE BENEFIT OF SHOPPINGEARLY SALES

In 2014, Walmart continued to leverage the early sale and usecopy to emphasize it. Their hero image calls out “Beat therush!” and highlights “Black Friday prices before Black Friday”to present opportunity to shoppers.

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