Black Friday and Cyber Monday: Opportunity and Peril
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Do you sell products online? If you do, you have a great opportunity in front of you. An opportunity to boost revenues, increase market share, and create visibility for your business. Or an equally great opportunity to drive away customers, damage your brand, and lose money to fraud.
This opportunity comes once a year, in the form of the Black Friday and Cyber Monday holiday shopping period. Using figures from Adobe Digital Insights, Fortune Magazine noted that Cyber Monday 2016 was the biggest online shopping day in US history, with sales of $3.45 billion – a jump of 12% from the previous year. The traditional post-Thanksgiving shopping day of Black Friday came in a close second, with $3.34 billion of online sales in 2016, putting it on track to eventually surpass Cyber Monday as shopping channels continue to blur.
The good news is that both Black Friday and Cyber Monday each represent more than three times the volume of a normal online shopping day. And beyond sheer sales volume, these holidays traditionally draw new or annual shoppers online – people who are openly searching with an intent to purchase, with a great opportunity to discover your brand and become long-term customers.
Unfortunately, it is also open season for fraudsters. Online e-commerce fraud increases sharply during the holiday season, with fraudulent transaction rates reaching a peak of 2.5% versus a normal rate of 1.6%, against an average transaction value in excess of $200. The rise of chip-enabled cards has pushed even more fraudulent activity online in recent years, with online fraud attempts rising by 31% between 2015 and 2016. And there are risks associated with your legitimate customers as well, where problems such as missed deliveries or incorrect contact information can lead to problems ranging from lost business to poor social media reviews – particularly in the spotlight of the holidays.
Here is a quick guide to making the most of your customer opportunities this holiday season:
Screen out the bad guys. Prevent fraudulent transactions by using multi-function order verification to check for things such as address validation, BIN validation, reverse phone lookup, email validation, and IP validation, returning a measure of order quality from 0 to 100 that you can use to flag potential problem orders before they ship.
Execute orders correctly. Use address validation to verify and correct shipping information against up-to-date USPS, Canada Post or international address data, to ensure every order goes to the right place on schedule.
Keep your contact data working for you. Did you know that 70% of contact data changes every year? Validating and correcting this data every time you use it in a campaign preserves this valuable contact information as a business asset.
Target your marketing. Validate the legitimacy of your marketing leads, and check for appropriate demographics such as income and geographic location, to make your outreach for the holidays as efficient as possible.
Thankfully automated data quality solutions that can be engineered right in your API, or run as convenient batch processes with your existing data, can make optimizing the value of your contact data a simple and cost-effective process. And in the process, make Black Friday and Cyber Monday a little less scary – and a lot more profitable.