cyber monday_au-01The Australian retail industry has been reinventing itself to incorporate digital channels. Up until now, as a nation we’ve preferred traditional brick and mortar stores to do our shopping. But online retail is steadily gaining pace in the Australian market.What’s happening in Australian eCommerce:

  • The World Internet Project reported 30% of Australians make an online purchase at least once a week.
  • We’re a nation of bargain hunters, with almost 50% of Australians stating price as their motivation for online purchases.
  • We know from the NAB Online Retail Sales In-depth Report that the number of Australians making purchases from overseas retailers online is growing at a faster pace than domestic e-commerce.

So looking at the way online retail is growing, is Australia about to have its first Cyber Monday?

The phrase “Cyber Monday” was first used in a Shop.org press release in 2005 to describe a spike in online shopping on the last Monday in November (the Monday following Thanksgiving in the United States). In 2013 Cyber Monday spending reached $2.29 billion worldwide, up more than 20% from 2012.

Regionally, we’re seeing retailers reacting to this shift in consumer behaviour to keep customer dollars local. Last December, the UK adopted their own version of Cyber Monday, affectionately known as “Clickmas.” After experiencing similarly strong growth in online retail, many British retailers began ramping their online marketing efforts and offering additional sales throughout the holiday season to keep retail pounds local. The result? An impressive 18% growth in UK online sales year on year for December 2013.

Australia is also capitalising on this trend. We’ve seen the development in recent years of groups like Click Frenzy, Australia’s first landmark national online sales event, which promotes a day of pre-Christmas online shopping in the last week of November. Our own AdRoll platform data also shows a steady increase in click-through rates and view-through conversions from the start of December as consumers ramp up their online shopping and hunt down that pre-Christmas bargain.

So are we looking to have our first Cyber Monday here in Australia? I’d say probably not in 2014; however, looking at the trends, I predict many Australian shoppers will be taking advantage of the sales from our US and UK counterparts this year and our version of Cyber Monday won’t be too far away.

Either way, it’s clear that online is only going from strength to strength this Christmas retail season. To help you prepare for the most hectic month in retail, we pulled together our top strategic tips to help you run an effective retargeting campaign:

Implement a segmentation strategy and re-engagement tactics

  • Start segmenting your audience now so you know who is most interested in your product and what they’re interested in—that way you can engage your most loyal customers who regularly buy from your brand.
  • The average cost of inventory goes up as retailers bid on high-demand shoppers during the holidays. Make sure you raise your average bid and your frequency cap for the best chance of winning the impression to stay front of mind with your clients.

Spread your cheer across device

Expand your reach with social

Be creative with your creative

  • Have fun! Keep it themed and always make sure you highlight your promotions (that’s the fun bit). If it’s on your website, it should be in your marketing creative.
  • Make your retail ads more visually dynamic by using models to show off your product.
  • Go dynamic—give your customers a more personalised advertising experience for better results. AdRoll’s dynamic creatives have shown a 44% lift in ROI over static creative.


For more tips like these, download our Holiday Strategy Guide.