Late Night Olympic Opportunity Could Be Worth A Brazilian For Local Late Night Businesses

Late Night Olympic Opportunity Could Be Worth A Brazilian For Local Late Night Businesses
SHARE
THIS



The upcoming Olympics in Rio might have been a little slow off the starting blocks but it could trigger a surge in overnight sales for online Australian retailers, according to ipscape global sales and marketing director, Julian Sinclair.

Millions of Australians are expected to brave the late night and early morning starts, many of whom will also be keeping one eye on the television and another on a smartphone while surfing the web.

International sporting events such as the Olympics and World Cup generate a bump in online sales, as couch-bound viewers juggle their attention between the TV screen and second handheld device.

At the soccer World Cup earlier this year, UK retailers saw a 10 per cent increase in online traffic and 12 per cent increase in conversion from the opening tournament match[1].

The business bump could be even bigger this time around – with the diversity of Olympic events garnering bigger audience, a growing preference for late night online shopping and media multitasking.

According to analysts Nielsen, the peak time for researching and purchasing goods online remains between 6-10pm. However late night shopping is more prevalent in younger generations – with 43 per cent of those aged between 25-34 most likely to shop between 8pm and 9am[2].

Increasingly they’re juggling their attention between the television and mobile devices. More than two-thirds of adult shoppers watch TV and use the internet at the same time – more than 11 per cent more than the time of the last Olympic Games.

While the athletes at Rio will be going for gold, the online Olympic shopping experience could be just a warm-up event for Australia’s online businesses increasingly moving to around the clock operations.

A large push from international customers means these companies must take an increasingly global view.  During the past two years the value of sales by Australian online businesses to overseas customers increased by 60 per cent[3].

However with an increased customer base also comes an increased obligation to customer service. International shoppers expect high levels of availability, localised approach to service and around the clock outreach.

There’s a couple of ways that local businesses can help meet this need.

High Availability

Online customers are amongst the most finicky when it comes to demanding a quick response to any questions or problems they might have. A recent study found 31 per cent of shoppers expected issues to be fixed within 24 hours of experiencing a problem, but almost a quarter (24 per cent) expected it to be resolved within an hour[4].

Many online businesses are yet equipped to deal so promptly with a query, particularly if it’s received in the middle of the night. However a new generation of cloud contact centre services are bringing down the cost of these services to increase availability.

Localised Customer Service

The Chinese online retail market could top more than $1 trillion in the coming years but most of that money will go to retailers that distinct Chinese approach to service.

This includes everything from being accessible through local market channels such as Weibo and Baidu, through to customer service agents with a high cultural and language proficiency. Ideally contact centre agents should come from around the globe, ensuring they’re best placed to understand important cultural nuances.

Round The Clock Outreach

It’s not just inbound queries that businesses need to consider.  Careful attention needs to be paid to outbound marketing, ensuring that they are taking full advantage of midnight demand.

Outside of one-off events such as the Olympics and World Cup, it’s also worth keeping in mind of major holidays, shopping periods and other times that could drive overseas sales.

The Olympics is likely to be a test for many of our businesses, as well as the athletes. However the lessons learned from meeting increased, around-the-clock shopper demand is likely to present them with record setting opportunities in the future.

 

Please login with linkedin to comment

rio olympic games

Latest News

Coca-Cola South Pacific Unveils FIFA World Cup Campaign Via Ogilvy
  • Campaigns

Coca-Cola South Pacific Unveils FIFA World Cup Campaign Via Ogilvy

Coca-Cola South Pacific has announced details of its new 2018 FIFA World Cup campaign titled “Stock Up”. The campaign, by Ogilvy, encourages fans not to wait until the last minute to get a Coca-Cola for the perfect match. It will air during select group games, all Australian games and all knockout ties – including the FIFA World Cup Final […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]