{"id":1231,"date":"2016-11-10T00:00:00","date_gmt":"2016-11-10T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1231"},"modified":"2016-11-10T00:00:00","modified_gmt":"2016-11-10T00:00:00","slug":"make-your-holiday-e-commerce-sales-soar-in-germany","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/make-your-holiday-e-commerce-sales-soar-in-germany\/","title":{"rendered":"Make Your Holiday E-Commerce Sales Soar in Germany"},"template":"","blog_categories":[4,107],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1231","blog","type-blog","status-publish","hentry","blog_categories-e-commerce","blog_categories-translation-technology"],"acf":{"blog_short_description":"Want to boost revenues by connecting with German consumers? Actionable advice for e-retailers awaits in our free report.","news_inline_styles":"","blog_video_id":"","article_body":"

Editor\u2019s note:<\/b> This is the final installment in a four-part series that provides companies with powerful insights and smart ways to engage online consumers in new markets during the holiday shopping season. Read part one here.<\/a> Read part two here.<\/a> Read part three here.<\/a>
\n <\/i><\/p>\n

We\u2019re highlighting holiday shopping in this post, but make sure to download the free accompanying Germany: Market Insights and Campaign Opportunities<\/b> report via the sidebar below. This document reveals additional noteworthy holidays, and ways to best serve Germans online throughout 2017!<\/i><\/p>\n<\/p>\n

Germany presents a powerful growth opportunity for companies that are willing to localize their websites to serve Germans in their language of choice\u2014especially during the Holiday shopping season.<\/p>\n

With 82 million residents, Germany is Europe\u2019s most populous country, and it\u2019s ripe for online expansion, particularly by companies in other Western markets. Germany\u2019s Internet penetration rate is currently at 87%, and is growing by about 2% every year. (That means about 1.5 million new German customers are going online each year.)<\/p>\n

Its e-commerce penetration rate\u2014about 75%\u2014is equally impressive. Germany ranks fifth in global e-commerce revenue, behind other economic powerhouses as the U.S., China, Japan and the UK. In fact, with Britain\u2019s recent \u201cBrexit\u201d from the European Union, Germany is now the EU\u2019s No. 1 e-commerce market.<\/p>\n

Earlier this year, we identified Germany as the world\u2019s No. 2 expansion-worthy market for e-commerce and other online endeavors in our MotionPoint Index\u2122, and with good reason: when examining the quantity of e-retail sites serving Germans (particularly compared to those serving U.S. and UK customers), the market appears relatively untapped. <\/p>\n

Like most markets, Germany\u2019s e-commerce revenues light up like a proverbial Christmas tree during the Holiday shopping season. But how can international companies best serve these online consumers? It takes more than mere website translation, It requires cultural knowledge and actionable marketing intelligence.<\/p>\n

We aim to provide both in this post, and especially in the accompanying (and free) Germany: Market Insights and Campaign Opportunities <\/i>report available via the sidebar. The document spotlights noteworthy German 2017 holidays and special days, and offers smart ways to serve Germans online in creative, authentic ways.<\/p>\n

Download the free report via the sidebar.<\/b><\/p>\n

Now, let\u2019s take a look at how savvy companies and marketers can make the most of the Holiday 2016 shopping season in Germany.<\/p>\n

Black Friday and Cyber Week<\/h2>\n<\/p>\n

Some of America\u2019s greatest exports these days seem to be retail sales events. While Germans don\u2019t celebrate Thanksgiving the way U.S. residents do, they\u2019ve certainly taken a shine to post-Thanksgiving Black Friday and Cyber Week sales events. Some of Germany\u2019s largest participating retailers include Amazon, and local retailers such as Otto and Zaland. Germans enjoy a good deal, so these sales events are gaining in local popularity. We\u2019ve seen clients experience, on average, a 98% increase in German-site sales on Black Friday. This sales surge accounts for a nearly 25% average growth in revenue. E-commerce conversion rates are also through the roof on Black Friday\u2014by over 70%. Companies that don\u2019t offer Black Friday discounts\u2014and don\u2019t promote those sales on display, social and search advertisements\u2014are practically leaving money on the table, we\u2019ve found.<\/p>\n

Same goes for Cyber Week deals. Our data reveals they generate compelling results on Germany e-commerce sites. The retailers we\u2019ve worked with have seen nearly 55% increases in average revenue during the sales week. Our data also revealed a nearly 185% increase in revenue, when comparing sales Black Friday to after Cyber Monday.<\/p>\n

Note, however, that Germans generally return items more often than other consumers. Return rates can be as high as 50%<\/a>. We recommend investing particular effort in ensuring your localized online content and product descriptions are explicit and clearly manage expectations. This wildly reduces the chance of misunderstandings\u2014and returns.<\/p>\n

We\u2019ve also seen that e-retailers that promote and sell multiple brands see greater sales success during Black Friday and Cyber Week. Branded retailers, which sell their own branded merchandise exclusively, sell less in comparison. Why? We believe it\u2019s because German customers gravitate toward shopping at familiar e-commerce sites, particularly during sales events. Branded retailers can still compete, however, by promoting these Holiday discounts well in advance, to capture consumer attention.<\/p>\n

(You can uncover more insights about Black Friday, and other sales events in Germany, by downloading the Germany: Market Insights and Campaign Opportunities<\/i> report via the sidebar.)<\/p>\n

St. Nicholas Day<\/h2>\n<\/p>\n

Germans commemorate the life of St. Nicholas on December 6, known locally as Nikolaustag. This event also signals when the traditional Holiday shopping season begins in Germany. Be sure to adjust local marketing and promotions accordingly\u2014at least two days in advance, if not more. We\u2019ve seen our clients\u2019 German e-commerce sites generate an average 80% increase in revenue on December 6 alone.<\/p>\n

Christmas<\/h2>\n

Christmas is less commercialized in Germany than in the U.S., though it remains a very popular gift-giving holiday. Localized e-commerce sites are uniquely positioned to serve Germans in the days leading up to, and just after, Christmas.<\/p>\n

Since local brick-and-mortar stores are often closed from December 23 to 27, German e-commerce sites can offer major online deals for consumers who need an \u201celeventh hour\u201d gift\u2014or who want to pick up something special for themselves at a deep discount. <\/p>\n

New Year\u2019s Eve<\/h2>\n

Like consumers in most markets, Germans celebrate New Year\u2019s Eve and New Year\u2019s Day with fireworks and parties. Online sales often sag during this time. Retailers can attempt to combat this slump with special deals, but should manage expectations. After all, Epiphany sales are right around the corner\u2026<\/p>\n

Epiphany<\/h2>\n

Like many Europeans, Germans celebrate the Christian holiday of Epiphany on January 6. For Germans, this often marks the formal end of the Holiday season. In many regions, post offices, banks and stores are closed for business \u2026 but consumers can still shop online.<\/p>\n

Epiphany represents the last major increase in online sales during the German winter season. Smart retailers should consider it one last opportunity to promote special discounts or other appropriately-themed messaging. MotionPoint data from the past three years indicates that savvy retailers can see Epiphany conversion rates increase by an average of 153%. We\u2019ve seen revenues also increase by 430%.<\/p>\n

Wrapping Up<\/h2>\n

We hope these insights into serving German consumers online during Holiday 2016 have been helpful. However, there\u2019s much more where that came from, in our Germany: Market Insights and Campaign Opportunities<\/i> report.<\/b><\/p>\n

Discover many more German holidays, and ways to engage German consumers online on those special days, by signing up for the free report via the sidebar above.<\/p>\n<\/p>\n

And be sure to contact us<\/a> with further questions about serving Germany, or other global markets. We can help you identify ways to communicate effectively, and authentically, with new customers around the world.<\/p>\n","article_body_code":"

Editor\u2019s note:<\/b> This is the final installment in a four-part series that provides companies with powerful insights and smart ways to engage online consumers in new markets during the holiday shopping season. Read part one here.<\/a> Read part two here.<\/a>\nRead part three here.<\/a><\/i><\/p>\n

We\u2019re highlighting holiday shopping in this post, but make sure to download the free accompanying Germany: Market Insights and Campaign Opportunities<\/b> report via the sidebar below. This document reveals additional noteworthy holidays, and ways to best serve Germans online throughout 2017!<\/i><\/p>\n

<\/p>\n

Germany presents a powerful growth opportunity for companies that are willing to localize their websites to serve Germans in their language of choice\u2014especially during the Holiday shopping season.<\/p>\n

With 82 million residents, Germany is Europe\u2019s most populous country, and it\u2019s ripe for online expansion, particularly by companies in other Western markets. Germany\u2019s Internet penetration rate is currently at 87%, and is growing by about 2% every year. (That means about 1.5 million new German customers are going online each year.)<\/p>\n

Its e-commerce penetration rate\u2014about 75%\u2014is equally impressive. Germany ranks fifth in global e-commerce revenue, behind other economic powerhouses as the U.S., China, Japan and the UK. In fact, with Britain\u2019s recent \u201cBrexit\u201d from the European Union, Germany is now the EU\u2019s No. 1 e-commerce market.<\/p>\n

Earlier this year, we identified Germany as the world\u2019s No. 2 expansion-worthy market for e-commerce and other online endeavors in our MotionPoint Index\u2122<\/a>, and with good reason: when examining the quantity of e-retail sites serving Germans (particularly compared to those serving U.S. and UK customers), the market appears relatively untapped. <\/p>\n

Like most markets, Germany\u2019s e-commerce revenues light up like a proverbial Christmas tree during the Holiday shopping season. But how can international companies best serve these online consumers? It takes more than mere website translation, It requires cultural knowledge and actionable marketing intelligence.<\/p>\n

We aim to provide both in this post, and especially in the accompanying (and free) Germany: Market Insights and Campaign Opportunities <\/i>report available via the sidebar. The document spotlights noteworthy German 2017 holidays and special days, and offers smart ways to serve Germans online in creative, authentic ways.<\/p>\n

Download the free report via the sidebar.<\/b><\/p>\n

Now, let\u2019s take a look at how savvy companies and marketers can make the most of the Holiday 2016 shopping season in Germany.<\/p>\n

Black Friday and Cyber Week<\/h2>\n

Some of America\u2019s greatest exports these days seem to be retail sales events. While Germans don\u2019t celebrate Thanksgiving the way U.S. residents do, they\u2019ve certainly taken a shine to post-Thanksgiving Black Friday and Cyber Week sales events. Some of Germany\u2019s largest participating retailers include Amazon, and local retailers such as Otto and Zaland.<\/p>\n

Germans enjoy a good deal, so these sales events are gaining in local popularity. We\u2019ve seen clients experience, on average, a 98% increase in German-site sales on Black Friday. This sales surge accounts for a nearly 25% average growth in revenue. E-commerce conversion rates are also through the roof on Black Friday\u2014by over 70%. <\/p>\n

Companies that don\u2019t offer Black Friday discounts\u2014and don\u2019t promote those sales on display, social and search advertisements\u2014are practically leaving money on the table, we\u2019ve found.<\/p>\n

Same goes for Cyber Week deals. Our data reveals they generate compelling results on Germany e-commerce sites. The retailers we\u2019ve worked with have seen nearly 55% increases in average revenue during the sales week. Our data also revealed a nearly 185% increase in revenue, when comparing sales Black Friday to after Cyber Monday.<\/p>\n

Note, however, that Germans generally return items more often than other consumers. Return rates can be as high as 50%<\/a>. We recommend investing particular effort in ensuring your localized online content and product descriptions are explicit and clearly manage expectations. This wildly reduces the chance of misunderstandings\u2014and returns.<\/p>\n

We\u2019ve also seen that e-retailers that promote and sell multiple brands see greater sales success during Black Friday and Cyber Week. Branded retailers, which sell their own branded merchandise exclusively, sell less in comparison. Why? We believe it\u2019s because German customers gravitate toward shopping at familiar e-commerce sites, particularly during sales events. Branded retailers can still compete, however, by promoting these Holiday discounts well in advance, to capture consumer attention.<\/p>\n

(You can uncover more insights about Black Friday, and other sales events in Germany, by downloading the Germany: Market Insights and Campaign Opportunities<\/i> report via the sidebar.)<\/p>\n

St. Nicholas Day<\/h2>\n

Germans commemorate the life of St. Nicholas on December 6, known locally as Nikolaustag. This event also signals when the traditional Holiday shopping season begins in Germany.<\/p>\n

Be sure to adjust local marketing and promotions accordingly\u2014at least two days in advance, if not more. We\u2019ve seen our clients\u2019 German e-commerce sites generate an average 80% increase in revenue on December 6 alone.<\/p>\n

Christmas<\/h2>\n

Christmas is less commercialized in Germany than in the U.S., though it remains a very popular gift-giving holiday. Localized e-commerce sites are uniquely positioned to serve Germans in the days leading up to, and just after, Christmas.<\/p>\n

Since local brick-and-mortar stores are often closed from December 23 to 27, German e-commerce sites can offer major online deals for consumers who need an \u201celeventh hour\u201d gift\u2014or who want to pick up something special for themselves at a deep discount. <\/p>\n

New Year\u2019s Eve<\/h2>\n

Like consumers in most markets, Germans celebrate New Year\u2019s Eve and New Year\u2019s Day with fireworks and parties. Online sales often sag during this time. Retailers can attempt to combat this slump with special deals, but should manage expectations. After all, Epiphany sales are right around the corner\u2026<\/p>\n

Epiphany<\/h2>\n

Like many Europeans, Germans celebrate the Christian holiday of Epiphany on January 6. For Germans, this often marks the formal end of the Holiday season. In many regions, post offices, banks and stores are closed for business \u2026 but consumers can still shop online.<\/p>\n

Epiphany represents the last major increase in online sales during the German winter season. Smart retailers should consider it one last opportunity to promote special discounts or other appropriately-themed messaging. MotionPoint data from the past three years indicates that savvy retailers can see Epiphany conversion rates increase by an average of 153%. We\u2019ve seen revenues also increase by 430%.<\/p>\n

\"\"<\/a><\/figure>\n

Wrapping Up<\/h2>\n

We hope these insights into serving German consumers online during Holiday 2016 have been helpful. However, there\u2019s much more where that came from, in our Germany: Market Insights and Campaign Opportunities<\/i> report.<\/b><\/p>\n

Discover many more German holidays, and ways to engage German consumers online on those special days, by signing up for the free report via the sidebar above.<\/p>\n

<\/p>\n

And be sure to contact us<\/a> with further questions about serving Germany, or other global markets. We can help you identify ways to communicate effectively, and authentically, with new customers around the world.<\/p>","news_image":{"ID":12314,"id":12314,"title":"Hero_Holiday-E-Commerce-Soar-Germany-100.jpg","filename":"Hero_Holiday-E-Commerce-Soar-Germany-100.jpg","filesize":76765,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Holiday-E-Commerce-Soar-Germany-100.jpg","link":"https:\/\/www.motionpoint.com\/blog\/make-your-holiday-e-commerce-sales-soar-in-germany\/hero_holiday-e-commerce-soar-germany-100\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_holiday-e-commerce-soar-germany-100","status":"inherit","uploaded_to":1231,"date":"2016-11-10 00:00:00","modified":"2016-11-10 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