To promote the tenth edition of the Hot sale 2023which took place from May 29 to June 6, the main sources of promotion were the media, including social networks and television, as well as multi-category websites and digital ads.
According to the results of the annual study of the event E-Commerce Implemented by the Mexican Association of Internet Sales (AMVO), social networks such as Facebook, Instagram or YouTube are The most important sources for announcing Hot Sale 2023 offers and benefitsby 65%.
Digital resources remain the means of communication through which the Internet user can learn about the Hot Sale campaign.
AMVO noted in its report.
after networks Open or pay television was the second source of knowledge with the highest at 48%; It is followed by multi-category sites such as Amazon, Mercado Libre and Linio with 44%; In addition, digital advertising on web pages and advertising in the same physical stores increased by 36%.
compared to 2022, Deals and discounts websites or apps such as Groupon and Cuponatic, as well as the Hot Sale website, have lost their importance as a source of information..
The first case dropped 4 percentage points to 13% representation, while the official Hot Sale website dropped 3 percentage points to 13%.
while, Less important sources of information for the Hot Sale campaign were blogs and reviewsAt 5% and subscription to newsletters and flyers about the event at 6%.
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Omnichannel is growing during Hot Sale
During 2023, the coexistence of channels has been reactivated, with 3 out of 10 hot sale buyers making their purchases through the combination of digital and physical channels, while the proportion of buyers purchasing their products in the digital channel has been reduced. Promote an omnichannel campaign.
An AMVO report showed that 58% of people only bought online, down 6 percentage points compared to the last version; 31% of users bought in both channels (online + physical stores), which is an increase of 3 percentage points.
On the other hand, only 11% bought from a physical store, up 3 percentage points from the previous year.
While online campaign continues to be preferred, Hot Sale in 2023 manages to be the most multi-channel campaign since measured
Referred to in AMVO.
Within the campaign, AMVO explored the main reasons why people choose to buy online, with 40% savings in time and going to a physical store highlighted; followed by Online promotions and discounts on physical storesby 36%.
The third reason was because Users can compare prices and variety online before purchasingby 33%; As well as the best payment facilities (interest-free months, deferred payments, among others) and the speed and ease with which they receive their purchases, both at 31%.
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