November is truly the ‘peak shopping season of the year,’ coinciding with China's Singles' Day, America's Black Friday, Korea's largest shopping festival, Korea Sale Festa, and each retailer's own massive discount events.

This period is crucial for the e-commerce industry for reasons beyond simply boosting short-term sales through discounted products. It represents a potentially life-or-death opportunity to secure potential customers, increase purchase conversion rates, and elevate brand awareness.🔥

Consequently, e-commerce companies plan massive discount benefits and promotions, launching extensive campaigns across various marketing channels.

However, as all companies rush to engage in similar discount competitions, they face the reality that differentiation is increasingly difficult.

There's also the dilemma that sending customers too many marketing messages and push notifications can actually cause fatigue and negatively impact brand image.🤔

Therefore, it is crucial for e-commerce companies to clearly understand the characteristics of customers shopping during this period and to develop differentiated marketing strategies rather than engaging in indiscriminate discount wars.

So, what common characteristics do customers shopping during November, when large-scale discount events are concentrated, share?

📒Four Common Characteristics of Customers During the November Shopping Season

📌High Discount Sensitivity and Price Comparison Tendencies

Due to the seasonal nature of November, customers during this period avoid purchasing at regular prices and have very high expectations for the lowest prices. They tend to meticulously compare prices, coupon benefits, and card discounts across multiple platforms and channels to make the most rational purchase.

📌Planned ‘Wait-and-Buy’ Demand

Customers are highly likely to have postponed purchases since the beginning of the year, specifically targeting the big sales period in November. They aim to ‘strategically buy cheaply’ during this period for high-priced items they've been eyeing (appliances, luxury goods, furniture, etc.) or daily necessities.

📌Proactive Information Search

With discount information overflowing, customers actively search and compare information across various channels like YouTube, Instagram, and communities to identify ‘real deals’.

📌Psychology Responding to Urgency and Limited Availability

Customers tend to react immediately and rush purchases when faced with time-limited or quantity-limited promotions (e.g., one-day specials, limited quantities) that leverage the ‘law of scarcity’ and ‘urgency’. This provides the thrill and excitement of shopping, becoming a key factor in boosting purchase conversion rates.

(Provided by PLATEER)

📒Forget predictable marketing—try AI-powered personalized marketing that hits the mark!

These distinct behavioral traits of customers during the peak shopping season in November suggest that one-size-fits-all marketing strategies are no longer effective.

Today's consumers expect interactions with brands to be tailored to their individual needs. To capture the attention of customers overwhelmed by information overload and drive them to purchase, ‘AI-based personalized strategies’ have become an essential choice. According to a study by global consulting firm McKinsey, companies excelling in personalization generate 40% more revenue than those that don't. Approximately 80% of respondents stated they are more likely to purchase when brands provide personalized experiences.1) In Korea too, the advancement of hyper-personalized marketing leveraging data and AI technology has emerged as a core digital marketing trend.

📒“Worried it's too expensive?” When AI whispered why I should buy it, my wallet opened.

PLATEER presents the optimal solutions to address these era-defining demands: the AI personalized marketing solution ‘groobee’, the generative AI search solution ‘genser’, and the AI chatbot consultation and marketing solution ‘gelatto’.

‘groobee’ is a solution that supports marketing automation and enhanced customer experience by precisely analyzing customer behavior through real-time big data analysis and AI engines based on machine learning and deep learning. ‘genser’ and ‘gelatto’ provide a differentiated user experience by organically connecting the customer journey from search to consultation and recommendations, based on generative AI technology.

In fact, ‘groobee’ has achieved significant results by running personalized, tailored campaigns. Company G, known as Korea's top tennis shopping mall, targeted customers hesitant to purchase due to relatively high product prices. Instead of offering simple discount information, they persuasively presented ‘reasons why this product should be purchased now,’ tailored to each customer's individual situation and needs, and added a time-limited offer of ‘only 7 days.’ This resulted in a high customer response and successful sales performance.2)

What marketing strategy are you planning for this November shopping season?

If you want to go beyond simple sales growth to innovatively enhance customer experience and provide a differentiated shopping journey, ask groobee!

Go to the groobee homepage (Click)

※ Source

1) Personalization Revolution: How AI is Shaping the Future of Digital Marketing (Click)

2) The Power of Messages That Stimulate Customer Psychology: G Company's Success Story (Click)

Discover a wide range of content curated by PLATEER!

✅ PLATEER E-Book: AI for E-Commerce—A Practical Guide from Customer Language to Business Results (Click)

✅ When AI Recommends, Customers Open Their Wallets… (Click)

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