the future of retail: 2 ways to activate and localize marketing this holiday season
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#WinHoliday
Mark MarinacciExecutive Vice President of G/O
Digital, a Gannett Company
October 28, 2014 I #FutureOfRetail
John GregoryRetail Category Development
Officer, Aol
THE FUTURE OF RETAIL2 ways to activate & localize marketing this holiday season
WEBINAR
#WinHoliday
2 ways to activate & localize
marketing this holiday season
Static content won’t cut
it this holiday season
Take it beyond
your owned
experiences
1
2
2
#WinHoliday
A SHIFT IN THE
CURRENT LANDSCAPE
3
#WinHoliday
What we know
There is no such thing as a ‘National Consumer’
All shoppers are both digital and local
THE 90%
FACTOR:
but 90% of shopping
is still done in stores.
90% of shoppers
research online,
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#WinHoliday
The opportunity:
digital to physical
The brick-and-mortar store is not dead! It is a
powerful asset when it comes to creating a
shopping experience. The trick is to connect the
dots along your customers’ purchase journey and
to engage with them consistently, yet also in a
moment-appropriate way…”
The New Digital Divide: Retailers, Shoppers and the Digital Influence Factor
Deloitte Digital , 2014
“
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#WinHoliday
The new content imperative
OPEN CHANNELSOWNED CHANNELS
CONTENT
Desktop Website Mobile Assets &
Experiences
Publisher & Media
Environments
Technology &
Audience Platforms
MEASURABLE
OUTCOMES
6
#WinHoliday
Establish a
Reason to Believe
AND a
Reason to Act
+
To Drive
from Online
to In-Store
HEART
CART
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The new content imperative
#WinHoliday
“Marketing is moving from wholesale
spraying to custom hand holding.
Focus on the poetry of the
interaction and not just the
plumbing of the delivery.”
Rishad TobaccowalaChief Strategist. Member of Directoire + at Publicis Groupe
#WinHoliday
A SHIFT IN THE
CURRENT LANDSCAPE
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#WinHoliday
-25% >100
+18% 70%Of shoppers have expressed a
desire to have their circulars
delivered digitally in some form
Decline in readership in
newspapers since 2006
Comp index for 18-44 year
olds reading the Sunday paper
Increase in time spent
on digital
Source: Scarborough USA+ 2013 Release 1 Total (Feb 2012 - Mar 2013); eMarketer, Oct 2012, Nielsen, Dec 2011
-25%Ad revenues down for real
estate, employment, auto sales,
soclal classified
$$-80%Wall Street enterprise value
of newspaper publishers
had dropped significantly
over the past six years
Consumer behavior by the numbers
WALL ST
10
#WinHolidaySource: AOL “”Seven Shades of Mobile”, October 2012
Shopping behavior is following
68%Mobile minutes
are in home
126Minutes spent
shopping
88%Research
products on
tablet
80%Perfect device
for shopping
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#WinHoliday
Source: AOL “”Seven Shades of Mobile”, October 2012
The cross-screen consumer
% of Desktop
Impressions
0%
2%
4%
6%
8%
10%
12%
14%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
% of Tablet
Impressions
% of Smartphone
Impressions
SMARTPHONE
Prior to “Work Day”
DESKTOP
“Work Day”
TABLET
Post “Work Day”
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#WinHoliday
THE CHALLENGE FOR
2014 HOLIDAY RETAIL
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#WinHoliday
Another short holiday season,
with a lot at stake
Black Friday Christmas
31 days
25 days
26 days2014
2012
2013
decrease in holiday selling
time vs. 2012-16%
TIME IN BETWEEN
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This year it's going to be like lightning – it's going to go very
fast. Every single day is going to matter."
Terry Lundgren, Chief Executive of Macy’s Inc.
= Little room for error
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#WinHoliday
100
150
200
250
300
350
400
450
500
550
600
2013 Increases
+31% increase in offers YOY
+36% YOY for Thanksgiving Day
+39% for Black Friday
2013
Source: G/O Digital Retailer Database, November 2013
Black
Friday
Weekend before
Xmas 2013
Weekend before
Xmas 2012
Days in Retail Season
Three Weeks Prior to Black Friday
# o
f O
ffe
rs p
er
Reta
iler
2012
Cyber
Monday
Expect another early,
heavy promotional year
#WinHoliday
New low in average time on site:
New low of page views per session of:
New high in bounce rate* of:
Source: IBM Online Retail Holiday Readiness Report, June 2014
* Percentage of site visitors who leave after viewing just one page
7 min, 9 sec(Sept 2013)
6.93(March 2014)
34.5%(Oct 2013)
Retail
Website
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Shorter shopper attention
spans than ever
17
#WinHoliday 18
WHAT ARE
THE SOLUTIONS?
#WinHoliday 19*Aol Research
2 ways to activate & localize
marketing this holiday season
Static content won’t cut
it this holiday season1Build engaging content experiences that have the
ability to drive ‘heart & cart’
2Extend your content beyond your owned experiences
to reach shoppers when and where they’re shopping
2Take it beyond your owned
experiences
Extend your content beyond your owned experiences
to reach shoppers when and where they’re shopping
#WinHoliday
Catalogs
Circular
Buy Online /
Add to Cart
EventsBonus Deals
Recipes CouponsRatings &
Reviews
Inventory
Recommendations /
Related Products
Product details,
Additional Images
& Videos
DIGITAL ASSETS
Start with the stuff… content assets
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PRINT ASSETS
#WinHoliday 21
DYNAMIC CONTENT
TO STAY AHEAD OF
COMPETITION
#WinHoliday
Manage Hot items & Holiday Doorbusters with
programmatic content delivery and dynamic pricing
2222
#WinHoliday
Manage Hot items & Holiday Doorbusters with
programmatic content delivery and dynamic pricing
23
v
v
vv
v
v
v
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#WinHoliday
v
v
vv
v
v
v
v
6797
Automated price and offer changes
in real-time
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2 ways to activate & localize
marketing this holiday season
Static content won’t cut
it this holiday season1Build engaging content experiences that have the
ability to drive ‘heart & cart’
2Take it beyond your owned
experiences
Extend your content beyond your owned experiences
to reach shoppers when and where they’re shopping
Static content won’t cut
it this holiday season1Build engaging content experiences that have the
ability to drive ‘heart & cart’
#WinHoliday
7 Days of Sunday:
From Print Circular to Digital Distribution
Reach &
Performance
To extend newspaper
audience, partnering with
Aol will allow retail clients
the ability reach 89% of
American consumers at a
frequency of 300x per
month using Aol & Ad.com
media distribution platforms
US OVERALL:
Pop 313 MM
Ad.com: 89%
Sunday Readers: 41%
Ad.com Lift: 2.1x
Scale & Access To Rich Content
Partnering with AOL allows retail clients to
exponentially increase scale with Aol & Ad.com
reaching 89%. Maximize reach across Aol’s
premium suite of sites and gain access to Aol’s full
inventory of editorial and video content to further
enrich the experience
Pricing &
Measurement
Flexible CPM, CPE, CPV &
CPC pricing models and
measurability for smart
optimizations
Partnerships
G/O Digital provide access to the
extensive library of circulars and
products across retail and CPG
clients…plug and play integration
with existing product APIs
Interactive +
Cross-screen + 100%
Turnkey Integration
Create beautiful, interactive and
engaging experience with Aol’s Item &
Price Pictela ad unit with executions
tailored for each device
#WinHoliday
Lifetime
residential
finish warranty
The next generation of circular will be amplified through
dynamic digital content across various assets…
#WinHoliday
Lifetime
residential
finish warranty
… made actionable through localization and
personalized targeting to drive in-store shopping.
#WinHoliday
AOL item & price experience
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#WinHoliday
AOL item & price experience
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#WinHoliday
AOL item & price experience
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#WinHoliday
AOL item & price experience
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#WinHoliday
AOL item & price experience
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#WinHoliday
AOL item & price experience
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#WinHoliday
Filter products, add
to list and share
Once expanded, give
consumers the opportunity to
explore the individual products
in an engaging galleryCreate a list to take on
your next shopping trip
Include additional apps such as
Image Gallery and Facebook Feed
Mocks for discussion purposes only
Engage mobile audiences
with road devil
#WinHoliday
Extend your content beyond your owned experiences
to maximize the reach and impact of your promotions
#WinHoliday
Dynamic product details
from the vendor of your
choice (on rollover)
Call to action
button for each
item. Copy can
be customized.
E.g. “Learn more”
“Add to List” feature builds the
consumer’s list as they browse.
They can later pick it up by clicking
the “My List” button
Filter the browsing
as you desire
Engage the consumer with
additional brand content and
interactive applications
Maximize engagement and calls to action that
spark the beginning of the shopper journey
#WinHoliday
Share exciting
deals on
popular social
networks or via
email and text
message
Extend the experience across all digital platforms
#WinHoliday
Drive actionable behavior in-store…
#WinHoliday
Through seamless content
delivery and integration…
#WinHoliday
Knowledge of shopper history,
likes, interests, demographics…
#WinHoliday
And localized targeting proven to drive
shoppers in-store to make purchases
#WinHoliday
OUR GIFT TO YOU
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#WinHoliday44
YOUR TO DO LIST
Extend your content
beyond your owned
channels and
experiences and expand
the reach and impact of
your promotional assets
Transform your existing
promotions into dynamic
programmatic content
What’s in store for you
44
#WinHoliday
Let’s do it!
Your Brand Here
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#WinHoliday
Mark MarinacciExecutive Vice President of G/O
Digital, a Gannett Company
John GregoryRetail Category Development
Officer, Aol
Questions
#WinHoliday
What’s next?
• You will receive an email with a recording of the webinar
tomorrow, and the presentation will be available on
slideshare
• In December/January, you’ll get our research study focused
on the omnichannel holiday shopper
• To learn more about the trends and solutions you saw today,
email us at winholiday@godigitalmarketing.com
or join the conversation on twitter: #WinHoliday
Please take our survey!
47
#WinHoliday
Mark MarinacciExecutive Vice President of G/O
Digital, a Gannett Company
John GregoryRetail Category Development
Officer, Aol
THE FUTURE
OF RETAIL: 2 Ways to Activate & Localize
Marketing this Holiday Season
Thank You!This webinar is over.
Questions?
winholiday@godigitalmarketing.com
Join the conversation
#WinHoliday on twitter
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