tips and trends to improve your holiday marketing
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© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
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© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
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Magical insights for the savvy holiday marketer
Heather Dougherty, Research Director
Shelley Kessler, Manager, Reporting and Analytics
October 24, 2013
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#Holiday13
Continue the conversation
Follow us at
@ExperianMkt
Check out our blog for
real-time holiday insights
ex.pn/mktfwd
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Get your tweeting on
What is the top promotional tactic
you plan on integrating into your
customers’ holiday shopping
experience this season?
Tweet your answer to @ExperianMkt.using the hashtag
#Holiday13
We’ll select one random tweet at the end of the webinar to win a
Starbucks gift card and some Experian Marketing Services swag
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Introducing our speakers
Heather Dougherty
Research Director
Consumer Insights
Shelley Kessler
Manager, Reporting &
Analytics
Cross-Channel Marketing
• Holiday traffic and search
terms
• Most popular email offers
and subject lines
• Adding mobile marketing to
your holiday mix
Key topics:
Holiday traffic & search trends
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Highest traffic growth later in the season on Christmas & Free Shipping Day
+6% +7% +11%
+18% +27% +1%
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Significant growth on Cyber Monday & Thanksgiving
-27%
-25%
-38% -14%
-17% -9%
+2% +16%
+22% +5%
+9% +13% +22% +57% +25%
+17% +8% +5%
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Daily holiday shopping visits by channel
3389 3316 3789
4969 5404
3885
4593
5757
3221 3098 2930 2710
0
7000
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
242 247 256
136
207
167 144 153 144
202
254 245
0
300
Store Visits GPS
Sample = 800
376 281 279
456
701 745
921
543 547 475
204 223
0
1000
Mobile Websites
Sample = 1150
PC Websites
Sample = 5398
Total # of Visits
Source: Experian Marketing Services & Research Now
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Online purchasing on tablets similar to PCs
10:24
8:26
8:56
Average Time Spent by Online Shoppers
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Search & cross-shopping across retailers most common methods of navigation
38%
4.7%
3.2%
3.8%
1%
1.5%
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Cyber Monday became more influential across channels
Search
1. Black Friday (#1 in 2011
2. Cyber Monday (#3 in 2011)
3. Thanksgiving (#2 in 2011)
1. Cyber Monday (#1 in 2011)
2. Black Friday (#3 in 2011)
3. Thanksgiving (#2 in 2011)
Rewards & Directories
1. Cyber Monday (#3 in 2011)
2. Thanksgiving (#1 in 2011)
3. Black Friday (#2 in 2011)
Social Networks
1. Black Friday (#1 in 2011)
2. Cyber Monday (#2 in 2011)
3. Thanksgiving (#3 in 2011)
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Search activity around Black Friday declined but retailers continue to benefit
- 11%
- 5%
- 13%
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Consumers are actively seeking out ‘Free Shipping Day’
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Fitness gadgets, phones & game consoles growing in popularity for the holidays
We want to hear from you!
Holiday emails
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Email offers Popular and effective
2012 holiday season
Highest open and click rates $ off
Best transaction rates Points and free gifts
Biggest increase in popularity Daily deals
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Percentage off discounts Get deeper as the season progresses
Most Popular 50% off
Highest Open
and Click Rates 40% off
Best Transaction
Rate 30% off
What Worked
• So far this holiday season (through Oct 19th), 20% off is the most
popular, followed by 25%, 50%, and 30% off
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Make email subject lines DYNAMIC
Unique
open
rates
Unique
click
rates
Transaction
rates
Revenue per
28% 27%
63%
83% Lift with dynamic subject lines
In 2012, holiday
season emails
featuring dynamic,
personalized names,
products, or locations
in their subject lines
outperformed emails
that were not dynamic
on all major metrics.
This season, emails
with personalized
names in subject lines
have over 2X the
transaction rates of
other promotional
emails.
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Cyber Monday begins on Sunday
Date Event Day Transaction Rank Volume Rank
11/26/2012 Cyber Monday Monday 1 1
11/23/2012 Black Friday Friday 2 2
11/25/2012 Sunday Before Cyber Monday Sunday 3 49
11/22/2012 Thanksgiving Thursday 4 15
Top Transaction Days - 2012 Holiday Season
10
• The Sunday before
Cyber Monday ranked
3rd in transactions but
49th in volume
• 4 – 8 pm on Sunday
may be a great time to
get Cyber Monday
sales started.
“Why wait? Cyber
Super Monday is
here”
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Multi-channel retailers start the season with 62 percent of emails being opened on a mobile device
Mobile:
62% of Opens
48% of Clicks Desktop:
38% of Opens
52% of Clicks
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Mobile marketing for the holiday season
Mobile:
62% of Opens
48% of Clicks 52 %
Of smartphone users will
use mobile this holiday
season to: • Research products
• Redeem coupons
• Use mobile web/apps to assist
in holiday gift purchasing
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Mobile marketing boost sales and engagement
Mobile:
62% of Opens
48% of Clicks
Contact Your Account
Manager to learn how you
can leverage mobile
marketing this holiday to: • Surprise and delight your audience
with interactive daily offers/savings that create urgency and sustain engagement during the holidays
• Increase holiday sales up to 35%
• Acquire up to 100K new mobile and email subscribers
• Be sure to review the compliance language of your programs with your legal department to ensure compliance with the new TCPA legislation
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Holiday traffic & search trends
Continue to target shoppers during the post-Holiday season while interest remains strong while seeking out additional deals & discounts
Offer mobile-only promotions during the Thanksgiving weekend when traffic increases while potential shoppers are on-the-go
Gadgets like tablets, fitness trackers, mobile phones and game consoles will be popular gifts again this holiday season
Email marketing
Monitor the performance of your email offers to determine when in the holiday season deeper offers may be needed
Include personalized email campaigns as part of your season’s promotional strategy to make a direct connection with your customers and boost transaction rates and revenue
Use mobile SMS to acquire mobile customers and boost sales this season
Key takeaways & recommendations
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Questions
Don’t miss our upcoming webinars!
ex.pn/webinars
Hot Holiday Products
November 7, 2013
Presented by Heather
Dougherty
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And the winner is…
Which is the top promotional
tactic you plan on integrating
into your customers’ holiday
shopping experience this
season?
top related