tis the season for holiday marketers
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© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
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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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Real-time holiday marketing insights
October 25, 2012
‘Tis the season for holiday marketers
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Introducing our speakers
Bill Tancer, our resident data expert
Best selling author of Click: What Millions of People do Online and Why it Matters
______________________________
Today’s talk track:
Economic evaluation of upcoming retail season
Traffic sources
Seasonality
Email and Mosaic® USA insight
@billtancer
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The confusion around consumer confidence
September 2012
CCI 83.7
Up 12.6 points
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Experian Consumer Expectation Index – Digital consumers more optimistic
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Where can consumers find your best holiday deals?
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Coupons and deals
• Overall visits to coupon
sites are greater in
aggregate than deal sites
• Both deal and coupon
sites have reached a set-
point in 2012
• Expect to see a ramp in
coupon site visits this
holiday season
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Holiday Email Performance: Variance of Campaigns 'With Offer'
Total
Opens
Unique
Opens
Click-to-
Open
Total
Clicks
Unique
Clicks
Trans-to-
Click
Transaction
Rate $/Email AOV -12% -13% 6% -7% -9% 80% 68% 60% -6%
20%
57%
5%
9%
48% 46%
10% 11%
51%
14%
-54%
-40%
1%
27%
42%
21%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
0%
10%
20%
30%
40%
50%
60%
$ Off % Off Countdown Free Gift Free Shipping Multi-Offers Points Offers Tiered Offers
Yo
Y G
row
th R
ate
% o
f C
amp
aign
s w
ith
Off
ers
Q4:2010 Q4:2011 YoY Growth Rate
Offers shifted in holiday 2011 – Deeper discounts and multi offers prevailed
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40% and 60% pulled the highest transaction rates in Dec, 20% & 70% in November
0.26%
0.28%
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
20% Off 25% Off 30% Off 40% Off 50% Off 60% Off 70% Off
Oct Nov Dec
But what works?
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“Cheap” becoming more prevalent
• Like deal and coupon sites
visits, value qualifiers in
search queries have
reached a plateau
• “Cheap” continues to be
top qualifier, but “coupon”
will be the most sensitive
term leading into the
holidays
• In the past “cheap” terms
were limited to apparel,
2012 term analysis is
signaling a change
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Thanksgiving
Black Friday Cyber Monday
Day After Christmas
+9%
+2%
+31% +29%
Holiday visits increased YOY to Retail 500 Cyber Monday peaked and is the new black
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Date Event
Transaction
Rank Volume Rank
Monday, November 28, 2011 Cyber Monday 1 1
Friday, November 25, 2011 Black Friday 2 2
Thursday, November 24, 2011 Thanksgiving 3 18
Friday, December 16, 2011 Free Shipping Day 4 4
Wednesday, November 23, 2011 Day Before Thanksgiving 5 5
Saturday, November 26, 2011
Saturday After
Thanksgiving 6 68
Tuesday, December 06, 2011 19 Days to Christmas 7 10
Sunday, November 27, 2011 Sunday After Thanksgiving 8 72
Tuesday, November 29, 2011 Day After Cyber Monday 9 20
Friday, December 02, 2011 23 Days to Christmas 10 22
Top 10 holiday mailing days accounted for 22% of overall holiday
transactions
Thanksgiving emails generated $0.29 in revenue per email – nearly 3x the
overall season average
Peak holiday transaction days + volume Cyber Monday email transactions are 2x those of Black Friday
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Best time to email
The early morning and the
evening before Thanksgiving, as
well as early morning and early
afternoon on Thanksgiving show
times of high revenue compared
to volume. These would be
good times to send reminders
about your offers and brand.
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Best time to email
Early morning on Black
Friday and Cyber Monday
show times of high revenue
compared to volume. These
would be good times to send
reminders about your offers
and brand.
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Are you planning on developing an SMS program for your holiday campaign?
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Mobile opens on the rise
June '11 July '11 August '11 Sept '11 Oct '11 Nov '11 Dec '11 Jan '12 Feb '12 March '12 April '12
Desktop
Webmail
Mobile
31%
33%
36%
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Opportunity for mobile messaging programs during the holidays – Opt-ins spiked in December of 2011
Average
+43%
+218%
+41%
+50%
+42%
For retailers, the average quarter over quarter growth for SMS programs Q1 2011
through Q3 2012 = 173%
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Thinking out of the box Target/Neiman Marcus
A: Power Elite
D: Suburban Style
Neiman Marcus
Targ
et
G: Young City Solos
C: Booming with
Confidence
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Super Saturday?
"By doing this, Target and Neiman
Marcus are making Super Saturday
about fashion, design…”
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In summary
Consumer confidence and expectations are on the rise
Search for deals via discounting and couponing continues regardless of
consumer optimism
Pay attention to time-of-day timing when sending campaigns
Mobile continues to grow in significance
Look for more out-of-the-box thinking this holiday season
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Questions?
Join us for a TweetChat
directly following this
webinar
Follow these simple steps:
Go to www.TweetChat.com
Log into your Twitter account
Use the hashtag #EMS2012
Participate in the conversation
Visit experian.com/blogs/marketing-forward for up-to-date marketing insights
Bill Tancer
GM, Global Research
Experian Marketing Services bill.tancer@hitwise.com
@billtancer
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