holiday retail trends & best practices: how to attract shoppers and drive purchases
DESCRIPTION
Holiday Retail Trends & Best Practices: How to Attract Shoppers and Drive Purchases. Sarah Ripmaster, SVP – Sales Kailei Richardson, Director – marketing . Holiday Retail Trends & Best Practices. What We’ll cover:. Changes in holiday retail digital advertising over the past few years - PowerPoint PPT PresentationTRANSCRIPT
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HOLIDAY RETAIL TRENDS & BEST PRACTICES: HOW TO ATTRACT SHOPPERS AND DRIVE PURCHASESSARAH RIPMASTER, SVP – SALESKAILEI RICHARDSON, DIRECTOR – MARKETING
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• Changes in holiday retail digital advertising over the past few years
• How to use digital advertising to drive purchases online and in stores
• Shopping trends on mobile and tablet devices
• Compelling holiday creative and the best features to engage consumers and drive interaction
• Holiday campaign performance data, benchmarks and best practices
WHAT WE’LL COVER:
HOLIDAY RETAIL TRENDS & BEST PRACTICES
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HOLIDAY SEASON IS RIGHT AROUND THE CORNER…
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•Jingle All the Way Back to 2011: Retail holiday shopping trends
•Secret Santa: Four secrets to successful holiday campaigns
•Thinking Outside the Box: Engaging holiday creative and innovative formats
•Delivering Gifts: 2011 retail holiday benchmarks & best practices
TIME TO SPREAD SOME HOLIDAY CHEER
HOLIDAY RETAIL TRENDS & BEST PRACTICES
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JINGLE ALL THE WAY BACK TO 2011: RETAIL HOLIDAY TRENDS
HOLIDAY RETAIL TRENDS & BEST PRACTICES
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ECOMMERCE HOLIDAY SALES ARE ON THE RISE
HOLIDAY RETAIL TRENDS & BEST PRACTICES
Source: http://www.iab.net/insights_research/industry_data_and_landscape/1675/1980687
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OVERALL, CONSUMERS ARE SPENDING MORE ONLINE
HOLIDAY RETAIL TRENDS & BEST PRACTICES
http://blog.compete.com/wp-content/uploads/2011/12/holiday-spend-december-11.png
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TOP HOLIDAY PRODUCT CATEGORIES
HOLIDAY RETAIL TRENDS & BEST PRACTICES
http://blog.compete.com/wp-content/uploads/2011/12/products-bought-december-11.png
Clothing/Shoes Toys/Games Gift Cards
Electronics Movies/Video Games
Books
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BLACK FRIDAY AND CYBER MONDAY SHOWED INCREASES IN ITEMS, VALUE
HOLIDAY RETAIL TRENDS & BEST PRACTICES
Source: http://totalaccess.emarketer.com/QuickTake.aspx?gannett&R=5500056&dsNav=Ro:22,N:908-406
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1. Monday, Nov. 28 (Cyber Monday) - $1,251
2. Monday, Dec. 5 - $1,178 3. Monday, Dec. 12 (Green Monday) -
$1,133 4. Tuesday, Nov. 29 - $1,116 5. Tuesday, Dec. 6 -$1,107 6. Friday, Dec. 16 (Free Shipping Day) -
$1,072 7. Tuesday, Dec. 13 - $1,064 8. Wednesday, Nov. 30 - $1,025 9. Thursday, Dec. 8 - $1,024 10.Thursday, Dec. 15 - $1,018
TOP HOLIDAY ONLINE SPENDING DAYS ‘11
(IN MILLIONS)
HOLIDAY RETAIL TRENDS & BEST PRACTICES
http://www.comscore.com/Press_Events/Press_Releases/2012/1/U.S._Online_Holiday_Shopping_Season_Reaches_Record_37.2_Billion_for_November-December_Period/
Source: comScore, Jan. 2012
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
SECRET SANTA: FOUR SECRETS TO A SUCCESSFUL 2012 HOLIDAY CAMPAIGN
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
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• Tablet users have doubled
• Smartphone users have increased by 23%
• Mobile internet users have increased by 22%
MOBILE LANDSCAPE SINCE 2011
HOLIDAY RETAIL TRENDS & BEST PRACTICES
1414Source: http://totalaccess.emarketer.com/Chart.aspx?R=117865&dsNav=Ro:7,N:908-406
MOBILE PHONES: IN-STORE “SHOPPING ASSISTANTS”
HOLIDAY RETAIL TRENDS & BEST PRACTICES
• Seek out best prices
• Access coupons
• Find customer reviews and product ratings
• Taking photos and sending to friends/family
1515Chart#1: http://totalaccess.emarketer.com/Chart.aspx?R=117812 Chart #2: http://totalaccess.emarketer.com/Chart.aspx?R=117386
HOLIDAY RETAIL TRENDS & BEST PRACTICES
• Online shopping on tablets were over 3x higher than a mobile phone
• Average order values here higher for tablet purchases versus other devices
• 60% of tablet owners expect to use their tablet to research or purchase products in 2012, 3x the rate of mobile phone users (Baynote's 2012 Holiday Online Shopping Experience Survey)
THE TABLET: THIS YEAR’S SUPERSTAR
1616Source: http://www.emarketer.com/Article.aspx?R=1009224
MOBILE & TABLET ADS DRIVE PURCHASES ON PCS
HOLIDAY RETAIL TRENDS & BEST PRACTICES
• 25% of tablet users and 22% of smartphone users made purchases on a PC after seeing a mobile ad.
• Shoppers sought out more information after seeing an ad.
• Tablet users were more likely than smartphone users to report interacting with ads in any way.
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
“72% of consumers want an integrated marketing approach consistent across mobile, social, TV…”
MyBuys July 2011
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~80% OF PEOPLE ARE USING MORE THAN ONE CHANNEL TO MAKE PURCHASE DECISIONS
HOLIDAY RETAIL TRENDS & BEST PRACTICES
Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011
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CROSS-CHANNEL SHOPPING BEHAVIOR DURING 2011 HOLIDAY SEASON
HOLIDAY RETAIL TRENDS & BEST PRACTICES
Source: Google and Ipsos OTX, "Post Holiday Shopping Intentions Study" as cited in Google, "2011 Post-Holiday Recap," Jan 2012
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group
9.38.5
6.9
Average Amount of Retailers US Consumers Follow
PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS
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1. Clothing and Apparel (39%)
2. Jewelry, Handbags and Accessories (23%)
3. Art, Art Supplies and Hobbies (22%)
4. Home, Garden and Pool/Spa (18%)
5. Health and Beauty (14%)
PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS
HOLIDAY RETAIL TRENDS & BEST PRACTICES
Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group
59%
33%
% of Users Who Purchased an Item They Saw on the
Site
Top Purchase Categories on Pinterest
Source: Bizrate Insights, June 2012
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
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RICHER, INTERACTIVE FORMATS OUTPERFORM STANDARD FLASH
HOLIDAY RETAIL TRENDS & BEST PRACTICES
Source: 2011 PointRoll Benchmark Report
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RICHER FORMATS DRIVE RECOMMENDATIONS
HOLIDAY RETAIL TRENDS & BEST PRACTICES
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THINKING OUTSIDE THE BOX: ENGAGING HOLIDAY CREATIVE AND INNOVATIVE FORMATS
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
Rollover CTA
Interactivity / Product
Categories
Product Carousel
PricingClick Through
to Website
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
Rollover CTA
Interactivity / Gaming
Discounted Offer / Click Thru
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
Shopping Style Options
Shopping Style Options
Suggestive Product Category Carousel #1
Suggestive Product Category Carousel #2
Roll Over CTA
Highly Interactive
Product/Gift Finder
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
• Appended to national video with local, actionable, targeted messages
• Present message to user based on demographic, behavioral or geo data
• Use data feeds & relevant deals to dynamically create custom experiences
• 78% of viewers viewed interactive in-stream ads in their entirety, compared to 69% who watched basic in-stream ads without interactive elements in their entirety. (PointRoll 2011 Video Benchmark Study)
CLICK HERE FOR DEMO
INTERACTIVE IN-STREAM
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HOLIDAY RETAIL TRENDS & BEST PRACTICES
PIN IT BUTTONCLICK TO “PIN” ON PINTEREST PAGE
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MOBILE RICH CREATIVE
HOLIDAY RETAIL TRENDS & BEST PRACTICES
CLICK HERE FOR DEMO
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DELIVERING GIFTS: 2011 RETAIL HOLIDAY BENCHMARKS & BEST PRACTICES
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2011 HOLIDAY SEASON DISPLAY BENCHMARKS
Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 4.00% 19.94 0.80% 0.12% Pre-Expandable 6.71% 16.04 0.44% 0.48% Polite 1.29% 14.38 0.08% 0.07% Grand Total 2.86% 16.80 0.15% 0.11%
Source: Nov - Dec 2011 PointRoll Benchmarking Data
Holiday Season Nov - Dec
Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 4.67% 19.51 0.94% 0.16% Pre-Expandable 3.87% 17.40 0.24% 0.29% Polite 0.81% 13.69 0.08% 0.08% Grand Total 2.81% 16.93 0.16% 0.12%
Source: PointRoll Black Friday (Nov. 25, 2011) Benchmarking Data
Black Friday 2011
Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 3.94% 21.42 0.94% 0.13% Pre-Expandable 1.90% 16.78 0.30% 0.35% Polite 0.57% 17.37 0.08% 0.08% Grand Total 2.43% 19.05 0.16% 0.12%
Source: PointRoll Days Leading up to Black Friday (Nov 1 - 24, 2011) Benchmarking Data
Days in November 2011 leading up to Black Friday (2011)
Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 4.21% 19.26 0.65% 0.14% Pre-Expandable 1.97% 17.92 0.87% 0.87% Polite 0.70% 14.66 0.05% 0.05% Grand Total 2.08% 16.98 0.13% 0.11%
Source: PointRoll 2011 Cyber Monday (Nov 28) Benchmarking Data
Cyber Monday 2011
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BEST PRACTICE: PAPERBOY UNIT
HOLIDAY RETAIL TRENDS & BEST PRACTICES
Connecting consumers to retailers via dynamically generated and locally relevant e-circular ads
Promotional CTA
Store Finder / Geo Look Up
InteractivityInteractivity
Pricing Promotion
Pricing Promotion / Pricing
Product Feed
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BEST PRACTICE: COUPONING
HOLIDAY RETAIL TRENDS & BEST PRACTICES
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BEST PRACTICE: DYNAMIC CREATIVE OPTIMIZATION
HOLIDAY RETAIL TRENDS & BEST PRACTICES
• Deliver the right message with the right imagery at the right time to the right user
• Fully Customizable Dynamic Solution Based on Advertiser’s Goals (KPI’s)
• Identify and target audience segments with advanced audience analytics
• Target, re-target and optimize both creative and performance within a single platform, team and reporting tool
PROFILE 1
PROFILE 2
CLICK HERE FOR DEMO
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SHOPPINGCART
DISPLAYAD
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•Retail holiday shopping trends•Four secrets to successful holiday
campaigns1. Mobile/Tablet2. Cross-Channel Advertising3. Pinterest4. User Experience
•Innovative holiday creative and engaging formats
•2011 retail holiday benchmarks & best practices
RECAP
HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS
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IT’S A WRAP!HOLIDAY RETAIL TRENDS & BEST PRACTICES