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http://www.pointroll.com Join Rob Gatto, SVP of PointRoll, and Vikram Sharma, CEO of ShopLocal, the Retail Division of PointRoll, for a high-impact, action-oriented webinar focused on ways to plan for, and capitalized on, the upcoming holiday season beyond just Black Friday and Cyber Monday. During this one-hour session, you will: • Get a holistic view of the Holiday Season including hidden opportunities for brands and retailers • Discover opportunities for non-retail advertisers during the holiday season • View compelling, rich holiday creative and discover the best features to engage consumers and drive interaction • Review holiday performance data and advertising benchmarks as well as how to exceed them • Explore holiday campaign best practices and learn how to put them into practice Give consumers the gift of good, relevant and engaging digital advertising this holiday season to influence their buying decisions.
Citation preview
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Rob GattoSVPPointRoll
Vikram SharmaCEOShopLocal, Retail Division of PointRoll
November is the New Black… Friday…and other tips and tricks to maximize
revenue this holiday season
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Christmahannukwanzikah• Spending Trends for All Holidays
Leave the Sleigh at Home• Delivering engaging experiences across the digital
landscape
Dear Santa… • Q&A
Today’s Agenda:
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Retail Sales Up in August
Source: Retail Sales Jumped in August, Wall Street Journal 9/14/2010
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Consumers More Comfortable with Small Ticket Items
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Consumers Feeling Better, but Still Apprehensive
The Conference Board Consumer Confidence Index® • Declined in July, improved moderately in August
• Currently stands at 53.5 (1985=100), up from 51.0 in July
• The Present Situation Index decreased to 24.9 from 26.4
• The Expectations Index increased to 72.5 from 67.5 last month
Lynn Franco, Dir. of The Conference Board Consumer Research Center: • Consumer confidence posted a modest gain in August, the result of an improvement in
consumers’ short-term outlook
• Consumers’ assessment of current conditions, however, was less favorable as employment concerns continue to weigh heavily on consumers’ attitudes
• Expectations about future business and labor market conditions have brightened somewhat
• but overall, consumers remain apprehensive about the future
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65% Start Holiday Shopping/Research by October
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Consumer Loyalty has Decreased Over Past Two Years
Q. Please indicate how you are cutting your shopping expenses
July 2008
Oct2008
April 2009
April 2010
July 2010
% Chg (07/08 to 07/10)
Reducing gift spending 41% 51% 59% 57% 56% +15%
Shopping at different retailers 20% 25% 30% 33% 32% +12%
Buying different brands (including generic brands) 52% 51% 58% 57% 62% +10%
Shopping online for deals 24% 25% 33% 32% 32% +8%Signing up for retail point programs or customer loyalty programs 22% 22% 27% 29% 29% +7%
Using coupons more often when making purchases 59% 62% 68% 64% 66% +7%
Shopping only when there are sales (i.e. one day sales) 40% 43% 41% 43% 44% +4%
Shopping at secondhand stores, garage sales, etc. 30% 33% 30% 31% 33% +3%
Shopping less frequently 68% 71% 70% 72% 69% +1%
Buying in bulk at warehouse/discount retailers like Costco, Sam`s Club, BJ`s etc. 27% 28% 31% 28% 28% +1%
Shopping at auction sites such as ebay.com 13% 14% 14% 13% 13% 0%
Only shopping for basic necessities 66% 67% 60% 62% 65% -1%
Source: comScore Surveys – July & October 2008, April 2009, April & July 2010
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How is the current economic climate affecting the way you shop?
NCR 2009 Self Service Consumer Research, 2009
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2009 Holiday Season: E-Commerce Daily Sales
1-Nov
-09
3-Nov
-09
5-Nov
-09
7-Nov
-09
9-Nov
-09
11-N
ov-0
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13-N
ov-0
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15-N
ov-0
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17-N
ov-0
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19-N
ov-0
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21-N
ov-0
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23-N
ov-0
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25-N
ov-0
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27-N
ov-0
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29-N
ov-0
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1-Dec
-09
3-Dec
-09
5-Dec
-09
7-Dec
-09
9-Dec
-09
11-D
ec-0
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13-D
ec-0
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15-D
ec-0
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17-D
ec-0
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$-
$100,000,000
$200,000,000
$300,000,000
$400,000,000
$500,000,000
$600,000,000
$700,000,000
$800,000,000
$900,000,000
$1,000,000,000
Online Spending by DaySource: comScore, Inc.
Black Friday
“Green" Monday
Cyber Monday
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Your First Gift: Growth!
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Market Share is Shifting: Multi-Channel vs. Pure-Play
Q1 2008 Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 20100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52.8%48.9%
55.7%51.4% 55.2% 55.4% 57.5% 59.9%
64.0% 58.7%
47.2%51.1%
44.3%48.6% 44.8% 44.6% 42.5% 40.1%
36.0%41.3%
Multi-ChannelPure-Play
Pure-play retailers have gained market share over the past two years. Multi-channel retailers have lost share
Multi-channel vs. Pure-play: Share of Quarterly U.S. e-Commerce Sales
Source: ComScore
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‘09 Holiday Season Set a Record for Retailer Deals
Source: ShopLocal data for the circulars of top US retailers
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53150
200
250
300
350
400
450
Weekly Offers Per Store
2007
2008
2009
2010
Week
…’10 year-to-date is running at or ahead of ‘09
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2009 Promotion around Black Friday was an all-time high. Will 2010 be a repeat?
Source: ShopLocal data for the circulars of top US retailers
-10
-9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17150
200
250
300
350
400
450
500
Daily Offers Per Store
2006
2007
2008
2009
Days BEFORE and AFTER Black Friday
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Think Outside the Box!
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Delivering Engagement… Everywhere
AUDIENCEOpen, Agnostic
CREATIVEElements, Features,
Functionality
PROMOTIONS/MESSAGING
Products, Offers, Inventory
Mobile Social Brand Site Digital OOH
Dynamic Display Ads
Vibrant / Search
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Understand Your Audience Find Your Audience
Serve the Right Creative (Engage your Audience)
Primary Dashboard Integration
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Delivering Engagement… Everywhere
AUDIENCEOpen, Agnostic
CREATIVEElements, Features,
Functionality
PROMOTIONS/MESSAGING
Products, Offers, Inventory
Mobile Social Brand Site Digital OOH
Dynamic Display Ads
Vibrant / Search
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Op
tim
izat
ion
En
gin
e
Data
Demographics
Geography
Products & Messaging
Hyperlinked to view creative
Targeted Holiday Ad
Dynamic Ads Targeted. Personalized. Engaging.
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Dynamic Ads
Banners and expandable panels are adjusted on the fly!6 x 3 x 5 x 30 x 4 x 8 = 86,400 versions that you don’t have to create or traffic!
6 videos5 rich media
features 3 Calls to
Action
30 locations 8 price points4
backgrounds
Create Multiple Versions across all Formats by Swapping in Elements Including:
Backgrounds, Offers, Terms & Conditions, Logos, Copy Points, Calls to Action, Videos,
Click Through URLsRich Media Features such as polling, send to a
friend and data collection
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Convert by allowing users to choose items within the ad and buy them online or in-store
Why? 80% of internet users research products online.
The question is, what percentage actually make it to your site?
Create an interactive holiday shopping experience in a rich media ad-unit
Holiday Inspiration
*Source: eMarketer, Retail E-commerce Update, November 2008
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Holiday Inspiration
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Holiday Inspiration
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Yahoo! Homepage Takeover
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Social Add-Ons/Features – Extend Your BrandExtend your brand message and add social functionality to existing campaigns
Reach into the social sphere with Twitter and Facebook buttons, enable users to post comments, chat with the brand and more
Measure activity within the ad unit or implement site event view through reporting to track activity on the site driven from ad activity
Posting/Blogging
Customer Posts/ Feedback
Social Toolbar / Polite
Real Time Messaging
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E-CircularCoupon
s
Gaming Video
Features Drive Engagement
Dynamic Data
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Analysis of Features
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Delivering Engagement… Everywhere
AUDIENCEOpen, Agnostic
CREATIVEElements, Features,
Functionality
PROMOTIONS/MESSAGING
Products, Offers, Inventory
Mobile Social Brand Site Digital OOH
Dynamic Display Ads
Vibrant / Search
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Bring Your Brand to Consumers Anywhere
• Fully interactive rich media and video• Tap to expand video to full screen• Click-to-call• Coupon downloads• Geo /mapping• In-ad purchase• Surveys• Integrated performance tracking
Native AppBrowseriPad
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Native iPhone AppsReach Shoppers with Your Local Promotions Via WAP Enabled Websites and Smart Phone Applications
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Delivering Engagement… Everywhere
AUDIENCEOpen, Agnostic
CREATIVEElements, Features,
Functionality
PROMOTIONS/MESSAGING
Products, Offers, Inventory
Mobile Social Brand Site Digital OOH
Dynamic Display Ads
Vibrant / Search
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Capture Consumer Attention On-the-Go
Digital Out of Home:• In-Store Kiosks• Digital billboards• Elevators – captivate• Gyms/coffee shops• Gas stations
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Delivering Engagement… Everywhere
AUDIENCEOpen, Agnostic
CREATIVEElements, Features,
Functionality
PROMOTIONS/MESSAGING
Products, Offers, Inventory
Mobile Social Brand Site Digital OOH
Dynamic Display Ads
Vibrant / Search
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Deals #1 reason consumers "like" brands on Facebook
Motivation to "Like" Company or Brand on Facebook Facebook Motivations % of Respondents Receive discounts and promotions 40% Show support for the company 37 Get a "freebie" 36 Stay informed about company 34 Get updates about products 33 Get updates on upcoming sales 30 Fun and entertainment 29 Access to exclusive content 25 Recommended 22 Learn about company 21 Source: ExactTarget, August 2010
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Retailers see the opportunity on Facebook
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All You Have to Do is Ask! (…your entire network)
SmartCircular
Facebook news feed
“Gift Me This”: Push Products to
Facebook News Feed
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“Holiday Gift Ideas” widget for Facebook Fan Page
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Delivering Engagement… Everywhere
AUDIENCEOpen, Agnostic
CREATIVEElements, Features,
Functionality
PROMOTIONS/MESSAGING
Products, Offers, Inventory
Mobile Social Brand Site Digital OOH
Dynamic Display Ads
Vibrant / Search
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MSN: Local Deal Center
Circulation = 124MM
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Deliver an Engaging Brand.com Experience
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Delivering Engagement… Everywhere
AUDIENCEOpen, Agnostic
CREATIVEElements, Features,
Functionality
PROMOTIONS/MESSAGING
Products, Offers, Inventory
Mobile Social Brand Site Digital OOH
Dynamic Display Ads
Vibrant / Search
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Questions?
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Check out our blog for continuing coverage of how to succeed this holiday season!
http://blog.pointroll.com
Thanks for attending!
Contact your PointRoll Sales Rep or email [email protected] today!
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