Holiday Retail Trends & Best Practices: How to Attract Shoppers and Drive Purchases

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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


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JINGLE ALL THE WAY BACK TO 2011: RETAIL HOLIDAY TRENDS


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ECOMMERCE HOLIDAY SALES ARE ON THE RISE


Source: http://www.iab.net/insights_research/industry_data_and_landscape/1675/1980687

http://www.iab.net/insights_research/industry_data_and_landscape/1675/1980687



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OVERALL, CONSUMERS ARE SPENDING MORE ONLINE


http://blog.compete.com/wp-content/uploads/2011/12/holiday-spend-december-11.png

http://blog.compete.com/wp-content/uploads/2011/12/holiday-spend-december-11.png

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TOP HOLIDAY PRODUCT CATEGORIES


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


Source: http://totalaccess.emarketer.com/QuickTake.aspx?gannett&R=5500056&dsNav=Ro:22,N:908-406

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)


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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SECRET SANTA: FOUR SECRETS TO A SUCCESSFUL 2012 HOLIDAY CAMPAIGN

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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


1414Source: http://totalaccess.emarketer.com/Chart.aspx?R=117865&dsNav=Ro:7,N:908-406

MOBILE PHONES: IN-STORE “SHOPPING ASSISTANTS”


• Seek out best prices

• Access coupons

• Find customer reviews and product ratings

• Taking photos and sending to friends/family

http://totalaccess.emarketer.com/Chart.aspx?R=117865&dsNav=Ro:7,N:908-406

1515Chart#1: http://totalaccess.emarketer.com/Chart.aspx?R=117812 Chart #2: http://totalaccess.emarketer.com/Chart.aspx?R=117386


• 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

http://totalaccess.emarketer.com/Chart.aspx?R=117812

http://totalaccess.emarketer.com/Chart.aspx?R=117386

1616Source: http://www.emarketer.com/Article.aspx?R=1009224

MOBILE & TABLET ADS DRIVE PURCHASES ON PCS


• 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.

http://www.emarketer.com/Article.aspx?R=1009224

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“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


Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011

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CROSS-CHANNEL SHOPPING BEHAVIOR DURING 2011 HOLIDAY SEASON


Source: Google and Ipsos OTX, "Post Holiday Shopping Intentions Study" as cited in Google, "2011 Post-Holiday Recap," Jan 2012

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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


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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RICHER, INTERACTIVE FORMATS OUTPERFORM STANDARD FLASH


Source: 2011 PointRoll Benchmark Report

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RICHER FORMATS DRIVE RECOMMENDATIONS


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THINKING OUTSIDE THE BOX: ENGAGING HOLIDAY CREATIVE AND INNOVATIVE FORMATS

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Rollover CTA

Interactivity / Product

Categories

Product Carousel

PricingClick Through

to Website

http://demo.pointroll.com/PointRoll/AdDemo/BestBuy/BBH_3-Category_954x60_Exp_DerivePd1.asp

http://demo.pointroll.com/PointRoll/AdDemo/BestBuy/BBH_3-Category_954x60_Exp_DerivePd1.asp

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Rollover CTA

Interactivity / Gaming

Discounted Offer / Click Thru

http://demo.pointroll.com/PointRoll/AdDemo/Disney.com/Disney_Holiday_728x90_Exp_DERIVEPd10.asp

http://demo.pointroll.com/PointRoll/AdDemo/Disney.com/Disney_Holiday_728x90_Exp_DERIVEPd10.asp

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Shopping Style Options

Shopping Style Options

Suggestive Product Category Carousel #1

Suggestive Product Category Carousel #2

Roll Over CTA

Highly Interactive

Product/Gift Finder

http://demo.pointroll.com/PointRoll/AdDemo/Walmart/WMT_Gift_Finder_Cart_728x90_Exp_DerivePd10.asp

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• 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

http://demo.pointroll.com/PointRoll/AdDemo/CreativeManager/PointRollMocks/1514312/Lowes_InstreamPaperboy_MOCKDEMO0.8442587214522064.asp

http://demo.pointroll.com/PointRoll/AdDemo/CreativeManager/PointRollMocks/1514312/Lowes_InstreamPaperboy_MOCKDEMO0.8442587214522064.asp

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PIN IT BUTTONCLICK TO “PIN” ON PINTEREST PAGE

http://demo.pointroll.com/PointRoll/AdDemo/AnnTaylor/Weddings_2012_970x66_PreExp_DerivePd1.asp






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MOBILE RICH CREATIVE


CLICK HERE FOR DEMO

http://demo.pointroll.net/content/demos/iPad/Staples/Staples_iPhone_demo.html





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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


Source: PointRoll Black Friday (Nov. 25, 2011) Benchmarking Data

Black Friday 2011


Source: PointRoll Days Leading up to Black Friday (Nov 1 - 24, 2011) Benchmarking Data

Days in November 2011 leading up to Black Friday (2011)


Source: PointRoll 2011 Cyber Monday (Nov 28) Benchmarking Data

Cyber Monday 2011

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BEST PRACTICE: PAPERBOY UNIT


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

http://demo.pointroll.com/PointRoll/AdDemo/Kohls/Kohls_Tab_Q4_2011_1K11_32_Refresh_12.22_728x90_Exp_CLICK_DERIVEPd10.asp

http://demo.pointroll.com/PointRoll/AdDemo/Kohls/Kohls_Tab_Q4_2011_1K11_32_Refresh_12.22_728x90_Exp_CLICK_DERIVEPd10.asp

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BEST PRACTICE: COUPONING


http://demo.pointroll.com/PointRoll/AdDemo/Alpina/MakeAWish_728x90_Exp_DerivePd10.asp



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BEST PRACTICE: DYNAMIC CREATIVE OPTIMIZATION


• 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

http://demo.pointroll.com/PointRoll/AdDemo/PointRollMarketing/DynamicDemo_800x600_020312Pe0.asp

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SIT

E EV

ENTS

ROLLOVER TO SHOP

CLICK TO EXPAND

ROLLOVER TO DESIGN YOUR NEW BEDROOM

Save Up To

10%


Save Up To

10%

SHOPPINGCART

DISPLAYAD

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ROLLOVER TO EXPAND

Find a Store to

Get Fitted

CLICK TO EXPLORE

Customize Your Suit

TodayCLICK TO EXPAND


Save Up To

10%

ROLLOVER TO EXPAND

ROLLOVER TO EXPAND

ROLLOVER TO SHOP

CREATIVE A

CREATIVE B

CREATIVE C

SEQ

UEN

CIN

G

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ROLLOVER TO SHOP

CLICK TO EXPAND


Save Up To

10%

ROLLOVER TO EXPAND

ROLLOVER FOR 2011 BLUE LABEL COLLECTION

SHOP THE RUNWAY LOOKSRE

TARG

ETIN

G

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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

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[email protected]@POINTROLL.COM

mailto:[email protected]

mailto:[email protected]

Documents

Holiday Retail Trends & Best Practices: How to Attract Shoppers and Drive Purchases