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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
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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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Recipes for Holiday Marketing Success
Heather Dougherty, Research Director
Elaine Yavorcik, Client Partner, Strategic Accounts
April 30, 2014
#HolidayMarketing
Follow us at
@ExperianMkt
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#HolidayMarketing
Elaine Yavorcik
Client Partner, Strategic Accounts for Cross-Channel Marketing
Introducing our holiday experts
GM of Global Research
Experian Marketing Service
@billtancer
Holiday webinar agenda:
• Roundup of holiday marketing
results from 2013
• Top performing holiday email
and mobile offers
• Behavior of deal seekers
• Tips to implement cross-channel
marketing campaigns
• Conclusion
Heather Dougherty
Director of Research, Consumer Insights
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2013 Peak Holiday Shopping Days
1. Cyber Monday 12/2
2. Black Friday 11/29
3. Thanksgiving 11/28
4. Day After Cyber Monday 12/3
5. Day Before Thanksgiving 11/27
6. Saturday of Thanksgiving Weekend 11/30
7. Sunday of Thanksgiving Weekend 12/1
8. Day After Christmas (Boxing Day) 12/26
9. 2nd Monday Following Cyber Monday 12/16
10.1st Monday Following Cyber Monday 12/9
Peak online shopping days
Thanksgiving Black Friday
Cyber Monday
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Thanksgiving
30%: Department Stores
9% Apparel & Accessories
8% Appliances & Electronics
7% Computers
5% Video & Games
5% House & Garden
4% Sports & Fitness
3% Toys & Hobbies
2% Health & Beauty
Black Friday
29%: Department Stores
11% Apparel & Accessories
7% Appliances & Electronics
6% Computers
6% House & Garden
5% Video & Games
4% Sports & Fitness
3% Toys & Hobbies
2% Health & Beauty
Cyber Monday
28%: Department Stores
12% Apparel & Accessories
6% Appliances & Electronics
6% House & Garden
5% Computers
5% Sports & Fitness
4% Video & Games
3% Toys & Hobbies
2% Health & Beauty
Top product categories online by key shopping days
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Opportunities to influence shoppers before and during their shopping trips
What best describes how you shopped on Black Friday?
25%
34%
41%
Unplanned
purchases
only
Planned
purchases
only
Planned and
unplanned
purchases
Source: Research Now & Experian Hitwise Tracking the Footprint of the Digital Shopper – Holiday 2013
7%
6%
10%
24%
15%
5%
6%
7%
9%
13%
19%
Flowers & smallgifts
Video games
Home & garden
Toys & hobbies
Appliances &electronics
Apparel &accessories
Planned purchase
Unplanned purchase
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Store openings on Thanksgiving drove increased email activity
Search – Black
Friday
Email –
Thanksgiving
Social Networks
– Black Friday
Rewards &
Directories –
Cyber Monday
Peak Days by Channel
0%
5%
10%
15%
20%
25%
30%
35%
Sh
are
of
Do
wn
str
eam
Tra
ffic
Downstream Traffic to Hitwise Retail 500
Search Engines Social Networking & Forums
Email Services Rewards & Directories
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Increased social traffic to retailers
8% of upstream traffic to retail
websites was from social
networks during the
holiday shopping season
+42% increase in social traffic
compared to last year
Based Upon a 7 Week Average During the Holiday Season
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Growth across all major social networks to retail websites
Tumblr
Google+
YouTube
Facebook 5.2%
1.7%
+39%
+66%
+12%
+27%
+136%
+226%
+88%
Based Upon a 7 Week Average During the Holiday Season
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Hollister leveraged YouTube to promote Thanksgiving store openings & sale
YouTube was the top source of
traffic to Hollister.com on
Thanksgiving at 39%
Ranked #1 in the Apparel
category on Thanksgiving &
Black Friday (up from #14)
74% of the traffic from YouTube
was from new visitors on
Thanksgiving
Ranked #18 among all
downstream websites to receive
traffic from YouTube
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Visual social networks were a key traffic driver for Forever 21 during holidays
• Upstream traffic +132% YoY
• 27% of visitors were new to
Forever21.com in December
Polyvore
• Ranked #1 among Reward & Directories
sending traffic to Forever 21
• Upstream traffic +22% YoY
• 56% of visitors were new in Dec 2013
• Ranked 4th among social channels
• 39% of visitors were new to
Forever21.com in December
11 11
Deal Seekers
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Holiday season even Scrooge would love
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18% 13% 14% 12% 34% 8%
Deal Thrillers
Always seeking the
best deal, but prefer
offers from their
favorite stores
Deal-Seeker
Influentials
Always seeking
the best deal
online, offline and
mobile
The deal-seeking continuum
Offline Deal
Seekers
Avid deal seekers
through more
traditional media
Deal Takers
While not actively
seeking a deal, they
will take one when
offered and even shop
a new store to get one
Deal Indifferents
Lacking in shopping
enthusiasm in general,
Deal Indifferents are
unlikely to change their
behavior because of a deal
Deal Rejectors
The most deal-
averse group, they
want convenience
overall
Deal seeking Deal rejecting
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Online
Shoppers
Social
Media Users
Smartphone
Users
Tablet
Users
Deal-Seeker
Influentials 142 127 133 159
Offline Deal
Seekers 71 77 66 54
Deal
Thrillers 99 94 98 96
Deal Takers 117 109 111 113 Deal
Indifferents 91 100 102 91
Deal
Rejectors 87 86 80 71
Deal seeker influentials & deal takers most active with digital channels
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Deal seeking influentials purchase variety of products online
0% 10% 20% 30% 40% 50%
Housewares
Cosmetics
Sporting Goods & Equipment
Footwear
Computer Products
Electronics & Appliances
Men's Apparel
Toys & Games
Accessories
Women's Apparel
Books, Music & Video
Deal Takers Deal-Seeking Influentials Total
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Deal-seeking influentials – younger, affluent and trusts info from social media
• Average age of 40
• 41% are between 18 & 34 years old
• Average income is $95k
• 23% hold a college degree & 13% hold a
graduate degree
• 65% are employed full-time
• 143% more likely to trust product info from
social networking websites than other
sources
• 135% more likely to purchase products
used or recommended by friends on
social networking websites
• 134% more likely to sometimes post
ratings & reviews for others to read
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Deal takers – affluent and influenced by others through social media
• Average age of 46
• 37% are between 35 & 55 years old
• Average income is $94k
• 35% hold a college degree
• 62% are employed full-time
• 31% more likely to click on links or items
posted by others on social networks
• 27% more likely to buy products from
stores that don’t specialize in those
products because of price
• 26% are more likely to buy an item on the
spur of the moment when in a store
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Holiday email frequency 2013 study of 55 multi-channel retailers
On average, retailers sent more email messages per week in 2013 24%
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Average emails per week per brand
2012 2013
- Experian Marketing Services
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Top 10 transaction days – shopping started early
Event Day Transaction rank Volume rank
Cyber Monday Monday 1 1
Black Friday Friday 2 2
Thanksgiving Thursday 3 3
Sunday after Black Friday Sunday 4 9
November 15 Friday 5 19
Day before Thanksgiving Wednesday 6 10
November 8 Friday 7 35
Twelve days until Christmas Friday 8 5
Day after Cyber Monday Tuesday 9 14
Seven days until Christmas Wednesday 10 7
- Experian Marketing Services
up from #49
in 2012
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
12AM - 4AM 4AM - 8AM 8AM - 12PM 12PM - 4PM 4PM - 8PM 8PM - 12AM
Percentage of total mailings sent by time
2012 2013
Time of day shift 2013 study of 55 multi-channel retailers
- Experian Marketing Services
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What times were most effective? 2013 study of 55 multi-channel retailers
12AM - 4AM 4AM - 8AM 8AM - 12PM 12PM - 4PM 4PM - 8PM 8PM - 12AM
Revenueper Email
$0.139 $0.126 $0.074 $0.076 $0.086 $0.153
Messages 30 579 1,154 401 188 129
-
200
400
600
800
1,000
1,200
1,400
$0.000
$0.020
$0.040
$0.060
$0.080
$0.100
$0.120
$0.140
$0.160
$0.180
- Experian Marketing Services
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The impact of free shipping
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The impact of free shipping on transaction rate 2013 study of 55 multi-channel retailers
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
5.0%
No W/ Qualifier Yes
Tra
nsa
cti
on
Ra
te
72% better
- Experian Marketing Services
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The impact of free shipping on revenue per email 2013 study of 55 multi-channel retailers
53.3%
35.8%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Yes
W/ Qualifier
Percent greater than paid shipping
- Experian Marketing Services
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Mentioning the offer in the subject line helps boost response
- Experian Marketing Services
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Deep discounts (50 percent or more) peak in December
End of season trend:
From Christmas Day through December 31st,
65% of percent off campaigns had deep
discount offers.
- Experian Marketing Services
Mobile
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More than half of email opens occurred on mobile devices during the holiday season
All
industry:
52% on
mobile
Catalogers: 59%
Media & entertainment:
58%
Consumer products &
services: 62%
Multi-channel retailers:
65%
- Experian Marketing Services
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Mobile opens peak during the holidays
Mobile
47%
Desktop
28%
Webmail
25%
- Litmus
Cross-channel movement
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American Eagle’s Legendary Gifts Sweepstakes Cross-channel holiday campaign
12 days of special gifts
Users could text LEGENDARY to 32453
(EAGLE) or visit ae.com/legendary to sign
up for daily emails and text messages
about 12 legendary prizes
Campaign ran from Dec. 3-14, 2013
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American Eagle’s Legendary Gifts Sweepstakes In-store Signage
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American Eagle’s Legendary Gifts Sweepstakes Direct mail
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American Eagle’s Legendary Gifts Sweepstakes Channel Engagement
Users would click
either from email
or SMS to see if
they won that
day’s prize
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American Eagle’s Legendary Gifts Sweepstakes Legendary Gone Viral
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Email social focus
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Our stores are glowing; stop by & warm up! [Anthropologie]
Hurry in-store for last-minute gifts they'll love! [Macy’s]
Drop in for Last-Minute Gifts, Stocking Stuffers & More [Sur La Table]
Visit Tiffany & Co. for Last-minute Brilliance [Tiffany & Co.]
Don't Worry. Urban Outfitters is open. Get to a store now! [Urban Outfitters]
Email in-store focus
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Testing new ways to drive in-store traffic
Subject line: Grab a Snack, Get $5 Off!
The Banana Republic Factory Store offers subscribers $5 off an in-store purchase for showing this email along with any food or drink receipt
Bring your coffee receipt (Black Friday?)
Show us your picture with Santa
Wear an ugly holiday sweater
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Email mobile focus
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Plan promotional activity around the entire Thanksgiving weekend since there is significant interest in shopping throughout
Take advantage of the opportunity to drive unplanned purchases, especially in the apparel, electronics & toy categories
Leverage visual social networks to support the merchandising of key holiday products and promotions
Consider later afternoon/evening email sends to stand out in the inbox and capture your mobile audience
Highlight free shipping promotions in email to boost transaction rates and revenue per email
Key Takeaways
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