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The ROI of Christmas Present Capturing your fair share of consumer holiday spending during these challenging times

The ROI of Christmas Present Capturing your fair share of consumer holiday spending during these challenging times . METHODOLOGY & DEMOGRAPHICS. Online questionnaire completed September-October 2009

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The ROI of Christmas Present Capturing your fair share of consumer holiday spending during these challenging times

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  1. The ROI of Christmas PresentCapturing your fair share of consumer holiday spendingduring these challenging times Insert MarketLive Logo

  2. METHODOLOGY & DEMOGRAPHICS Online questionnaire completed September-October 2009 by 1,020 adults (49% male / 51% female) who have shopped online four times or more in the last year, spending $500+ Insert MarketLive Logo

  3. Demographics Insert MarketLive Logo

  4. SHOPPING ONLINE Insert MarketLive Logo

  5. Topline Findings Insert MarketLive Logo Cautious shoppers project behavior consistent with last year; spending is flat Purchasing gifts online is part of the customer consciousness where the web will garner more holiday buying than other channels as well as increased share-of- wallet Securing hard to find product, convenience, and customer service can trigger full price purchasing Free shipping and free returns are top influencers in terms of merchant selection Profitably maintaining in-stock status will be integral to success and averting abandonment to competitors One stop gift centers and wishlists support consumers’ desire for convenience Email is desired on a weekly basis with favored offers including free shipping, sales, and coupons Mobile and social usage show promising signs of influencing shoppers this holiday season

  6. Despite economic uncertainty the good news is that overall holiday spending should equal last year Q6 Insert MarketLive Logo

  7. 48% intend to purchase between 6-15 gifts,on par with last year (47%) Q4 Insert MarketLive Logo

  8. Holiday budgets see little change with 43%planning to spend $301-$800 onfamily and friends, as they did last year Q5 Insert MarketLive Logo

  9. 88% of shoppers are willing to pay full pricefor the right products and good service Q7 Insert MarketLive Logo

  10. Position “Value-oriented” Product Insert MarketLive Logo

  11. Visual Inspiration Goes a Long Way Insert MarketLive Logo

  12. Tout the Favorites 12th Annual EG Mystery Shopping, 2008 Insert MarketLive Logo

  13. Take Advantage of Endorsements 12th Annual EG Mystery Shopping, 2008 Insert MarketLive Logo

  14. 71% expect to complete most of their holiday shopping in November through early December Q8 Insert MarketLive Logo

  15. It’s Never Too Early to Get Started Insert MarketLive Logo

  16. Play Up Key Holidays Insert MarketLive Logo

  17. 55% of surveyed shoppers plan to do theirholiday shopping online this year, up from 49% LY Q12 Insert MarketLive Logo

  18. The online channel also continues to gainshare-of-wallet as 26% vs. 21% last yearplan to purchase more gifts via the Internet Q11 Insert MarketLive Logo

  19. Books, clothing, music, gift certificates, toys, andconsumer electronics are the top product categoriesshoppers are likely to purchase online Q15 Insert MarketLive Logo

  20. Gift cards/certificates continue to be a good solution for 78%of shoppers vs. 76% LY; accounting for a varied percentof online holiday purchases Q16 Insert MarketLive Logo

  21. Gift Cards Play Well for Last Minute Insert MarketLive Logo 21

  22. INFLUENCERS Insert MarketLive Logo

  23. The primary reasons for shopping online are stillconvenience and savings, but shoppers are also ratingtools like wish lists and reviews increasingly important Q17 Insert MarketLive Logo

  24. Creatively Message to EngageCustomers Around Convenience Insert MarketLive Logo

  25. Think Holistically with Promotional Offers Optimize tactics from outlets to GWPS and contests and integrate into the overall experience Insert MarketLive Logo

  26. Time Savings Should be Top-of-mind Insert MarketLive Logo

  27. Embrace B2B and B2C Customers Insert MarketLive Logo

  28. While high shipping charges remain the #1 reasonshoppers will not buy more online,the store experience and in-stock status gain ground Q13 Insert MarketLive Logo

  29. Some shoppers remain loyal but most will be lost tocompetitors’ websites or retail stores when they encounterout of stock products this holiday season Q22 Insert MarketLive Logo

  30. merchandising > inventory/backorders Feature:sign up for back-in stock e-mails Insert MarketLive Logo

  31. Researching gifts online continues to be animportant activity for 3 out of 4 shoppers Q9 Insert MarketLive Logo

  32. 60% of shoppers are either undecided or plan topick up holiday gifts purchased online in-store,as this is often a last minute convenience Q14 Insert MarketLive Logo

  33. Flexibility Extends Customer Appeal Visual prompting and usability impact performance Multiple ship to Shop and hold Insert MarketLive Logo

  34. Influencers center on promotions per this summary of “top 2” feature ratings for importance when buying gifts online Q19-21 Insert MarketLive Logo

  35. Free shipping (91%) and free returns (81%) are thepromotional features with the highest “top 2” ratingsfor their influence in making a purchase Q21 Insert MarketLive Logo

  36. Monitor Free Shipping Categorically and Industry-wide Insert MarketLive Logo

  37. Create Impulse Buys ThroughLimited Time Only Execution Insert MarketLive Logo

  38. Among gifting tools, gift centers (49% vs. 30%) andwish lists (48% vs. 35%) see the greatest “top 2” rating increase for their importance when buying gifts online Q19 Insert MarketLive Logo

  39. Deploy a Best-in-Class Destination Insert MarketLive Logo

  40. 30% have shopped online using someone’swish list 4 or more times vs. 24% LY Q18 Insert MarketLive Logo

  41. Facilitate Consumer Participation more consumers conveniently shop onlinefrom someone else’s wish list 3 or more times: 34% ty vs. 25% ly Source: EG Mindset of a Multi-channel Customer Survey, 2008 Insert MarketLive Logo

  42. Customer assistance “top 2 ratings” for importance whenbuying gifts online find that accessible contact information(ideally toll free) and access to one’s cart at all timessmooth shopping experiences Q20 Insert MarketLive Logo

  43. Guarantees Combat Consumer Fear Insert MarketLive Logo

  44. Keep Customers Informed Along the Way 89% of EG100 merchants include holiday shipping deadlines onsite Source: the e-tailing group 12th Annual Mystery Shopping Study, 4Q 2008 Insert MarketLive Logo

  45. EMAIL, MOBILE AND SOCIAL SITE SHOPPING Insert MarketLive Logo

  46. 43% of shoppers who have opted in prefer toreceive emails on a weekly basis Q23 Insert MarketLive Logo

  47. Free shipping (91%) and sales/markdowns (89%) are thetypes of email content that shoppers will be most likelyto respond to from their favorite retailers Q24 Insert MarketLive Logo

  48. Creative Execution Counts Insert MarketLive Logo

  49. 1 in 3 shoppers plans to use a mobile phone for shoppingrelated purposes this holiday season, primarily to look up merchant (18%) or competitive (18%) pricing Q25 Insert MarketLive Logo

  50. Extend Accessibility Test tools to better meet the needs of today’s mobile consumer Insert MarketLive Logo

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