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

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

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

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  1. Holiday Retail Trends & Best Practices: How to Attract Shoppers and Drive Purchases Sarah Ripmaster, SVP – Sales Kailei Richardson, Director – marketing

  2. Holiday Retail Trends & Best Practices What We’ll cover: • 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

  3. HOLIDAY SEASON IS RIGHT AROUND THE CORNER…

  4. Holiday Retail Trends & Best Practices TIME TO SPREAD SOME HOLIDAY Cheer • 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

  5. Holiday Retail Trends & Best Practices Jingle all the way back to 2011: Retail Holiday trends

  6. Holiday Retail Trends & Best Practices Ecommerce HOLIDAY SALES ARE ON THE RISE Source:http://www.iab.net/insights_research/industry_data_and_landscape/1675/1980687

  7. Holiday Retail Trends & Best Practices Overall, consumers are spending more online • http://blog.compete.com/wp-content/uploads/2011/12/holiday-spend-december-11.png

  8. Holiday Retail Trends & Best Practices Top holiday product categories Clothing/Shoes Toys/Games Gift Cards Electronics Movies/Video Games Books • http://blog.compete.com/wp-content/uploads/2011/12/products-bought-december-11.png

  9. Holiday Retail Trends & Best Practices 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

  10. Holiday Retail Trends & Best Practices Top holiday online spending days ‘11(in millions) • Monday, Nov. 28 (Cyber Monday) - $1,251 • Monday, Dec. 5 - $1,178 • Monday, Dec. 12 (Green Monday) - $1,133 • Tuesday, Nov. 29 - $1,116 • Tuesday, Dec. 6 -$1,107 • Friday, Dec. 16 (Free Shipping Day) - $1,072 • Tuesday, Dec. 13 - $1,064 • Wednesday, Nov. 30 - $1,025 • Thursday, Dec. 8 - $1,024 • Thursday, Dec. 15 - $1,018 Source: comScore, Jan. 2012 • 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/

  11. Holiday Retail Trends & Best Practices Secret Santa: four secrets to a successful 2012 holiday campaign

  12. Holiday Retail Trends & Best Practices

  13. Holiday Retail Trends & Best Practices Mobile landscape since 2011 • Tablet users have doubled • Smartphone users have increased by 23% • Mobile internet users have increased by 22%

  14. Holiday Retail Trends & Best Practices 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 Source: http://totalaccess.emarketer.com/Chart.aspx?R=117865&dsNav=Ro:7,N:908-406

  15. Holiday Retail Trends & Best Practices The Tablet: this year’s superstar • 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) Chart#1: http://totalaccess.emarketer.com/Chart.aspx?R=117812 Chart #2: http://totalaccess.emarketer.com/Chart.aspx?R=117386

  16. Holiday Retail Trends & Best Practices 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. Source: http://www.emarketer.com/Article.aspx?R=1009224

  17. Holiday Retail Trends & Best Practices

  18. Holiday Retail Trends & Best Practices “72% of consumers want an integrated marketing approach consistent across mobile, social, TV…” MyBuys July 2011

  19. Holiday Retail Trends & Best Practices ~80% of people are using more than one channel to make purchase decisions Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011

  20. Holiday Retail Trends & Best Practices 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

  21. Holiday Retail Trends & Best Practices

  22. Holiday Retail Trends & Best Practices Pinterest is looking more than Promising for retailers Average Amount of Retailers US Consumers Follow 9.3 8.5 6.9 Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group

  23. Holiday Retail Trends & Best Practices Pinterest is looking more than Promising for retailers • Clothing and Apparel (39%) • Jewelry, Handbags and Accessories (23%) • Art, Art Supplies and Hobbies (22%) • Home, Garden and Pool/Spa (18%) • Health and Beauty (14%) % of Users Who Purchased an Item They Saw on the Site Top Purchase Categories on Pinterest 59% 33% Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group Source: Bizrate Insights, June 2012

  24. Holiday Retail Trends & Best Practices

  25. Holiday Retail Trends & Best Practices Richer, interactive formats outperform standard Flash Source: 2011 PointRoll Benchmark Report

  26. Holiday Retail Trends & Best Practices Richer formats drive recommendations

  27. Thinking outside the box: engaging holiday creative and innovative formats

  28. Holiday Retail Trends & Best Practices Rollover CTA Interactivity / Product Categories Click Through to Website Product Carousel Pricing

  29. Holiday Retail Trends & Best Practices Rollover CTA Interactivity / Gaming Discounted Offer / Click Thru

  30. Holiday Retail Trends & Best Practices Roll Over CTA Shopping Style Options Shopping Style Options Suggestive Product Category Carousel #1 Suggestive Product Category Carousel #2 Highly Interactive Product/Gift Finder

  31. Holiday Retail Trends & Best Practices Interactive in-stream CLICK HERE FOR DEMO • 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)

  32. Holiday Retail Trends & Best Practices CLICK TO “PIN” ON PINTEREST PAGE PIN IT BUTTON

  33. Holiday Retail Trends & Best Practices Mobile rich creative CLICK HERE FOR DEMO

  34. Delivering gifts: 2011 retail holiday benchmarks & best practices

  35. 2011 Holiday Season Display Benchmarks Holiday Season Nov - Dec Black Friday 2011 Days in November 2011 leading up to Black Friday (2011) Cyber Monday 2011

  36. Holiday Retail Trends & Best Practices Best Practice: Paperboy Unit Connecting consumers to retailers via dynamically generated and locally relevant e-circular ads Promotional CTA Store Finder / Geo Look Up Interactivity Interactivity Product Feed Pricing Promotion Pricing Promotion / Pricing

  37. Holiday Retail Trends & Best Practices Best Practice: Couponing

  38. Holiday Retail Trends & Best Practices 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 performancewithin a single platform, team and reporting tool PROFILE 1 PROFILE 2 CLICK HERE FOR DEMO

  39. DISPLAY AD Site Events ROLLOVER TO SHOP CLICK TO EXPAND Save Up To Save Up To 10% 10% SHOPPING CART ROLLOVER TO DESIGN YOUR NEW BEDROOM ROLLOVER TO DESIGN YOUR NEW BEDROOM

  40. Sequencing ROLLOVER TO EXPAND ROLLOVER TO EXPAND ROLLOVER TO SHOP CREATIVEA CLICK TO EXPLORE Customize Your Suit Today CREATIVEB CLICK TO EXPAND Save Up To 10% ROLLOVER TO EXPAND Find a Store to Get Fitted ROLLOVER TO DESIGN YOUR NEW BEDROOM CREATIVEC

  41. retargeting SHOP THE RUNWAY LOOKS ROLLOVER TO SHOP ROLLOVER TO EXPAND CLICK TO EXPAND Save Up To 10% ROLLOVER FOR 2011 BLUE LABEL COLLECTION ROLLOVER TO DESIGN YOUR NEW BEDROOM

  42. Holiday Retail Best Practices and Past Trends Recap • Retail holiday shopping trends • Four secrets to successful holiday campaigns • Mobile/Tablet • Cross-Channel Advertising • Pinterest • User Experience • Innovative holiday creative and engaging formats • 2011 retail holiday benchmarks & best practices

  43. Holiday Retail Trends & Best Practices IT’S A WRAP!

  44. QUESTIONS? Sripmaster@pointroll.com krichardson@pointroll.com

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