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2011 Holiday Marketer Insights
 

2011 Holiday Marketer Insights

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Enticing customers this holiday season is more important – and more challenging – than ever before as the economy continues to struggle and consumers remain very cautious. Bill Tancer, Experian ...

Enticing customers this holiday season is more important – and more challenging – than ever before as the economy continues to struggle and consumers remain very cautious. Bill Tancer, Experian Marketing Services' Head of Global Research, has been examining holiday shopping trends based on Experian data and has identified interesting shifts in consumer behavior:

-- According to the Experian Consumer Expectation Index, consumer economic sentiment has reached its lowest point since spring 2009 – yet visits to the Experian Hitwise Retail 500 index are up 17% over 2010
-- The top days for visits to retail websites this season will be: Thanksgiving, Black Friday, Cyber Monday and the day after Christmas
-- Free shipping queries have been declining the last 3 years, but since February 2011 there has been upward trend in searches
-- For email offers, 30% is the new 20% as marketers leaned towards higher offers throughout the 2010 holiday—expect the trend of deeper discounts to continue for holiday 2011

Bottom line is that consumers are looking for bargains even sooner this year and marketers need to adjust their strategies now.

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    2011 Holiday Marketer Insights 2011 Holiday Marketer Insights Presentation Transcript

    • 2011 Holiday Shopping SeasonReaching the “New American Consumer”Bill Tancer, Head of Global Research© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
    • Gauging online seasonality Visits to Retail 500 Index currently +17.5% when comparing last week to previous year. +17.5% When times are good visits to Retail 500 go up, when bad, they also go up…. © 2011 Experian Information Solutions, Inc. All rights reserved. 2
    • Experian Consumer Expectation Index The Experian Consumer Expectation Index showed dramatic decrease in economic outlook as a result of S&P’s downgrade 50-64 year-olds showed most dramatic decline as well as NYT and WSJ readers. © 2011 Experian Information Solutions, Inc. All rights reserved. 3
    • Online visits and predictability – “Peak Week” Year-over-year data shows dramatic repetition. Top days for online retail traffic remain constant: 1. Thanksgiving 2. Black Friday 3. Cyber Monday 4. Day after Christmas © 2011 Experian Information Solutions, Inc. All rights reserved. 4
    • Seasonality and “Black Friday” searches “Black Friday” searches begin to ramp as early as mid-October. Measurable searches on the term appear as early as mid-late September © 2011 Experian Information Solutions, Inc. All rights reserved. 5
    • Seasonality and “Black Friday” searches © 2011 Experian Information Solutions, Inc. All rights reserved. 6
    • Timing and “free shipping” While “free shipping” queries have been declining the last three years, since Feb 2011 there has been an upward trend in searches and also a “widening” during the holidays. © 2011 Experian Information Solutions, Inc. All rights reserved. 7
    • Target/Missoni and the “New American Consumer” © 2011 Experian Information Solutions, Inc. All rights reserved. 8
    • Email volume surged 34% from 12/22 through 12/31Push for last minute sales drove volumes higher 37% 34% 37% 89% 23% 21% 190% 14% -10% © 2011 Experian Information Solutions, Inc. All rights reserved. 9
    • Offers shifted In Holiday 2010Deeper discounts and combined offers prevailed © 2011 Experian Information Solutions, Inc. All rights reserved. 10
    • Subscribers responded to urgency in offersOffers Promoting a Limited Time Increased Response $ Off % Off Tiered Offers Transaction Rev per Transaction Rev per Transaction Rev per Type Rate Email Rate Email Rate EmailTime Limited 0.12% $0.19 0.09% $0.15 0.08% $0.14 All Offers 0.10% $0.15 0.06% $0.11 0.07% $0.12 Lift 25% 27% 34% 40% 13% 16% © 2011 Experian Information Solutions, Inc. All rights reserved. 11
    • 30% is the new 20%Marketers leaned towards higher offers throughout the holidays © 2011 Experian Information Solutions, Inc. All rights reserved. 12
    • Email marketers relied on heavy end-of-season discountsDeep discounts were marketed more in December © 2011 Experian Information Solutions, Inc. All rights reserved. 13
    • Timing affected subscribers response to discounts30% off ruled early in the season © 2011 Experian Information Solutions, Inc. All rights reserved. 14
    • Top holiday items – search term analysis © 2011 Experian Information Solutions, Inc. All rights reserved. 15
    • Summary While online visits to retail are up over 17%, consumer expectation data could indicate that increased traffic is price research/cost savings behavior Timing and targeted message are critical this holiday season Visits to online shopping sites provide insight to timing consumer interest Based on 2010 data there will be a race to deeper discounts Employ data such as the New Mosaic to gain understanding of your customer’s triggers © 2011 Experian Information Solutions, Inc. All rights reserved. 16
    • © Experian Information Solutions, Inc. 2007. All rights reserved.© 2011 Experian Information Solutions, Inc. All rights reserved. Confidential and proprietary. 17