Experian Marketing Services 2012 Holiday Recap

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Experian Marketing Services put together a 2012 Holiday recap of what we learned during this past online holiday shopping season. Heather Dougherty, Director of Research provides analysis and insights from Hitwise on the top performing retail sites and the most effective channels driving online traffic during the 2012 holidays.
During this webinar, you will learn:
• Which digital channels were effective and -through the performance of search, email, affiliate partners and social networks
• Which retail websites were successful this holiday season and the changes in visit trends to retail websites compared to past seasons
• How did consumer demand change through new and recurring search trends & themes for holiday content and gifts
• Who visited retail websites this holiday season and what tactics can reach more buyers in the future

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  • Explain the Hitwise Retail 500Distinct pattern each year where traffic peaks during the beginning of the season. Originally Thanksgiving was the highest day for traffic as shoppers went online to plan their Black Friday shopping trips after their holiday meal. Heavy promotional activity both online and offline then pushed Black Friday to the top spot until last year. Now Cyber Monday has surpassed both Black Friday & Thanksgiving to rank as the highest day for retail traffic. Additionally, the days immediately before and after these key holiday milestones have become increasingly important as consumers get into the shopping mindset.
  • Looking at the total visits on each of the holiday milestone days individually, visits on Thanksgiving increased 6%, Black Friday increased 7% and Cyber Monday 11% year over year. While overall volume of visits is lower for the Free Shipping Day & Christmas, visits on each of those days increased 18% and 27%.
  • The top retailers on Cyber Monday were Amazon, Wal-Mart and Best Buy. All 3 of these retailers received more visits as compared to last year. Others including Sears, Kohls, Macys, Kmart, The Home Depot & the Apple Store also experienced higher traffic this year on Cyber Monday. Visits increased to the top ten retailers by 17% year over year as the big retailers continued to capture more visits.
  • Here are looking at the upstream share of traffic to Hitwise Retail 500 The share of upstream traffic is larger than what we have seen in the past, which is due to changes in methodology instead of actual consumer behavior. We’ve highlighted websites that are sending a significant share of traffic to the retail websites – pretty much 1% or higher
  • Cyber Monday has continued to become more important not just in terms of overall volume, so how you are spending your marketing dollars to capture these visitors on key holiday milestones is critical – and what we have seen is that each year, Cyber Monday becomes more important across marketing channels.
  • Experian Marketing Services 2012 Holiday Recap

    1. 1. Hitwise Holiday Recap 2012 January 16, 2013 ©2012 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.©2012 Experian Information Solutions, Inc. All rights reserved. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Experian Public. 1
    2. 2. Today’s Discussion Holiday Traffic • Which retail websites were successful this holiday season and the changes in visit trends to retail websites compared Trends to past seasons? Key Traffic Drivers • Which digital channels were effective in delivering visitors? • How did consumer demand change through new and Search Behavior recurring search trends & themes for holiday content and gifts? • Who visited retail websites this holiday season and what Audience Profile tactics can reach more buyers in the future? Tweet using hashtag #hwholidayrecap©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2
    3. 3. Daily Traffic to Hitwise Retail 500 Visits also peaked before & after key holiday milestones©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
    4. 4. Daily Traffic on Holiday Milestones Highest traffic growth later in the season on Christmas & Free Shipping Day +11% +6% +7% +1% +18% +27%©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4
    5. 5. Top Retail Websites on Cyber Monday Large retailers continued to capture additional visits +17%©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5
    6. 6. Key Traffic Drivers to Hitwise Retail 500 Search & cross-shopping across retailers most common methods of navigation 38% 1% 4.7% 3.8% 3.2%©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 1.5% 6
    7. 7. Downstream Traffic to Hitwise Retail 500 Cyber Monday became more influential across channels Rewards & Directories 1. Cyber Monday (#3 in 2011) 2. Thanksgiving (#1 in 2011) 3. Black Friday (#2 in 2011) Search 1. Black Friday (#1 in 2011 2. Cyber Monday (#3 in 2011) 3. Thanksgiving (#2 in 2011) Email 1. Cyber Monday (#1 in 2011) 2. Black Friday (#3 in 2011) 3. Thanksgiving (#2 in 2011) Social Networks 1. Black Friday (#1 in 2011) 2. Cyber Monday (#2 in 2011) 3. Thanksgiving (#3 in 2011)©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7
    8. 8. Demographics of Hitwise Retail 500 Tend to have higher income & credit-worthiness than online population©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8
    9. 9. Key Takeaways  Despite weak overall sales growth during the holidays compared to last year, visits to the websites across the majority of product categories increased. Cyber Monday retained its top ranking for traffic and visits grew 11% YoY. Black Friday and Thanksgiving followed with 7% and 6% growth.  This was the first holiday season where Cyber Monday was the top trafficked day for the Department Store category with a 16% increase in visits over last year, the category typically peaked on Thanksgiving as shoppers researched Black Friday deals in-stores.  Search engines remained the key driver of traffic along with organic cross-shopping across retail websites. Both Search & Social delivered the highest share of traffic to retailers on Black Friday while Email and Affiliates were key on Cyber Monday.  Uggs remained a perennial cold weather favorite during the holiday season, topping the list of hot products. The new Kindle Fire HD and Wii U game console were also among shoppers’ top searches.  Online shoppers over-indexed against the online population for higher incomes and credit worthiness although a high share of overall visits were from older, less affluent households. Parents seeking convenience & value were another major group of retail visitors during the holidays.©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9
    10. 10. Thanks! To view this webcast and download the full presentation click here: http://ex.pn/13EJcAk Stay connected with us for up-to-date insights: @ExperianMkt Experian Marketing Services experian.com/blogs/marketing-forward©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10

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