Experian Marketing Services 2012 Holiday Recap

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

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

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

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

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

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

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

Experian Marketing Services 2012 Holiday Recap

by Experian Marketing Services on Jan 16, 2013

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