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Magical insights for the
savvy holiday marketer
Heather Dougherty, Research Director

Shelley Kessler, Manager, Reporting ...
Continue the conversation

#Holiday13
Follow us at
@ExperianMkt

© 2013 Experian Information Solutions, Inc. All rights re...
Get your tweeting on

What is the top promotional tactic
you plan on integrating into your
customers’ holiday shopping
exp...
Introducing our speakers

Key topics:
• Holiday traffic and search
terms
• Most popular email offers
and subject lines
• A...
Holiday traffic &
search trends
Highest traffic growth later in the season on
Christmas & Free Shipping Day

+6%

+7%

+11%

+18%

© 2013 Experian Informa...
Significant growth on Cyber Monday &
Thanksgiving

-27%
+16%
+2%

-25%
+22% +5%

© 2013 Experian Information Solutions, In...
Daily holiday shopping visits by channel
Total # of Visits
300
242

247

256

254

245

204

207

223

3098

2930

2710

1...
Online purchasing on tablets similar to PCs
Average Time Spent
by Online Shoppers

10:24

8:56
8:26
© 2013 Experian Inform...
Search & cross-shopping across retailers
most common methods of navigation

38%
1%
4.7%
3.8%
3.2%

© 2013 Experian Informa...
Cyber Monday became more influential
across channels
Rewards & Directories
1.

Cyber Monday (#3 in 2011)

2.

Thanksgiving...
Search activity around Black Friday declined
but retailers continue to benefit

- 13%

- 5%
- 11%

© 2013 Experian Informa...
Consumers are actively seeking out ‘Free
Shipping Day’

© 2013 Experian Information Solutions, Inc. All rights reserved.
E...
Fitness gadgets, phones & game consoles
growing in popularity for the holidays

© 2013 Experian Information Solutions, Inc...
We want to hear
from you!
Holiday emails
Email offers
Popular and effective

2012 holiday season
Highest open and click rates
Best transaction rates
Biggest increa...
Percentage off discounts
Get deeper as the season progresses
What Worked
Most Popular

50% off

Highest Open
and Click Rat...
Make email subject lines DYNAMIC

In 2012, holiday
season emails
featuring dynamic,
personalized names,
products, or locat...
Cyber Monday begins on Sunday

Top Transaction Days - 2012 Holiday Season
Date
11/26/2012
11/23/2012
11/25/2012
11/22/2012...
Multi-channel retailers start the season with 62
percent of emails being opened on a mobile device

Mobile:
62% of Opens
4...
Mobile marketing for the holiday season

52

Of smartphone users will
use mobile this holiday
season to:

%

Mobile:
62% o...
Mobile marketing boost sales and engagement

Contact Your Account
Manager to learn how you
can leverage mobile
marketing t...
Key takeaways & recommendations
Holiday traffic & search trends
 Continue to target shoppers during the post-Holiday seas...
Questions

Don’t miss our upcoming webinars!

ex.pn/webinars
Hot Holiday Products
November 7, 2013
Presented by Heather
Do...
And the winner is…

Which is the top promotional
tactic you plan on integrating
into your customers’ holiday
shopping expe...
Tips and trends to improve your holiday marketing
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Tips and trends to improve your holiday marketing

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Planning and execution of holiday marketing may be well underway, but there’s still time to update and tweak your campaigns for success this season. In this presentation we unwrap data insights to help marketers better connect with their customers during the holiday season. Watch the recording on demand: http://ow.ly/q9b9h

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Transcript of "Tips and trends to improve your holiday marketing"

  1. 1. Magical insights for the savvy holiday marketer Heather Dougherty, Research Director Shelley Kessler, Manager, Reporting and Analytics October 24, 2013 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or regi stered 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. Experian Public.
  2. 2. Continue the conversation #Holiday13 Follow us at @ExperianMkt © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Check out our blog for real-time holiday insights ex.pn/mktfwd 2
  3. 3. Get your tweeting on What is the top promotional tactic you plan on integrating into your customers’ holiday shopping experience this season? Tweet your answer to @ExperianMkt.using the hashtag #Holiday13 We’ll select one random tweet at the end of the webinar to win a Starbucks gift card and some Experian Marketing Services swag © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
  4. 4. Introducing our speakers Key topics: • Holiday traffic and search terms • Most popular email offers and subject lines • Adding mobile marketing to your holiday mix Heather Dougherty Research Director Consumer Insights © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Shelley Kessler Manager, Reporting & Analytics Cross-Channel Marketing 4
  5. 5. Holiday traffic & search trends
  6. 6. Highest traffic growth later in the season on Christmas & Free Shipping Day +6% +7% +11% +18% © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. +27% +1% 6
  7. 7. Significant growth on Cyber Monday & Thanksgiving -27% +16% +2% -25% +22% +5% © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. -14% -38% +9% -9% +22% +13% +25% +57% +17% -17% +5% +8% 7
  8. 8. Daily holiday shopping visits by channel Total # of Visits 300 242 247 256 254 245 204 207 223 3098 2930 2710 11/28 11/29 11/30 202 167 144 153 144 543 136 547 Store Visits GPS Sample = 800 0 921 1000 701 376 Mobile Websites Sample = 1150 745 456 281 475 279 0 7000 4969 3389 3316 5757 5404 4593 3885 3789 3221 PC Websites Sample = 5398 0 11/19 © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 Source: Experian Marketing Services & Research Now 8
  9. 9. Online purchasing on tablets similar to PCs Average Time Spent by Online Shoppers 10:24 8:56 8:26 © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9
  10. 10. Search & cross-shopping across retailers most common methods of navigation 38% 1% 4.7% 3.8% 3.2% © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 1.5% 10
  11. 11. 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. 2. Cyber Monday (#2 in 2011) 3. © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Black Friday (#1 in 2011) Thanksgiving (#3 in 2011) 11
  12. 12. Search activity around Black Friday declined but retailers continue to benefit - 13% - 5% - 11% © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12
  13. 13. Consumers are actively seeking out ‘Free Shipping Day’ © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13
  14. 14. Fitness gadgets, phones & game consoles growing in popularity for the holidays © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14
  15. 15. We want to hear from you!
  16. 16. Holiday emails
  17. 17. Email offers Popular and effective 2012 holiday season Highest open and click rates Best transaction rates Biggest increase in popularity © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. $ off Points and free gifts Daily deals 17
  18. 18. Percentage off discounts Get deeper as the season progresses What Worked Most Popular 50% off Highest Open and Click Rates 40% off Best Transaction Rate 30% off • So far this holiday season (through Oct 19th), 20% off is the most popular, followed by 25%, 50%, and 30% off © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18
  19. 19. Make email subject lines DYNAMIC In 2012, holiday season emails featuring dynamic, personalized names, products, or locations in their subject lines outperformed emails that were not dynamic on all major metrics. Lift with dynamic subject lines 63% 28% This season, emails with personalized names in subject lines have over 2X the transaction rates of other promotional emails. © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 83% 27% Unique open rates Unique click rates Transaction rates Revenue per email 19
  20. 20. Cyber Monday begins on Sunday Top Transaction Days - 2012 Holiday Season Date 11/26/2012 11/23/2012 11/25/2012 11/22/2012 Event Cyber Monday Black Friday Sunday Before Cyber Monday Thanksgiving Day Monday Friday Sunday Thursday Transaction Rank Volume Rank 1 1 2 2 3 49 10 4 15 “Why wait? Cyber Super Monday is here” • The Sunday before Cyber Monday ranked 3rd in transactions but 49th in volume • 4 – 8 pm on Sunday may be a great time to get Cyber Monday sales started. © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20
  21. 21. Multi-channel retailers start the season with 62 percent of emails being opened on a mobile device Mobile: 62% of Opens 48% of Clicks © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Desktop: 38% of Opens 52% of Clicks 21
  22. 22. Mobile marketing for the holiday season 52 Of smartphone users will use mobile this holiday season to: % Mobile: 62% of Opens 48% of Clicks © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. • Research products • Redeem coupons • Use mobile web/apps to assist in holiday gift purchasing 22
  23. 23. Mobile marketing boost sales and engagement Contact Your Account Manager to learn how you can leverage mobile marketing this holiday to: • Increase holiday sales up to 35% Acquire up to 100K new mobile and email subscribers • © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. • • Mobile: 62% of Opens 48% of Clicks Surprise and delight your audience with interactive daily offers/savings that create urgency and sustain engagement during the holidays Be sure to review the compliance language of your programs with your legal department to ensure compliance with the new TCPA legislation 23
  24. 24. Key takeaways & recommendations Holiday traffic & search trends  Continue to target shoppers during the post-Holiday season while interest remains strong while seeking out additional deals & discounts  Offer mobile-only promotions during the Thanksgiving weekend when traffic increases while potential shoppers are on-the-go  Gadgets like tablets, fitness trackers, mobile phones and game consoles will be popular gifts again this holiday season Email marketing  Monitor the performance of your email offers to determine when in the holiday season deeper offers may be needed  Include personalized email campaigns as part of your season’s promotional strategy to make a direct connection with your customers and boost transaction rates and revenue  Use mobile SMS to acquire mobile customers and boost sales this season © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24
  25. 25. Questions Don’t miss our upcoming webinars! ex.pn/webinars Hot Holiday Products November 7, 2013 Presented by Heather Dougherty © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25
  26. 26. And the winner is… Which is the top promotional tactic you plan on integrating into your customers’ holiday shopping experience this season? © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26
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