Holiday insights for the early bird marketer
 

Holiday insights for the early bird marketer

on

  • 883 views

Get holiday marketing and consumer insights to help you jump start your holiday marketing. Topics include key holiday shopping days, email marketing trends, the rise in mobile and coupon usage, and ...

Get holiday marketing and consumer insights to help you jump start your holiday marketing. Topics include key holiday shopping days, email marketing trends, the rise in mobile and coupon usage, and the influence of social media
View the recording here: http://www.experian.com/marketing-services/holiday-insights-2013.html?WT.srch=EMS_SlideShare

Statistics

Views

Total Views
883
Views on SlideShare
670
Embed Views
213

Actions

Likes
1
Downloads
11
Comments
0

1 Embed 213

http://www.experian.com 213

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Regarding the upcoming sales on Black Friday (day after Thanksgiving) and Cyber Monday (Monday after Thanksgiving), which of the following best describes your plans as of right now. I am planning to shop.
  • Which way do you plan to do your holiday shopping this year? Please put approximate percent for each of the following :
  • Cyber Monday transactions were 40% higher than on Black FridayThe Top 10 transaction days provided 22% of overall email transactions and had 15% of the overall volume
  • Saks and Walgreens remind their email recipients to download their apps, with a holiday focus
  • Before we conclude, we want to remind you about our upcoming Digital Marketer Webinar. Questions?

Holiday insights for the early bird marketer Holiday insights for the early bird marketer Presentation Transcript

  • ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian 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.Holiday insights for theearly bird marketerHosted by: Heather Dougherty andAndy Werner#Hldy13
  • 2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Introducing our speakers Heather Dougherty► Director of Research, Consumer Insights Andy Werner► Strategic Account Lead, Cross-ChannelMarketing______________________________Talk Track: Key holiday shopping days Email Marketing trends The rise in mobile and coupon usage Influence of social media
  • 3©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Holiday InsightsWhich day rose to the fifth biggest online shopping day of the season?The day before Thanksgiving
  • 4©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Timing is everything
  • 5©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Key traffic milestonesCyber MondayThanksgivingBlack Friday
  • 6©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Black Friday and Cyber Monday sales70% will shopduring theweeks ofThanksgiving,Black Friday &Cyber MondayI dont care about these specificsales and I avoid shoppingduring that time28%I dont care about these specific sales,but I plan to shop during that time9%I dont know yet duringwhich sale I will shop15%Dont know/Prefer not to answer2%Both Black Friday andCyber Monday sales29%Cyber Monday sales only11%Black Friday sales only6%—Research Now/Hitwise 2012 Holiday Study, n=5829Regarding the upcoming sales on Black Friday (day afterThanksgiving) and Cyber Monday (Monday after Thanksgiving),which of the following best describes your plans as of right now.
  • 7©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Black Friday key for in-store shoppersCyber Monday dominates online—Research Now/Hitwise 2012 Holiday Study, n=5826Which way do you plan to do your holiday shopping this year?Please put approximate percent for each of the following:
  • 8©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Black Friday weekend shopping activity by channel3389 33163789496954043885459357573221 3098 2930 27100700011/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30242 247 256136207167144 153 144202254 245030011/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30Total#ofVisitsStore Visits GPSSample = 800376281 279456701745921543 547475204 2230100011/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30Total#ofVisitsMobile WebsitesSample = 1150PC WebsitesSample = 5398Total#ofVisits
  • 9©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Cyber Monday becoming more influentialSearch1. Black Friday (#1 in 2011)2. Cyber Monday (#3 in 2011)3. Thanksgiving (#2 in 2011)Email1. Cyber Monday (#1 in 2011)2. Black Friday (#3 in 2011)3. Thanksgiving (#2 in 2011)Social Networks1. Black Friday (#1 in 2011)2. Cyber Monday (#2 in 2011)3. Thanksgiving (#3 in 2011)Rewards & Directories1. Cyber Monday (#3 in 2011)2. Thanksgiving (#1 in 2011)3. Black Friday (#2 in 2011)
  • 10©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Top 10 email holiday 2012 transaction daysDayTransactionsRankVolumeRankCyber Monday 1 1Black Friday 2 2Sunday After Black Friday 3 49Thanksgiving 4 1511 Days Before Christmas 5 6Day Before Thanksgiving 6 1013 Days Until Christmas 7 415 Days Until Christmas 8 826 Days Until Christmas 9 218 Days Until Christmas 10 5
  • 11©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13When are emails received?Tip: Test sending emails later in the day when inboxes arecleaner and customers are doing holiday shopping in the evening.
  • 12©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Weekly email volume012345679/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/30Standard Marketing Holiday Marketing All Emails
  • 13©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13When do holiday emails hit the inbox?0501001502002503009/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/30Standard Marketing All Holiday Marketing
  • 14©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13You can take it with you
  • 15©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Mobile users looking for deals
  • 16©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Coupon use 72% of U.S. adults use coupons► 62% use print coupons► 34% of U.S. adults use eCoupons obtained from an email,Website or mobile phone▲ 14% have redeemed a coupon from a mobile phone▲ 26% have used a coupon from a Website or an email
  • 17©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Target eCoupon users across channels
  • 18©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13eCoupon user demographics
  • 19©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Heavy email and GPS app and Website users
  • 20©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13The rise of mobileDesktopWebmailMobile53%39%32%18%43%29%25%201320122011
  • 21©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Reminding shoppers of mobile potential
  • 22©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Mobile shopping
  • 23©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Mobile exclusives
  • 24©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Email and SMS
  • 25©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13It’s always better to share
  • 26©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy133%9%16%24%44%Average lift in uniqueclick rate forcampaigns using aFacebook Like button*Average lift in uniqueclick rate forcampaigns using aPinterest Pin It button*—*Over campaigns without Facebook Like or Pinterest Pin It buttonsSocial media combinations in emails
  • 27©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Holiday and Pinterest
  • 28©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13More holiday and social
  • 29©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13Key takeawaysTiming is everything► Black Friday and Cyber Monday weekend continues to be popular as a whole► Opportunity on the Sunday after Black Friday (and before Cyber Monday)► Not many brands sent afternoon or evening emails — test sending to a cleanerinbox at that time!You can take it with you► Shopping is one of the top categories visited on mobile handsets► Even affluent shoppers love deals & coupons► Template optimization, short subject lines► Reminders or incentives to shop mobile app or mobile siteIt’s good to share► Don’t just use Facebook — branch out to other social networks► Get customers and followers involved — make it a conversation!
  • 30©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13QuestionsJoin the next Webinar!May 9, 1:00 PM ESTConsumer insights foramping up your campaigns