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Deal Seekers
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Email
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Mobile
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Cross-channel
movement
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Recipes for holiday marketing success

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Make your holiday marketing campaigns merry and bright with these tips from holiday experts Heather Dougherty and Elaine Yavorcik. View the playback to hear commentary:

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Transcript of "Recipes for holiday marketing success"

  1. 1. ©2013 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. Experian Public. ©2013 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. Experian Public. Recipes for Holiday Marketing Success Heather Dougherty, Research Director Elaine Yavorcik, Client Partner, Strategic Accounts April 30, 2014 #HolidayMarketing Follow us at @ExperianMkt
  2. 2. 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Elaine Yavorcik  Client Partner, Strategic Accounts for Cross- Channel Marketing Introducing our holiday experts GM of Global Research Experian Marketing Service @billtancer Holiday webinar agenda: • Roundup of holiday marketing results from 2013 • Top performing holiday email and mobile offers • Behavior of deal seekers • Tips to implement cross-channel marketing campaigns • Conclusion Heather Dougherty  Director of Research, Consumer Insights
  3. 3. 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing 2013 Peak Holiday Shopping Days 1. Cyber Monday 12/2 2. Black Friday 11/29 3. Thanksgiving 11/28 4. Day After Cyber Monday 12/3 5. Day Before Thanksgiving 11/27 6. Saturday of Thanksgiving Weekend 11/30 7. Sunday of Thanksgiving Weekend 12/1 8. Day After Christmas (Boxing Day) 12/26 9. 2nd Monday Following Cyber Monday 12/16 10.1st Monday Following Cyber Monday 12/9 Peak online shopping days Thanksgiving Black Friday Cyber Monday
  4. 4. 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Thanksgiving 30%: Department Stores 9% Apparel & Accessories 8% Appliances & Electronics 7% Computers 5% Video & Games 5% House & Garden 4% Sports & Fitness 3% Toys & Hobbies 2% Health & Beauty Black Friday 29%: Department Stores 11% Apparel & Accessories 7% Appliances & Electronics 6% Computers 6% House & Garden 5% Video & Games 4% Sports & Fitness 3% Toys & Hobbies 2% Health & Beauty Cyber Monday 28%: Department Stores 12% Apparel & Accessories 6% Appliances & Electronics 6% House & Garden 5% Computers 5% Sports & Fitness 4% Video & Games 3% Toys & Hobbies 2% Health & Beauty Top product categories online by key shopping days
  5. 5. 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Opportunities to influence shoppers before and during their shopping trips What best describes how you shopped on Black Friday? 25% 34% 41% Unplanned purchases only Planned purchases only Planned and unplanned purchases Source: Research Now & Experian Hitwise Tracking the Footprint of the Digital Shopper – Holiday 2013 7% 6% 10% 24% 15% 5% 6% 7% 9% 13% 19% Flowers & small gifts Video games Home & garden Toys & hobbies Appliances & electronics Apparel & accessories Planned purchase Unplanned purchase
  6. 6. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Store openings on Thanksgiving drove increased email activity Search – Black Friday Email – Thanksgiving Social Networks – Black Friday Rewards & Directories – Cyber Monday Peak Days by Channel 0% 5% 10% 15% 20% 25% 30% 35% ShareofDownstreamTraffic Downstream Traffic to Hitwise Retail 500 Search Engines Social Networking & Forums Email Services Rewards & Directories
  7. 7. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Increased social traffic to retailers 8% of upstream traffic to retail websites was from social networks during the holiday shopping season +42%increase in social traffic compared to last year Based Upon a 7 Week Average During the Holiday Season
  8. 8. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Growth across all major social networks to retail websites Tumblr Instagram Google+ Twitter Pinterest YouTube Facebook 5.2% 1.7% +39% +66% +12% +27% +136% +226% +88% Based Upon a 7 Week Average During the Holiday Season
  9. 9. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Hollister leveraged YouTube to promote Thanksgiving store openings & sale YouTube was the top source of traffic to Hollister.com on Thanksgiving at 39% Ranked #1 in the Apparel category on Thanksgiving & Black Friday (up from #14) 74% of the traffic from YouTube was from new visitors on Thanksgiving Ranked #18 among all downstream websites to receive traffic from YouTube
  10. 10. 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Visual social networks were a key traffic driver for Forever 21 during holidays Instagram • Upstream traffic +132% YoY • 27% of visitors were new to Forever21.com in December Polyvore • Ranked #1 among Reward & Directories sending traffic to Forever 21 • Upstream traffic +22% YoY • 56% of visitors were new in Dec 2013 Pinterest • Ranked 4th among social channels • 39% of visitors were new to Forever21.com in December
  11. 11. 1111 Deal Seekers
  12. 12. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Holiday season even Scrooge would love
  13. 13. 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing 18% 13% 14% 12% 34% 8% Deal Thrillers Always seeking the best deal, but prefer offers from their favorite stores Deal-Seeker Influentials Always seeking the best deal online, offline and mobile The deal-seeking continuum Offline Deal Seekers Avid deal seekers through more traditional media Deal Takers While not actively seeking a deal, they will take one when offered and even shop a new store to get one Deal Indifferents Lacking in shopping enthusiasm in general, Deal Indifferents are unlikely to change their behavior because of a deal Deal Rejectors The most deal- averse group, they want convenience overall Deal seeking Deal rejecting
  14. 14. 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Online Shoppers Social Media Users Smartphone Users Tablet Users Deal-Seeker Influentials 142 127 133 159 Offline Deal Seekers 71 77 66 54 Deal Thrillers 99 94 98 96 Deal Takers 117 109 111 113 Deal Indifferents 91 100 102 91 Deal Rejectors 87 86 80 71 Deal seeker influentials & deal takers most active with digital channels
  15. 15. 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Deal seeking influentials purchase variety of products online 0% 10% 20% 30% 40% 50% Housewares Cosmetics Sporting Goods & Equipment Footwear Computer Products Electronics & Appliances Men's Apparel Toys & Games Accessories Women's Apparel Books, Music & Video Deal Takers Deal-Seeking Influentials Total
  16. 16. 16©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Deal-seeking influentials – younger, affluent and trusts info from social media • Average age of 40 • 41% are between 18 & 34 years old • Average income is $95k • 23% hold a college degree & 13% hold a graduate degree • 65% are employed full-time • 143% more likely to trust product info from social networking websites than other sources • 135% more likely to purchase products used or recommended by friends on social networking websites • 134% more likely to sometimes post ratings & reviews for others to read
  17. 17. 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Deal takers – affluent and influenced by others through social media • Average age of 46 • 37% are between 35 & 55 years old • Average income is $94k • 35% hold a college degree • 62% are employed full-time • 31% more likely to click on links or items posted by others on social networks • 27% more likely to buy products from stores that don’t specialize in those products because of price • 26% are more likely to buy an item on the spur of the moment when in a store
  18. 18. Email
  19. 19. 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Holiday email frequency 2013 study of 55 multi-channel retailers On average, retailers sent more email messages per week in 2013 24% 0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 Average emails per week per brand 2012 2013 - Experian Marketing Services
  20. 20. 20©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Top 10 transaction days – shopping started early Event Day Transaction rank Volume rank Cyber Monday Monday 1 1 Black Friday Friday 2 2 Thanksgiving Thursday 3 3 Sunday after Black Friday Sunday 4 9 November 15 Friday 5 19 Day before Thanksgiving Wednesday 6 10 November 8 Friday 7 35 Twelve days until Christmas Friday 8 5 Day after Cyber Monday Tuesday 9 14 Seven days until Christmas Wednesday 10 7 - Experian Marketing Services up from #49 in 2012
  21. 21. 21©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 21©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 12AM - 4AM 4AM - 8AM 8AM - 12PM 12PM - 4PM 4PM - 8PM 8PM - 12AM Percentage of total mailings sent by time 2012 2013 Time of day shift 2013 study of 55 multi-channel retailers - Experian Marketing Services
  22. 22. 22©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing What times were most effective? 2013 study of 55 multi-channel retailers 12AM - 4AM 4AM - 8AM 8AM - 12PM 12PM - 4PM 4PM - 8PM 8PM - 12AM Revenue per Email $0.139 $0.126 $0.074 $0.076 $0.086 $0.153 Messages 30 579 1,154 401 188 129 - 200 400 600 800 1,000 1,200 1,400 $0.000 $0.020 $0.040 $0.060 $0.080 $0.100 $0.120 $0.140 $0.160 $0.180 - Experian Marketing Services
  23. 23. 23©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing The impact of free shipping
  24. 24. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing The impact of free shipping on transaction rate 2013 study of 55 multi-channel retailers 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% No W/ Qualifier Yes TransactionRate 72% better - Experian Marketing Services
  25. 25. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing The impact of free shipping on revenue per email 2013 study of 55 multi-channel retailers 53.3% 35.8% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Yes W/ Qualifier Percent greater than paid shipping - Experian Marketing Services
  26. 26. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Mentioning the offer in the subject line helps boost response - Experian Marketing Services
  27. 27. 27©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 27©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Deep discounts (50 percent or more) peak in December End of season trend: From Christmas Day through December 31st, 65% of percent off campaigns had deep discount offers. - Experian Marketing Services
  28. 28. Mobile
  29. 29. 29©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 29©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing More than half of email opens occurred on mobile devices during the holiday season All industry: 52% on mobile Catalogers: 59% Media & entertainment: 58% Consumer products & services: 62% Multi-channel retailers: 65% - Experian Marketing Services
  30. 30. 30©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 30©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Mobile opens peak during the holidays Mobile 47% Desktop 28% Webmail 25% - Litmus
  31. 31. Cross-channel movement
  32. 32. 32©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 32©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing American Eagle’s Legendary Gifts Sweepstakes Cross-channel holiday campaign  12 days of special gifts  Users could text LEGENDARY to 32453 (EAGLE) or visit ae.com/legendary to sign up for daily emails and text messages about 12 legendary prizes  Campaign ran from Dec. 3-14, 2013
  33. 33. 33©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 33©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing American Eagle’s Legendary Gifts Sweepstakes In-store Signage
  34. 34. 34©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 34©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing American Eagle’s Legendary Gifts Sweepstakes Direct mail
  35. 35. 35©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 35©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing American Eagle’s Legendary Gifts Sweepstakes Channel Engagement  Users would click either from email or SMS to see if they won that day’s prize
  36. 36. 36©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 36©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing American Eagle’s Legendary Gifts Sweepstakes Legendary Gone Viral
  37. 37. 37©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 37©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Email  social focus
  38. 38. 38©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 38©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing  Our stores are glowing; stop by & warm up! [Anthropologie]  Hurry in-store for last- minute gifts they'll love! [Macy’s]  Drop in for Last- Minute Gifts, Stocking Stuffers & More [Sur La Table]  Visit Tiffany & Co. for Last-minute Brilliance [Tiffany & Co.]  Don't Worry. Urban Outfitters is open. Get to a store now! [Urban Outfitters] Email  in-store focus
  39. 39. 39©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 39©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Testing new ways to drive in-store traffic  Subject line: Grab a Snack, Get $5 Off!  The Banana Republic Factory Store offers subscribers $5 off an in-store purchase for showing this email along with any food or drink receipt Bring your coffee receipt (Black Friday?) Show us your picture with Santa Wear an ugly holiday sweater
  40. 40. 40©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 40©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Email  mobile focus
  41. 41. 41©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 41©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing  Plan promotional activity around the entire Thanksgiving weekend since there is significant interest in shopping throughout  Take advantage of the opportunity to drive unplanned purchases, especially in the apparel, electronics & toy categories  Leverage visual social networks to support the merchandising of key holiday products and promotions  Consider later afternoon/evening email sends to stand out in the inbox and capture your mobile audience  Highlight free shipping promotions in email to boost transaction rates and revenue per email Key Takeaways
  42. 42. 42©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 42©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing Questions? Have questions? Type them into the Q&A box on your Go2Webinar screen now. As a reminder, we will be sending a link to the recording and webinar deck this week. If you have any questions, email MarketingForward@experian.com Upcoming webinar: May 21 at 1:00 PM EST  Back-to-school Guide for Digital Marketers  Stay tuned for information about signing up Check out our latest research:
  43. 43. 43©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 43©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. #HolidayMarketing
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