Hitwise's view of the online retail market

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    Heather Hopkins of Hitwise will present a series of case studies to show the online marketing mix of leading retailers including John Lewis, Boden and White Company. The case studies will reveal the mix of traffic coming from affiliates and search engines, the demographic spread and their online competitive profile. The presentation will also analyse the search marketing strategy of these companies, including their keywords lists, the mix of paid and organic traffic, affililate and price-comparison site performance.

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    Hitwise's view of the online retail market - Presentation Transcript

    1. Pindar Screen Pages E-commerce Forum Online Retail Trends & Case Studies
    2. About Hitwise
      • Online competitive intelligence service
      • Collect anonymised internet usage data on over
        •  25 million people globally
        •  8.43 million UK internet users
      • Report on over 900,000 websites
      • Provide daily delivery of information
      • Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore
      • 1,200+ clients worldwide, 400+ in the UK
      • Used for online customer acquisition:
        •  Search marketing
        •  Affiliate marketing
        •  Online advertising
    3. Changing Landscape - UK
        • In March percentage change in market share of UK internet visits:
          • Search Engines +3%
          • Net Communities & Chat + 61%
          • News & Media +19%
          • Adult -11%
          • Music -10%
          • Retail -1%
      Market Share of UK Internet Visits
    4. Changing Landscape - US
        • In March percentage change in market share of US internet visits:
          • Search Engines +9%
          • Net Communities & Chat + 64%
          • Retail 2%
          • Music +23%
          • News & Media -4%
          • Adult -17%
      Market Share of US Internet Visits
    5. Retail Rankings
        • 1 in 4 visits to a retail website goes to eBay UK.
        • Tesco and Argos rank just behind Amazon and eBay.
      Top 20 Shopping & Classifieds Websites Based on Share of UK Internet Visits Week to 28th April 2007
    6. Retail Sub-Categories
        • Largest Retail Sub-Categories in March:
          • Auctions 31%
          • Department Stores 14%
          • Rewards & Directories 10%
          • Books 9%
          • Apparel and Accessories 7%
      Shopping & Classifieds Sub-Category Breakdown, March 2007
    7. John Lewis
    8. John Lewis Store Ranking Top 10 Department Store Websites Week to 28 th April 2007
    9. John Lewis Clickstream John Lewis Clicsktream, Week to 28 th April 2007
    10. John Lewis & Affiliates John Lewis Retail Upstream, Week to 28 th April 2007 Weekly Upstream Visits to John Lewis
    11. John Lewis & Affiliates
    12. John Lewis & Affiliates
    13. John Lewis & Affiliates
    14. White Company Competitive Profile
    15. The White Company Ranking Apparel & Accessories Ranking Based on UK Visits Week to 28 th April 2007
    16. The White Company Search Terms
    17. Search Engine Share of Voice
    18. Expand a Keyword List
    19. Boden
    20. Boden Ranking Apparel & Accessories Ranking Based on UK Visits Week to 28 th April 2007
    21. Upstream Visits to Boden
    22. Boden Website Search Terms
    23. Boden Lifestyle Profile
    24. Boden Lifestyle Profile
    25. Demographic & Behavioural Targeting
    26. Summary
        • Online landscape changing constantly.
        • Shopping & Classifieds still the 3 rd largest category, but dominated by eBay and Amazon.
        • Identify online competitors through downstream visits and search engine share of voice.
        • Search opportunities lie with terms that already work for your business.
        • Evaluate affiliates by understanding how much traffic they send competitors and how they acquire traffic.
        • Tailor site content and identify potential affiliates based on interests and behaviours of your customers.
    27. Heather Hopkins E-mail: [email_address] Internet: www.hitwise.co.uk Analyst Weblog: Weblogs.Hitwise.com

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