Emarketer 2013 Online Holiday Shopping Preview


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Excellent report on mobile and online holiday shopping from eMarkter.

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Emarketer 2013 Online Holiday Shopping Preview

  1. 1. ©2013 eMarketer Inc. Online Holiday Shopping Preview—What’s in Store? Krista Garcia Analyst SEPTEMBER 12, 2013 Sponsored by:
  2. 2. ©2013 eMarketer Inc. Ground we’ll cover today: The US digital holiday sales outlook How the 2012 holiday will inform this season Omnichannel retailing’s role in holiday sales How mobile is changing the in-store shopping experience Whether social media will have an impact on holiday sales Twitter – #eMwebinar
  3. 3. ©2013 eMarketer Inc. The 2013 Outlook: Mostly Optimistic
  4. 4. ©2013 eMarketer Inc. Holiday season digital sales growth in the US has been strong for five years running
  5. 5. ©2013 eMarketer Inc. Mcommerce is now boosting US retail ecommerce to new highs
  6. 6. ©2013 eMarketer Inc. US consumers’ holiday spending intentions are similar to 2012 Gen X (34%) and baby boomers (32%) are expected to make up the largest shares of spending
  7. 7. ©2013 eMarketer Inc. US retail ecommerce sales were strong in the first half of 2013
  8. 8. ©2013 eMarketer Inc. A majority of US retailers forecast 2013 holiday sales will rise more than 10% 60% Twitter – #eMwebinar
  9. 9. ©2013 eMarketer Inc. Industry experts predict digital sales growth will range from mid-teens to 20% “I would forecast that we’re going to see a stronger holiday this year than we did last year or in 2011 by a few percentage points.” —Eric Best, founder and CEO of Mercent “Even though we expect shopping to start earlier, we’re still projecting heavy growth for the key dates like Thanksgiving, Black Friday and Cyber Monday.” —Jay Henderson, global program director at IBM Smarter Commerce “What we’ve already seen, and is only going to continue in the holiday season, is continual significant growth in online sales.” —Jacob King, SVP and general manager at dunnhumby
  10. 10. ©2013 eMarketer Inc. A Look Back at 2012
  11. 11. ©2013 eMarketer Inc. US holiday ecommerce sales reached $42.3 billion in 2012, up 14% from 2011
  12. 12. ©2013 eMarketer Inc. Is couch commerce migrating to the dinner table?
  13. 13. ©2013 eMarketer Inc. Mobile commerce came into its own during the 2012 holiday season “To a certain degree, the success of tablet shopping and couch commerce last year caught a lot of retailers off guard.” —Jay Henderson, global program director at IBM Smarter Commerce
  14. 14. ©2013 eMarketer Inc. US mcommerce spending has spiked around the holidays since 2011 Twitter – #eMwebinar
  15. 15. ©2013 eMarketer Inc. What’s in Store for Holiday 2013?
  16. 16. ©2013 eMarketer Inc. What’s in store for 2013? • Continued blurring of channels • Mobile tools for both shoppers and sales associates • More fulfillment and delivery options • Social media still a wild card for sales Twitter – #eMwebinar
  17. 17. ©2013 eMarketer Inc. Why omnichannel? “We see that a multiscreen user is six times more valuable than a single-screen user.” —Gerry McGoldrick, vice president of marketing at Rue La La, speaking at eTail East, August 2013
  18. 18. ©2013 eMarketer Inc. At its core, omnichannel retailing is about the customer experience
  19. 19. ©2013 eMarketer Inc. What’s in store for 2013? • Continued blurring of channels • Mobile tools for both shoppers and sales associates • More fulfillment and delivery options • Social media still a wild card for sales Twitter – #eMwebinar
  20. 20. ©2013 eMarketer Inc. Mobile: In-store for shoppers
  21. 21. ©2013 eMarketer Inc. In-store mobile offers: Timberland In May, Timberland began testing a 20% off in-store-only discount at two stores in NYC and Boston. The Swirl app is opt-in. Data source : Ad Age, “Timberland, Kenneth Cole Track Shoppers Who Opt-In For Deals,” August 26, 2013 Results: 72% of offers were opened 35% were redeemed
  22. 22. ©2013 eMarketer Inc. Mobile apps for shoppers: Lowe’s
  23. 23. ©2013 eMarketer Inc. Mobile point-of-sale systems are becoming more mainstream 27.9% have deployed mobile POS; 21.3% will test by end of 2013
  24. 24. ©2013 eMarketer Inc. Mobile for sales associates: Nordstrom “At The Rack, mobile has been particularly impactful because it’s helped us eliminate wait times and lines, and that’s especially important in an off-price shopping experience.” —Colin Johnson, Nordstrom spokesperson
  25. 25. ©2013 eMarketer Inc. Showrooming … so 2012? Twitter – #eMwebinar “Brick-and-mortar stores are going to come into the 2013 holiday better equipped to match prices on a phone against Amazon, apply a discount at the cash register and arm in-store associates with real-time data to be able to make better decisions that support the shopper converting in-store.” —Eric Best, Mercent
  26. 26. ©2013 eMarketer Inc. What’s in store for 2013? • Continued blurring of channels • Mobile tools for both shoppers and sales associates • More fulfillment and delivery options • Social media still a wild card for sales Twitter – #eMwebinar
  27. 27. ©2013 eMarketer Inc. More retailers are using their physical stores for online-order fulfillment
  28. 28. ©2013 eMarketer Inc. In-store order fulfillment: Urban Outfitters Twitter – #eMwebinar
  29. 29. ©2013 eMarketer Inc. Free shipping has become an accepted part of holiday promotional budgets. 48.9% of US retailers expect to increase free shipping in 2013.
  30. 30. ©2013 eMarketer Inc. Delivery is getting speedier
  31. 31. ©2013 eMarketer Inc. What’s in store for 2013? • Continued blurring of channels • Mobile tools for both shoppers and sales associates • More fulfillment and delivery options • Social media still a wild card for sales Twitter – #eMwebinar
  32. 32. ©2013 eMarketer Inc. Social isn’t expected to make a strong direct impact on US holiday sales in 2013
  33. 33. ©2013 eMarketer Inc. Retailers are still struggling with attribution for social “As we get more sophisticated, as the social channels themselves offer a better platform for tracking revenue, we’ll start to see social become more of a real channel.” —Marti Tedesco, senior director of marketing at Baynote
  34. 34. ©2013 eMarketer Inc. Facebook still dominates US retailers’ social media investments, but visually focused social platforms are gaining ground
  35. 35. ©2013 eMarketer Inc. In-store social: Nordstrom Twitter – #eMwebinar
  36. 36. ©2013 eMarketer Inc. Conclusions: Holiday ecommerce will continue to increase, with gains outpacing overall retail sales growth. Digital is growing organically and being driven by mobile. Mobile will be more pervasive for both shopping and selling. Tablets and smartphones will aid mobile shoppers in any location. Customer experience is at the core of omnichannel. Inventory transparency and new fulfillment and delivery models are important, but shoppers mostly care about getting the product they want when they need it. There isn’t a straight path from social media to sales, though attribution is getting better and retailers are becoming more creative. Twitter – #eMwebinar
  37. 37. Drive Conversions and Revenue Built for commerce: Conversions, transactions and revenue Highly personal, relevant email and cross-channel marketing Sophisticated made simple Kevin Skurski | Director of Marketing Communications
  38. 38. Holiday Resource Center A collection of tools and research, including white papers, guides and blog posts. Top 12 Marketing Tips for the Holidays 2013 Holiday Planning Month-by-Month Guide Loading the Sleigh: Marketers’ Plans & Expectations for the Holiday Season bronto.com/holiday
  39. 39. Triggered Messages Automate, Increase Engagement & Drive Revenue with Triggered Messages Content and creative best practices 7 Triggered message program examples A guide to defining business rules bronto.com/resources
  40. 40. Tips & Tricks Expertise from the field White papers Customer success stories Blog posts bronto.com/resources
  41. 41. ©2013 eMarketer Inc. Q&A Session Online Holiday Shopping Preview—What’s In Store? Sponsored by: Bronto You will receive an email tomorrow with a link to view the deck and webinar recording. Krista Garcia Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Holiday Shopping Preview: Omnichannel’s Blurred Lines Worldwide B2C Ecommerce: 2013 Forecast and Comparative Estimates The US Retail Industry 2013: Digital Ad Spending Forecast and Key Trends Key Digital Trends for Midyear 2013: The Fragmentation of Mobile Multichannel Attribution: What Retailers Need to Know To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com
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