'Twas the Season for Online Shopping Webinar

Holiday 2011 Wrap Up ‘ Twas the Season for Online Shopping January 18, 2012

Today’s presenters
Lindsay Steinbach
Associate, Client Services – Retail
Uyen Chand
Senior Associate, Client Services – Retail
Alyssa Maine
Marketing Coordinator – Marketing

Webinar logistics
Today’s webinar will be recorded. You will be emailed a link.
Please enter your questions in the Questions box. We will answer as many as possible at the end.
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The Twitter hashtag for today’s webinar: #Competeretail

Introduction to Compete
Founded in 2000, joined WPP/Kantar in 2008
Passionate about understanding consumers to inspire great marketing
Fastest-growing operating company within Kantar in terms of revenue and new customer growth
World-class advertiser, agency and media clients
Strategic partnerships to enable marketing optimization and provide holistic view of consumers
Largest panel in the industry with 2.3 million US consumers

Shoppers were willing to spend for the holidays
2 out of 3 respondents stated they will spend the same or more for holiday shopping in 2011
$$ -$ $
Average Holiday Spending
Survey data $515

Shoppers have allocated more of their holiday budget to shop online this year and planned to utilize mobile devices as a shopping tool 1/4 respondents planned to shop for holiday gifts on their mobile devices Percentage of Holiday Budget Allocated for Online Shopping Survey data

Visits were up 16% percent in week 48 compared to last year (the week of Cyber Monday) and up 19% in week 51 (week before Christmas)
Online shopping saw impressive YOY gains throughout the holiday season, especially around Cyber Monday and the end of the December Total Visits - Retailers 2010 vs. 2011 Clickstream data

Deals and Promotions

More shoppers were waiting for holiday deals to shop this year Percentage of Holiday Shopping Completed 2010 vs. 2011
By Black Friday, 54% of shoppers had completed more than 1/4 of their 2011 holiday shopping compared to less than 50% in 2010
Survey data

Online retailers attracted more last-minute shoppers than last year with expedited shipping offers and in-store deals Total Online Retail Visits: 2010 vs. 2011 (Week 51, in millions) Clickstream data

Amazon Trends and Black Friday Activities

Amazon was the preferred online retailer for holiday shopping Percentage of Holiday Shoppers Who Purchased by Retailer
Bestbuy and Target are large online players but did not perform as well as Amazon
Survey data

More online shopping on Black Friday and Cyber Monday may have led to the strong November numbers, as well as Amazon’s launch of Kindle Fire that month.
Traffic to Amazon increased 23% during November Amazon November Traffic 2010 vs. 2011 Amazon December Traffic 2010 vs. 2011 Clickstream data YOY: 4% YOY: 23%

Black Friday is no longer just an offline shopping day
Amazon and Best Buy have seen an increase in traffic during Black Friday
Clickstream data Share of Black Friday Shopping Visits (Black Friday 2010 vs. 2011, Base=Top 10 retailers ) +4.9% -3.0% +1.6% -2.6%

Shoppers are shifting their spending to online at certain retailers Black Friday Store Locator Usage vs. Conversion Rate (Black Friday 2011, % of all retailer visits to use store locator and/or purchase)
Walmart and JCPenney have more incidences of shoppers making online purchases than using the sites to locate stores
Clickstream data

Popular Products and Trends

Popular gifts remained relatively the same as the prior years Clothes and Shoes Electronics Toys and Games Survey

The biggest category decrease this year was in Books and Media, perhaps signaling the shift to tablets and e-readers Books & Media Visits: 2010 vs. 2011 (Weeks 46-51, in millions) Clickstream data

Top-searched toys this year were a mix of the old and new Clickstream data Top Toy Searches to Walmart (November 1-14 2011) % Lego 5% Barbie games 3% Bey blades 2% LeapPad 2% Fisher price little people 1% Top Products Viewed on Toys ‘R Us (November 1-14 2011) # of Views LeapFrog LeapPad Explorer Learning Tablet - Green 150,352 LeapFrog LeapPad Explorer Learning Tablet - Pink 144,651 LeapFrog LeapPad Explorer Learning Tablet with Mr. Pencil Learning Game Value Pack 104,189 Exclusive Barbie Malibu Dreamhouse 86,834 Animal Planet Air Swimmers eXtreme Radio Control Giant Flying Shark 82,987

Gift cards were the go-to last-minute gift Survey data Percentage of Holiday Shoppers Who Purchased by Category

Thank you. Questions? Lindsay Steinbach Associate, Retail 617-933-5725 [email_address] www.compete.com Uyen Chand Senior Associate, Retail 617-933-5799 [email_address] www.compete.com
Data Sources: Compete clickstream data/ Compete Online Shopper Intelligence Surveys

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'Twas the Season for Online Shopping Webinar

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