0
#holidaywebinar
#holidaywebinar
§  Holiday sales are increasingly important for web    retailers and interactive marketers.§  Planning is starting earli...
Most sales are still in stores but increasinglyinfluenced by the web  © 2012 Forrester Research, Inc. Reproduction Prohibi...
Online holiday sales have become more important to   overall retail                                                   Tota...
Key ecommerce metrics are much the same                Conversion Rates                                           Cart Aba...
To grow sales, you need a coordinated effort§  Channel silos hinder basic,    seamless experiences.§  All teams should k...
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals    are now a cost of doing bus...
This year though, other days were as high as CyberMonday                    Cyber MondaySource: Chase Paymentech Pulse Ind...
Shoppers spread their spend over many days                                     Pre-Thanksgiving                    Thanksg...
Cyber Monday isn’t always viewed as having “the       best deals”                        “Of the following, when do you th...
Shoppers are shifting more of their wallet share        online during the holidays                                     Pre...
“Cyber Season”Holiday shopping season actually starts in Q3.§  AOV increases by $14.08 from Q2 to Q3.§  95% of ecommerce...
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a    cost of doing bus...
Customers during                Customers                                                            the holidays© 2012 Fo...
Few shoppers are sick of promotions               Which of the following best characterizes your feelings about online dea...
Race to the bottom, or rising above it all?  © 2012 Forrester Research, Inc. Reproduction Prohibited                      ...
Understand and appeal to different visitor segmentsIf your website doesnt provide you an opportunity to put a different of...
Here’s how…§  Personalize return trips    based on average cart or    lifetime purchase values.§  Badge products to prom...
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now    a cost of doing bus...
This is more like it  © 2012 Forrester Research, Inc. Reproduction Prohibited                                             ...
While shoppers “spearfish,” their purchase path isn’tstraightforward                              Hard goods              ...
What are you trying to measure?Measure inbound channels bymore than just conversion rates.   §  Social is likely an initi...
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now    a cost of doing bus...
Shoppers frequently find out about holiday deals          through email                               How did you learn ab...
This is reflected in clickstream data as well                                                                Percent of to...
Email matters even more for soft goods                                                                Percent of total tra...
Search matters even more than email for hard goods                                                                Percent ...
Search has a smaller influence on soft goods                                                                Percent of tot...
Search and email have higher AOV in Q3 & Q4                                          #holidaywebinar
Echo the look and feel of email campaigns                                            #holidaywebinar
Reinforce paid search creative site-wide                                           #holidaywebinar
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now    a cost of doing bus...
More mobile shopping during the holidays        Did you shop online with your mobile device over Thanksgiving Weekend     ...
US mobile commerce is expected to grow to $31   billion by 2016                                                           ...
Mobile conversion rates are lower because the     phone supports store shopping more        Please note which of the follo...
Social sharing can be promising on mobile devices                                                           Talbot’s incor...
Eliminating text and showcasing images is beneficialfor mobile browsing                                                   ...
Alternative payments are likely to be impactful onmobile devices                                                          ...
Staples opted to change the tablet experience                          Desktop site                                       ...
Encourage power mobile users to create a shortcutto your site from the homescreen © 2012 Forrester Research, Inc. Reproduc...
Tablet optimization means tweaks like spacing linesappropriately for a touchscreen  © 2012 Forrester Research, Inc. Reprod...
How do tablet and mobile compare?                                    #holidaywebinar
Prep for tablet and smartphone traffic                                         #holidaywebinar
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now    a cost of doing bus...
Some say “the silence is deafening” © 2012 Forrester Research, Inc. Reproduction Prohibited                               ...
Unfortunately, social has yet to make a mark on the  web marketing funnel                                      Percent of ...
Social has a bigger impact on soft goods                                      Percent of total transactions (soft goods)  ...
Consumers reinforce this data                               How did you learn about these special deals [from today’s purc...
Consumers do however report sharing through socialnetworks      I have shared online shopping deals with others through my...
Consumers say they like to read what about what    their friends recommend            Which of the following do you agree ...
Consider social log-in to increase sharing    §  80% of U.S. social network users        prefer to connect to brands thro...
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now    a cost of doing bus...
How “agile” are you?                       #holidaywebinar
Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now    a cost of doing bus...
Consumers now expect free shipping                                  “Which of the following do you expect from a retailer ...
Free shipping offers were popular this past holiday         season                              Which types of special dea...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Many retailers offered free shipping with no threshold  © 2012 Forrester Research, Inc. Reproduction Prohibited           ...
Shipping clubs are growing  “Are you a member of a shipping club or program (i.e.    Amazon Prime, Shoprunner or Williams-...
Shipping offers: Test what are you trying to achieve§  Test to know where to put the    thresholds (which offers,    base...
#holidaywebinar
#holidaywebinar
Ecommerce Trends and Tactics to Get Ready for the Holidays
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Ecommerce Trends and Tactics to Get Ready for the Holidays

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Watch the webinar: http://monetate.com/webinar/trends-and-tactics-to-get-ready-for-the-holidays/

With a record-breaking $35.27 billion in holiday spending last year—and an even better performance likely for this season—online retailers must plan to execute around key ecommerce trends. You’ll hear:

• A review of the 2011 season and expectations for 2012.
• How to use the increase in consumers visiting your website on different devices to your advantage.
• Tips to increase average order value and decrease cart abandonment.
• And much more…

Featuring:

• Sucharita Mulpuru, Vice President, Principal Analyst at Forrester Research
• David Brussin, Founder & CEO, Monetate

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Transcript of "Ecommerce Trends and Tactics to Get Ready for the Holidays"

  1. 1. #holidaywebinar
  2. 2. #holidaywebinar
  3. 3. §  Holiday sales are increasingly important for web retailers and interactive marketers.§  Planning is starting earlier and earlier. © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  4. 4. Most sales are still in stores but increasinglyinfluenced by the web © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  5. 5. Online holiday sales have become more important to overall retail Total US Retail Holiday Sales ($B) $401 $406 Other retail sales $404 Online sales $52 $60 $27 2005 2010 2011 (est) Web as % of 6% 13% 15% holiday totalSource: NRF Holiday Survival Kit 2011, Forrester historical online holiday forecasts © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  6. 6. Key ecommerce metrics are much the same Conversion Rates Cart Abandonment Rates10% 60% 53% 55% 8% 6% 40% 4% 2.2% 2.9% 20% 2% 0% 0% 2000 2010 2000 2010 Customer service $/order Repeat Shopper Revenue$4 50% $3 $3 40%$3 40% 35%$2 30% 20%$1 10%$0 0% 2000 2010 2000 2010 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  7. 7. To grow sales, you need a coordinated effort§  Channel silos hinder basic, seamless experiences.§  All teams should know the holiday promotional calendar§  Communicate value propositions and promotions across all devices, mediums, and marketing channels. #holidaywebinar
  8. 8. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  9. 9. This year though, other days were as high as CyberMonday Cyber MondaySource: Chase Paymentech Pulse Index; http://pulse.chasepaymentech.com © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  10. 10. Shoppers spread their spend over many days Pre-Thanksgiving Thanksgiving Cyber Monday Cyber Week (11/18-23) Weekend (11/14-27) (11/28) (11/29-12/4)This [period] will be my biggest online 37% 37% 41% 37%shopping period of the yearDid you also buy online earlier [in the holiday 37% 39% 43% season]? NA Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  11. 11. Cyber Monday isn’t always viewed as having “the best deals” “Of the following, when do you think are the best online deals during the holidays? Pre-Thanksgiving Thanksgiving Cyber Monday Cyber Week (11/18-23) Weekend (11/14-27) (11/28) (11/29-12/4) Pre-Thanksgiving 21% 8% 4% 6%Thanksgiving weekend(including Black Friday) 34% 53% 26% 24% Cyber Monday 11% 11% 33% 13% "Cyber Week" 12% 10% 19% 28% 2 weeks before 10% 10% 18% Christmas 13%A couple of days before 8% 8% 11% Christmas 9% Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  12. 12. Shoppers are shifting more of their wallet share online during the holidays Pre-Thanksgiving Thanksgiving Cyber Monday Cyber Week (11/18-23) Weekend (11/14-27) (11/28) (11/29-12/4)I shopped in stores less because I shopped online 66% 72% 76% 59% instead I shopped onlineinstead of in stores for this purchase 78% 73% 81% 72%because there were better deals online Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  13. 13. “Cyber Season”Holiday shopping season actually starts in Q3.§  AOV increases by $14.08 from Q2 to Q3.§  95% of ecommerce businesses said AOV drops following the implementation of a technology project like a replatforming or redesign. #holidaywebinar
  14. 14. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  15. 15. Customers during Customers the holidays© 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  16. 16. Few shoppers are sick of promotions Which of the following best characterizes your feelings about online deals, promotions, and specials around the holidays? Pre-Thanksgiving Thanksgiving Cyber Monday Cyber Week (11/18-23) Weekend (11/14-27) (11/28) (11/29-12/4) Deals are so frequently offered that it is easy toalways buy with a sale or 6% 6% 5% 5% promotion Taking advantage of deals is even more important to me now 15% 15% 16% 15% than in previous years I love deals! The more, the merrier 23% 23% 23% 22% I will only buy if I have a deal, sale or promotion 17% 21% 22% 18% Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  17. 17. Race to the bottom, or rising above it all? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  18. 18. Understand and appeal to different visitor segmentsIf your website doesnt provide you an opportunity to put a different offer in front ofdifferent segments based on user data, you are at a critical disadvantage.1. New Customer §  Highlight service differentiators and trust factors. §  Test acquisition offers to create long-term value.2. Holiday Shopper §  Greet the customer with welcome-back message. §  Highlight email signup to keep them engaged all year.3. High Value §  Thank and reward high-value customers. #holidaywebinar
  19. 19. Here’s how…§  Personalize return trips based on average cart or lifetime purchase values.§  Badge products to promote seasonal callouts. Test different badges on different products.§  Highlight the best gifts of the season, stocking stuffers, limited-time offers. #holidaywebinar
  20. 20. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  21. 21. This is more like it © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  22. 22. While shoppers “spearfish,” their purchase path isn’tstraightforward Hard goods Soft goods One One touchpoint touchpoint Two+ 54% 46% 60% 40%touchpoints Two+ touchpoints Source: Forrester eBusiness Research in collaboration with GSI Commerce Holidays Attribution Research (Q1 2012) © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  23. 23. What are you trying to measure?Measure inbound channels bymore than just conversion rates. §  Social is likely an initial touch point that influences behavior and ultimately customer acquisition. §  Keep customers in a ready-to-buy state. #holidaywebinar
  24. 24. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  25. 25. Shoppers frequently find out about holiday deals through email How did you learn about these special deals [from today’s purchase]? Pre-Thanksgiving Thanksgiving Cyber Monday Cyber Week (11/18-23) Weekend (11/14-27) (11/28) (11/29-12/4)I visited the retail site 44% I visited the retail site I visited the retail site 44% I visited the retail site 47% directly directly directly 39% directly Via email from the 37% Via email from the Via email from the 39% Via email from the 33% retailer retailer retailer 46% retailer Through search 11% Through search Through search 10% engines Through search 12% engines engines 8% engines Someone told me 9% Someone told me 10% abouttold me Someone Someone told me 10% about it about it it 9% about it Other email 8% Other email 9% 9% Other email 8% Other email Deals or shopping 6%Deals or shopping 7%Dealswebsite or shopping Deals or shopping 7% website website 6% website Retailers social 4% Retailers social 3% Retailers social Retailers social 3% presence presence presence 5% presence Through traditional 4%Through traditional 6%Through traditional Through traditional 4% media (eg TV) media (eg TV) media (eg TV) 3% media (eg TV) Other social site 3% Other social site 3% 3% Other social site 2% Other social site Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  26. 26. This is reflected in clickstream data as well Percent of total transactions (hard goods) General holiday ThanksgivingTouchpoint (s) Cyber Monday season weekendPaid search alone 17% 17% 17%Paid search + other 15% 16% 15%Natural search alone 14% 13% 13%Email + other 12% 12% 13%Natural search + other 11% 12% 10%Email alone 7% 8% 12%Social alone <1% <1% 1%Social + other <1% <1% <1%Others (CSEs, affiliates, 8% 9% 8%display) aloneOthers (CSEs, affiliates, 15% 12% 11%display) + others 100% 100% 100% Source: Forrester eBusiness Research in collaboration with GSI Commerce Holidays Attribution Research (Q1 2012) © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  27. 27. Email matters even more for soft goods Percent of total transactions (soft goods) General holiday ThanksgivingTouchpoint (s) Cyber Monday season weekendPaid search alone 11% 13% 11%Paid search + other 8% 8% 8%Natural search alone 9% 7% 7%Email + other 26% 24% 27%Natural search + other 5% 5% 5%Email alone 15% 15% 18%Social alone 1% 1% 1%Social + other <1% <1% <1%Others (CSEs, affiliates, 4% 5% 4%display) aloneOthers (CSEs, affiliates, 20% 22% 19%display) + others 100% 100% 100% Source: Forrester eBusiness Research in collaboration with GSI Commerce Holidays Attribution Research (Q1 2012) © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  28. 28. Search matters even more than email for hard goods Percent of total transactions (hard goods) General holiday ThanksgivingTouchpoint (s) Cyber Monday season weekendPaid search alone 17% 17% 17%Paid search + other 15% 16% 15%Natural search alone 14% 13% 13%Email + other 12% 12% 13%Natural search + other 11% 12% 10%Email alone 7% 8% 12%Social alone <1% <1% 1%Social + other <1% <1% <1%Others (CSEs, affiliates, 8% 9% 8%display) aloneOthers (CSEs, affiliates, 15% 12% 11%display) + others 100% 100% 100% Source: Forrester eBusiness Research in collaboration with GSI Commerce Holidays Attribution Research (Q1 2012) © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  29. 29. Search has a smaller influence on soft goods Percent of total transactions (soft goods) General holiday ThanksgivingTouchpoint (s) Cyber Monday season weekendPaid search alone 11% 13% 11%Paid search + other 8% 8% 8%Natural search alone 9% 7% 7%Email + other 26% 24% 27%Natural search + other 5% 5% 5%Email alone 15% 15% 18%Social alone 1% 1% 1%Social + other <1% <1% <1%Others (CSEs, affiliates, 4% 5% 4%display) aloneOthers (CSEs, affiliates, 20% 22% 19%display) + others 100% 100% 100%Source: Forrester eBusiness Research in collaboration with GSI Commerce Holidays AttributionResearch (Q1 2012) © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  30. 30. Search and email have higher AOV in Q3 & Q4 #holidaywebinar
  31. 31. Echo the look and feel of email campaigns #holidaywebinar
  32. 32. Reinforce paid search creative site-wide #holidaywebinar
  33. 33. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  34. 34. More mobile shopping during the holidays Did you shop online with your mobile device over Thanksgiving Weekend (Thursday - Sunday, November 24-27, 2011)? Thanksgiving Weekend 28% Cyber Monday 18% Cyber Week 2010 9% Cyber Week 16%Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2010 and Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  35. 35. US mobile commerce is expected to grow to $31 billion by 2016 $31 $25 $19 $14 $10 $6 US$ (billions) $3 2010 2011 2012 2013 2014 2015 2016 % of eCommerce 1% 2% 3% 4% 5% 6% 7%Source: Forrester Research Mobile Commerce Forecast, 2011 To 2016 (US)Note: eCommerce includes mobile media and content, retail, travel, coupons/deals, and services.Does not include mobile ring tones, mobile gaming, or mobile video Source: June 17, 2011, “Mobile Commerce Forecast: 2011 To 2016” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  36. 36. Mobile conversion rates are lower because the phone supports store shopping more Please note which of the following you do with your mobile device(s) with respect to any online retailer. “Small screen” owners* Tablet owners Base 1,725 recent online buyers with web- 456 recent online buyers with tablets enabled mobile phone Read emails from retailers 64% 63% Receive texts with special offers from 49% 38% retailers Locate retail store/hours/directions 49% 54% Browse or research products 47% 70% Compare prices while shopping in 30% 29% stores Place orders for physical goods 17% 47%*”Small screen” includes iPhones, Android-based phones, Blackberries or other phones with web-browsing capabiltiesSource: Bizrate Insights/Forrester Mobile Commerce Online Flash Survey, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  37. 37. Social sharing can be promising on mobile devices Talbot’s incorporates “likes” vs shares on Facebook; JCPenney also integrates Kaboodle and StyleHive © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  38. 38. Eliminating text and showcasing images is beneficialfor mobile browsing Gap enables browsing of images (without text) and provides recommendations to support greater time on site © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  39. 39. Alternative payments are likely to be impactful onmobile devices PayPal helps to reduce keystrokes at checkout on mobile devices; PayPal penetration when offered on mobile devices is higher than penetration on the desktop site © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  40. 40. Staples opted to change the tablet experience Desktop site Tablet site Horizontal scroll; collapsed dropdowns Elimination of units; large buttons to support cross- channel © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  41. 41. Encourage power mobile users to create a shortcutto your site from the homescreen © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  42. 42. Tablet optimization means tweaks like spacing linesappropriately for a touchscreen © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  43. 43. How do tablet and mobile compare? #holidaywebinar
  44. 44. Prep for tablet and smartphone traffic #holidaywebinar
  45. 45. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  46. 46. Some say “the silence is deafening” © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  47. 47. Unfortunately, social has yet to make a mark on the web marketing funnel Percent of total transactions (hard goods) General holiday ThanksgivingTouchpoint (s) Cyber Monday season weekendPaid search alone 17% 17% 17%Paid search + other 15% 16% 15%Natural search alone 14% 13% 13%Email + other 12% 12% 13%Natural search + other 11% 12% 10%Email alone 7% 8% 12%Social alone <1% <1% 1%Social + other <1% <1% <1%Others (CSEs, affiliates, 8% 9% 8%display) aloneOthers (CSEs, affiliates, 15% 12% 11%display) + others 100% 100% 100% Source: Forrester eBusiness Research in collaboration with GSI Commerce Holidays Attribution Research (Q1 2012) Reproduction Prohibited © 2012 Forrester Research, Inc. #holidaywebinar
  48. 48. Social has a bigger impact on soft goods Percent of total transactions (soft goods) General holiday ThanksgivingTouchpoint (s) Cyber Monday season weekendPaid search alone 11% 13% 11%Paid search + other 8% 8% 8%Natural search alone 9% 7% 7%Email + other 26% 24% 27%Natural search + other 5% 5% 5%Email alone 15% 15% 18%Social alone 1% 1% 1%Social + other <1% <1% <1%Others (CSEs, affiliates, 4% 5% 4%display) aloneOthers (CSEs, affiliates, 20% 22% 19%display) + others 100% 100% 100% Source: Forrester eBusiness Research in collaboration with GSI Commerce Holidays Attribution ResearchForrester2012) Inc. Reproduction Prohibited © 2012 (Q1 Research, #holidaywebinar
  49. 49. Consumers reinforce this data How did you learn about these special deals [from today’s purchase]? Pre-Thanksgiving Thanksgiving Cyber Monday Cyber Week (11/18-23) Weekend (11/14-27) (11/28) (11/29-12/4)I visited the retail site 44% I visited the retail site I visited the retail site 44% I visited the retail site 47% directly directly directly 39% directly Via email from the 37% Via email from the Via email from the 39% Via email from the 33% retailer retailer retailer 46% retailer Through search 11% Through search Through search 10% engines Through search 12% engines engines 8% engines Someone told me 9% Someone told me 10% abouttold me Someone Someone told me 10% about it about it it 9% about it Other email 8% Other email 9% 9% Other email 8% Other email Deals or shopping 6%Deals or shopping 7%Dealswebsite or shopping Deals or shopping 7% website website 6% website Retailers social 4% Retailers social 3% Retailers social Retailers social 3% presence presence presence 5% presence Through traditional 4%Through traditional 6%Through traditional Through traditional 4% media (eg TV) media (eg TV) media (eg TV) 3% media (eg TV) Other social site 3% Other social site 3% 3% Other social site 2% Other social site Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  50. 50. Consumers do however report sharing through socialnetworks I have shared online shopping deals with others through my social network (i.e. Facebook) within the last month. Pre-Thanksgiving 32% Thanksgiving Weekend 31% Cyber Monday 32% Cyber Week 30%Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  51. 51. Consumers say they like to read what about what their friends recommend Which of the following do you agree with in response to social media posts, "likes," or links to products or retailers made by friends?It is a great way to discover new products, brands, trends, or retailers 48% It is a great way to discover sales and promotions 40% I have bought something based on a friends post 17% No reaction, I usually ignore these types of updates 15%I notice the post, but generally do not take great interest in it 11% I dont like these posts 8% Base: 5,578 recent online shoppers who use social media Source: Forrester/Bizrate Insights Social Commerce Flash Survey, Q3 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  52. 52. Consider social log-in to increase sharing §  80% of U.S. social network users prefer to connect to brands through Facebook. §  40% of consumers prefer social log-ins rather than creating a new/ guest account. §  When consumers can use social log-in, time on site and page view metrics more than double. monetate.com/infographics #holidaywebinar
  53. 53. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  54. 54. How “agile” are you? #holidaywebinar
  55. 55. Recommendations§  Have a Cyber Monday and key date plan in place; deep discounts and deals are now a cost of doing business§  Recognize that it is difficult to put the “offer genie” back in the bottle, unless you are Patagonia and you’re willing to trade off sales for the integrity of your brand§  Attribution modeling becomes really obvious in light of data like this –  The true value of all of your marketing channels becomes more transparent§  Don’t neglect search, and especially email, around key dates§  Ensure that key information is optimized for mobile, especially for multichannel retailers; that applies to tablet content too§  Enable sharing purchases through social networks post-transaction; incentivize shoppers to share their purchases; worry less about “likes”§  A code freeze is no longer a cost of doing business during the holidays§  Audit your shipping programs –  Are you competitive with other offers for similar products? –  Is a shipping club appropriate? –  Can customers easily track their packages? © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  56. 56. Consumers now expect free shipping “Which of the following do you expect from a retailer or brand?” Free shipping on all my orders 55% Free returns on all my purchases 52% To see the same assortment of products no matter 44% where I shopPhysical stores to be able to place orders online for me 32%Physical retailers to price match if I find a price cheaper 28% on my mobile device Base: 4,731 US online adults Source: Q1 2011 US Retail Online Survey © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  57. 57. Free shipping offers were popular this past holiday season Which types of special deals did you take advantage of for todays purchase? Pre-Thanksgiving Thanksgiving Cyber Monday Cyber Week (11/18-23) Weekend (11/14-27) (11/28) (11/29-12/4) Free shipping with no minimum order value 20% 26% 33% 23% Free shipping with a minimum order value 25% 29% 26% 25% A discount on my totalpurchase (% off or $ off) 30% 37% 46% 30% Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  58. 58. © 2012 Forrester Research, Inc. Reproduction Prohibited
  59. 59. Many retailers offered free shipping with no threshold © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  60. 60. Shipping clubs are growing “Are you a member of a shipping club or program (i.e. Amazon Prime, Shoprunner or Williams-Sonoma Reserve)?” “How does your membership in a shipping club or 9% program affect your shopping frequency?”2010 I shop more (or plan to shop more) with the retailer(s) whose shipping 55% club I have joined 91% N= 10,017 recent online buyers The shipping club has not changed my shopping behavior with that 40% 12% Yes retailer No 2011 I shop less with the retailer after 5% joining the shipping club 88% N= 15,520 recent online buyers N: 714 recent online buyers Source: Bizrate/Forrester Online Retail Holiday Study, Q4 2010 and Q4 2011 © 2012 Forrester Research, Inc. Reproduction Prohibited #holidaywebinar
  61. 61. Shipping offers: Test what are you trying to achieve§  Test to know where to put the thresholds (which offers, based on what costs?).§  Test to learn quickly. Remember, peak traffic differs from off-peak.§  Target based on visitor geography to leverage location, logistics for maximum efficiency. #holidaywebinar
  62. 62. #holidaywebinar
  63. 63. #holidaywebinar
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