DEALER AGENT

PLANNING GUIDE

BRIGHTSTAR
A N A LY T I C S
BRINGING YOUR HOLIDAY PLANS INTO FOCUS

Holiday sales shopping list
Black Friday & Cyber Monday
Top 5 shopper deals
What s...
BRINGING YOUR HOLIDAY PLANS INTO FOCUS

Holiday sales shopping list
Black Friday & Cyber Monday

70% of all holiday shoppe...
BRINGING YOUR HOLIDAY PLANS INTO FOCUS

Top 5 shopper deals
What specials do consumers want?
Large retailers will leverage...
BRINGING YOUR HOLIDAY PLANS INTO FOCUS

Holiday sales reseach
What do consumers research prior to buying?

Social media si...
BRINGING YOUR HOLIDAY PLANS INTO FOCUS

Holiday spending budgets
How much will each consumer spend?

2 12

Review your sal...
BRINGING YOUR HOLIDAY PLANS INTO FOCUS

201 3 P R OJEC TE D H OL I DAY S A LES GR OWTH

18%
Growth
Vs.
2012

4,5%
Growth
V...
BRINGING YOUR HOLIDAY PLANS INTO FOCUS

Holiday sales trends
When does the sales volume come?

Planning Considerations:
Ho...
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Brightstar indirect holiday planning guide 2013

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2013 Holiday Planning Guide designed to assist dealer agents compete with big box retail in the competitive wireless retail space

Published in: Business
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Brightstar indirect holiday planning guide 2013

  1. 1. DEALER AGENT PLANNING GUIDE BRIGHTSTAR A N A LY T I C S
  2. 2. BRINGING YOUR HOLIDAY PLANS INTO FOCUS Holiday sales shopping list Black Friday & Cyber Monday Top 5 shopper deals What specials do consumers want? Holiday sales reseach What do consumers research prior to buying? Holiday spending budgets How much will each consumer spend? Holiday sales estimates Grabbing your share Holiday sales trends When does the sales volume come? DEALER AGENT PLANNING GUIDE BRIGHTSTAR A N A LY T I C S
  3. 3. BRINGING YOUR HOLIDAY PLANS INTO FOCUS Holiday sales shopping list Black Friday & Cyber Monday 70% of all holiday shoppers polled will purchase some kind of electronic as part of their holiday purchases during Black Friday and Cyber Monday y 15% Jewelry Specialty retailers such as yourself are shopping destinations for consumers with specific purchases in mind. g 25% Home goods This rule doesn’t necessarily apply for Black Friday where Big Box Retail media budgets can overshadow your business. 38% Toys Leverage your existing customer base and communicate early and often to trump Black Friday/Cyber Monday related media. ng 40% Clothing & shoes Create in-store bundles or specials to maximize basket size/lift. 45% Media Create promotions that will generate multiple visits to your store throughout the holiday season. 70% Electronics What customers will purchase on Black Friday/Cyber Monday Think about your product mix in the form of gift giving, stocking stuffer, recent purchase enhancements and train your sales staff to ask probing questions during in-store customer discovery. Steelhouse.com, 2012 DEALER AGENT PLANNING GUIDE BRIGHTSTAR A N A LY T I C S
  4. 4. BRINGING YOUR HOLIDAY PLANS INTO FOCUS Top 5 shopper deals What specials do consumers want? Large retailers will leverage all of these methods and more to entice and retain customers throughout the holiday season. SHIPPING Create unique deals for specific market segments. i.e. BOGO for families with kids Evaluate your entire promotional mix to include all facets of your value chain into your offers. Consider temporary changes to policies and procedures during this period to drive sales and visits and enhance the customer in-store and post-sale experience. SA OVERNIGHT SHIPPING DEAL VE % OFF PRICING Leverage your vendor relationships and develop unique holiday specials to create additional value for your customers and drive differentiation to your store compared to your competition. Do daily research on competition, especially big box, to understand what they are and aren’t doing in the mobile space. HASSLE-FREE RETURNS & EXCHANGES BUY 1 GET 1 FREE Be creative! Steelhouse.com, 2012 DEALER AGENT PLANNING GUIDE BRIGHTSTAR A N A LY T I C S
  5. 5. BRINGING YOUR HOLIDAY PLANS INTO FOCUS Holiday sales reseach What do consumers research prior to buying? Social media sites If you’re not leveraging social media, you are missing big opportunities to connect with and grow your customer base. There are many vendor solutions out there that are cost-effective and can set-up/manage your social media for you. Product reviews & recommendations If you don’t have an online referral program in place, get one set-up to attract researching consumers. 27% 23% 64% 59% Holiday gift-giving guides Create and promote specific gift-giving ideas to your customers. Gift-giving guides are trending as a great way to engage your customers. Discounts via mail & email Invest in an outbound marketing email system to communicate regularly to your customers – newsletters, announcements, events, industry news, and more. Wilkes University, 8/25/13 Think: Is your communication strategy delivering on multiple engagement points with your customers and potential customers? DEALER AGENT Think outside of the box and develop unique and innovative ways to touch your customers to drive their decision making. PLANNING GUIDE BRIGHTSTAR A N A LY T I C S Plan early for Q4 to optimize and maximize your revenue and promotional spend to create a record holiday season.
  6. 6. BRINGING YOUR HOLIDAY PLANS INTO FOCUS Holiday spending budgets How much will each consumer spend? 2 12 Review your sales data from 2012. With overall spend expected to grow, Holiday Spending Figures it doesn’t necessarily mean the distribution of spend will track equally. Understand your customer’s potential spend and be prepared with a product and promotional mix that complements spend distribution. Develop in-store promotions to encourage multiple visits to your store location to maximize revenue opportunities with each customer. TOTAL HOLIDAY IN-STORE ONLINE $1K+ $500-1K $250-500 Promote pre-Black Friday specials to capture early sales opportunities. Leverage inexpensive communication methods and advertise weekly specials throughout the holiday buying season to entice undecided potential buyers. Use email and text in creative ways with strong calls to action.. $100-250 $1-100 Schedule and communicate Wireless Workshops to help customers understand what is available and to decide which devices are right for them. 10% 20% 30% 40% Steelhouse.com, 2012 DEALER AGENT PLANNING GUIDE BRIGHTSTAR A N A LY T I C S
  7. 7. BRINGING YOUR HOLIDAY PLANS INTO FOCUS 201 3 P R OJEC TE D H OL I DAY S A LES GR OWTH 18% Growth Vs. 2012 4,5% Growth Vs. 2012 RETAIL IN GENERAL MOBILE @BIG BOX STORES 18% Growth Vs. 2012 MOBILE IN GENERAL Holiday sales estimates How will you grab your share? Mobile holiday sales are less than 1% of overall retail sales but are expected to grow 18% this year. Good News: Carrier/dealer agent retail stores are capturing over half of the postpaid device sales in units for the first half of 2013. Conversion of customers in-store is critical to capture and grow holiday sales. Establish weekly sales goals based on anticipated growth and timing of market volumes. Coordinate your promotional plan to complement your sales plan to reach your holiday goals. DEALER AGENT PLANNING GUIDE BRIGHTSTAR A N A LY T I C S
  8. 8. BRINGING YOUR HOLIDAY PLANS INTO FOCUS Holiday sales trends When does the sales volume come? Planning Considerations: How does this information affect your resource planning and staffing for stores? Is your inventory planned to ramp correctly to meet demand? Is your sales team prepared to capture the seasonal opportunity via training and promotional understanding? 30% OF HOLIDAY SALES COME FROM THANKSGIVING WEEKEND HOLIDAY SALES ACCOUNT FOR OF HOLIDAY SALES COME FROM THE WEEKEND BEFORE CHRISTMAS 25-30% OF ALL YEAR TOTAL SALES Wilkes University, 8/25/13 DEALER AGENT PLANNING GUIDE BRIGHTSTAR A N A LY T I C S
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