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10:00 - 10:45 am PT 12 - 12:45 am PT
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS FOR
BRANDS TO SUCCEED
Today’s Timeline
...
Today’s Logistics
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available a...
leading independent performance marketing agency
Today’s Speakers
Brett Hulett
Senior Consultant
We offer the most complete view of the omnichannel
marketplace, with the fastest intelligence available
©2019 Numerator • Confidential
Picturing the Prime Day Shopper
Agenda
• Prime Day as a Recruitment Tool
• How Amazon Leverages Prime
Day to Build Loyalty
• Prime Day Shopper
Demographic...
Prime Day is a big sales event, but it’s
also a strong recruiting tool
9%
1 in 5 US households will take part in Prime Day this year
Source: Numerator Insights; Prime Day 2016 (07/12/2016), Pri...
23%
It’s helped Amazon deepen relationships with its customers
Source: Numerator Insights; Prime Day 2016 (07/12/2016), Pr...
And shopper engagement is higher than on Cyber Monday
Source: Numerator Insights; Prime Day 2017 (07/10/17-07/11/17), Cybe...
The rest of the retail industry is now playing catch-up
14
Amazon’s Product Strategy on
Prime Day: Build Loyalty
Consumer Electronics get the biggest boost on Prime Day
Source: Numerator Insights; Sectors ranked by Share of Projected D...
Prime Day enables Amazon to accelerate its branding push
Source: Numerator Insights; Categories ranked by % HHs Buying on ...
Amazon has its shoppers’ loyalty
Source: Numerator 2018 Prime Day Shopper Survey 18
Did you compare Amazon’s prices with p...
Prime Day’s influence on conversion and loyalty
Source: Numerator Insights; Time Period: 7/16/18-7/17/18 and Post-Period r...
Prime Day Shopper Demographics and
Media Attitudes & Preferences
Prime Day shoppers are more likely to be:
Source: Numerator Insights; Demographic characteristics shown above are higher t...
These shoppers are influenced by online ads (as long as
they’re perceived to be authentic)
Source: Numerator Insights; Psy...
Native ads & influencers on shoppers’ preferred social
platforms can drive awareness leading up to the event
Source: Numer...
Key Takeaways: Profiling the Prime Day Shopper
24
● 1 in 5 US households will participate in Prime Day this year
Capitaliz...
Interested in knowing more about Prime Day Shoppers?
Contact us hello@numerator.com
Q & A
Brett Hulett
Senior Consultant
10:00 - 10:45 am PT 12 - 12:45 am PT
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS FOR
BRANDS TO SUCCEED
Today’s Timeline
...
The 2019 Amazon Prime Day Expert Approach Series Numerator
The 2019 Amazon Prime Day Expert Approach Series Numerator
The 2019 Amazon Prime Day Expert Approach Series Numerator
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The 2019 Amazon Prime Day Expert Approach Series Numerator

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Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.

Published in: Retail
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The 2019 Amazon Prime Day Expert Approach Series Numerator

  1. 1. 10:00 - 10:45 am PT 12 - 12:45 am PT TINUITI PRESENTS: STRATEGIC PLANNING PRO TIPS FOR BRANDS TO SUCCEED Today’s Timeline NUMERATOR PRESENTS: PICTURING THE PRIME DAY SHOPPER JUNGLE SCOUT PRESENTS: INVENTORY FORECASTING: HOW TO SUCCEED ON PRIME DAY 11 - 11:45 am PT 2 - 2:45 pm PT1 - 1:45 pm PT SALSIFY PRESENTS: FUNDING AND FUNDAMENTALS: GAINING DIGITAL SHELF LEADERSHIP ON PRIME DAY SKUBANA PRESENTS: THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY
  2. 2. Today’s Logistics ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  3. 3. leading independent performance marketing agency
  4. 4. Today’s Speakers Brett Hulett Senior Consultant
  5. 5. We offer the most complete view of the omnichannel marketplace, with the fastest intelligence available
  6. 6. ©2019 Numerator • Confidential Picturing the Prime Day Shopper
  7. 7. Agenda • Prime Day as a Recruitment Tool • How Amazon Leverages Prime Day to Build Loyalty • Prime Day Shopper Demographics and How to Reach Them • Takeaways
  8. 8. Prime Day is a big sales event, but it’s also a strong recruiting tool
  9. 9. 9% 1 in 5 US households will take part in Prime Day this year Source: Numerator Insights; Prime Day 2016 (07/12/2016), Prime Day 2018 (07/16/2018-07/17/2018) 11 Prime Day (2016) Prime Day (2018) 16% Thanksgiving - Cyber Monday (2018) 28% % of US Households That Purchased Something on Amazon
  10. 10. 23% It’s helped Amazon deepen relationships with its customers Source: Numerator Insights; Prime Day 2016 (07/12/2016), Prime Day 2018 (07/16/2018-07/17/2018); Numerator 2018 Prime Day Shopper Survey 12 (2016) (2018) 34% of shoppers indicated 2018 was the first year they shopped on Prime Day % of All Amazon Shoppers That Purchased Something on Prime Day 44%
  11. 11. And shopper engagement is higher than on Cyber Monday Source: Numerator Insights; Prime Day 2017 (07/10/17-07/11/17), Cyber Monday (11/26/17), Prime Day 2018 (07/16/18-07/17/18) 13 Average Household Spend on Amazon Average Week (2018) Cyber Monday (2018) Prime Day (2017) Prime Day (2018) $60 $94 $121 $132
  12. 12. The rest of the retail industry is now playing catch-up 14
  13. 13. Amazon’s Product Strategy on Prime Day: Build Loyalty
  14. 14. Consumer Electronics get the biggest boost on Prime Day Source: Numerator Insights; Sectors ranked by Share of Projected Dollar Sales on Prime Day 2018; CY 2018 = 01/01/18-12/31/18 16 Top Product Sectors on Prime Day 2018 Sector Share of Spend Prime Day Share of Spend CY 2018 Electronics 35% 19% Home & Garden 15% 14% Health & Beauty 12% 12% Household 5% 4% Toys 4% 6%
  15. 15. Prime Day enables Amazon to accelerate its branding push Source: Numerator Insights; Categories ranked by % HHs Buying on Prime Day 2018, Time Period: (07/16/18-07/17/18) 17 Top Product Categories on Prime Day 2018 Category % of Households Buying Streaming Media Devices 11.1% Smart Assistants & Hubs 4.8% Cell Phone Accessories 4.1% Small Kitchen Appliances 4.0% Dog Food & Treats 2.8% Tablets 2.6%
  16. 16. Amazon has its shoppers’ loyalty Source: Numerator 2018 Prime Day Shopper Survey 18 Did you compare Amazon’s prices with prices at any of the following? 46% 24% 14% 9% 6% 6% Didn’t compare any prices Walmart Target Best Buy Department Store Other retailer’s website
  17. 17. Prime Day’s influence on conversion and loyalty Source: Numerator Insights; Time Period: 7/16/18-7/17/18 and Post-Period ran through 12/31/18 19 Prime Day’s Impact on Diaper Shoppers 25% of Prime Day Diaper Buyers made their first Diaper purchase on Amazon that day 27% of Prime Day Diaper “Converts” made a repeat purchase post-Prime Day 40% of Prime Day Diaper Converts’ subsequent Diaper trips were made on Amazon
  18. 18. Prime Day Shopper Demographics and Media Attitudes & Preferences
  19. 19. Prime Day shoppers are more likely to be: Source: Numerator Insights; Demographic characteristics shown above are higher than average for Prime Shoppers vs All Shoppers 21 AGE 35-44 22.3% (127) CHILDREN Has Children 37.7% (115); esp. younger (0-5), index of 134 EDUCATION 4-year Degree & Grad Degree 4-year degree: 27.0% (117); Grad degree: 19.3% (134) HOUSEHOLD SIZE 3-4 Person HHs 3: 18.7% (112); 4: 14.7% (120) MARITAL STATUS Married 61.1% (113) INCOME BUCKET High Income 44.6% (136) GENDER Female On Trip: Female Only (63.6%) EMPLOYMENT Homemakers & Full-Time 6.9% (124) & 57.9% (113)
  20. 20. These shoppers are influenced by online ads (as long as they’re perceived to be authentic) Source: Numerator Insights; Psychographic characteristics shown above are higher than average for Prime Day shoppers vs All Shoppers 22 ADVERTISING: MOST INFLUENTIAL TOUCHPOINTS Online Web, Social Media, & Online Mobile Device 22.3% (121), 13.8% (122), & 12.4% (108) HOUSEHOLD: FINANCIAL ATTITUDES Tends to Buy Care-Free & Is a ‘Spender’ Not a ‘Saver’ 23.1% (124) & 22.1% (116) ADVERTISING: ADVERTISING ASSOCIATIONS Advertising is Annoying & Advertising is Manipulative 22.3% (121), 13.8% (122), & 1.2% (112) HOUSEHOLD: FINANCIAL ATTITUDES Quality-Driven, Tries New Things, & Impulse Buyer 23.1% (124) & 22.1% (116)
  21. 21. Native ads & influencers on shoppers’ preferred social platforms can drive awareness leading up to the event Source: Numerator Insights; Media consumption characteristics shown above are higher than average for Prime Shoppers vs All Shoppers 23 MOBILE USAGE MOBILE APP BEHAVIOR Social Media, Shopping, & Entertainment (Videos & Shows) 51.8% (115), 49.7% (120), & 44.9% (116) STREAMING VIDEO: APPS / WEBSITE USAGE Amazon Video (Prime), Netflix, & Hulu 69.7% (158), 62.2% (116) & 27.6% (123) ONLINE / OFFLINE BEHAVIOR: LISTENING & READING Amazon Music (Prime), Spotify, & People Magazine 43.0% (166), 17.9% (113), 10.5% (111) SOCIAL MEDIA: USAGE & PLATFORMS Several times a day, Pinterest, Instagram, Twitter, Snapchat, & LinkedIn 66.3% (109), 52.0% (118), 51.6% (120), 31.4% (124), 27.7% (116), & 26.7% (128)
  22. 22. Key Takeaways: Profiling the Prime Day Shopper 24 ● 1 in 5 US households will participate in Prime Day this year Capitalize on the buzz surrounding the event: build awareness of exclusive deals on brand domains and develop creative content/messaging that incorporates and introduces Prime Day deals ● Prime Day is as much a recruitment tool as it is a sales event Large number of new voice-activated speakers and other devices presents opportunity for creative new ways to engage with shoppers and build brand awareness ● Prime Day shoppers are Gen X, high-income, households with kids Consider these attributes and correlated life stages when developing promo messaging leading up to, and on the day of the event ● Prime Day shoppers can be impulse spenders and like to try new things, yet they seek high-quality items and authentic ads A native ad strategy would resonate well with these shoppers - social media influencers/ads, mobile messaging, and relevant email communications can be leveraged to start Prime Day dialogue
  23. 23. Interested in knowing more about Prime Day Shoppers? Contact us hello@numerator.com
  24. 24. Q & A Brett Hulett Senior Consultant
  25. 25. 10:00 - 10:45 am PT 12 - 12:45 am PT TINUITI PRESENTS: STRATEGIC PLANNING PRO TIPS FOR BRANDS TO SUCCEED Today’s Timeline JUNGLE SCOUT PRESENTS: INVENTORY FORECASTING: HOW TO SUCCEED ON PRIME DAY NUMERATOR PRESENTS: PICTURING THE PRIME DAY SHOPPER 11 - 11:45 am PT 2 - 2:45 pm PT1 - 1:45 pm PT SALSIFY PRESENTS: FUNDING AND FUNDAMENTALS: GAINING DIGITAL SHELF LEADERSHIP ON PRIME DAY SKUBANA PRESENTS: THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY

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