The Ghosts of Holidays Past: Get Ready for 2018
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This document outlines an e-commerce webinar series from ChannelAdvisor focusing on holiday planning for 2018. The series will cover recaps of 2017 holiday shopping trends, Prime Day 2018, back-to-school 2018, and Singles Day (11.11). Upcoming webinars will provide tips on marketing, selling, fulfillment strategies, and how to dominate the 2018 holidays. The next webinar on August 8th will discuss unwrapping marketing success for the holidays.
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The Ghosts of Holidays Past: Get Ready for 2018
- 1. THE GHOSTS OF HOLIDAY PAST GET READY FOR 2018 August, 2018
- 2. • The Ghosts of Holidays Past: Get Ready for 2018 – Aug. 1 JONATHAN LAVERENTZ & GREGG SHUPE, ChannelAdvisor Register or view on-demand • Unwrapping Marketing Success Just in Time for the Holidays – Aug. 8 LINK WALLS, VP of Digital Marketing Strategy, ChannelAdvisor Register or view on-demand • Google Shopping Actions – Aug. 15 STEPHANIE EISELE, Shopping Partners Lead, Google Register or view on-demand • Holiday 2018: Planning a Smart Fulfillment Strategy – Aug. 22 DAN COLL, Senior Manager, FedEx Fulfillment, FedEx Supply Chain Register or view on-demand • A View From the Top: Dominating the Holidays in 2018 – Aug. 29 DAVID SPITZ, ChannelAdvisor CEO, SCOT WINGO, ChannelAdvisor Co-Founder Register or view on-demand 2 Watch the Entire Holiday E-Commerce Strategy Series Copyright 2018 ChannelAdvisor | Confidential
- 3. 3 The Ghosts of Holidays Past Copyright 2018 ChannelAdvisor | Confidential • HOLIDAY RECAP 2017 • PRIME DAY RECAP 2018 • BACK TO SCHOOL 2018 • SINGLES DAY PREP 2018 (11.11) • TAKEAWAYS
- 4. HOLIDAY RECAP 2017 4Copyright 2018 ChannelAdvisor | Confidential
- 5. 5Copyright 2018 ChannelAdvisor | Confidential HOLIDAY RECAP 2017 US UK• 17.8% increase in ecommerce sales • Most popular products included fashion & jewelry, health & beauty, and automotive • Thanksgiving Day saw the highest YoY increase in overall GMV; however, Cyber Monday remained the most popular day for sales • BOPIS searches up 600% since 2015 • Triple digit growth for most of W. Europe and Nordics for black Friday with the leader Italy at 520% • Most popular products included apparel, consumer electronics and toys/games • Almost double (41% vs. 23%) of internet users planned to make purchase on Black Friday vs. Cyber Monday • European consumers are growing more comfortable with CBT - with a majority of CBT to EU coming from China
- 6. Search Drove 45% of visits Email Drove 20% Social media continues to remain a strong influencer HOLIDAY RECAP 2017 | MARKETING 6Copyright 2018 ChannelAdvisor | Confidential
- 7. 32% of all online holiday revenues occurred during cyber 5 in 2017 Cyber Monday pulled in $6.59 billion, a bump of 16.8% Y-o-Y HOLIDAY RECAP 2017 | SELLING 7Copyright 2018 ChannelAdvisor | Confidential
- 8. The week of Dec 17 showed the second largest weekly growth, when sales increased 23.7% Dec 23, was the second biggest shopping day of the year. 25% of sales between Nov 1 and Nov 17 were for BOPUS. It rose to 42% between Dec 18 to 25 HOLIDAY RECAP 2017 | FULFILLING 8Copyright 2018 ChannelAdvisor | Confidential Consumer expectations about package delivery times Online shoppers will wait longer when standard shipping is free Whenyou payforshipping When shippingisfree Source: Internet Retailer
- 9. PRIME DAY RECAP 2018 9Copyright 2018 ChannelAdvisor | Confidential
- 10. Prime Day was Amazon’s biggest shopping event ever with 100 million products sold Best-selling products: the FireTV Stick with Alexa Voice Remote, the Echo Dot, and InstantPot Amazon grew sales more than 66% Target had it’s “highest single day of traffic and sales of 2018" online so far for the company. Prime Day sales estimated $4.01 billion and $4.38 billion globally. PRIME DAY RECAP 2018 10Copyright 2018 ChannelAdvisor | Confidential Source: Internet Retailer
- 11. SOME TOP SELLERS US: Instant Pot 6 Qt 7-in-1 Multi Use; 23 and Me DNA Test; LifeStraw Personal Water Filter UK: Bosch Cordless Drill; Philips Hue Personal Wireless Lighting Lightstrip; Finish Dishwasher Tablets OTHER POINTS Ring had its biggest day ever on Amazon on July 16. The Ring Video Doorbell Pro sold out. SMBs selling on Amazon far exceeded $1 billion in sales this Prime Day. More people joined Prime on July 16 than in any previous day Tied into WholeFoods promo Prime Week with a buy $10 in store get $10 online Added four new countries to Prime Day - Australia, Singapore, the Netherlands and Luxembourg PRIME DAY RECAP 2018 11Copyright 2018 ChannelAdvisor | Confidential Source: CNBC, Amazon Announces 2018 Prime Day Results
- 12. BACK TO SCHOOL 2018 12Copyright 2018 ChannelAdvisor | Confidential
- 13. IT’S LATE, BUT NOT TOO LATE Offer fast, free shipping Differentiate between back-to-school and back-to-college Expand your reach Back to School opportunities continue after school starts MORE TIPS: from our on-demand webinar BACK TO SCHOOL 2018 13Copyright 2018 ChannelAdvisor | Confidential
- 14. SINGLES DAY (11.11) 2018 14Copyright 2018 ChannelAdvisor | Confidential
- 15. Alibaba sales jump 56% $25.4bn was spent on its platform $38.23bn across all China major marketplaces Alibaba’s goal is to introduce as many products to customers as possible Alibaba has stated it will never launch house brands. SINGLES DAY 2018 15Copyright 2018 ChannelAdvisor | Confidential Sources: External Aggregated Data 2017 Top Sales Events Globally (Billions of Dollars USD)
- 16. • INVEST IN PRODUCT PLACEMENT • ABUNDANT STOCK • COMPETITIVE PRICE OFFERS • FAST & EFFECTIVE LOGISTICS 16 Source: SmartBrief Copyright 2018 ChannelAdvisor | Confidential SINGLES DAY 2018 KEYS TO SUCCESS
- 17. 17Copyright 2018 ChannelAdvisor | Confidential TAKEAWAYS MARKETING Advertise on Search Social Media influences SELLING Expect a Sales increase Join Singles Day Finish up B2S strong FULFILLING Stock up, don’t stock out Free shipping: Good Fast shipping: Better Procrastination wins
- 18. • The Ghosts of Holidays Past: Get Ready for 2018 – Aug. 1 JONATHAN LAVERENTZ & GREGG SHUPE, ChannelAdvisor Register or view on-demand • Unwrapping Marketing Success Just in Time for the Holidays – Aug. 8 LINK WALLS, VP of Digital Marketing Strategy, ChannelAdvisor Register or view on-demand • Google Shopping Actions – Aug. 15 STEPHANIE EISELE, Shopping Partners Lead, Google Register or view on-demand • Holiday 2018: Planning a Smart Fulfillment Strategy – Aug. 22 DAN COLL, Senior Manager, FedEx Fulfillment, FedEx Supply Chain Register or view on-demand • A View From the Top: Dominating the Holidays in 2018 – Aug. 29 DAVID SPITZ, ChannelAdvisor CEO, SCOT WINGO, ChannelAdvisor Co-Founder Register or view on-demand 18 Watch the Entire Holiday E-Commerce Strategy Series Copyright 2018 ChannelAdvisor | Confidential
- 19. 19 UP NEXT Copyright 2018 ChannelAdvisor | Confidential UNWRAPPING MARKETING SUCCESS JUST IN TIME FOR THE HOLIDAYS AUG 8, 2018 With LINK WALLS VP DIGITAL MARKETING STRATEGY, CHANNELADVISOR Register or watch on-demand now BUY ME! BUY ME! BUY ME!
Editor's Notes
- Let’s Take a Look at some results: 17.8% increase in ecommerce sales Amazon 37.53% Best Buy 4.74% Target 2.97% Walmart 2.48% Apple 2.36% https://www.bigcommerce.com/blog/cyber-week-2017/
- (eMarketer) Even so, social networks continue to play an influential role in holiday shopping. A Verto Analytics survey of US digital shoppers in December 2017 found that Facebook was the most likely app to consult during a digital shopping session, cited by 7.8% of respondents.
- According to Salesforce Commerce Cloud (formerly Demandware), 32% of all online holiday revenues occurred during cyber 5 in 2017
- graph -- https://www.digitalcommerce360.com/2018/01/23/how-consumers-think-about-shipping-ecommerce/ December 23, which was a Saturday, was the second highest shopping day of the year, according to MasterCard. Slice Intelligence stated 25% of sales between November 1 and November 17 were for BOPUS. That figure rose to 42% during the week of December 18 to 25
- Source - https://www.digitalcommerce360.com/2018/07/19/prime-day-2018-crosses-4-billion-in-sales/ Amazon says this Prime Day was its biggest shopping event ever with 100 million products sold Best-selling products included the FireTV Stick with Alexa Voice Remote and the Echo Dot Target, which had a one-day sale running on its website, said Tuesday it was the "highest single day of traffic and sales of 2018" online so far for the company. Amazon grew sales more than 66% over the 36-hour holiday Internet Retailer’s early estimate pegs sales during the 36-hour event between $4.01 billion and $4.38 billion globally.
- Source: https://www.cnbc.com/2018/07/17/amazon-announces-2018-prime-day-results.html Ring sold out - clearly they didn’t listen to our Prime Day Webinar...
- Alibaba sales jump 56% after record Singles Day performance Alibaba said $25.4bn was spent on its platforms during the shopping blitz in 2017 Alibaba’s goal is to introduce as many products to customers as possible. Alibaba has stated it will never launch house brands. Singles’ Day 2017 generated $38.23 billion in total sales, with almost 70% of that on Alibaba Group’s Tmall, Taobao and AliExpress marketplaces and more than 16% on rival JD.com. SmartBrief: Top-selling categories for cross-border e-commerce include mom and baby, healthcare and nutrition products; on Singles Day, shoppers prefer apparel and footwear, cosmetics and consumer technology, and product placement is essential, as online visibility correlates with higher sales. Keys to Success Invest in product placement Abundant stock Competitive price offers fast/effective logistics
- Source: https://www.smartbrief.com/original/2017/11/singles-day-still-world%E2%80%99s-biggest-retail-event Experts say inventory planning, a successful mobile strategy and video content are all key to capitalizing on the largest online shopping day of the year. Retailers must plan ahead on marketing and logistics if they want to succeed with Singles’ Day sales, says Frank Lavin, CEO of ExportNow. (Internet Retailer) “Most Singles’ Day planning has to be done by the first of September because you have to work out your marketing agreement and budgeting activity with Tmall and JD,” Lavin says. “September is when execution starts.” The pre-sale period, which takes place in late October, allows a shopper to see the promotions that a retailer or a brand is offering, place products in her online shopping cart, and put down a deposit before processing the total payment on Nov. 11. Then comes the pre-heat period, generally from Nov. 1-10, when retailers will roll out new promotions designed to get shoppers to add products to their cart, only this time they don’t make a down payment