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Your Guide to 2019 Holiday Success

The holiday season is a critical time for brands and retailers. Your bottom line depends on preparing for holiday sales now. Three of our client strategy experts walk through the tips they use each year to help our clients succeed across marketing, selling and fulling. Watch the entire webinar here: https://go.channeladvisor.com/NA-Webinar-HolidayPrepWebinar.html

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COPYRIGHT © 2019 CHANNELADVISOR
Your Ultimate Guide to
2019 Holiday Success
1
Want more?
Watch the full webinar on-demand now!
2
www.channeladvisor.com
WE HELP
RETAILERS
TRANSFORM &
OPTIMIZE THE
WAY THEY
CONNECT
TO TODAY’S
EMPOWERED
CONSUMER.
Who is ChannelAdvisor?
COPYRIGHT © 2019 CHANNELADVISOR 4
COPYRIGHT 2019 CHANNELADVISOR
2018 Holiday Recap
● Retail Sales increased 5.4% to $998B
● Ecom grew 16.7%
● Increased importance of in store events
● Mobile revenue increased 31% YOY
● More growth for Thanksgiving Day and
Thanksgiving Eve
eMarketer stats
COPYRIGHT © 2019 CHANNELADVISOR 5
COPYRIGHT 2019 CHANNELADVISOR
Channel Landscape
● Marketplaces more diverse
● More advertising opportunities with
marketplaces
● More ad formats on DM channels
● Amazon competing in PLAs
Selling online has grown increasingly
complex and fragmented.
Make sure you:
● Test now
● Evaluate channel mix before Q4
6
❏Ensure promotions are timely and
competitive
❏Be prepared for shorter calendar
❏Diversify and test NOW
❏Evaluate your shopping experience
everywhere (online, stores, etc.)
COPYRIGHT 2019 CHANNELADVISOR
Industry Trends
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Your Guide to 2019 Holiday Success

  • 1. COPYRIGHT © 2019 CHANNELADVISOR Your Ultimate Guide to 2019 Holiday Success 1
  • 2. Want more? Watch the full webinar on-demand now! 2 www.channeladvisor.com
  • 3. WE HELP RETAILERS TRANSFORM & OPTIMIZE THE WAY THEY CONNECT TO TODAY’S EMPOWERED CONSUMER. Who is ChannelAdvisor?
  • 4. COPYRIGHT © 2019 CHANNELADVISOR 4 COPYRIGHT 2019 CHANNELADVISOR 2018 Holiday Recap ● Retail Sales increased 5.4% to $998B ● Ecom grew 16.7% ● Increased importance of in store events ● Mobile revenue increased 31% YOY ● More growth for Thanksgiving Day and Thanksgiving Eve eMarketer stats
  • 5. COPYRIGHT © 2019 CHANNELADVISOR 5 COPYRIGHT 2019 CHANNELADVISOR Channel Landscape ● Marketplaces more diverse ● More advertising opportunities with marketplaces ● More ad formats on DM channels ● Amazon competing in PLAs Selling online has grown increasingly complex and fragmented. Make sure you: ● Test now ● Evaluate channel mix before Q4
  • 6. 6 ❏Ensure promotions are timely and competitive ❏Be prepared for shorter calendar ❏Diversify and test NOW ❏Evaluate your shopping experience everywhere (online, stores, etc.) COPYRIGHT 2019 CHANNELADVISOR Industry Trends Checklist
  • 7. Want more? Watch the full webinar on-demand now! 7 www.channeladvisor.com
  • 8. COPYRIGHT © 2019 CHANNELADVISOR 8 Take advantage of early-season holiday discovery and late season demand from procrastinators Plan Budget For the Whole Season
  • 9. COPYRIGHT © 2019 CHANNELADVISOR 9 Google Has More Audience Options Than Ever
  • 10. COPYRIGHT © 2019 CHANNELADVISOR 1 0 Reach the Right Audience Traditional Demographic Categories Detailed Demographic Categories
  • 11. COPYRIGHT © 2019 CHANNELADVISOR 1 1 Boost Your Ad Relevance With Responsive Search Ads • Responsive Search Ads (RSAs) allow for additional headlines to be input and a larger ad shown on the SERP. Key benefit is Google will use machine learning to show the right message to your potential customers test by learning which of your messages are most relevant for each given query. • Tips for creating RSAs:
  • 12. COPYRIGHT © 2019 CHANNELADVISOR 1 2 Utilize IF Statement Ads to Tailor Message to Audience Tie together audience & custom ad copy using IF statement ads: ▪ Personalize messaging to past 2018 holiday shoppers (CRM data) ▪ Entice cart abandoners with special offer
  • 13. COPYRIGHT © 2019 CHANNELADVISOR 1 3 • Utilize Ad Customizers to Customize Ads at Scale • Use countdown ads to promote sense of urgency Scale Ad Creation and Promote Sense of Urgency
  • 14. COPYRIGHT © 2019 CHANNELADVISOR 1 4 Optimize Titles in Feed Use rich titles and provide relevant attributes that match what your customers are searching Category Recommended structure Example Apparel Brand + Gender + Product Type + Attributes (Color, Size, Material) Ann Taylor Women’s Sweater, Black (Size 6) Consumable Brand + Product Type + Attributes (Weight, Count) TwinLab Mega CoQ10, 50 mg, 60 caps Hard Goods Brand + Product + Attributes (Size, Weight, Quantity) Frontgate Wicker Patio Chair Set, Brown, 4-Piece Electronics Brand + Attribute + Product Type Samsung 88” Smart LED TV with 4K 3D Curved Screen Books Title + Type + Format (Hardcover, eBook) + Author 1,000 Italian Recipe Cookbook, Hardcover by Michele Scicolone
  • 15. COPYRIGHT © 2019 CHANNELADVISOR Showcase Ads: Invite Shoppers to Discover Your Brand Collapsed Showcase Ad Header image Header image Logo Description Landing Page URL Annotations Products from Shopping Feed Annotations Products from Shopping Feed Landing Page Logo Description Header Image
  • 16. COPYRIGHT © 2019 CHANNELADVISOR 1 6 Call Out Free Shipping and Promotions ● Google Shopping dynamically surfaces free shipping / price drops with automatic extensions. ● Utilize merchant promotions if you have special promotions such as a sale or discount on specific products. Merchant Promotions is a free feature that allows you to distribute online promotions with your Product Shopping ads on Google.com and Google Shopping.
  • 17. COPYRIGHT © 2019 CHANNELADVISOR 1 7 Help Stores Finish Strong With Local Inventory Ads Source: Google
  • 18. 18 ❏Get holiday prep complete early – focus time on optimizations and adapting based on performance ❏Ensure strong visibility on key promos through Responsive Search Ads, merchant promotions, advanced audience segmentation and promotion extensions ❏Be aware of top online & in-store spending days and maintain strong coverage throughout the season ❏Test any new strategies like bidding and audience segmentation now COPYRIGHT 2019 CHANNELADVISOR Search & Shopping Checklist
  • 19. Want more? Watch the full webinar on-demand now! 19www.channeladvisor.com
  • 20. COPYRIGHT © 2019 CHANNELADVISOR “Merry” Marketplaces 20 COPYRIGHT 2019 CHANNELADVISOR
  • 21. COPYRIGHT © 2019 CHANNELADVISOR 21 COPYRIGHT 2019 CHANNELADVISOR Fulfillment by Amazon (FBA): • Make sure your shipments arrive at Amazon well in advance of key shopping dates. • Consider how many items you’re sending to FBA, sizes of items and so forth to gauge how much time FBA needs to have your items ready for sell. • Amazon provides FBA reporting to help gauge how much to restock, avoid fees for items not selling, etc. Inventory Replenishment FBA Replenishment Key Dates: • Black Friday/Cyber Monday: Items should arrive at Amazon fulfillment centers no later than the first of November • Christmas: Items should arrive at Amazon fulfillment centers no later than the first of December
  • 22. COPYRIGHT © 2019 CHANNELADVISOR 22 COPYRIGHT 2019 CHANNELADVISOR Seller-Fulfilled Warehouses: • How long does it take your merchandising and replenishment teams to restock your warehouse(s)? • Any new items coming to site that need to be accounted for? • Look at top-selling items and have plans to keep warehouses stocked with those items at all times. • Should a back-order situation arise, have a plan to expedite replenishment. Inventory Replenishment
  • 23. COPYRIGHT © 2019 CHANNELADVISOR 23 COPYRIGHT 2019 CHANNELADVISOR • ChannelAdvisor allows 120 characters • Research marketplace(s) allowed character count for titles as they vary Follow a Formula • Parent Titles: {{Brand}} {{Gender}} {{Product Description}} • Child/Standard Titles: {{Brand}} {{Gender}} {{Product Description}} {{Size}} {{Gender}} Use Effective and Accurate Keywords • Consider how your buyers will find your products • How you refer to a product internally, or on your own dot com, may not translate to marketplaces • Use SEO keywords/phrases from your website and PLAs/Advertising to incorporate into titles to help with search • Remove trademark/copyright characters – buyers will most likely not include these in their search Marketplace Titles
  • 24. COPYRIGHT © 2019 CHANNELADVISOR 24 COPYRIGHT 2019 CHANNELADVISOR • ChannelAdvisor allows up to 32,000 characters in our Description field • Be conscious of how many characters are permitted for Descriptions, and adjust as needed • No outside contact info can be included in Descriptions Amazon Allows limited HTML tags – i.e. <br> Line Break <br>, <b> Bold Text </b>, <p> Paragraph </p> eBay Description Template: Where eBay will display your description content Walmart Walmart product descriptions contain a few sections in which you can optimize your text. These sections include: ● Product Name (50–75 Characters) ● Description (1,000–4,000 Characters) Marketplace Descriptions
  • 25. COPYRIGHT © 2019 CHANNELADVISOR 25 COPYRIGHT 2019 CHANNELADVISOR Holiday Logistics Checklist ❏Prior Year Performance: What worked and didn’t work? - Enhance and capitalize on what worked - Overcome what didn’t work and strategize how to avoid those this year ❏Catalog Changes: - Any new SKUs coming to site? Are they active and live? - Have a catalog change cut-off date in place to focus on marketing and sales through peak times. ❏Shipping: Any changes to speed of shipping for the busy season? ❏Advertising Budget: Will you be able to increase your budget for Q4? ❏Determine last ship date(s): Any days your warehouse(s) will not be fulfilling orders? Are those configured within your seller portals? ❏Lead Time to Ship: Do you need to adjust your lead/ship time at all? ❏Emergency Plans: Are you prepared for any emergencies and/or downtime (feeds, pricing, replenishment, listings, orders/fulfillment)?
  • 26. COPYRIGHT © 2019 CHANNELADVISOR 26 COPYRIGHT 2019 CHANNELADVISOR Develop Your Strategies • What kinds of promotional discounts can you afford to do (keeping margin, profit, shipping costs, etc. in mind)? • Put together an actual calendar/outline of your promotions and schedule as many as possible ahead of time. • Work with marketplace contacts (if applicable) to determine holiday promotion eligibility and placements. Marketing
  • 27. COPYRIGHT © 2019 CHANNELADVISOR 27 COPYRIGHT 2019 CHANNELADVISOR • Success on Amazon depends on content and advertising – if you don’t have an Amazon Advertising strategy for 2019 you need one asap. • Invest in product content – key to a successful product advertising program. • Invest in an Amazon Branded Store – great way to control the experience within the platform. • Protect your brand – new targeting options create more options for others to come after your brand traffic. • Invest time to understand the new Amazon features – match types, targeting options, new reporting. Amazon Advertising Considerations
  • 28. Want more? Watch the full webinar on-demand now! 28 www.channeladvisor.com