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Holiday Retail Best Practices and Past Trends: How to Attract Shoppers and Drive Purchases

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In this 30 minute webinar we will guide you through some of the most influential and highest performing past campaigns as well as best practices to use when planning your 2012 holiday campaigns. We will also cover:

• Changes in holiday retail digital advertising over the past few years
• How to use digital advertising to drive purchases online and in stores
• Shopping trends on mobile and tablet devices
• Compelling holiday creative and the best features to engage consumers and drive interaction
• Holiday campaign performance data, benchmarks and best practices

Published in: Technology, Business
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Holiday Retail Best Practices and Past Trends: How to Attract Shoppers and Drive Purchases

  1. 1. HOLIDAY RETAIL TRENDS &BEST PRACTICES: HOW TOATTRACT SHOPPERS AND DRIVEPURCHASES 1
  2. 2. IN THIS 30 MINUTE WEBINAR WE‟LL COVER:••••• 2
  3. 3. • ASK QUESTIONS• FOLLOW @POINTROLL• TWEET ALONG #HOLIDAYTRENDS 3
  4. 4. 4
  5. 5. TIME TO SPREAD SOME HOLIDAY CHEER • • • • 5
  6. 6. JINGLE ALL THE WAYBACK TO 2011:RETAIL HOLIDAY TRENDS 6
  7. 7. ECOMMERCE HOLIDAY SALES ARE ON THE RISE 7
  8. 8. OVERALL, CONSUMERS ARE SPENDING MOREONLINE 8
  9. 9. TOP HOLIDAY PRODUCT CATEGORIES 9
  10. 10. BLACK FRIDAY AND CYBER MONDAY SHOWED INCREASES IN ITEMS, VALUESource: http://totalaccess.emarketer.com/QuickTake.aspx?gannett&R=5500056&dsNav=Ro:22,N:908-406 10
  11. 11. TOP HOLIDAY ONLINE SPENDING DAYS „11 (IN MILLIONS) Source: comScore, Jan. 2012http://www.comscore.com/Press_Events/Press_Releases/2012/1/U.S._Online_Holiday_Shopping_Season_Reaches_Record_37.2_Billion_for_November-December_Period/ 11
  12. 12. SECRET SANTA:FOUR SECRETS TO ASUCCESSFUL 2012HOLIDAY CAMPAIGN 12
  13. 13. MAKE MOBILE & TABLETADVERTISING A PRIORITY 13
  14. 14. MOBILE LANDSCAPE SINCE 2011••• 14
  15. 15. MOBILE PHONES ARE IN-STORE“SHOPPING ASSISTANTS” • • • • 15
  16. 16. TABLET COULD BE THIS YEAR‟S SUPERSTAR • • • 16
  17. 17. MOBILE & TABLET ADS DRIVE PURCHASES ON PCS • • • 17
  18. 18. CROSS-CHANNELADVERTISING IS ESSENTIAL 18
  19. 19. “72% of consumers want an integratedmarketing approach consistent acrossmobile, social, TV…” MyBuys July 2011 19
  20. 20. ~80% OF PEOPLE ARE USING MORE THAN ONECHANNEL TO MAKE PURCHASE DECISIONS Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011 20
  21. 21. CROSS-CHANNEL SHOPPING BEHAVIOR DURING2011 HOLIDAY SEASON Source: Google and Ipsos OTX, "Post Holiday Shopping Intentions Study" as cited in Google, "2011 Post-Holiday Recap," Jan 2012 21
  22. 22. MAKE YOURCAMPAIGNS„PINTERESTING‟ 22
  23. 23. PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS 9.3 8.5 6.9Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group 23
  24. 24. PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS 59% 33%Source: 2012 Social and Mobile Commerce Study, Shop.org, Source: Bizrate Insights, June 2012comScore and The Partnering Group 24
  25. 25. DON‟T FORGETABOUT EXPERIENCE 25
  26. 26. RICHER, INTERACTIVE FORMATS OUTPERFORM STANDARD FLASHSource: 2011 PointRoll Benchmark Report 26
  27. 27. RICHER FORMATS DRIVERECOMMENDATIONS 27
  28. 28. THINKING OUTSIDE THE BOX:ENGAGING HOLIDAYCREATIVE AND INNOVATIVEFORMATS 28
  29. 29. Rollover CTA Interactivity /Product Categories Click Through to Product Carousel Pricing Website 29
  30. 30. Rollover CTAInteractivity / Gaming Discounted Offer / Click Thru 30
  31. 31. Roll Over CTA Shopping Style Options Shopping Style OptionsSuggestive Product Category Suggestive Product Category Carousel #1 Carousel #2 Highly Interactive Product/Gift Finder 31
  32. 32. INTERACTIVE IN-STREAM • • • • 32
  33. 33. 33
  34. 34. MOBILE RICH CREATIVE 34
  35. 35. DELIVERING GIFTS:2011 RETAIL HOLIDAYBENCHMARKS & BESTPRACTICES 35
  36. 36. 2011 HOLIDAY SEASON DISPLAY BENCHMARKSDisplay Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTRExpandable 4.00% 19.94 0.80% 0.12%Pre-Expandable 6.71% 16.04 0.44% 0.48% Holiday SeasonPolite 1.29% 14.38 0.08% 0.07% Nov - DecGrand Total 2.86% 16.80 0.15% 0.11% Source: Nov - Dec 2011 PointRoll Benchmarking DataDisplay Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTRExpandable 4.67% 19.51 0.94% 0.16%Pre-Expandable 3.87% 17.40 0.24% 0.29% Black Friday 2011Polite 0.81% 13.69 0.08% 0.08%Grand Total 2.81% 16.93 0.16% 0.12% Source: PointRoll Black Friday (Nov. 25, 2011) Benchmarking DataDisplay Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTRExpandable 3.94% 21.42 0.94% 0.13%Pre-Expandable 1.90% 16.78 0.30% 0.35% Days in November 2011 leadingPolite 0.57% 17.37 0.08% 0.08% up to Black Friday (2011)Grand Total 2.43% 19.05 0.16% 0.12% Source: PointRoll Days Leading up to Black Friday (Nov 1 - 24, 2011) Benchmarking DataDisplay Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTRExpandable 4.21% 19.26 0.65% 0.14%Pre-Expandable 1.97% 17.92 0.87% 0.87% Cyber Monday 2011Polite 0.70% 14.66 0.05% 0.05%Grand Total 2.08% 16.98 0.13% 0.11% Source: PointRoll 2011 Cyber Monday (Nov 28) Benchmarking Data 36
  37. 37. BEST PRACTICE: PAPERBOY UNIT Promotional CTA Store Finder / Geo Look Up Interactivity InteractivityProduct Feed Pricing Promotion Pricing Promotion / Pricing 37
  38. 38. BEST PRACTICE: COUPONING 38
  39. 39. BEST PRACTICE: DYNAMIC CREATIVE OPTIMIZATION • • • • 39
  40. 40. SITE EVENTS DISPLAY AD ROLLOVER TO SHOP Save Up To 10% ROLLOVER TO DESIGN YOUR NEW BEDROOM CLICK TO EXPAND Save Up To 10% SHOPPING CART ROLLOVER TO DESIGN YOUR NEW BEDROOM 40
  41. 41. SEQUENCING ROLLOVER TO EXPAND ROLLOVER TO SHOP CREATIVE A ROLLOVER TO EXPAND CLICK TO EXPLORE Customize Your Suit CLICK TO EXPAND Today CREATIVE B Save Up To 10% ROLLOVER TO EXPAND Find a Store to Get Fitted ROLLOVER TO DESIGN YOUR NEW BEDROOM CREATIVE C 41
  42. 42. RETARGETING SHOP THE RUNWAY LOOKS ROLLOVER TO SHOP ROLLOVER TO EXPAND CLICK TO EXPAND Save Up To 10% ROLLOVER FOR 2011 BLUE LABEL COLLECTION ROLLOVER TO DESIGN YOUR NEW BEDROOM 42
  43. 43. IT‟S A WRAP! 43
  44. 44. RECAP • • • • 44
  45. 45. Q&A 45

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