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Planning for Holiday Season By Sean Popen


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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Holiday Shopping & Search Success. PRESENTATION: Planning for Holiday Success - Given by Sean Popen, @officedepot, Sr. Director of Ecommerce Marketing - Office Depot. #SMX #32D

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Planning for Holiday Season By Sean Popen

  1. 1. #SMX #HolidaySuccess @OfficeDepot Anticipate, Engage, and Activate for the Holiday Season Planning for Holiday Success
  2. 2. #SMX #HolidaySuccess @OfficeDepot The Grey Holidays HOLIDAY BUYING TRENDS
  3. 3. #SMX #HolidaySuccess @OfficeDepot *Google Holiday Trends 2014 GREY HOLIDAY Top In-Store Spending Days Top Online Spending Days 3 Black Friday is spreading across the entire week of Thanksgiving Holiday shopping season is expanding and covering more days U.S. holiday weekend store sales fall on early discounts, online growth. Black Friday weekend slows down as allure fades. 29% of shoppers start holiday shopping before Halloween.
  4. 4. #SMX #HolidaySuccess @OfficeDepot CHANGING SHOPPING BEHAVIOR §  2014 saw a shift in shopping to Thanksgiving and earlier §  Pre-Thanksgiving week sales §  Saw a better ROI §  Drove nearly as many sales as Thanksgiving and Black Friday §  Were less expensive due to less competition 4 Source: Google queries across selection of retailers where queries are relevant
  5. 5. #SMX #HolidaySuccess @OfficeDepot Retail Holiday Trends RETAIL LEARNINGS
  6. 6. #SMX #HolidaySuccess @OfficeDepot PRICE DROP PERFORMANCE §  2014 Testing showed that price drops in PLAs provide a substantial increase in impressions and order volume §  Demand for popular tech items over the holidays in 2014 were high in the mobile space §  Google continues to emphasize price point with their new promotional callouts in PLAs 6
  7. 7. #SMX #HolidaySuccess @OfficeDepot PRODUCT VS. CATEGORY LEVEL PROMOTIONS §  Category level promotions allow better exposure across paid search and display §  Generic category sale sitelinks saw higher CTR and CVR than product specific sitelinks §  There is simply more demand for category level queries 7 Source: Google Trends • Laptops • Dell Laptops Ø 100 Ø 14 Black Friday
  8. 8. #SMX #HolidaySuccess @OfficeDepot BUY BUTTONS §  Google, Facebook, Twitter, and Pinterest §  There are more opportunities than ever to improve conversion rates in mobile
  9. 9. #SMX #HolidaySuccess @OfficeDepot DIGITAL INFLUENCED RETAIL SALES §  Retailers are looking to measure online to offline influence §  Forester reports that more than 50% of sales will at least be influenced by digital in 2015 §  $1.9 trillion in revenue §  A Deloitte study estimated that 25% of retail purchases are influenced by mobile. §  Google’s LIA ads are an effective tool to measure online influence on digital
  10. 10. #SMX #HolidaySuccess @OfficeDepot 2015 PERFORMANCE & LEARNINGS Learnings §  Consumers are looking earlier and earlier for deals and many retailers are meeting that expectation §  Perception is not always reality – high demand days do not always produce positive returns §  Category promotions tend to produce a better return due to their reach §  Digital is driving retail sales even if it is difficult to measure
  11. 11. #SMX #HolidaySuccess @OfficeDepot 2015 HOLIDAY OUTLOOK Holiday 2015 §  Continue to look for earlier opportunities to shift budget to meet changing consumers behaviors §  Leverage remarketing and segmentation to continue to cater messaging and offers based on the audience §  Continue shift to mobile demand and evolution from research device to primary device §  Look to leverage new sales opportunities like buy buttons that are being developed
  12. 12. #SMX #HolidaySuccess @OfficeDepot THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016