More Related Content Similar to Emarketerwebinaronlineholidayshoppingpreviewwhatsinstore 130912135842-phpapp01 (20) Emarketerwebinaronlineholidayshoppingpreviewwhatsinstore 130912135842-phpapp012. ©2013 eMarketer Inc.
Ground we’ll cover today:
The US digital holiday sales outlook
How the 2012 holiday will inform this season
Omnichannel retailing’s role in holiday sales
How mobile is changing the in-store shopping
experience
Whether social media will have an impact on
holiday sales
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6. ©2013 eMarketer Inc.
US consumers’ holiday spending
intentions are similar to 2012
Gen X (34%) and baby boomers (32%) are expected to make up
the largest shares of spending
8. ©2013 eMarketer Inc.
A majority of US retailers forecast 2013
holiday sales will rise more than 10%
60%
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9. ©2013 eMarketer Inc.
Industry experts predict digital sales
growth will range from mid-teens to 20%
“I would forecast that we’re going to see a stronger
holiday this year than we did last year or in 2011 by
a few percentage points.”
—Eric Best, founder and CEO of Mercent
“Even though we expect shopping to start earlier,
we’re still projecting heavy growth for the key dates
like Thanksgiving, Black Friday and Cyber Monday.”
—Jay Henderson, global program director at IBM Smarter Commerce
“What we’ve already seen, and is only going to
continue in the holiday season, is continual
significant growth in online sales.”
—Jacob King, SVP and general manager at dunnhumby
13. ©2013 eMarketer Inc.
Mobile
commerce
came into
its own
during the
2012 holiday
season
“To a certain degree, the success of tablet
shopping and couch commerce last year
caught a lot of retailers off guard.”
—Jay Henderson, global program director at
IBM Smarter Commerce
16. ©2013 eMarketer Inc.
What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and sales
associates
• More fulfillment and delivery options
• Social media still a wild card for sales
Twitter – #eMwebinar
17. ©2013 eMarketer Inc.
Why omnichannel?
“We see that a
multiscreen user is
six times more
valuable than a
single-screen user.”
—Gerry McGoldrick, vice
president of marketing at
Rue La La, speaking at
eTail East, August 2013
19. ©2013 eMarketer Inc.
What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and sales
associates
• More fulfillment and delivery options
• Social media still a wild card for sales
Twitter – #eMwebinar
21. ©2013 eMarketer Inc.
In-store mobile offers: Timberland
In May, Timberland began testing a
20% off in-store-only discount at two
stores in NYC and Boston. The Swirl
app is opt-in.
Data source : Ad Age, “Timberland, Kenneth Cole Track Shoppers Who Opt-In For Deals,” August 26, 2013
Results:
72% of offers were opened
35% were redeemed
24. ©2013 eMarketer Inc.
Mobile for sales associates: Nordstrom
“At The Rack, mobile has been particularly impactful because it’s helped us
eliminate wait times and lines, and that’s especially important in an off-price
shopping experience.” —Colin Johnson, Nordstrom spokesperson
25. ©2013 eMarketer Inc.
Showrooming … so 2012?
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“Brick-and-mortar
stores are going to
come into the 2013
holiday better
equipped to match
prices on a phone
against Amazon,
apply a discount at
the cash register and
arm in-store
associates with
real-time data to be
able to make better
decisions that
support the shopper
converting in-store.”
—Eric Best, Mercent
26. ©2013 eMarketer Inc.
What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and sales
associates
• More fulfillment and delivery options
• Social media still a wild card for sales
Twitter – #eMwebinar
31. ©2013 eMarketer Inc.
What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and sales
associates
• More fulfillment and delivery options
• Social media still a wild card for sales
Twitter – #eMwebinar
33. ©2013 eMarketer Inc.
Retailers are still struggling with
attribution for social
“As we get more sophisticated, as the
social channels themselves offer a
better platform for tracking revenue,
we’ll start to see social become more
of a real channel.”
—Marti Tedesco, senior director of marketing at Baynote
36. ©2013 eMarketer Inc.
Conclusions:
Holiday ecommerce will continue to increase, with
gains outpacing overall retail sales growth. Digital is
growing organically and being driven by mobile.
Mobile will be more pervasive for both shopping and
selling. Tablets and smartphones will aid mobile shoppers in any
location.
Customer experience is at the core of omnichannel.
Inventory transparency and new fulfillment and delivery models are
important, but shoppers mostly care about getting the product they
want when they need it.
There isn’t a straight path from social media to
sales, though attribution is getting better and retailers are
becoming more creative.
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37. Drive Conversions and Revenue
Built for commerce: Conversions,
transactions and revenue
Highly personal, relevant email
and cross-channel marketing
Sophisticated made simple
Kevin Skurski | Director of Marketing Communications
38. Holiday Resource Center
A collection of tools and research,
including white papers, guides and
blog posts.
Top 12 Marketing Tips for the Holidays
2013 Holiday Planning Month-by-Month
Guide
Loading the Sleigh: Marketers’ Plans &
Expectations for the Holiday Season
bronto.com/holiday
39. Triggered Messages
Automate, Increase Engagement
& Drive Revenue with Triggered
Messages
Content and creative best practices
7 Triggered message program examples
A guide to defining business rules
bronto.com/resources
41. ©2013 eMarketer Inc.
Q&A Session
Online Holiday Shopping
Preview—What’s In Store?
Sponsored by:
Bronto
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Krista Garcia
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Holiday Shopping Preview: Omnichannel’s Blurred
Lines
Worldwide B2C Ecommerce: 2013 Forecast and
Comparative Estimates
The US Retail Industry 2013: Digital Ad Spending
Forecast and Key Trends
Key Digital Trends for Midyear 2013: The
Fragmentation of Mobile
Multichannel Attribution: What Retailers Need to Know
To learn more: www.emarketer.com/products
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