2013 Holiday Planning Guide designed to assist dealer agents compete with big box retail in the competitive wireless retail space

1. DEALER AGENT
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S

2. BRINGING YOUR HOLIDAY PLANS INTO FOCUS
Holiday sales shopping list
Black Friday & Cyber Monday
Top 5 shopper deals
What specials do consumers want?
Holiday sales reseach
What do consumers research prior to buying?
Holiday spending budgets
How much will each consumer spend?
Holiday sales estimates
Grabbing your share
Holiday sales trends
When does the sales volume come?
DEALER AGENT
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S

3. BRINGING YOUR HOLIDAY PLANS INTO FOCUS
Holiday sales shopping list
Black Friday & Cyber Monday
70% of all holiday shoppers polled will
purchase some kind of electronic as part of
their holiday purchases during Black Friday
and Cyber Monday
y
15% Jewelry
Specialty retailers such as yourself are
shopping destinations for consumers with
specific purchases in mind.
g
25% Home goods
This rule doesn’t necessarily apply for Black
Friday where Big Box Retail media
budgets can overshadow your business.
38% Toys
Leverage your existing customer base
and communicate early and often to
trump Black Friday/Cyber Monday
related media.
ng
40% Clothing & shoes
Create in-store bundles or specials to
maximize basket size/lift.
45% Media
Create promotions that will generate
multiple visits to your store throughout
the holiday season.
70% Electronics
What customers will purchase on Black Friday/Cyber Monday
Think about your product mix in the
form of gift giving, stocking stuffer,
recent purchase enhancements and train
your sales staff to ask probing questions
during in-store customer discovery.
Steelhouse.com, 2012
DEALER AGENT
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S

4. BRINGING YOUR HOLIDAY PLANS INTO FOCUS
Top 5 shopper deals
What specials do consumers want?
Large retailers will leverage all of these
methods and more to entice and retain
customers throughout the holiday
season.
SHIPPING
Create unique deals for specific market segments.
i.e. BOGO for families with kids
Evaluate your entire promotional mix to
include all facets of your value chain into
your offers.
Consider temporary changes to policies and
procedures during this period to drive sales and visits
and enhance the customer in-store and post-sale
experience.
SA
OVERNIGHT
SHIPPING
DEAL
VE
% OFF PRICING
Leverage your vendor relationships and
develop unique holiday specials to create
additional value for your customers and
drive differentiation to your store
compared to your competition.
Do daily research on competition, especially big box,
to understand what they are and aren’t doing in the
mobile space.
HASSLE-FREE
RETURNS & EXCHANGES
BUY 1
GET 1 FREE
Be creative!
Steelhouse.com, 2012
DEALER AGENT
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S

5. BRINGING YOUR HOLIDAY PLANS INTO FOCUS
Holiday sales reseach
What do consumers research prior to buying?
Social media sites
If you’re not leveraging social media, you
are missing big opportunities to connect
with and grow your customer base. There
are many vendor solutions out there that
are cost-effective and can set-up/manage
your social media for you.
Product reviews & recommendations
If you don’t have an online referral
program in place, get one set-up to
attract researching consumers.
27%
23%
64%
59%
Holiday gift-giving guides
Create and promote specific gift-giving
ideas to your customers. Gift-giving
guides are trending as a great way to
engage your customers.
Discounts via mail & email
Invest in an outbound marketing email
system to communicate regularly to your
customers – newsletters, announcements, events, industry news, and more.
Wilkes University, 8/25/13
Think:
Is your communication
strategy delivering on
multiple engagement
points with your customers
and potential customers?
DEALER AGENT
Think outside of the box
and develop unique and
innovative ways to touch
your customers to drive
their decision making.
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S
Plan early for Q4 to optimize
and maximize your revenue
and promotional spend to
create a record holiday season.

6. BRINGING YOUR HOLIDAY PLANS INTO FOCUS
Holiday spending budgets
How much will each consumer spend?
2 12
Review your sales data from
2012. With overall spend expected to grow,
Holiday Spending Figures
it doesn’t necessarily mean the distribution
of spend will track equally.
Understand your customer’s potential
spend and be prepared with a product and
promotional mix that complements spend
distribution.
Develop in-store promotions to
encourage multiple visits to your store
location to maximize revenue opportunities
with each customer.
TOTAL HOLIDAY
IN-STORE
ONLINE
$1K+
$500-1K
$250-500
Promote pre-Black Friday specials to
capture early sales opportunities.
Leverage inexpensive communication
methods and advertise weekly specials
throughout the holiday buying season
to entice undecided potential buyers.
Use email and text in creative ways
with strong calls to action..
$100-250
$1-100
Schedule and communicate Wireless
Workshops to help customers understand what is available and to decide
which devices are right for them.
10%
20%
30%
40%
Steelhouse.com, 2012
DEALER AGENT
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S

7. BRINGING YOUR HOLIDAY PLANS INTO FOCUS
201 3 P R OJEC TE D H OL I DAY S A LES GR OWTH
18%
Growth
Vs.
2012
4,5%
Growth
Vs.
2012
RETAIL
IN GENERAL
MOBILE @BIG BOX STORES
18%
Growth
Vs.
2012
MOBILE IN GENERAL
Holiday sales estimates
How will you grab your share?
Mobile holiday sales are less than 1% of
overall retail sales but are expected to
grow 18% this year.
Good News: Carrier/dealer agent retail stores
are capturing over half of the postpaid device sales in units for the first
half of 2013.
Conversion of customers in-store is critical
to capture and grow holiday sales.
Establish weekly sales goals based
on anticipated growth and timing of
market volumes.
Coordinate your promotional plan to
complement your sales plan to reach
your holiday goals.
DEALER AGENT
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S

8. BRINGING YOUR HOLIDAY PLANS INTO FOCUS
Holiday sales trends
When does the sales volume come?
Planning Considerations:
How does this information affect
your resource planning and staffing
for stores?
Is your inventory planned to ramp
correctly to meet demand?
Is your sales team prepared to
capture the seasonal opportunity
via training and promotional
understanding?
30%
OF
HOLIDAY SALES
COME FROM
THANKSGIVING
WEEKEND
HOLIDAY SALES
ACCOUNT FOR
OF
HOLIDAY SALES
COME FROM
THE WEEKEND
BEFORE CHRISTMAS
25-30%
OF ALL YEAR
TOTAL SALES
Wilkes University, 8/25/13
DEALER AGENT
PLANNING GUIDE
BRIGHTSTAR
A N A LY T I C S