Spice up your holiday campaigns this Christmas season. We are offering you our ultimate guide to digital holiday success. Learn: Key Christmas period dates How to phase your advertising The advantage of omnichannel measurement Watch the webinar here: https://www.youtube.com/watch?v=Dk7kW5vOE9E

1. How to Crack Christmas
Understanding Christmas Shopping Behaviour in the UK

2. 1
What you can expect from today’s webinar
House Keeping
Presentation will be recorded and emailed out to everyone
30 Mins
Ask any questions through the chat which will be answered at the end
Presenter: Damien Bennett @damiennmpi

3. 22
Why We’re Here
To Drive Brands to Achieve their True Potential
Paid SearchProgrammatic Display Paid Social Analytics Technology

4. 3
This presentation will focus on four areas:
Introduction
Effective tactics to take advantage of the holiday period
How to phase activity effectively
Key dates to be aware of
Changes in shopping behaviour over the period

5. 4
Phasing Activity
Effectively

6. 5
Christmas shopping starts in early November
Phasing Activity
Searches for “Christmas Gifts” in the UK
First mainstream
Christmas ads go
out
Source: Google Trends

7. 6
Researching and Purchasing phases
Phasing of Activity
Searches for “Christmas Gifts” in the UK
Researching Purchasing
Source: Google Trends, Retail Week (2017)
Whilst, researching starts in early November, 94% of purchases actually
happen in the final four weeks leading up to Christmas

8. 7
The post Christmas period is crucial for most UK retailers
Phasing of Activity
Home and Garden Retail Searches
Source: Google Trends
Christmas Day

9. 8
Key Dates
To Be Aware
Of

10. 9
There are some key dates to be aware of when planning Christmas activity
Key Dates
December
26th
Start of January sales
NOVEMBE
R
NOVEMBE
R
DECEMBE
R
DECEMBE
R
6 24 15 26
November
6th
Christmas TV ads start to
run
November
24th – 27th
Black Friday/Cyber Monday
weekend
December
15th – 17th
Last delivery dates before
Christmas

11. 10
Shopping Behavior
At Christmas

12. 11
Customer journeys become more complex with greater usage of mobile
Shopping Behaviour
of Christmas
related
searches came
from a mobile
device in 2016
Source: Google 2017
51%

13. 12
Some industries have seen phenomenal YoY growth in mobile
Shopping Behaviour
Mobile growth in
groceries was
+48% YoY
(2016 Vs 2015)
Source: Google 2017

14. 13
Some industries have seen phenomenal YoY growth in mobile
Shopping Behaviour
Source: Ipsos Connect

15. 14
There is also huge omnichannel shopping behaviour
Shopping Behaviour
50%
of customers
researched
online before
purchasing
in-store
Source: Google 2016

16. 15
There is also huge omnichannel shopping behaviour
Shopping Behaviour
25%
of “local”
mobile
searches lead
to an in-store
visit
Source: Google 2016

17. 16
The majority of Black Friday purchases are for one’s self
Shopping Behaviour
Source: Google Consumer Survey (2016)
61% of Black Friday
purchases for self
85% of Christmas
purchases for others

18. 17
Effective Tactics
Holiday Period

19. 18
It is key to be aware of when people are researching and when they are purchasing
Effective Tactics
Searches for “Christmas Gifts” in the UK
Researching Purchasing

20. 19
We split our Christmas strategies into three phases
Recommended Approach
1. Make people aware 2. Collect audience data and
segment
3. Retarget
Measurement

21. 20
We use existing first party data and third party data to make relevant audiences aware of
our client’s Christmas proposition
Make People Aware

22. 21
We use the awareness campaigns to capture data
Collect Audience Data

23. 22
We then use the data we have captured to retarget people at key purchasing times
Retarget
Key Purchasing Dates
• Black Friday
• Cyber Monday
• Last Delivery Date
• Boxing Day
• First weekend in January

24. 23
We maximise coverage by retargeting through several channels
Retarget
Channels
• Programmatic display
• YouTube
• Facebook
• Twitter
• Instagram

25. 24
A strong measurement strategy is essential to success
Measurement
Challenges
• Cross-device behaviour
• Heavy levels of researching
• Omnichannel behaviour

26. 25
Understanding cross-device behaviour
Measurement

27. 26
Attribution is key to understanding the true customer journey
Measurement

28. 27
Understanding Omnichannel behavior
Measurement
Behaviors
• Loyalty schemes
• E-Receipts
• Joining up customer details
• Geographic tiles

29. £
28
Measurement
If all else fails, make sure you set appropriate KPIs for activity
Make People Aware
Research
Purchase

30. 29
We split our Christmas strategies into three phases
Recommended Approach
1. Make people aware 2. Collect audience data and
segment
3. Retarget
Measurement

31. Any
QuestionsContact Us
Tel : +44 (0)20 7186 2100
Fax : 020 7186 2100
3 Suncourt House,
18-26 Essex Rd
London N1 8LN
info@nmpidigital.com
@nmpi_digital