He’s back. And he’s bringing holiday cheer. No, it’s not Santa Claus. It’s Scot Wingo, ChannelAdvisor co-founder, industry veteran, celebrated speaker, noted podcaster and e-commerce guru. Scot has returned for his popular, annual holiday webinar, and he’s released the game plan that retailers and brands should follow this holiday season. From Amazon to Google to social media to fulfillment, Scot’s deep industry roots and keen insight will give you the perspective and tactical tools you need to thrive in the coming months.

1. Scot Wingo’s 2017
Holiday Playbook -
E-Commerce Trends and Tactics to
Win the Season
Presented by: Scot Wingo,
Founder and Executive Chairman
ChannelAdvisor

2. About
ChannelAdvisor
2Copyright 2017 ChannelAdvisor

3. ChannelAdvisor Overview
Retail &
Manufacturing
customers
worldwide
Global transactions
Global employees
focused on e-commerce
The Industry's Most Complete Solution to Help Grow Your E-Commerce Business
100+ channels supported
worldwide
Copyright 2017 ChannelAdvisor 3

4. The ChannelAdvisor Platform
Copyright 2017 ChannelAdvisor 4

5. Copyright 2017 ChannelAdvisor 5
Watch the free on-demand webinar
Watch Now

6. The Setup Going
Into Holiday ‘17
Copyright 2017 ChannelAdvisor 6

7. 7
#MALLAGEDDON

8. Copyright 2017 ChannelAdvisor 8

9. Copyright 2017 ChannelAdvisor 9

10. Root Cause: Over-storing of US
Copyright 2017 ChannelAdvisor 10
U.S. 48 ft2
U.K. 22 ft2
Canada 13 ft2
Retail Square Feet per Person

11. Questions?
Copyright 2017 ChannelAdvisor 11

12. Sounds Terrible,
but….
©Copyright ChannelAdvisor 2017

13. Q2 E-Commerce Grew 16.3% - Highest Since Q1 2012
Copyright 2017 ChannelAdvisor 13

14. Consumer Confidence - August Prelim.
Copyright 2017 ChannelAdvisor 14

15. Heading into Holiday ‘17:
• Physical stores facing strong headwinds
• E-commerce has strong tailwinds:
• Strong consumer confidence
• E-commerce growing 16%
• Amazon growing 25-40%
©Copyright ChannelAdvisor 2017

16. Holiday ‘17
Playbook
16Copyright 2017 ChannelAdvisor

17. Copyright 2017 ChannelAdvisor 17
Watch the free on-demand webinar
Watch Now

18. Goal:
Provide you with 8 strategies and related action items that are:
A. Actionable before Holiday ‘17 and
B. Move the needle
C. Data and evidence driven
Wingo Lingo:
1P, 3P, C5, CM, BF, TG, UGC, PDP, SSS, GoT, OMG, LOL
Copyright 2017 ChannelAdvisor 18

19. After this webinar you, will be
like this with Holiday ‘17
©Copyright ChannelAdvisor 2017

20. After this webinar you will be
like this….
©Copyright ChannelAdvisor 2017

21. More Than Half of Consumers Researched - Sept/Oct
Copyright 2017 ChannelAdvisor 21
Source: NRF Holiday 16 report

22. Holiday ‘17
Playbook: Page #1
Prepare for early researchers/shoppers
Copyright 2017 ChannelAdvisor 22

23. Holiday Shopping Trends from ‘16
Copyright 2017 ChannelAdvisor 23

24. Holiday ‘17
Playbook: Page #2
‘Shape’ your strategy to match
consumer behavior
Copyright 2017 ChannelAdvisor 24

25. 4 of every 5 ChannelAdvisor Cyber Five Orders Shipped
Free
Copyright 2017 ChannelAdvisor 25
• 80.4% of Cyber Five marketplaces
orders shipped for free
• Up 14.2% over Cyber Five 2015
• Thanksgiving Day had highest
percentage of orders shipping for
free at 81.6%
Source: ChannelAdvisor Proprietary
Data

26. Holiday ‘17
Playbook: Page #3
Free (fast) shipping is table stakes
Copyright 2017 ChannelAdvisor 26

27. Generational Consumer Behavior
Copyright 2017 ChannelAdvisor 27
Source: Interwebs

28. Generational Consumer Behavior
Copyright 2017 ChannelAdvisor 28
Source: Alliance Data

29. Holiday ‘17
Playbook: Page #4
Use Generational Behaviors to Build
Personas
Copyright 2017 ChannelAdvisor 29

30. Copyright 2017 ChannelAdvisor
Top Holiday News Headlines - 2016
30

31. Mobile Orders Growing, Especially Thanksgiving Day
0%
10%
20%
30%
40%
50%
60%
Thanksgiving Black Friday Cyber Saturday Cyber Sunday Cyber Monday
Mobile Share of Cyber Five Orders
2013 2014 2015 2016
Copyright 2017 ChannelAdvisor 31
Thanksgiving Day 2016 is the first time mobile orders surpassed desktop orders
Source: ChannelAdvisor Proprietary
Data

32. What The Multi-Platform Shopper Looks Like
Copyright 2017 ChannelAdvisor 32
Source: Comscore

33. Holiday ‘17
Playbook: Page #5
Mobile is more than a simple checkbox
Copyright 2017 ChannelAdvisor 33
Source: Morsonic

34. Copyright 2017 ChannelAdvisor 34

35. Holiday ‘17
Playbook: Page #6
Leverage Social to Drive Top of Funnel
Copyright 2017 ChannelAdvisor 35

36. What Sites ’Won’ Holiday ‘16?
Copyright 2017 ChannelAdvisor 36

37. Amazon Consumed Majority of 2016 Growth
Copyright 2017 ChannelAdvisor 37
Source: Slice Intelligence
Where Did E-Commerce Growth Dollars Go in 2016?

38. Holiday ‘17
Playbook: Page #7
More Channels == More “at bats” /
“shots on goal”…
Copyright 2017 ChannelAdvisor 38

39. 55% of Product Searches Begin on
Amazon
Copyright 2017 ChannelAdvisor 39
44%
34%
21%
55%
28%
16%
0%
10%
20%
30%
40%
50%
60%
Amazon Search Engines Retailers
2015 to 2016 % of Searches
2015 2016
Source: BloomReach

40. Holiday ‘17
Playbook: Page #8
Amazon is >> a channel, it’s the internet
Copyright 2017 ChannelAdvisor 40

41. Digital Marketing on Amazon
Copyright 2017 ChannelAdvisor 41

42. Holiday ‘17 Playbook: Recap
1. Prepare for early researchers shoppers (Sept++)
2. Shape your promotional strategy to match consumer behavior
3. Fast free shipping is table stakes
4. Use generational behaviors to build personas
5. Mobile is more than a checkbox
6. Leverage social to drive top of funnel
7. Multi-channel strategy
8. Amazon is more than a 1P/3P channel, it is the internet
Copyright 2017 ChannelAdvisor 42

43. For More Information
Copyright 2017 ChannelAdvisor 43
• Podcast - Jason and Scot Show
 www.JasonandScot.com
 95+ shows and counting….
• Twitter: @scotwingo
• LI: linkedin.com/in/thescotwingo

44. Questions?
Contact us
• Direct sales phone #: 866-264-8595
• Sign up for our monthly newsletter
• Sign up for our weekly e-commerce blog digest
Copyright 2017 ChannelAdvisor 44

45. Copyright 2017 ChannelAdvisor 45
Watch the free on-demand webinar
Watch Now