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1 HOLIDAY RETAIL TRENDS & BEST PRACTICES: HOW TO ATTRACT SHOPPERS AND DRIVE PURCHASES SARAH RIPMASTER, SVP – SALES KAILEI RICHARDSON, DIRECTOR – MARKETING.

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Presentation on theme: "1 HOLIDAY RETAIL TRENDS & BEST PRACTICES: HOW TO ATTRACT SHOPPERS AND DRIVE PURCHASES SARAH RIPMASTER, SVP – SALES KAILEI RICHARDSON, DIRECTOR – MARKETING."— Presentation transcript:

1 1 HOLIDAY RETAIL TRENDS & BEST PRACTICES: HOW TO ATTRACT SHOPPERS AND DRIVE PURCHASES SARAH RIPMASTER, SVP – SALES KAILEI RICHARDSON, DIRECTOR – MARKETING

2 22 Changes in holiday retail digital advertising over the past few years How to use digital advertising to drive purchases online and in stores Shopping trends on mobile and tablet devices Compelling holiday creative and the best features to engage consumers and drive interaction Holiday campaign performance data, benchmarks and best practices WHAT WE’LL COVER: HOLIDAY RETAIL TRENDS & BEST PRACTICES

3 3 HOLIDAY SEASON IS RIGHT AROUND THE CORNER…

4 44 Jingle All the Way Back to 2011: Retail holiday shopping trends Secret Santa: Four secrets to successful holiday campaigns Thinking Outside the Box: Engaging holiday creative and innovative formats Delivering Gifts: 2011 retail holiday benchmarks & best practices TIME TO SPREAD SOME HOLIDAY CHEER HOLIDAY RETAIL TRENDS & BEST PRACTICES

5 55 JINGLE ALL THE WAY BACK TO 2011: RETAIL HOLIDAY TRENDS HOLIDAY RETAIL TRENDS & BEST PRACTICES

6 66 ECOMMERCE HOLIDAY SALES ARE ON THE RISE HOLIDAY RETAIL TRENDS & BEST PRACTICES Source:

7 77 OVERALL, CONSUMERS ARE SPENDING MORE ONLINE HOLIDAY RETAIL TRENDS & BEST PRACTICES

8 88 TOP HOLIDAY PRODUCT CATEGORIES HOLIDAY RETAIL TRENDS & BEST PRACTICES Clothing/ShoesToys/GamesGift Cards ElectronicsMovies/Video GamesBooks

9 99 BLACK FRIDAY AND CYBER MONDAY SHOWED INCREASES IN ITEMS, VALUE HOLIDAY RETAIL TRENDS & BEST PRACTICES Source:

10 Monday, Nov. 28 (Cyber Monday) - $1, Monday, Dec. 5 - $1, Monday, Dec. 12 (Green Monday) - $1, Tuesday, Nov $1, Tuesday, Dec. 6 -$1, Friday, Dec. 16 (Free Shipping Day) - $1, Tuesday, Dec $1, Wednesday, Nov $1, Thursday, Dec. 8 - $1, Thursday, Dec $1,018 TOP HOLIDAY ONLINE SPENDING DAYS ‘11 (IN MILLIONS) HOLIDAY RETAIL TRENDS & BEST PRACTICES Source: comScore, Jan. 2012

11 1111 HOLIDAY RETAIL TRENDS & BEST PRACTICES SECRET SANTA: FOUR SECRETS TO A SUCCESSFUL 2012 HOLIDAY CAMPAIGN

12 1212 HOLIDAY RETAIL TRENDS & BEST PRACTICES

13 1313 Tablet users have doubled Smartphone users have increased by 23% Mobile internet users have increased by 22% MOBILE LANDSCAPE SINCE 2011 HOLIDAY RETAIL TRENDS & BEST PRACTICES

14 1414 Source: MOBILE PHONES: IN-STORE “SHOPPING ASSISTANTS” HOLIDAY RETAIL TRENDS & BEST PRACTICES Seek out best prices Access coupons Find customer reviews and product ratings Taking photos and sending to friends/family

15 1515 Chart#1: Chart #2: HOLIDAY RETAIL TRENDS & BEST PRACTICES Online shopping on tablets were over 3x higher than a mobile phone Average order values here higher for tablet purchases versus other devices 60% of tablet owners expect to use their tablet to research or purchase products in 2012, 3x the rate of mobile phone users ( Baynote's 2012 Holiday Online Shopping Experience Survey ) THE TABLET: THIS YEAR’S SUPERSTAR

16 1616 Source: MOBILE & TABLET ADS DRIVE PURCHASES ON PCS HOLIDAY RETAIL TRENDS & BEST PRACTICES 25% of tablet users and 22% of smartphone users made purchases on a PC after seeing a mobile ad. Shoppers sought out more information after seeing an ad. Tablet users were more likely than smartphone users to report interacting with ads in any way.

17 1717 HOLIDAY RETAIL TRENDS & BEST PRACTICES

18 1818 “72% of consumers want an integrated marketing approach consistent across mobile, social, TV…” MyBuys July 2011 “72% of consumers want an integrated marketing approach consistent across mobile, social, TV…” MyBuys July 2011

19 1919 ~80% OF PEOPLE ARE USING MORE THAN ONE CHANNEL TO MAKE PURCHASE DECISIONS HOLIDAY RETAIL TRENDS & BEST PRACTICES Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011

20 2020 CROSS-CHANNEL SHOPPING BEHAVIOR DURING 2011 HOLIDAY SEASON HOLIDAY RETAIL TRENDS & BEST PRACTICES Source: Google and Ipsos OTX, "Post Holiday Shopping Intentions Study" as cited in Google, "2011 Post-Holiday Recap," Jan 2012

21 2121 HOLIDAY RETAIL TRENDS & BEST PRACTICES

22 2222 Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group Average Amount of Retailers US Consumers Follow PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS

23 Clothing and Apparel (39%) 2. Jewelry, Handbags and Accessories (23%) 3. Art, Art Supplies and Hobbies (22%) 4. Home, Garden and Pool/Spa (18%) 5. Health and Beauty (14%) PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS HOLIDAY RETAIL TRENDS & BEST PRACTICES Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group 59% 33% % of Users Who Purchased an Item They Saw on the Site Top Purchase Categories on Pinterest Source: Bizrate Insights, June 2012

24 2424 HOLIDAY RETAIL TRENDS & BEST PRACTICES

25 2525 RICHER, INTERACTIVE FORMATS OUTPERFORM STANDARD FLASH HOLIDAY RETAIL TRENDS & BEST PRACTICES Source: 2011 PointRoll Benchmark Report

26 2626 RICHER FORMATS DRIVE RECOMMENDATIONS HOLIDAY RETAIL TRENDS & BEST PRACTICES

27 2727 THINKING OUTSIDE THE BOX: ENGAGING HOLIDAY CREATIVE AND INNOVATIVE FORMATS

28 2828 HOLIDAY RETAIL TRENDS & BEST PRACTICES Rollover CTA Interactivity / Product Categories Product CarouselPricing Click Through to Website

29 2929 HOLIDAY RETAIL TRENDS & BEST PRACTICES Rollover CTA Interactivity / Gaming Discounted Offer / Click Thru

30 3030 HOLIDAY RETAIL TRENDS & BEST PRACTICES Shopping Style Options Suggestive Product Category Carousel #1 Suggestive Product Category Carousel #2 Roll Over CTA Highly Interactive Product/Gift Finder

31 3131 HOLIDAY RETAIL TRENDS & BEST PRACTICES Appended to national video with local, actionable, targeted messages Present message to user based on demographic, behavioral or geo data Use data feeds & relevant deals to dynamically create custom experiences 78% of viewers viewed interactive in-stream ads in their entirety, compared to 69% who watched basic in-stream ads without interactive elements in their entirety. (PointRoll 2011 Video Benchmark Study) INTERACTIVE IN-STREAM

32 3232 HOLIDAY RETAIL TRENDS & BEST PRACTICES PIN IT BUTTON CLICK TO “PIN” ON PINTEREST PAGE

33 3333 MOBILE RICH CREATIVE HOLIDAY RETAIL TRENDS & BEST PRACTICES

34 3434 DELIVERING GIFTS: 2011 RETAIL HOLIDAY BENCHMARKS & BEST PRACTICES

35 HOLIDAY SEASON DISPLAY BENCHMARKS Display Format Interaction RateAvg Brand Interaction TimePanel CTRTotal CTR Expandable4.00% %0.12% Pre-Expandable6.71% %0.48% Polite1.29% %0.07% Grand Total 2.86% %0.11% Source: Nov - Dec 2011 PointRoll Benchmarking Data Holiday Season Nov - Dec Display Format Interaction RateAvg Brand Interaction TimePanel CTRTotal CTR Expandable4.67% %0.16% Pre-Expandable3.87% %0.29% Polite0.81% % Grand Total 2.81% %0.12% Source: PointRoll Black Friday (Nov. 25, 2011) Benchmarking Data Black Friday 2011 Display Format Interaction RateAvg Brand Interaction TimePanel CTRTotal CTR Expandable3.94% %0.13% Pre-Expandable1.90% %0.35% Polite0.57% % Grand Total 2.43% %0.12% Source: PointRoll Days Leading up to Black Friday (Nov , 2011) Benchmarking Data Days in November 2011 leading up to Black Friday (2011) Display Format Interaction RateAvg Brand Interaction TimePanel CTRTotal CTR Expandable4.21% %0.14% Pre-Expandable1.97% % Polite0.70% % Grand Total 2.08% %0.11% Source: PointRoll 2011 Cyber Monday (Nov 28) Benchmarking Data Cyber Monday 2011

36 3636 BEST PRACTICE: PAPERBOY UNIT HOLIDAY RETAIL TRENDS & BEST PRACTICES Connecting consumers to retailers via dynamically generated and locally relevant e-circular ads Promotional CTA Store Finder / Geo Look Up Interactivity PricingPromotionPricingPromotion / Pricing Product Feed

37 3737 BEST PRACTICE: COUPONING HOLIDAY RETAIL TRENDS & BEST PRACTICES

38 3838 BEST PRACTICE: DYNAMIC CREATIVE OPTIMIZATION HOLIDAY RETAIL TRENDS & BEST PRACTICES Deliver the right message with the right imagery at the right time to the right user Fully Customizable Dynamic Solution Based on Advertiser’s Goals (KPI’s) Identify and target audience segments with advanced audience analytics Target, re-target and optimize both creative and performance within a single platform, team and reporting tool

39 3939 SITE EVENTS ROLLOVER TO SHOP CLICK TO EXPAND ROLLOVER TO DESIGN YOUR NEW BEDROOM Save Up To 10% ROLLOVER TO DESIGN YOUR NEW BEDROOM Save Up To 10% SHOPPING CART SHOPPING CART DISPLAY AD DISPLAY AD

40 4040 ROLLOVER TO EXPAND Find a Store to Get Fitted CLICK TO EXPLORE Customize Your Suit Today CLICK TO EXPAND ROLLOVER TO DESIGN YOUR NEW BEDROOM Save Up To 10% ROLLOVER TO EXPAND ROLLOVER TO SHOP CREATIVE A CREATIVE B CREATIVE C SEQUENCING

41 4141 ROLLOVER TO SHOP CLICK TO EXPAND ROLLOVER TO DESIGN YOUR NEW BEDROOM Save Up To 10% ROLLOVER TO EXPAND ROLLOVER FOR 2011 BLUE LABEL COLLECTION SHOP THE RUNWAY LOOKS RETARGETING

42 4242 Retail holiday shopping trends Four secrets to successful holiday campaigns 1. Mobile/Tablet 2. Cross-Channel Advertising 3. Pinterest 4. User Experience Innovative holiday creative and engaging formats 2011 retail holiday benchmarks & best practices RECAP HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

43 4343 IT’S A WRAP! HOLIDAY RETAIL TRENDS & BEST PRACTICES

44 44 QUESTIONS?


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