global e-commerce leaders forum
TRANSCRIPT
Key Global
E-commerce dates:
What are the key dates
that will impact your
business this year?
Global E-commerce
Leaders Forum
February 2015
Taking retailers globally for 12 years
• Global SEO : Neiman Marcus, UGG, De Beers
• International Paid Media inc Social and Display
• Global Content marketing
• Cultural conversion testing (CRO): Dell, Hilton, Citrix
• Digital market SWOT reports
• Global E commerce calendar
Three Kings’ Day: Mexico/ Spain
In Mexico, Día de los Reyes Magos is the day when children traditionally receive gifts.
In 2014, the average family budget was 1200 pesos (around $90 USD) – in Mexico City alone, spending amounted to 560 million pesos ($41 million USD).
White Day : Korea/Japan
Koreatime.co.kr reports that spending can be 15% higher on White Day, the “answer day” to Valentine’s Day.
Men in Japan and South Korea purchase gifts as a return favour to women who gave chocolate in the preceding month.
Mother’s Day
A strong Mother’s Day tradition can be found worldwide, with dates varying across markets throughout the year.
Rotativo.co.mx reported in 2014 that between 20 to 30 percent of Mexican consumers would check online before considering a physical store for Mother’s Day gifts. Meanwhile, visits to health, beauty, home and fashion sites can increase by as much as 20 percent.
Winter Sales
Whereas many Northern Hemisphere nations have tent-pole events round which to structure their major winter sales, it’s important to remember that many of your customers in the Southern Hemisphere still need cold weather products. The Australian e-commerce market is worth $15.5 billion annually, and June is traditionally the local winter sales period.
Eid al- Fitr: Middle East
The entire Ramadan period sees various sales events and in some countries, Eid al-Fitr is a guaranteed flurry of activity. The Saudi population are among the most enthusiastic spenders during Islamic feasts: it is estimated that they collectively spend 10 billion riyals ($2.6 billion USD) on travel, entertainment and shopping.
Singles’ Day: China
This celebration day for singles has grown to become the largest online shopping day in the world. In 2014, $9.3bn worth of goods were sold through China’s Alibaba Group shopping platforms alone.
• Russia: Womens day
• China: Singles Day
• Germany: Black Friday
• Holland: Sinterklass
Russia
• Online Retail in Russia
17,9 bln USD in 2013
27.4 million shoppers
More than 30% annual growth
Russia
• Goods Popular for March 8
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Cosmetics and perfumery Jewelry Underwear Flowers
Russia
• E-Commerce Growth
Russia
• Online Retail Penetration
Russia: Yandex Market
• Goals of advertising campaign can be different
Russia: Yandex Market
The Audience
Russia
Yandex Market vs Others
Russia
Brand Awareness
Russia
• Search Engines as Tools for Making a
Purchase
87% of online customers in Russia use search
engines to purchase decisions
56% of them use Yandex
Russia
Online Shopping in Russia
Russia
Yandex Market vs Cross-Border Retailers
Russia
Why Cross-Border?
Russia
Why Yandex Market?
China: Growth Internet usage v internet users
China
Search Index for Gucci : 2014-15
China: Gucci
• Day on Day comparison for Singles Day
China
Search index for Burberry: 2014/15
China: Singles Day: 2014
• Mobile purchases surpassed that of Black Friday in the US
• China’s mobile phone users are at 1.27 billioncompared to just 200 million broadband users.
• Revenue: Alibaba: $ 9.3 billion : JD.com : 120% increase
• Top 5 brands sold on Alibaba :Xiaomi, Haier, Uniqlo, Huawei, Linshimuye (Furniture company)
Germany:
• 3rd largest etailer in UK: Global Player
• Cyber Monday: schwarzer Freitag
• Localised Search BEATS Translation
Germany
SPORTS DIRECT Translation
English translation
Keywords Avg. monthly searches
Men's Fashion Outlet Herren Fashion Outlet 0
Women's Sale Damen Sale 90
Ladies' Knitwear Damen Strickmode 40
Men's soccer shoes Herren Fußballschuhe 50
skiing Clothing Skifahren Bekleidung 10
Kids Wellies Kinder Wellies 0
Men Tracksuits Herren Trainingsanzüge 70
Ladies Wellies Damen Wellies 0
Women's Hiking Boots Damen Hiking-Stiefel 0
Ladies Tracksuits Damen Trainingsanzüge 90
Better Performing KEYWORDS
English translation
Keywords Avg. monthly searches
mens outlet herren outlet 110
ladies fashion sale damenmode sale 390
ladies sweaters strickjacken damen 2900
soccer shoes fussballschuhe 9900
ski wear skibekleidung 8100
rubber boots for children gummistiefel kinder 2900
tracksuit men trainingsanzug herren 2900
rubber boots ladies gummistiefel damen 3600
hiking boots women wanderschuhe damen 4400
tracksuit women trainingsanzug damen 1900
Germany: Sports Direct:2015
• 650,000 more impressions v 2015
• Skifahren Bekleidung (10 searches) v.skibekleidung (8100)
Sports Direct (Germany) :
• Gifting campaigns running which included
keywords for Christmas Gifts, Secret Santa
(Wichtel) and St. Nikolaus (6th December).
• . Aprox ¼ million (250,000)extra
Impressions (2014 v 2015)
•
• “Cyber Monday” as it is commonly used in amazon 4.05%
• The Black Friday Ads used both terms the localised term “schwarzer Freitag” and the English version “black Friday”
• But Black Friday Rabatt” (Bargain on Friday…) highest impressions share.
• However, the Ad “Nur am schwarzen Freitag….”
(Only on Black Friday) returned the most conversions
UGG (Holland) : Sinterklass : 5th December
• Much more important date for gifting than
Germany (6th December)
• Luxury/Bigger ticket Gifts
• 2015 biggest year on record luxury gifting in
Holland
Greig Holbrook
Managing Director
+44 (0)1273 704434
www.obandigital.com
Website: www.obandigital.com Telephone: +44 (0) 1273 704 434
Email: [email protected] Twitter: @ObanDigital