holiday insights for the early bird marketer

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Holiday insights for the

early bird marketer

Hosted by: Heather Dougherty and Andy Werner

#Hldy13

2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #hldy13

Introducing our speakers

Heather Dougherty

► Director of Research, Consumer Insights

Andy Werner

► Strategic Account Lead, Cross-Channel Marketing

______________________________

Talk Track:

Key holiday shopping days

Email Marketing trends

The rise in mobile and coupon usage

Influence of social media


Holiday Insights

Which day rose to the fifth biggest online shopping day of the season?

The day before Thanksgiving


Timing is everything


Key traffic milestones

Cyber Monday

ThanksgivingBlack Friday


Black Friday and Cyber Monday sales

70% will shop during the weeks of Thanksgiving, Black Friday & Cyber Monday

I don't care about these specific sales and I avoid shopping

during that time

28%

I don't care about these specific sales,but I plan to shop during that time

9%

I don't know yet during which sale I will shop

15%

Don't know/Prefer not to answer

2%

Both Black Friday and Cyber Monday sales

29%

Cyber Monday sales only

11%Black Friday sales only

6%

—Research Now/Hitwise 2012 Holiday Study, n=5829

Regarding the upcoming sales on Black Friday (day after Thanksgiving) and Cyber Monday (Monday after Thanksgiving), which of the following best describes your plans as of right now.


Black Friday key for in-store shoppersCyber Monday dominates online

—Research Now/Hitwise 2012 Holiday Study, n=5826

Which way do you plan to do your holiday shopping this year? Please put approximate percent for each of the following:


Black Friday weekend shopping activity by channel

11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30

0

7000

3389 33163789

49695404

3885

4593

5757

3221 3098 2930 2710

11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30

0

300

242 247 256

136

207

167144 153 144

202

254 245

Tot

al #

of

Vis

its

Store Visits GPSSample = 800

11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30

0

1000

376281 279

456

701745

921

543 547475

204 223

Tota

l #

of

Vis

its

Mobile Websites Sample = 1150

PC Websites Sample = 5398 To

tal #

of V

isits


Cyber Monday becoming more influential

Search

1. Black Friday (#1 in 2011)

2. Cyber Monday (#3 in 2011)

3. Thanksgiving (#2 in 2011)

Email




Social Networks




Rewards & Directories





Top 10 email holiday 2012 transaction days

Day Transactions Rank

VolumeRank

Cyber Monday 1 1

Black Friday 2 2

Sunday After Black Friday 3 49

Thanksgiving 4 15

11 Days Before Christmas 5 6

Day Before Thanksgiving 6 10

13 Days Until Christmas 7 4





When are emails received?

Tip: Test sending emails later in the day when inboxes are cleaner and customers are doing holiday shopping in the evening.


Weekly email volume

9/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/300

1

2

3

4

5

6

7

Standard Marketing Holiday Marketing All Emails


When do holiday emails hit the inbox?

9/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/300

50

100

150

200

250

300

Standard Marketing All Holiday Marketing


You can take it with you


Mobile users looking for deals


Coupon use

72% of U.S. adults use coupons

► 62% use print coupons

► 34% of U.S. adults use eCoupons obtained from an email, Website or mobile phone

▲ 14% have redeemed a coupon from a mobile phone

▲ 26% have used a coupon from a Website or an email


Target eCoupon users across channels


eCoupon user demographics


Heavy email and GPS app and Website users


The rise of mobile

Desktop

Webmail

Mobile

June Ju

ly

Augus

t

Septe

mbe

r

Octob

er

Novem

ber

Decem

ber

Janu

ary

Febru

rary

Mar

chApr

ilM

ayJu

neJu

ly

Augus

t

Septe

mbe

r

Octob

er

Novem

ber

Decem

ber

Janu

ary

Febru

ary

53%

39%

32%

18%

43%

29%

25%

201320122011


Reminding shoppers of mobile potential


Mobile shopping


Mobile exclusives


Email and SMS


It’s always better to share


3%

9%

16%

24%

44%

12%Average lift in unique click rate for campaigns using a Facebook Like button*

19%Average lift in unique click rate for campaigns using a Pinterest Pin It button*

—*Over campaigns without Facebook Like or Pinterest Pin It buttons

Social media combinations in emails


Holiday and Pinterest


More holiday and social


Key takeaways

Timing is everything

► Black Friday and Cyber Monday weekend continues to be popular as a whole

► Opportunity on the Sunday after Black Friday (and before Cyber Monday)

► Not many brands sent afternoon or evening emails — test sending to a cleaner inbox at that time!

You can take it with you

► Shopping is one of the top categories visited on mobile handsets

► Even affluent shoppers love deals & coupons

► Template optimization, short subject lines

► Reminders or incentives to shop mobile app or mobile site

It’s good to share

► Don’t just use Facebook — branch out to other social networks

► Get customers and followers involved — make it a conversation!


Questions

Join the next Webinar!

May 9, 1:00 PM ESTConsumer insights for

amping up your campaigns

holiday insights for the early bird marketer

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