improve your holiday marketing results black friday - the ... · top days: when did online traffic...

© Experian Information Solutions, Inc. 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian CheetahMail. Confidential and proprietary.

Improve Your Holiday Marketing Results Black Friday - The Online Retail Landscape

September 26, 2012

Join the conversation #HWBLACKFRIDAY

© Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 2 © Experian Information Solutions, Inc. 2009. All rights reserved. Confidential and proprietary. 2 #HWBLACKFRIDAY

Today’s Discussion

§ Holiday 2011 Recap: what were the major trends of the previous holiday season. u Top Days: when did online traffic peak during the holidays. u Top Websites: which retail websites were the most popular on

holiday shopping milestone days. u Key Traffic Drivers: major sources of traffic to retail websites on

Thanksgiving & Black Friday and how the landscape has shifted. u Holiday Email Strategies: which days last year were the most

successful in using email to drive visits and transactions. u Hot Products: what was in-demand and most heavily searched

during Thanksgiving & Black Friday. § Black Friday Shopper Segment: how holiday deal-seekers compare

with visitors to the Retail 500 and the online population.

© Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 3 © Experian Information Solutions, Inc. 2009. All rights reserved. Confidential and proprietary. 3

Holiday 2011 Recap


Daily Visits to Retail 500 Cyber Monday emerged as peak day for online retail traffic

Thanksgiving

Black Friday Cyber Monday

Day After Christmas


Daily Visits on Holiday Milestone Dates Highest traffic increase occurred the day after Christmas

+9% +2%

+31%

+29%

0%


Daily Visits on Holiday Milestone Dates Significant increases occurred YoY on Cyber Monday

6% 3% 29%

-1% -1% 25%

22% 0% 30% 21%

12% 40%

23% 5% 38%

3% 35%

7%


Share of Visits to Product Categories Week of Thanksgiving/Black Friday YoY

Visits to Shopping & Classifieds Product Categories House & Garden retailers experienced highest gain YoY


Top Retailers by Daily Visits Apple and Overstock emerged as top sites on Black Friday

Thanksgiving Black Friday


Key Drivers of Traffic


Upstream Sources of Traffic Search & cross-shopping dominate retail referrals


Filtered by: Shopping & Classifieds

Pinterest Growth and Downstream Traffic Major retailers poised to receive holiday traffic

+19x


Pinterest Downstream Traffic Apparel & department stores currently benefit most


Filtered by: Retail 500

Filtered by: Rewards & Directories


Downstream Traffic to Retail 500 Increased traffic from Email and Social on Cyber Monday

Search

1. Black Friday

2. Thanksgiving

3. Cyber Monday

Rewards & Directories

1. Thanksgiving

2. Black Friday

3. Cyber Monday

Email

1. Cyber Monday

2. Thanksgiving

3. Black Friday

Social Networks

1. Black Friday

2. Cyber Monday

3. Thanksgiving


Holiday Hot Product Searches Gadgets, games & Uggs popular last year


Holiday Hot Products Keywords of the consumer to identify demand


Email Campaign Timing Transactions from emails are not just about volume

Source: Experian CheetahMail


Black Friday Searches Double digit growth in Black Friday search volume YoY

+8% +26%


Black Friday Searches Inclusion of retailer names dominated searches in 2011

Black Friday Website: “Black Friday info.com”

Generic: “Black Friday circulars”

Product: “Black Friday deals on tablets”

Retailer: “Black Friday Target ads”

2010 Retailer

Searches = 48%


Referred Traffic from Black Friday Searches Retailers captured increased share of search traffic


Black Friday Paid Searches & Traffic Major retailers ramped up paid search for Black Friday

20% Paid

14% Paid


Black Friday Paid Terms Year and retailer searches among top paid clicks YoY


Current Black Friday Searches The hunt for leaked ads has already started


Visits to Rewards & Directories Emergence of new comparison shopping & deal sites

+10% +1%


Visits to Black Friday Websites Activity picked up earlier in 2011 versus 2010

-4%

-17%

+10%


Key Drivers of Traffic – Black Friday Websites Lift in traffic to electronics & clothing retailers


*Excludes Rewards & Directories and Dept. Stores

*


Black Friday Audience


Identify websites visited & search

usage, and demographic &

lifestyle characteristics.

Within the Experian Hitwise US panel, we identified web-users that performed a Black Friday- related search (e.g. ‘walmart black friday’,

‘black friday sales’, ‘ad for black Friday’) OR visited a Black Friday website (e.g., blackfridayads.com, Bfads.com)

between October 1, 2011 and January 7, 2012.

Segmentation Methodology Identifying Online Black Friday Shoppers


Audience of Black Friday Shoppers Younger, middle income group & less credit-worthy

50% 50%

Visit Share by Gender

Dem

ogra

phic

Sum

mar

y - B

lack

Fri

day

Shop

pers

Wee

k en

ding

Nov

embe

r 26

, 201

1

Visit Share by Income

Visit Share by Age

Visit Share by VantageScore


Black Friday Audience Concentrated in large DMA markets & Midwest

Dem

ogra

phic

Sum

mar

y - B

lack

Fri

day

Shop

pers

Wee

k en

ding

Nov

embe

r 26

, 201

1


Black Friday Mosaic Groups Middle-aged, family-oriented and brand-conscious

Mosaic Groups of Black Friday 2011 Shoppers Week of 11/26/2011 (Thanksgiving and Black Friday)


Visits to Shopping & Classifieds Black Friday shoppers were significantly more likely to visit

Visits to Shopping & Classifieds by Black Friday 2011 Shoppers & Online Population 1 Weekly Rolling Average, 10/15/2011 to 1/7/2012

+69%

+38%

+23%

Source: Hitwise AudienceView


Search Clicks to Rewards & Directories Variations of retailer name, “deal”, and “ad” were popular

Search Clicks Share of Terms to Rewards & Directories by Black Friday 2011 Shoppers & Online Population Week of 11/26/2011 (Thanksgiving and Black Friday)

Black Friday 2011 Shoppers Relative Difference Online Population



Search Clicks to Rewards & Directories Black Friday searches quickly give way to Cyber Monday

Search Clicks Share of Terms to Rewards & Directories by Black Friday 2011 Shoppers Week of 12/3/3011 (Cyber Monday), compared with 11/26/2011 (Thanksgiving and Black Friday)

12/3/2011 Cyber Monday Relative Difference

11/26/2011 Thanksgiving & Black Friday



Visits to Apparel and Accessories Peak occurred later to correspond with Cyber Monday

Visits to Apparel & Accessories by Black Friday 2011 Shoppers & Online Population 1 Weekly Rolling Average, 10/15/2011 to 1/7/2012

+31%

+26%

+49%



Search Terms to Amazon Kindle searches popular amongst Black Friday shoppers

Search Clicks Terms to Amazon by Black Friday 2011 Shoppers & Online Population 2 Weeks including 11/26/2011 & 12/3/2011 (Thanksgiving, Black Friday & Cyber Monday)




Search Terms to Target Black Friday variations trumped Cyber Monday searches

Search Clicks Terms to Target by Black Friday 2011 Shoppers & Online Population 2 Weeks including 11/26/2011 & 12/3/2011 (Thanksgiving, Black Friday & Cyber Monday)




Key Takeaways & Recommendations

Ø Cyber Monday is the new black: Visits to Retail 500 increased during the 2011 holiday season and Cyber Monday emerged as the top day for traffic, followed by Thanksgiving and Black Friday. House & Garden, Appliances & Electronics and Apparel & Accessories sites experienced the largest increases in total visits on Cyber Monday in 2011 versus 2010.

Ø Keep promotions going post-holiday: YoY the Retail 500 experienced a significant boost in traffic day after Christmas indicating opportunities for retailers to reach consumers who are still in the market for deals.

Ø Marketing channels differ by day: The top days for search & affiliates to deliver traffic last holiday season was on Black Friday & Thanksgiving, while Cyber Monday was the key day for email campaigns.

Ø Email opportunities throughout holiday weekend: The weekend after Thanksgiving drives significant revenue, yet email volume was significantly lower, take advantage of additional potential opportunities to reach consumers via email during the weekend after Black Friday.


Key Takeaways & Recommendations

Ø Consumers want Black Friday info about specific retailers: Last year, top searches around Black Friday included a retailer name, demonstrating the demand for info for specific retailers. While Black Friday websites captured half of the search activity, retailers increasingly attracted consumers directly to their websites. Don’t rely solely on Black Friday websites to deliver traffic, optimize your website & search campaigns as well.

Ø Less affluent, but heavy shoppers: Black Friday 2011 shoppers were likely to be younger, middle-income, less credit worthy and deal-seeking. They were significantly more likely to visit Shopping websites versus the online population during the 2011 holiday season, including a more drastic increase in visits to these sites in the week leading up to Thanksgiving.

Ø Deal seeking continued through Cyber Monday: Searches on “Cyber Monday” and specific affiliates by Black Friday shoppers grew significantly the week after Thanksgiving, pointing to continued opportunity with the audience of deal seekers.


Thanks for joining us! Questions?


More information

Visit our blogs: http://www.experian.com/blogs/hitwise/ Follow us on Twitter & Facebook: @Hitwise_US facebook.com/ExperianHitwise

http://www.facebook.com/ExperianHitwise

http://www.facebook.com/ExperianHitwise

http://www.facebook.com/ExperianMarketingServices

improve your holiday marketing results black friday - the ... · top days: when did online traffic...

Documents