Post on 14-Feb-2017
transcript
Holiday Cheer The Entire Year
Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas
Speakers
Kevin ChungMarketing Principal
FedEx
Gautham PandiyanDir. Strategic Alliances
Windsor Circle
Agenda
• 2016 Holiday Snapshot
• Growth Marketing Strategies for 2017: Do more with your Data!– Predictive Marketing Ideas & Suggestions
• Questions, Discussion
Who We Are
Windsor Circle
330+ Clients, Including…
Windsor Circle & FedEx Alliance
• Bridge the gap between merchandiser & marketer
• Use unique predictive analytics to enable revenue-driving actions
• Gain thought leadership and cutting edge technology to grow your eCommerce businesses
2016 Holiday Snapshot
2016 E-‐COMMERCE HOLIDAY TRENDS & INSIGHTS
LOOKING BACK AND PLANNING AHEAD FOR 2017.
ONLINE HOLIDAY SPENDING 2016
$91.7B spent online (up 11% from 2015)
Source: Adobe Digital Insights Holiday Recap Report 2016. Adobe.
$63.1B spent on desktops (up 12% from 2015)
BLACK FRIDAY CYBER MONDAY TUESDAY NOV. 29
Highest revenue-‐earning days in the season for desktop sales:
Sources:“Final 2016 Desktop Online Holiday Sales Reach $63.1 Billion, Up 12 Percent vs. Year Ago.” ComScore.“Holiday e-‐commerce sales slightly exceed expectations.” Internet Retailer.
$2.7B $2.2B $1.9B
in online sales
$3BBLACK FRIDAY
more than
Black Friday 2016 made history:
First day to generate $1B in mobile revenue
HIGHEST REVENUE-‐EARNING DAYS IN THE SEASON
Source: “Holiday e-‐commerce sales slightly exceed expectations.” Internet Retailer.
in revenue(up 12.4% from 2015)
$3.45B CYBER MONDAY
Top online spending day
HIGHEST REVENUE-‐EARNING DAYS IN THE SEASON
Source:“Holiday e-‐commerce sales slightly exceed expectations.” Internet Retailer.
E-‐commerce traffic volume up from 2016
25%NEW YEAR’S DAY
POST-‐CHRISTMAS TRAFFIC
Source:“Holiday e-‐commerce sales slightly exceed expectations.” Internet Retailer.
Things didn’t slow down after the holidays.
OMNI-‐CHANNEL
of millennials used a mobile device while shopping in stores.
61% of online shoppers who picked up orders in-‐store bought additional items in person.
86% Source: “Holiday e-‐commerce sales slightly exceed expectations.” Internet Retailer.
HOLIDAY TRENDS
CUSTOMERS ARE SHOPPING EARLIER
Online sales began spiking around Nov.13-‐14, a week earlier than last year.
HOLIDAY TRENDS
Source: Black Friday Web Sales Soar by 21.6%. Internet Retailer.
GENDER SPLIT
Men planned to spend 69%more than women during Black Friday and Cyber Monday events
Women shop more, but men buy bigger-‐ticket items
Men are more likely to use sales to shop for themselves
Women are more likely to use them to buy gifts
Source: Data Dive: Black Friday Edition. PYMNTS.
HOLIDAY TRENDS
DEALS, DEALS, DEALS
Online revenue for Thanksgiving weekend rose 17%, but shoppers spent 3.5% less per capita.
Sources:“Final 2016 Desktop Online Holiday Sales Reach $63.1 Billion, Up 12 Percent vs. Year Ago.” ComScore.
U.S. shoppers spend less over holiday weekend amid discounting. Reuters.
HOLIDAY TRENDS
MOBILE EXPLODES
mobile revenue (+23% year over year)
$28.43B
Source: “Holiday e-‐commerce sales slightly exceed expectations.” Internet Retailer.
HOLIDAY TRENDS
KEY TAKEAWAYS
Online spending is still growing by double digits
Mobile is becoming a stronger shopping channel
In-‐store pickup and returns encourage more buying
Gift cards encourage late-‐season shopping
Discounts can boost revenue (but be cautious about margins)
Key Growth Marketing Strategies for 2017
3 Big Trends Emerging & Colliding
1:1 Mass Personalization
Automated Messaging
Identity Management &
Insights
3 Big Trends Emerging & Colliding
1:1 Mass Personalization
Automated Messaging
Identity Management &
Insights
Predictive Marketing
Getting Started Can be Hard
eCommerce marketer’s face a number of challenges:
Getting Access to the Right Data Knowing What to do With the Data Time & Resources
Steps to Getting Started
1. Partner with the right people 2. Create 90 Day Plan
3. Collect Onsite Data 4. Test, Test, & Test Some More
Depending on what otherinitiatives you have in thepipe, find a partner whoworks with your tech stack.
Start with the low hangingfruit – replenishment forconsumables, cart recovery,browse abandonment,predictive win-back
Make sure to collect onsitedata to ensure you’re gettingthe whole view of yourcustomer base.
Once you’ve selected andimplemented yourcampaigns, you’ll want to testand iterate.
PREDICTIVE MARKETERS ARE 2.9X MORE LIKELY TO REPORT REVENUE GROWTH AT
RATES HIGHER THAN THE INDUSTRY AVERAGE.
FORRESTER CONSULTING
Take Predictive Marketing to the Next Level
Making the Case For Predictive
• Cross Device Shopping– 70% of consumers stated they personally used
three or more devices
• Personalized Touch is Expected– 23% of consumers expect ads to be tailored to
the content their viewing– 59% want promotions for items they’re
considering– 43% want reminders to order items they might
have run out of and need to be refilled
1. Micro-Segmentation
Segmentation Unlocks Possibilities
• Segment your customers based on key data sets: – Gender
– CLV
– AOV
– Future Spend
– Future CLV
– Product Info
– Coupon Use
– Custom data points
Using Micro-SegmentationCase Study: Ghirardelli
• Promotion: Minis – Segment: customers who have
purchased minis in the past.• Size: 2,500
• Results:– Email produced 2-3x more
conversions than usual
2. Omnichannel Predictive Marketing
The Acquisition Treadmill
How to Go Omnichannel
• Take steps to creating a seamless, personalized approach across multiple platforms• Use product, purchase, and customer data to inform. In fact, you can use the segments
you create to do this.
– Retargeting– Lookalike campaigns – Display advertising– PPC – Direct mail– Sales call lists
It all starts with data.
3. Predictive Gifting
3. Help Your Customer’s Look Good with Predictive Gifting
Questions?
Resources:www.WindsorCircle.com/omnichannel
Key Campaigns to Run Today Predictive Customer Value Module