Holiday insights for the early bird marketer

transcript

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Experian Public.

Holiday insights for the

early bird marketer

Hosted by: Heather Dougherty and Andy Werner

#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

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

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

Don't know/Prefer not to answer

Both Black Friday and Cyber Monday sales

Cyber Monday sales only

11%Black Friday sales only

—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

3389 33163789

49695404

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

242 247 256

167144 153 144

254 245

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

376281 279

701745

543 547475

204 223

Mobile Websites Sample = 1150

PC Websites Sample = 5398 To

Cyber Monday becoming more influential

Search

1. Black Friday (#1 in 2011)

2. Cyber Monday (#3 in 2011)

3. Thanksgiving (#2 in 2011)

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

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

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

201320122011

Reminding shoppers of mobile potential

Mobile shopping

Mobile exclusives

Email and SMS

It’s always better to share

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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