Retail Roundtable:

Retail Holiday Wrap-Up

January 14, 2011

Agenda

Trends

Best Practices / Tips Q & A

Trends and Tips

Key Trends

Frequency / Streams

Sending Waves /

CampaignsPromotions

2-3 X Frequency

Nov 181 week beforeThanksgivingDay

Jan 2

Dec 25

51emails

37emails

T-DayTo

XMAS

New Tracks Added

KAF: Additional Email Stream

• Introduced the end of October

– Mailed every Saturday through Christmas day • Promotions

– Free Ship 1: Sent 11/10

– Free ship 2: Sent 12/6

– Flat rate shipping: Sent 12/13

– Parchment: Sent 11/15

• Content

– Pie recipes: Sent 11/12

– Freeze: Sent 12/10

– Candy: Sent 12/17

• Social media

– Holiday card: Sent 12/24

– Facebook album: over 150 photos added

A Brown Christmas

Shipping is the Key Driver

1. Pre-Thanksgiving

2. Black Friday

3. Cyber Monday

4. “Shop Early”

5. Shipping cut offs

a. 17th-Free shipping Friday

b. Standard

c. 2-day

d. Overnight

6. Christmas/Post Christmas

7. New Years

Sending Waves

Free Shipping/Flat Rate

Friends & Family

Promotions

Cuddledown – In Season Promotions

•In season Clearance email-sent during the lull between Veteran’s Day and Black Friday.

•Higher open rates and 5X higher CT rates. •Resent the email a week later with a free ship offer, and then a final reminderemail.

-Open rates & CT dwindled with each send-Demand and Units sold were highest on second send.

•Weekly special emails •Discounts were 40-50% off retail and items shipped for free. •Sent to selections of customers who historically purchase off price. •Generally we found that customers responded to product in our core bedding line more than apparel related offers.

KAF: Promotions

• Free Ship 1: Sent 11/10

• Free ship 2: Sent 12/6

• Flat rate shipping: Sent 12/13

• Parchment: Sent 11/15

Friends & Family

Friends and family offers extended to social channels,

as well as distributed viaexclusive email subscribers

Deadlines & Discounts

Cyber Monday offer--one day only -no restrictions-sitewide

Black Friday – 1, 2, 3

Sent 11/26, 7 am

Sent 11/26 5 pm

Sent 11/27 7 am

Incorporate personality

Sent 11/5, 7amSent 11/8, 7am

“…over 30 new items...”

More items qualify…

• Internet Only items ship free. • Encourages catalog customers to come back to the Website to shop frequently • Benefit for choosing the online channel. • Message customers when new items are added to the free ship assortment.

Include Shipping Deadlines

KAF: Content Focus

• Pie recipes: Sent 11/12

• Freeze: Sent 12/10

• Candy: Sent 12/17

KAF: Social Media

• Holiday card: Sent 12/24

• Facebook album: 150+

photos added

Some Successes – What Worked

Cuddledown

• Black Friday through Cyber Monday promotional stream and email

frequency.

• Keep promotions easy and non-restrictive, remove hurdles.

• More diligent segmentation yields much more productive results to the

email program overall

• Free shipping offers tied to surveys-you scratch my back, I’ll scratch

yours.

• In season inventory clearance emails

• Free Shipping event for 3 days leading up to the ground cutoff as well as

the national free ship holiday

King Arthur Flour

• Product driven promotions – free shipping on parchment, $$ off vanilla

• Holiday card (KAF)

What Disappointed

Cuddledown

• Weekly specials only worked for some product categories-don’t veer too

far away from your existing assortment.

• List growth continues to be our biggest challenge to overcome

• Didn’t have the internal resources to fine tune all landing page strategies

to align more closely with email

• Social media integration could be even better.

• Too long of an email break between our 12/8 email till our free shipping

offers started 12/12. Need to have relevant email content for this key

period, not just promotions.

King Arthur Flour

• Friends & Family

• Cyber Monday (expected to be weak performer)

2011

Our 2011 Holiday “Wish List”

More segmentation

More social integration via contests and community

Good use of video

Surveys-in exchange for benefits like free shipping

More short themed surveys several times a year.

Using more value-add content items

Post-purchase follow-up emails for upsell and care

techniques

Sending recipes for ingredients purchased

Adding new email streams

Q & A / Contact Information

• Loren McDonald

– lmcdonald@silverpop.com

– Twitter: @LorenMcDonald

– Twitter: @Silverpop

• Tracy Taylor

– Tracy.taylor@kingarthurflour.com

– Twitter: @kingarthurflour

– Twitter: @T_TaylorKAF

• Laura Hnatow

– lhnatow@cuddledown.com

– Twitter: @Cuddledown

– Twitter: @hnatow

About Silverpop

• A leading email marketing / marketing automation provider

• Transactional email system

• Landing pages

• Surveys

• SMS

• API Integrations w/ Web analytics, personalization, reviews, recommendation technologies

Resources

• Resource Center

– White papers

– Webinars

– Blogs

– Case studies

– Newsletters

– http://www.silverpop.com/marketing-resources/index.html

• Many presentations on SlideShare

– www.slideshare.net/Silverpop

Thank you!

On Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.com