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2013 Mobile Holiday Trend Deck

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2013 HOLIDAY TRENDS
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Page 1: 2013 Mobile Holiday Trend Deck

2013 HOLIDAY TRENDS

Page 2: 2013 Mobile Holiday Trend Deck

Holiday Planning

Preparing For Holiday 2013

The holidays are filled with opportunities for brands to reach consumers. During the highest sales season, retailers look to trends, key metrics and new technology to gear up for fall 2013.

In 2012, retailers saw a consumer landscape in the midst of change. 2013 will continue the evolution of how people shop and how retailers adapt to the new techniques to take full advantage of all the holiday season has in store.

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Page 3: 2013 Mobile Holiday Trend Deck

HOLIDAY SHOPPING 2013 macro trends CONTENTS

HOLIDAY TACTICS 2013

SHOPPER OUTLOOK

Buying Power

SHOPPING SMARTER

Mobile Optimization

MOBILE Payment PRE-TAIL

KEY HOLIDAY PERIODS

SUCCESS in 2013

IMMERSIVE SHOPPING

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Page 4: 2013 Mobile Holiday Trend Deck

Thanksgiving Promotional Period Tue 11/26 – Thu 11/28 Consider a reminder email to keep promos top of mind

Black Friday Promotional Period Fri 11/22 – Sun 12/1 Begin the messaging campaign a week before Black Friday

Cyber Week Promotional Period Fri 11/29 – Thu 12/5 The start of holiday shopping and biggest U.S. shopping period

Cyber Monday Promotional Period Sun 12/1 – Tue 12/3 Online deals and mobile optimization play key roles

Christmas Promotional Period Thu 12/5 – Wed 12/25 Super Saturday (12/21) – target last-minute shoppers

After-Christmas Promotional Period Thu 12/26 – Sun 1/5 Push remaining merchandise and target gift card consumers

Message Timing

Key Holiday Periods

Sources: Bronto, iContact

Seasons within a Season

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The holiday season requires a focus on key periods for strategic messaging.

Treating social media as a discovery engine allows for messaging to meet consumers in their digital comfort zones. Effective messaging will link across channels.

2013 Key Promotional Periods

Email still dominates the messaging platform, 28.5% ROI, representing $43.62

for every dollar spent. delivering

Page 5: 2013 Mobile Holiday Trend Deck

Consumer Expectation Index rating of

Consumer CONFIDENCE

Shopper OUTLOOK

On the rise June 2013 marked a six-year high on the Consumer Sentiment Index, rating at

YEAR OVER Year Consumers are more optimistic than in 2012, but they are still cautious shoppers. Reporting shows an improvement in consumer finances across all income groups, most notably in those earning more than $80,000 a year.

Sources: Reuters, McClatchy

“Consumer confidence has gained significant traction and is likely to help retailers in the coming months.” (Chris Christopher, Economist, IHS Global Insight)

The upswing is a key predictor for consumer holiday spending. The perceived economic recovery will likely continue a lift for 2013.

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What Does This Mean?

84.5 (a 6% increase from 2012) and a

77.8 (a 4% increase from 2012).

Page 6: 2013 Mobile Holiday Trend Deck

Buying Power

Sources: Kiplinger, NRF, IDC

SPENDING PREDICTIONS Mobile Growth Sales of smart devices are predicted to grow by 20%, generate 20% of all consumer electronics sales and drive 57% of all market growth.

2013 presents a

“The good news is that consumers are still spending, just with cost and practicality in mind.” (Shay)

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What Does This Mean?

4–4.5% growth prediction in retail consumer spending.

“Hourly earnings have risen 2.2% over the past year, with inflation at only about half that rate, adding some real spending punch to consumers’ pocketbooks.” (NRF CEO Matthew Shay)

Q3 sales will have slow growth, with an increased pace expected in Q4.

Page 7: 2013 Mobile Holiday Trend Deck

Cross-Platform

Shopping Smarter Shopping Companions

of smart device users are comparing prices online while in-store

Sources: Ipsos, Smarter Commerce, Google Think

76% of smart device owners are researching brands in-store while shopping (spiking at 89% in 18–34)

65%

Tablets have higher conversion rates than mobile. These rates are more pronounced during holiday seasons. Black Friday 2012 produced 4.4% conversion for tablets versus iPhone/Android at 1.7%.

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Nearly 52% of consumers will shop online during the holiday season. With tablet sales expected to exceed $100 million this year, positioning the message across these devices and adapting to new methods of payment will ensure an omnichannel system of engagement.

What Does This Mean?

Page 8: 2013 Mobile Holiday Trend Deck

Mobile Optimization

In-Store Mobile USE

Sources: Mashable, Google Think, eMarketer

Changing Landscape

What Does This Mean?

shoppers seek information from mobile devices versus asking retail store employees.

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90% of smart device shoppers use mobile for pre-shop searches

58%

31%

57%

31%

44%

30% Location Hours Price Comparison

Product Info Availability Reviews

Smart mobile devices are transforming the in-store experience, and mobile search is now the consumer’s number one resource.

Omnichannel Shopping

:

Mobile POS is changing the way people shop and creating a whole new landscape, free of fixed POS registers.

1 3 in

“A holiday 2012 GfK Roper survey asked all consumers, not just smartphone owners, how retailers could make the in-store shopping experience better for next year’s holiday season. More than half wanted exclusive offers delivered in-store to mobile devices. Among smartphone owners, requests included in-store navigation on their phones and mobile payments.” (eMarketer)

Page 9: 2013 Mobile Holiday Trend Deck

Mobile Optimization

Direct Response

Sources: Mashable, Google Think

Responsive Web Design

What Does This Mean?

Design and format a website with mobile viewing in mind by using queries to detect the device display.

Mobile callouts in SMS and email ensure that the brand has visibility throughout all mobile touchpoints.

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Mobile technology is influencing the path to purchase and increasing purchase sizes.

With tablet sales expected to exceed 100 million this year and mobile open rates peaking at the height of holiday shopping, brands want to capitalize with a complete mobile experience translating to mobile purchases.

of in-store shoppers prefer mobile sites over

mobile apps

65%

Mobile open rates are up 138% over the past 18 months and are predicted to peak again in December 2013.

Page 10: 2013 Mobile Holiday Trend Deck

Mobile Payment

Sources: Deloitte, Verge, Litle

DIGITAL WALLET

What Does This Mean? The collaboration among merchants, financial institutions and mobile carriers on the future of mobile payments is reinforcing the growing technology. Starbucks is the market leader, delivering 10% of all U.S. transactions via mobile payments.

The Present Who’s using mobile payments?

The Future What will be the most popular mobile payment option?

39% 31% 18% 9% 3% Millennials

(18–30) Young Boomers

(46–50) Gen Xers (30–45)

Old Boomers (51–64)

Seniors (65+)

27% 19% 16% 14% 13% NFC -

Enabled Embedded

Credit Cards SMS - Based

Web Browser - Enabled

Java - Based

10% Other

1% USSD - Based

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GSM Messaging ( )

2012 mobile holiday shoppers displayed a comfort zone of $20–$100, accounting for 63% of those purchases.

Page 11: 2013 Mobile Holiday Trend Deck

The Death of QR Codes

Immersive Shopping

Lack of Flagship Support

Sources: Marketing Land, Computer World

Poor Placement

LOW Consumer Incentive

The Rise of Alternative TECH SMS Short Codes

Augmented Reality Apps

Bluetooth AND NFC

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What Does This Mean? QR codes can still be useful, but they are no longer the be-all and end-all that previous years predicted. Holiday promotions featuring standard options and future-driven technology provide a consumer a richer experience with a higher rate of adoption. Holiday-inspired SMS campaigns that promote in-store app interaction are effective calls to action.

Neither Apple nor Android have a pre–loaded QR reader.

Often the destination site is not mobile-optimized or it is a poor call to action.

Poor placement in areas without Wi-Fi or cell coverage or where point and click was challenging.

The standard and functional text solution.

Requires a downloadable app, but the result is a more interactive mobile experience.

Will be supported by flagship devices and require minimal end-user effort.

Page 12: 2013 Mobile Holiday Trend Deck

Concept Shopping

Pre-Tail

Pre-Sumer

Source: Trend Watching

Consumers are now shopping for products and services prelaunch.

Juice Tank

What Does This Mean? Companies like Kickstarter, Crowd Supply and Christie Street are allowing consumers into the conception and production processes. This interaction builds trust and anticipation in the consumer.

In 2012, donations and reward-based crowdfunding grew 85% to $1.4 billion.

The rise of market leader Kickstarter reflects this incredible growth: 2.2 million people, from 177 countries, contributed $270 million to campaigns.

Many crowdfunded projects are making the leap from the crowdfunding platform to physical retail, entering the seasonal market with traditional retailers with one vital difference: prepurchase consumer bond. Holiday retailers can benefit from this expectancy factor by building up holiday product releases earlier in the season.

iPhone Charging Case

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Page 13: 2013 Mobile Holiday Trend Deck

CASHING IN

Holiday Tactics 2013

Re-Commerce

Source: Trend Watching

What Does This Mean?

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Re-commerce creates a feel-good factor in repurposing older items and provides more value in higher-priced products—knowing they will be worth something at trade-in. This tactic also allows consumers to experience every iteration of a product and not generation-skip because of a contract or price point. These consumers are then able to make holiday purchases yearly, providing retailers a steady stream of exchange.

Consumers are realizing the value held in products they currently own. From clothing to electronics, shoppers are selling back or trading in items for their market value in exchange for newer products. This trend is displayed across industries, with mobile smart device re-commerce the current mobile carrier-led promotion.

Page 14: 2013 Mobile Holiday Trend Deck

Gifting

Holiday Tactics 2013

GIFT GUIDES AND WISH Lists

Gift CARDS

Sources: Experian, NRF

Gift guides are the most utilized and well-received form of mailings, with 48% higher transaction rates than normal promotional mailers.

Flexible, convenient and 2012’s hottest holiday gift with spending at $28.8 billion.

What Does This Mean? Retailers can own this by creating holiday gift guides and wish lists that reflect individual consumer preferences. Gift cards can be used across industries, varying from mobile prepaid minutes, coffee purchases, groceries and electronics.

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Wish lists provide insight into shopping trends and allow immediately shareable content.

The Jifiti mobile app streamlines mobile gifting and wish lists to a new generation of shoppers, merging the thoughtfulness of a personal gift with the flexibility of a gift card.

Page 15: 2013 Mobile Holiday Trend Deck

In-Store Promotions

Holiday Tactics 2013

Price Match

Sources: Cheapism, Forbes

What Does This Mean?

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Brand Experience

Mobile showrooming is leading to an increase in price-matching promotions in 2013. Retailers are combatting in-store digital price comparison by offering year-long price-matching programs to keep the purchase in-store. Cheapism.com provides a review of the best and worst price-matching policies, with Target, JCPenney and Lowe’s leading the approach.

Shop-in-shop and brand experience stores are emerging as the most effective way to capture in-store traffic and provide consumers with information directly from brand representatives. One of the few drawbacks of online shopping is the absence of the “touch-and-feel” experience. Consumers still want to test and see the product in a physical setting. Creating a “clicks-and-mortar” community involves drawing consumers in through mobile and delivering in-store with an engaging experience and innovative store design.

Promotional programs that target the time-sensitive, cost-conscious consumer lead 2013. With more shopping options than ever before, consumers this holiday season will expect more than an ordinary shopping experience.

Page 16: 2013 Mobile Holiday Trend Deck

Key TAKEAWAYS

SUCCESS IN 2013

Deliver Across All TouchPoints

Engage the Consumer Early On

Optimize For Mobile Devices

Capitalize on A Willing Shopper

Create a Consumer Experience

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