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Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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Holiday Cheer The Entire Year Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas
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Page 1: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Holiday Cheer The Entire Year

Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Page 2: 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

Page 3: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Agenda

• 2016 Holiday Snapshot

• Growth Marketing Strategies for 2017: Do more with your Data!– Predictive Marketing Ideas & Suggestions

• Questions, Discussion

Page 4: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Who We Are

Page 5: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Windsor Circle

Page 6: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

330+ Clients, Including…

Page 7: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 8: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

2016 Holiday Snapshot

Page 9: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

2016  E-­‐COMMERCE  HOLIDAY  TRENDS  &  INSIGHTS

LOOKING  BACK  AND  PLANNING  AHEAD  FOR  2017.

Page 10: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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)

Page 11: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 12: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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.

Page 13: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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.

Page 14: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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.  

Page 15: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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.

Page 16: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

HOLIDAY  TRENDS

Page 17: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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.

Page 18: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 19: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 20: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

MOBILE  EXPLODES

mobile  revenue    (+23%  year  over  year)

$28.43B  

Source:  “Holiday  e-­‐commerce  sales  slightly  exceed  expectations.”  Internet  Retailer.

HOLIDAY  TRENDS

Page 21: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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)

Page 22: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Key Growth Marketing Strategies for 2017

Page 23: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

3 Big Trends Emerging & Colliding

1:1 Mass Personalization

Automated Messaging

Identity Management &

Insights

Page 24: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

3 Big Trends Emerging & Colliding

1:1 Mass Personalization

Automated Messaging

Identity Management &

Insights

Predictive Marketing

Page 25: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 26: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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.

Page 27: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

PREDICTIVE MARKETERS ARE 2.9X MORE LIKELY TO REPORT REVENUE GROWTH AT

RATES HIGHER THAN THE INDUSTRY AVERAGE.

FORRESTER CONSULTING

Page 28: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Take Predictive Marketing to the Next Level

Page 29: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 30: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

1. Micro-Segmentation

Page 31: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 32: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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

Page 33: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

2. Omnichannel Predictive Marketing

Page 34: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

The Acquisition Treadmill

Page 35: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

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.

Page 36: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

3. Predictive Gifting

Page 37: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

3. Help Your Customer’s Look Good with Predictive Gifting

Page 38: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Questions?

Page 39: Holiday Cheer the Entire Year | Recap of the 2016 Holiday Season & 2017 Growth Marketing Ideas

Resources:www.WindsorCircle.com/omnichannel

Key  Campaigns  to  Run  Today Predictive  Customer  Value  Module


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