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HOLIDAY RETAIL TRENDS & BEST PRACTICES: HOW TO ATTRACT SHOPPERS AND DRIVE PURCHASES

DIRECTOR OF MARKETING, KAILEI RICHARDSON

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• Changes in holiday retail digital advertising over the past few years

• How to use digital advertising to drive purchases online and in stores

• Shopping trends on mobile and tablet devices

• Compelling holiday creative and the best features to engage consumers and drive interaction

• Holiday campaign performance data, benchmarks  and best practices

IN THIS 30 MINUTE WEBINAR WE’LL COVER:

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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• ASK QUESTIONS

• FOLLOW @POINTROLL

• TWEET ALONG #HOLIDAYTRENDS

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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HOLIDAY SEASON IS RIGHT AROUND THE CORNER…

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• Jingle all the way back to 2011: Retail holiday shopping trends

• Secret Santa: Four secrets to successful holiday campaigns

• Thinking Outside the Box: Engaging holiday creative and innovative formats

• Delivering Gifts: 2011 retail holiday benchmarks & best practices

TIME TO SPREAD SOME HOLIDAY CHEER

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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JINGLE ALL THE WAY BACK TO 2011: RETAIL HOLIDAY TRENDS

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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ECOMMERCE HOLIDAY SALES ARE ON THE RISE

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

Source: http://www.iab.net/insights_research/industry_data_and_landscape/1675/1980687

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OVERALL, CONSUMERS ARE SPENDING MORE ONLINE

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

http://blog.compete.com/wp-content/uploads/2011/12/holiday-spend-december-11.png

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TOP HOLIDAY PRODUCT CATEGORIES

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

http://blog.compete.com/wp-content/uploads/2011/12/products-bought-december-11.png

Clothing/Shoes Toys/Games Gift Cards

Electronics Movies/Video Games

Books

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BLACK FRIDAY AND CYBER MONDAY SHOWED INCREASES IN ITEMS, VALUE

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

Source: http://totalaccess.emarketer.com/QuickTake.aspx?gannett&R=5500056&dsNav=Ro:22,N:908-406

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1. Monday, Nov. 28 (Cyber Monday) - $1,251

2. Monday, Dec. 5 - $1,178

3. Monday, Dec. 12 (Green Monday) - $1,133

4. Tuesday, Nov. 29 - $1,116

5. Tuesday, Dec. 6 -$1,107

6. Friday, Dec. 16 (Free Shipping Day) - $1,072

7. Tuesday, Dec. 13 - $1,064

8. Wednesday, Nov. 30 - $1,025

9. Thursday, Dec. 8 - $1,024

10.Thursday, Dec. 15 - $1,018

TOP HOLIDAY ONLINE SPENDING DAYS ‘11

(IN MILLIONS)

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

http://www.comscore.com/Press_Events/Press_Releases/2012/1/U.S._Online_Holiday_Shopping_Season_Reaches_Record_37.2_Billion_for_November-December_Period/

Source: comScore, Jan. 2012

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HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

SECRET SANTA: FOUR SECRETS TO A SUCCESSFUL 2012 HOLIDAY CAMPAIGN

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1MAKE MOBILE & TABLET

ADVERTISING A PRIORITY

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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• Tablet users have doubled

• Smartphone users have increased by 23%

• Mobile internet users have increased by 22%

MOBILE LANDSCAPE SINCE 2011

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

1515Source: http://totalaccess.emarketer.com/Chart.aspx?R=117865&dsNav=Ro:7,N:908-406

MOBILE PHONES ARE IN-STORE “SHOPPING ASSISTANTS”

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

• Seek out best prices

• Access coupons

• Find customer reviews and product ratings

• Taking photos and sending to friends/family

1616Chart#1: http://totalaccess.emarketer.com/Chart.aspx?R=117812

Chart #2: http://totalaccess.emarketer.com/Chart.aspx?R=117386

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

• Online shopping on tablets were over 3x higher than a mobile phone

• Average order values here higher for tablet purchases versus other devices

• 60% of tablet owners expect to use their tablet to research or purchase products in 2012, 3x the rate of mobile phone users (Baynote's 2012 Holiday Online

Shopping Experience Survey)

TABLET COULD BE THIS YEAR’S SUPERSTAR

1717Source: http://www.emarketer.com/Article.aspx?R=1009224

MOBILE & TABLET ADS DRIVE PURCHASES ON PCS

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

• 25% of tablet users and 22% of smartphone users made purchases on a PC after seeing a mobile ad.

• Shoppers sought out more information after seeing an ad.

• Tablet users were more likely than smartphone users to report interacting with ads in any way.

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CROSS-CHANNEL ADVERTISING IS ESSENTIAL

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

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THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

“72% of consumers want an integrated marketing approach consistent across mobile, social, TV…”

MyBuys July 2011

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~80% OF PEOPLE ARE USING MORE THAN ONE CHANNEL TO MAKE PURCHASE DECISIONS

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011

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CROSS-CHANNEL SHOPPING BEHAVIOR DURING 2011 HOLIDAY SEASON

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

Source: Google and Ipsos OTX, "Post Holiday Shopping Intentions Study" as cited in Google, "2011 Post-Holiday Recap," Jan 2012

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3MAKE YOUR CAMPAIGNS ‘PINTERESTING’

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

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THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group

9.3

8.5

6.9

Average Amount of Retailers US Consumers Follow

PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS

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1. Clothing and Apparel (39%)

2. Jewelry, Handbags and Accessories (23%)

3. Art, Art Supplies and Hobbies (22%)

4. Home, Garden and Pool/Spa (18%)

5. Health and Beauty (14%)

PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group

59%

33%

% of Users Who Purchased an Item They Saw on the

Site

Top Purchase Categories on Pinterest

Source: Bizrate Insights, June 2012

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DON’T FORGET ABOUT EXPERIENCE

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

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RICHER, INTERACTIVE FORMATS OUTPERFORM STANDARD FLASH

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

Source: 2011 PointRoll Benchmark Report

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RICHER FORMATS DRIVE RECOMMENDATIONS

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

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THINKING OUTSIDE THE BOX:

THE EVOLUTION OF INTERACTIVE, RICH DIGITAL ADVERTISING

ENGAGING HOLIDAY CREATIVE AND INNOVATIVE FORMATS

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HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

Rollover CTA

Interactivity / Product

Categories

Product Carousel

PricingClick Through

to Website

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HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

Rollover CTA

Interactivity / Gaming

Discounted Offer / Click Thru

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HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

Shopping Style Options

Shopping Style Options

Suggestive Product Category Carousel #1

Suggestive Product Category Carousel #2

Roll Over CTA

Highly Interactive

Product/Gift Finder

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HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

• Appended to national video with local, actionable, targeted messages

• Present message to user based on demographic, behavioral or geo data

• Use data feeds & relevant deals to dynamically create custom experiences

• 78% of viewers viewed interactive in-stream ads in their entirety, compared to 69% who watched basic in-stream ads without interactive elements in their entirety. (PointRoll 2011 Video Benchmark Study)

CLICK HERE FOR DEMO

INTERACTIVE IN-STREAM

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HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

PIN IT BUTTONCLICK TO “PIN” ON PINTEREST PAGE

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MOBILE RICH CREATIVE

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

CLICK HERE FOR DEMO

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DELIVERING GIFTS: 2011 RETAIL HOLIDAY BENCHMARKS & BEST PRACTICES

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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2011 HOLIDAY SEASON DISPLAY BENCHMARKS

Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR

Expandable 4.00% 19.94 0.80% 0.12% Pre-Expandable 6.71% 16.04 0.44% 0.48% Polite 1.29% 14.38 0.08% 0.07% Grand Total 2.86% 16.80 0.15% 0.11%

Source: Nov - Dec 2011 PointRoll Benchmarking Data

Holiday Season Nov - Dec

Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR

Expandable 4.67% 19.51 0.94% 0.16% Pre-Expandable 3.87% 17.40 0.24% 0.29% Polite 0.81% 13.69 0.08% 0.08% Grand Total 2.81% 16.93 0.16% 0.12%

Source: PointRoll Black Friday (Nov. 25, 2011) Benchmarking Data

Black Friday 2011

Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR

Expandable 3.94% 21.42 0.94% 0.13% Pre-Expandable 1.90% 16.78 0.30% 0.35% Polite 0.57% 17.37 0.08% 0.08% Grand Total 2.43% 19.05 0.16% 0.12%

Source: PointRoll Days Leading up to Black Friday (Nov 1 - 24, 2011) Benchmarking Data

Days in November 2011 leading up to Black Friday (2011)

Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR

Expandable 4.21% 19.26 0.65% 0.14% Pre-Expandable 1.97% 17.92 0.87% 0.87% Polite 0.70% 14.66 0.05% 0.05% Grand Total 2.08% 16.98 0.13% 0.11%

Source: PointRoll 2011 Cyber Monday (Nov 28) Benchmarking Data

Cyber Monday 2011

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BEST PRACTICE: PAPERBOY UNIT

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

Connecting consumers to retailers via dynamically generated and locally relevant e-circular ads

Promotional CTA

Store Finder / Geo Look Up

InteractivityInteractivity

Pricing Promotion

Pricing Promotion / Pricing

Product Feed

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BEST PRACTICE: COUPONING

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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BEST PRACTICE: DYNAMIC CREATIVE OPTIMIZATION

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

• Deliver the right message with the right imagery at the right time to the right user

• Fully Customizable Dynamic Solution Based on Advertiser’s Goals (KPI’s)

• Identify and target audience segments with advanced audience analytics

• Target, re-target and optimize both creative and performance within a single platform, team and reporting tool

PROFILE 1

PROFILE 2

CLICK HERE FOR DEMO

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SIT

E E

VEN

TS

ROLLOVER TO SHOP

CLICK TO EXPAND

ROLLOVER TO DESIGN YOUR NEW BEDROOM

Save Up To

10%

ROLLOVER TO DESIGN YOUR NEW BEDROOM

Save Up To

10%

SHOPPINGCART

DISPLAYAD

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ROLLOVER TO EXPAND

Find a Store to

Get Fitted

CLICK TO EXPLORE

Customize Your Suit

TodayCLICK TO EXPAND

ROLLOVER TO DESIGN YOUR NEW BEDROOM

Save Up To

10%

ROLLOVER TO EXPAND

ROLLOVER TO EXPAND

ROLLOVER TO SHOP

CREATIVE A

CREATIVE B

CREATIVE C

SEQ

UEN

CIN

G

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ROLLOVER TO SHOP

CLICK TO EXPAND

ROLLOVER TO DESIGN YOUR NEW BEDROOM

Save Up To

10%

ROLLOVER TO EXPAND

ROLLOVER FOR 2011 BLUE LABEL COLLECTION

SHOP THE RUNWAY LOOKS

RETA

RG

ETIN

G

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IT’S A WRAP!

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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• Retail holiday shopping trends

• Four secrets to successful holiday campaigns1. Mobile/Tablet

2. Cross-Channel Advertising

3. Pinterest

4. User Experience

• Innovative holiday creative and engaging formats

• 2011 retail holiday benchmarks & best practices

RECAP

HOLIDAY RETAIL BEST PRACTICES AND PAST TRENDS

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Q & A

KRICHARDSON@POINTROLL.COM

TO SEE MORE HOLIDAY EXAMPLES OR GET STARTED WITH YOUR HOLIDAY CAMPAIGN CONTACT YOUR POINTROLL REP OR

INFO@POINTROLL.COM