Preparing for the 2015 Christmas Shopping Season  

Todays Presenters

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Imran Choudhary Commerce Lead

Penny Coupland Solutions Consultant

James Lovell Retail Commerce Exec

3 © 2015 IBM

Trends  in  online  shopping:  !  Impact of devices on shopping behaviour !  Continued rise in mobile traffic and sales !  Continuing popularity for Black Friday

and Cyber Monday !  Falling Conversion Rate  Best  Prac4ces  &  Developments:  !  Understanding customers !  Engaging across all channels !  Creating great mobile experiences !  Fuel innovation, productivity & results

Todays Agenda

Resources available to You UK Black Friday & Cyber Monday Holiday Mobile Report

Over 3,000 sites participated Aggregated Index Comparisons against Industry & Peers Geographic Coverage UK, US, FR, DACH, AU, EU, WW Industry Specific Retail, Travel, B2B, Financial Services Segment Specific Apparel, Department Stores, Health, and 12 others

© 2015 IBM 4

IBMs  Digital  Analy/cs  Benchmark  

A Brief Review of the Highlights

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Online Sales Break Records

Black Friday online sales increased 91.6% Cyber Monday up 22.6% year over year.

Mobile Shopping Spurs online Growth Black Friday mobile traffic accounted for 59.8% of all online traffic in the UK, an increase of 30.3% over last year. Black Friday mobile sales accounted for 47.3%, an increase of 35.5 percent over last year. Cyber Monday mobile sales were also strong reaching 42.9% of total online sales, up 29.3 percent over 2013

Smartphones matching tablets for Sales A new digital shopping companion for many consumers, smartphones drove 39.8% of all Black Friday online traffic with tablets accounting for 20%. Sales are still higher on tablets here in UK but in USA smartphones are taking the lead. Expect similar here.

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Steady growth for online sales “Growth in ecommerce sales on UK retail websites has exceeded 8% each quarter over the past year, with growth at 17% between Q1 2014 and Q1 2015. Despite slowing through much of 2014, growth rebounded after the 2014 Christmas season”

Q1 Sales

Up 17% YoY   Source:Fi*h  Annual UK Online Retail Christmas Readiness Report, IBM Commerce  

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Categories are shifting as online shopper demographics broaden

2015  Forrester  Research,  Inc.  Reproduc/on  Prohibited  

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March 2013 March 2015 % Change Average session length

7:15 5:49 -19.8%

Page views per session

9.3 7.1 -23.5%

Product views per session

2.0 1.7 -13.9%

Bounce (one page) rate

29:0% 34.9% 20.3%

Visitor Attention Metrics Decline  

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Black Friday & Cyber Monday gain traction in the UK

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UK Cyber Monday Vs US Cyber Monday & AU Click Frenzy

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“Small-screen devices drive more than half of retail site traffic, yet most consumers prefer large-screen

desktops at checkout.

However, smartphones and tablets combined outpaced desktop percentage in traffic”

The percentage of mobile traffic and sales is up dramatically in the past two

years

Performance by device type Mobile % of site traffic & sales

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Mobile device trends

“Mobile use increased on weekends and holidays, setting new records on Christmas Day”

“While tablets outpaced smartphones in percentage sales overall, smartphones narrowed the margin throughout the Christmas shopping season.”

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“Retail websites see more traffic from smartphones than tablets: 33.4 % from smartphones versus 24.0 % from tablets.

The equation is reversed when it comes to sales.

Mobile % of Traffic Mobile % of Sales

Consumers make more purchases with tablets at 25.6% than they do with smartphones at 13.6 %, clearly preferring the larger screen and greater information visibility of a tablet. Sales over tablets have remained fairly steady over 12 months, whilst smartphone sales show a more erratic pattern

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Mobile Impacts conversion rate Mobile % of site traffic & sales

iOS mobile devices drive significantly more site traffic and sales than

Android

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Best Practices for 2015 Peak

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Analytics Best Practices

! Thoroughly Understand your Customers

! Engage Seamlessly across all channels

! Personalise Product and Content Recommendations

! Create Exceptional Mobile Experiences

© 2015 IBM 17

Digital Marketing

Lead Management

Customer Experience Analytics

Journey Design

Omni-Channel Marketing

Real-Time Personalization

IBM Marketing Cloud IBM Marketing Software

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Q&A

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Assets Free Access to the UK Benchmark Report https://ibm.biz/BenchmarkReport Use of Interactive Tool to Compare Your Performance https://ibm.biz/MyComparison