Tis the season for holiday marketers

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Experian Public.

Real-time holiday marketing insights

October 25, 2012

‘Tis the season for holiday marketers

2 © 2012 Experian Information Solutions, Inc. All rights reserved.

Experian Public.

Tweet using hashtag #EMS2012

Introducing our speakers

Bill Tancer, our resident data expert

Best selling author of Click: What Millions of People do Online and Why it Matters

______________________________

Today’s talk track:

Economic evaluation of upcoming retail season

Traffic sources

Seasonality

Email and Mosaic® USA insight

@billtancer


Experian Public.


The confusion around consumer confidence

September 2012

CCI 83.7

Up 12.6 points


Experian Public.


Experian Consumer Expectation Index – Digital consumers more optimistic


Experian Public.


Where can consumers find your best holiday deals?


Experian Public.


Coupons and deals

• Overall visits to coupon

sites are greater in

aggregate than deal sites

• Both deal and coupon

sites have reached a set-

point in 2012

• Expect to see a ramp in

coupon site visits this

holiday season


Experian Public.


Holiday Email Performance: Variance of Campaigns 'With Offer'

Total

Opens

Unique

Opens

Click-to-

Open

Total

Clicks

Unique

Clicks

Trans-to-

Click

Transaction

Rate $/Email AOV -12% -13% 6% -7% -9% 80% 68% 60% -6%

20%

57%

5%

9%

48% 46%

10% 11%

51%

14%

-54%

-40%

1%

27%

42%

21%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

0%

10%

20%

30%

40%

50%

60%

$ Off % Off Countdown Free Gift Free Shipping Multi-Offers Points Offers Tiered Offers

Yo

Y G

row

th R

ate

% o

f C

amp

aign

s w

ith

Off

ers

Q4:2010 Q4:2011 YoY Growth Rate

Offers shifted in holiday 2011 – Deeper discounts and multi offers prevailed


Experian Public.


40% and 60% pulled the highest transaction rates in Dec, 20% & 70% in November

0.26%

0.28%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

20% Off 25% Off 30% Off 40% Off 50% Off 60% Off 70% Off

Oct Nov Dec

But what works?


Experian Public.


“Cheap” becoming more prevalent

• Like deal and coupon sites

visits, value qualifiers in

search queries have

reached a plateau

• “Cheap” continues to be

top qualifier, but “coupon”

will be the most sensitive

term leading into the

holidays

• In the past “cheap” terms

were limited to apparel,

2012 term analysis is

signaling a change


Experian Public.


Thanksgiving

Black Friday Cyber Monday

Day After Christmas

+9%

+2%

+31% +29%

Holiday visits increased YOY to Retail 500 Cyber Monday peaked and is the new black


Experian Public.


Date Event

Transaction

Rank Volume Rank

Monday, November 28, 2011 Cyber Monday 1 1

Friday, November 25, 2011 Black Friday 2 2

Thursday, November 24, 2011 Thanksgiving 3 18

Friday, December 16, 2011 Free Shipping Day 4 4

Wednesday, November 23, 2011 Day Before Thanksgiving 5 5

Saturday, November 26, 2011

Saturday After

Thanksgiving 6 68

Tuesday, December 06, 2011 19 Days to Christmas 7 10

Sunday, November 27, 2011 Sunday After Thanksgiving 8 72

Tuesday, November 29, 2011 Day After Cyber Monday 9 20

Friday, December 02, 2011 23 Days to Christmas 10 22

Top 10 holiday mailing days accounted for 22% of overall holiday

transactions

Thanksgiving emails generated $0.29 in revenue per email – nearly 3x the

overall season average

Peak holiday transaction days + volume Cyber Monday email transactions are 2x those of Black Friday


Experian Public.


Best time to email

The early morning and the

evening before Thanksgiving, as

well as early morning and early

afternoon on Thanksgiving show

times of high revenue compared

to volume. These would be

good times to send reminders

about your offers and brand.


Experian Public.


Best time to email

Early morning on Black

Friday and Cyber Monday

show times of high revenue

compared to volume. These

would be good times to send

reminders about your offers

and brand.


Experian Public.


Are you planning on developing an SMS program for your holiday campaign?


Experian Public.


Mobile opens on the rise

June '11 July '11 August '11 Sept '11 Oct '11 Nov '11 Dec '11 Jan '12 Feb '12 March '12 April '12

Desktop

Webmail

Mobile

31%

33%

36%


Experian Public.


Opportunity for mobile messaging programs during the holidays – Opt-ins spiked in December of 2011

Average

+43%

+218%

+41%

+50%

+42%

For retailers, the average quarter over quarter growth for SMS programs Q1 2011

through Q3 2012 = 173%


Experian Public.


Thinking out of the box Target/Neiman Marcus

A: Power Elite

D: Suburban Style

Neiman Marcus

Targ

et

G: Young City Solos

C: Booming with

Confidence


Experian Public.


Super Saturday?

"By doing this, Target and Neiman

Marcus are making Super Saturday

about fashion, design…”


Experian Public.


In summary

Consumer confidence and expectations are on the rise

Search for deals via discounting and couponing continues regardless of

consumer optimism

Pay attention to time-of-day timing when sending campaigns

Mobile continues to grow in significance

Look for more out-of-the-box thinking this holiday season


Experian Public.


Questions?

Join us for a TweetChat

directly following this

webinar

Follow these simple steps:

Go to www.TweetChat.com

Log into your Twitter account

Use the hashtag #EMS2012

Participate in the conversation

Visit experian.com/blogs/marketing-forward for up-to-date marketing insights

Bill Tancer

GM, Global Research

Experian Marketing Services [email protected]

@billtancer

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Tis the season for holiday marketers

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