Sleigh the Season

What Holiday Shoppers Want, How Retailers Plan to Deliver

Your presenters

Jim DavidsonHead of Research at Bronto

Chad Ledford CRO at AddShoppers

The Shopper The Holiday Shopper

Holiday Shopping!

6

Holiday Shopping?

Stores OpenGifts Under $20Shop by PriceDoorbustersGift GuidesOnline Only

Stores Open LateDays of Saving

Stores ClosedShop for Him/Her

Free ShippingGuaranteed DeliveryShipping Deadlines

In-Store OnlyGift CardsFlash Sale

9

What do holiday shoppers really want in 2015?

Are retailers prepared to meet shopper expectations?

CONSUMERS RETAILERSVS

• Timing & targeting throughout the holidays

• Consumers finding new ways to shop

• Expectations for convenient, seamless experiences

• 1,000+ Holiday Shoppers

• 100+ Retailers (Web Only and Multi-Channel)

bronto.com/HolidayReport

Timing is Everything

Prepping the Promo

Making Mobile Merry

Wrap Up

Timing is Everything

Prepping the Promo

Making Mobile Merry

Wrap Up

CONSUMERS RETAILERS

When do you start

HOLIDAY SHOPPING?

When do you start

HOLIDAY MARKETING?

• 53% of retailers start holiday marketing in September or earlier• 27% of shoppers wait until Black Friday to start shopping

When do you start your holiday shopping / marketing?

• Cliché holds true: Women start early, Men wait until the last minute• Trends align throughout most of the season

When do you start your holiday shopping?

• Seniors represent largest early and late starters• 22% of Millennials start holiday shopping on Black Friday

When do you start your holiday shopping?

Timing is Everything

Prepping the Promo

Making Mobile Merry

Wrap Up

Most Popular

Most Divisive

Most Hated / Least Effective

• Be prepared to shift promotional strategies if sales flatline

Most Loved / Most Effective Promos

• Test BOGO variations to targeted segments• ex. “Buy One, Get One 20% Off” to repeat customers or non-purchasers

Promos that make you want to buy / will be used

• Understand your competitor's strength• Adapt and react: prep promos that can battle unexpected seasonal shifts

Holiday Sales: Online Only vs Online & In-Store

• Availability of in-store pick up outpaces shopper demand• Opportunity to increase shopper awareness of the service

Do you plan you use / offer in-store pick up?

Do you want to

LOSE 38% OF HOLIDAY SHOPPERS?

• Can’t offer free shipping? Build a compelling abandonment strategy!• Don’t hide shipping limitations. Highlight other value propositions.

Free Shipping: Shopper Expectations vs Retailer Plans

• Online only retailers need to prepare for abandonment related to shipping costs• Consider targeted free shipping offers to most loyal shoppers and/or first time buyers

Free Shipping: Online Only vs Online & In-Store

Timing is Everything

Prepping the Promo

Making Mobile Merry

Wrap Up

• Expectation vs Reality• More common, but not fully integrated into the shopping experience• Should not discourage mobile checkout optimization

Consumer Smartphone Usage vs Marketer Expectations

27

Consumer Smartphone Usage vs Marketer Expectations

Timing is Everything

Prepping the Promo

Making Mobile Merry

Wrap Up

Timing is Everything

Prepping the Promo

Making Mobile Merry

• Anticipate mid- and late-season shoppers• Target (or exclude) demos to avoid overmailing

• Adjust promos thoughtfully – not in a panic!• Select products and promos that fit demos /

interest

• Increase awareness. Educate shoppers• Focus on features shoppers want to see

Wrap Up

30

• Advanced critical planning tools• Month-by-month planning guide

• Downloadable workbooks• Tips for successful holiday campaigns

bronto.com/holidays

What we’ll review...

Social Commerce StatsUnique Campaign Strategies

Important Q4 Dates

Across 10,000 Retailers$90M+ in tracked revenue

100M+ products

addshoppers.com/stats

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Did you know?

Socially-engaged users spend 8.2% more

In Q4 2014, users who shared or came from a social network spent $126.12 on average vs. non-socially engaged users who spent $116.55.

How much is a share worth?

$1.03 per tweet 80¢ per share 67¢ per pin

Health & BeautyApparel & Clothing

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Did you know?

Pinterest is the new “Google Shopping”.

This year, Pinterest has eclipsed Facebook in total sharing volume - now 250% more shares to Pinterest than Facebook.

Top categories for Pinterest

Home & Garden

Conversion rates 180% higher during Q3/Q4.

Conversion rates 293% higher during Q4.

AOV 9.8% higher during Q4 2014 vs Q3 2014.

Entertainment & MediaNovelty

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Did you know?

Use Facebook as a distribution platform like e-mail

● 27.56% of social revenue comes from Facebook. ● Facebook Shares converted 544% higher than Likes.● Facebook traffic converted 153% higher during Q4 in 2014 vs Q1-Q3.

Top trending categories for Facebook

Collectibles

Social sales increased by 29.26% from Q3 to Q4.

Conversion rates 209% higher during Q4.

AOV 44% higher during Q4 2014 vs Q1-Q3 2014.

XXXMature / ViceSports & Outdoors

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Did you know?

Use Twitter to drive real-time awareness

35.64% of total clicks come from Twitter

Top trending categories for Twitter

Holiday

Referral traffic from Twitter 155% higher during Q4.

Referral traffic from Twitter 136% higher during Q4.

AOV 11% higher during Q4 2014 vs Q1-Q3 2014.

Office SuppliesHoliday

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Did you know?

E-mail - 1 to 1 sharing

● Don’t forget about email when it comes to social sharing! ● Emails to a friend are the highest converting type of share at 9.39%.● A share via email on average generates $12.41.

Top trending categories for E-mail

Travel

AOV 78% higher during Q4.

Social sales 30.5% higher during Q4.

% of shares 261% higher during Q4.

What holiday shoppers want & unique campaign strategies...

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Shoppers Want...

71% of consumers want % discounts

Strategy: Offer a discount, but get your customers to work for it. Avoid “open couponing.”

Tactics:● E-mail capture for new customers to get 10% off● Share products for 10% off coupon ● Give 10% & Get 10% with Refer-a-Friend campaigns

Replace image with an image reflecting one of the 3 discount points.

38% of shoppers abandon without free shipping

Strategy: Show free shipping promotions to customers who are about to abandon the shopping experience.

Tactic: Trigger an exit modal when someone abandons their cart or use it as an incentive to grow your e-mail list.

Share for Free Shipping ModalJames, you’re $5.61 away

from Free Shipping!

Keep Shopping

Shoppers Want...

Pro tip

See the mobile version to the right -- it uses Facebook Connect instead of a manual email entry to boost conversion rates

Welcome!Connect with Facebook for

free shipping

| Connect

No Thanks

Pinterest.com Survey: 47% of shoppers say that Pinterest has inspired a gift purchase.

Strategy: Seed Pinterest with your products NOW so your products are discovered first when customers start holiday shopping.

Tactic: Host a social giveaway (eg, “Pin to Win”) to rapidly spread your products across social channels at scale.

Shoppers Want...

Pro tips

1. Do this during the holiday season and you’ll take advantage of the increased traffic to drive even more sharing.

2. The increased referral traffic will last far beyond this Q4!

PIN IT TO WIN ITENTER TO WIN A $200 GIFT CARD BY PINNING YOUR FAVORITE PRODUCTS

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Shoppers Want... Standard shipping guaranteed by Christmas. 3d 6hr left!

You to help them get their shopping done on time.

Strategy: Use shipping deadlines to create urgency.

Tactic: Advertise your shipping deadlines across your site with a countdown timer.

A Personalized Shopping Experience

Women start shopping earlier & men wait till the last minute. 22% of millennials start shopping on Black Friday while seniors start earlier.

Strategy: Segment your customers based on demographic data that accommodates their shopping habits.

Tactic: Alter your promotional messaging to match the segment it’s targeting. Let’s look at example welcome offers for two crucial holiday sales:

Shoppers Want...

Pro tip

Match popup modals on your website to segment-specific messaging to drive higher conversions.

Last Day for free standard

shipping!

Shop Now

Shop our Early Black Friday sale!

Shop Now

Targeted to Men Targeted to Women

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Shoppers Want...

A reason to come back after the holidays

Strategy: Get customers to come back after the holiday rush.

Tactic: Allow customers to share out their holiday purchases in exchange for gift certificates they can use in January.

Important Dates

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Dates of Note

Build your marketing calendar around these holidays

Monday Oct 12: Columbus Day & Thanksgiving (Canada)Saturday Oct 31: Halloween

Tuesday Nov 3: Election DayWednesday Nov 11: Veterans Day & Singles DayThursday Nov 26: ThanksgivingFriday Nov 27: Black FridayMonday Nov 30: Cyber Monday

Sunday Dec 6: Hanukkah BeginsThursday Dec 10: Human Rights DayMonday Dec 14: Green Monday & Hanukkah EndsThursday Dec 24 & Friday Dec 25: Christmas Eve & Christmas DaySaturday Dec 26: Boxing Day & Kwanzaa BeginsThursday Dec 31: New Year’s Eve

Friday Jan 1: New Years Day & Kwanzaa Ends

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Shipping Deadlines

● Priority Mail International - Mon 12/14/2015● Standard Post & Media Mail - Wed 12/16/2015● Priority Mail Express Intl. - Sat 12/19/2015● Priority Mail, First Class Mail, & Global Express Guaranteed -

Mon 12/21/2015● Priority Mail Express - Wed 12/23/2015

● FedEx Ground & FedEx Home Delivery - Fri 12/18/2015● FedEx Express - Sat 12/19/2015● FedEx 2Day - Tue 12/22/2015● FedEx Overnight - Wed 12/23/2015

● UPS Ground - Fri 12/18/2015● UPS 3-Day Select - Sat 12/19/2015● UPS 2nd Day Air - Tue 12/22/2015● UPS Next Business Day - Wed 12/23/2015

Jim Davidson, Bronto Software Head of Research jim.davidson@bronto.com@Bronto

Chad Ledford + AddShoppers CROchad@addshoppers.com@AddShoppers

Questions? Follow Up?

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Thank you!

To learn more about AddShoppers, check out our trending resources:

addshoppers.com/trending-resources

To learn more about Bronto, please visit:

www.bronto.com

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

Who is Bronto?

Marketing automation for commerce

Founded in 2002

Bootstrapped & organically funded, growing at 40% YOY

#1 email service provider to the Internet Retailer Top 1000

Now serving 1400+ brands worldwide

7-time winner of the Stevie Award for Best Customer Service Dept

Acquired by NetSuite in June 2015

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