Mettez plus de cadeaux virtuels aux pieds
de votre sapin !
2015
Avec les données Retail de Bing Ads France
Sommaire
Comment se porte l’industrie ?
Tendances Bing Ads
Analyse des textes d’annonces
1
2
3
L’état du marché du Retail en France. .
Estimations eMarketer (2015) 1
Moyennes de dépenses annuelles par acheteur2 :
Fran...
78% des Européens préfèrent recevoir leurs
informations de livraison par email; 27% sont aussi pour les
notifications par ...
Retail Reach. .
Plus de 70% des utilisateurs internet Retail utilisent aussi les sites Microsoft
Par marché, % des interna...
Quelles tendances voyons-
nous sur Bing Ads?
Tendances de recherches en 2014-2015
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
+14%
Vêtements &
Accessoires
+11%
Retail global
Beauté &
Bien-être
+46%...
L’activité du Retail sur les moteurs de recherche commence à augmenter en Novembre
Volume de recherches Retail sur Bing :
...
Les jours les plus actifs pour le Retail autour de noël.
6 des 10 jours où l’activité Retail est la plus forte sont
concen...
Device share of retail queries, Bing and Yahoo sites, UK Sept-Dec 2014
Sous-categories clés du Retail sur Bing Ads ..
La c...
. .
Près de 30% du volume de requêtes en France durant les fêtes de noël provient des mobiles.
Les vêtements et accesoires...
Jours de la semaine les plus actifs en volume de recherches Retail sur les sites Bing
& Yahoo français, sur tous les appar...
Volume de recherches Retail par démographie entre Novembre et Décembre 2014
Sur Bing Ads, les générations X & Y sont prédo...
48%
58%
59%
59%
60%
63%
63%
63%
65%
66%
68%
52%
42%
41%
41%
40%
37%
37%
37%
35%
34%
32%
Consumer Electronics
Sports & Fitn...
Croissance du Retail sur Bing Ads
Aout 2015
+18%
+19%
+92%
Bing Ads France, sites Bing, Yahoo et partenaires, Aout 2014 vs...
Les indicateurs de performance Retail sur Bing Ads
Aout 2015
. .
100%
89%
156%
€0.15
€0.17
€0.09
CPCs Retail moyen
France
...
Microsoft Confidential
Spend
€0.32
Eurozone
Google
Bing
Marin Software EMEA Global Advertising Benchmark, Eurozone data Q2...
Plus c‘est mieux!
Pour le Retail, combiner des extensions d‘annonces sur PC et
tablettes perment d‘obtenir un meilleur CTR...
with Bing Shopping CampaignsDéballez vos cadeaux
Avec les campagnes Bing Shopping!
+45%
de CTR moyen par
rapport aux
annon...
Comment me lancer ?
Campagne Bing Shopping
Créez une campagne
Bing Shopping ou
importez une
campagne Google
Créez votre bo...
Un noël “App”solument genial!
Avec Bing Ads pour iOS et Android
Gérez vos campagnes, groupes
d’annonces, annonces et mots-...
Règles automatisées : pour un noël
plus joyeux
Règles automatisées
1. Activez et desactivez vos campagnes pour des
évèneme...
Faites briller
votre annonce!
Avec les enseignements tirés des analyses
de textes d’annonces Retail en 2014
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality
™  collect  same day del...
Vêtements et Accessoires
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dynamique
Prix e...
Electronique
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dynamique
Prix et perception...
Maison et jardin
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dynamique
Prix et percep...
Maximisez le rendement de vos campagnes
pendant les fêtes avec Bing Ads
Optimisez vos
campagnes sur
tous les
appareils
Tes...
Annexes
Analyse de textes d’annonces pour
toutes les catégories
Beauté & Bien-être
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dynamique
Prix et perc...
Livres
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dynamique
Prix et perception de
va...
Bons de réduction et bonnes affaires
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dyna...
Cadeaux & Fleurs
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dynamique
Prix et percep...
Sports & Fitness
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations
pour livraison
Dynamique
Prix et percep...
Jouets & Hobbies
Analyse de textes d’annonces
Marque &
Approbation
CTA
Incitations pour
livraison
Dynamique
Prix et percep...
L’état du marché du Retail en Europe. .
Estimations eMarketer (2015)
Dépenses moyennes annuelles par acheteur :
UK
£1,174
...
..
Nov Dec DecDec
Les Allemands s’y prennent un peu plus tard
avec 8 des 10 jours les plus actifs concentrés
en Décembre.
...
Dans tous les marchés, le jour de noël marque un pic important
Le mobile durant les fêtes ..
UK FR DE
48% 32% 25%
Part de ...
Quelles categories possèdent les part de recherches mobiles les plus élevées?.. Volume de recherche Retail par appareil et...
Démographie moyenne sur les requêtes Retail en France, Allemagne et au
Royaume-Uni entre Novembre et Décembre 2014
18-2413...
19%
22%
25%
22%
29%
26%
25%
27%
31%
27%
32%
27%
30%
28%
32%
28%
32%
32%
31%
30%
38%
36%
28%
26%
22%
20%
21%
24%
20%
17%
19...
Les acheteurs commencent tôt le 26 Décembre
Pics de recherche Retail par heure sur les sites Bing et Yahoo pour les 24, 25...
Le secteur Retail en France à noël
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Le secteur Retail en France à noël

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Préparez vos campagnes pour noël ! Toutes les données du Retail en ligne en France pour les fêtes de fin d’année

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  • What is the estimated value of the retail industry for the year 2015? eMarketer’s 2015 estimates give us a sneak peak into the retail trends this year by analysing the primary growth drivers of the sector.
    In France alone, we are expecting nearly 30 million e-shoppers in 2015, up 4% year over year from 2014. In terms of purchasing behaviour, 5% of total retails sales this year is expected to come from online channels. Interestingly enough, last year online sales grew at a stronger pace than in-store sales. Although digital sales were up +17% YoY, in-store sales dropped -1.7% YoY. The growth in online sales is quite impressive, and perhaps an indicator that the holiday shopping experience is shifting from instore to online as people look to save time and effort.

    On the left you can see that the typical shopper in France is looking to spend an average of €1,146 this year. Annually they are spending significantly more than the average EU shopper.

    As a result with more people spending online, we are expecting the French to be rather hopeful towards the Christmas period when getting their wallets out this year.

  • So we’ve seen the rise of online shoppers and how they are taking advantage of the early sales during the festive season, but what influences them to purchase what’s in their shopping basket and actually check out online?
    UPS did an interesting study this year which dealt with the Pulse of the Online Shopper, highlighting how we shop and what delivery methods we prefer across regions.

    There are some really interesting trends, with 42% of European consumers preferring to search and buy online vs. other traditional offline means. This also illustrates the importance of research when it comes to online purchasing decisions. Not only do some consumers prefer to search and shop online, but highlight the importance of receiving notifications about items purchased and relative delivered dates. 78% of European consumers prefer receiving delivery confirmation via email. However, due to the rising activity of mobile shoppers in the past year, 27% are also now open to receiving notifications and delivery confirmation via text message. Shopping on foreign sites is also quite common in Europe. Over 70% of European consumers stated that they prefer to shop on foreign websites, because the products they are looking for aren’t available in their own country or they can find them at cheaper prices abroad. It’s important for retail advertisers to know that if consumers can’t find particular items in their own country and at the right price, they’ll head to online shops abroad. Therefore, two things to bear in mind include retail sites with easy navigation and prices that are clearly marked for those consumers that may be coming from overseas. If we look at the right hand side of the slide, we can see the findings of the UPS sample study. Essentially there are a number of reasons influence our decision-making process when checking out online. Firstly, free shipping is the top influencer. In second place—and this is something that we have all been through—we need payment variety. If the only option is to pay by credit card, retailers are limiting their chances to target consumers that will follow through with the purchase.

    We also want to know when our delivery will arrive (3rd factor). Particularly for those last minute buyers, it’s essential that we know whether or not our delivery will arrive in time.

    Finally, time and convenience is the last influencer. As consumers, we don’t want to go through the hassle of filling out our details to realise at the end that the delivery won’t arrive in time. Therefore it’s important to think about how we output information around shipping costs and timing, as well as consider the consumer input requested in order to make the journey as easy as possible for those wanting to check out. These elements should also be taken into consideration when creating ad copy in order to ensure top ad performance.







  • ComScore has also helped us to analyse the retail reach across Microsoft sites. This slide depicts the percentage of total retail Internet users in the EMEA region that use Microsoft sites.

    Looking at France in particular, more than 70% of retail Internet users engage with Microsoft sites, of which 21% are regular users of Bing. Keep a lookout for our retail reach to be on the rise, as Bing powers Microsoft devices and services, including Windows 10, MS Edge and Cortana. As we continue to power more technology both in and outside our digital ecosystem, the numbers will continue to grow. As an advertiser, what are you seeing?
  • On our network, we thought it would be interesting to provide an annual snapshot for all subcategories and their respective search peaks throughout the year. This will enable advertisers to take advantage of all peak times, including the ones that fall outside of the festive holiday season.

    The data in this graph reflects the top query peaks for Retail sub categories on Bing Ads, Bing & Yahoo sites for all devices. This is a view of 2015, along with a forecast for Sept-Dec based on seasonality from the previous year.

    Curiously, November and December are the months with the biggest peaks for all categories – particularly for beauty care peaking over 70% on search queries compared to the indexed average. It’s evident that the festive period brings the biggest impact for retail searches during the year.
    January sees an uplift for all categories as we continue to see increased expectations of spending during the New Year sales. Again, Toys & hobbies peak a staggering 800% above the indexed average in September. Clothing & Accessories also tend to see a strong uplift of search queries in Jan, with peaks over 25%
    We’re also seeing a change from 12% to 36% (July to Sept) for Home and Garden, typically during the summer months when users are expected to engage in greater outdoor activity.

    Overall, there are search peaks from Nov. to Jan. for all sub categories, so FR advertisers should focus on optimising their retail accounts before the Christmas deals and New Year sales hit the online stores.



  • This chart gives us an analysis of the overall retail searches indexed to the average daily volume in Sept 2014 for all retail queries, including all retail sub categories.

    Overall, we see that retail search activity starts to ramp up in early November, climbing above September levels. As search queries start to peak 17% in the first week of November, make sure you prepare for retail campaigns early on in October.
    During the festive season, over the last week of November and the first week of December, things really start to kick off, as the number of queries increases 18% above September levels.
    Also an interesting trend to point out, on the 1st of December search queries peak +29% versus September levels. The start of December really acts as a reminder for people to get their Christmas shopping started if they haven’t done so already.
    Last minute shopping activity seems to take place on the 17th Dec as search queries are up 14% versus September levels. Searches fall dramatically on the 23rd of Christmas as the French unwind for the Christmas period. Interesting enough, online activity remains low during the Christmas week as devices are off and focus is very much on family time. During boxing days (26th Dec) the retail queries up +6%, so we’re seeing people still looking at deals during the relaxing period.
    The first week of January however, is when the French get serious with their shopping. January retail queries take off quite significantly with uplifts over 60% versus September due to the Winter and New Year sales. The 7th of January sees the highest peak during the festive season, so make sure your keep enough budget to last for your campaigns to capitalise on the large peaks we see in January.

  • Taking a look back at 2014, here’s a view of the top days in the Christmas period with the highest retail search volume on our Network, by device, and relative to the average daily volume of Sept. 2014. This should help you to prepare for the big retail days this year during the festive period! For all up retail on all devices, 6 out of the 10 top retail search activity days all took place in the first two weeks of December. As we saw in the previous slide, early December is important as this is a key time to get the most engagement from your campaigns, so make sure to establish budgets for these key weeks. We’re also seeing 4 out of the 10 days taking place in November: again, set enough budget early on to take advantage of the large volume of searches in November.
    The trends by device are also quite a fascinating story. Top search days for a PC take place during the first two weeks of December during the week. Tablet and smartphone activity on the other hand are big on weekends, with 80% of the top search days taking place on a Saturday or a Sunday for mobile and 90% for tablet. This is an interesting tendency, as most people revert to tablets as a device when relaxing. Make sure you have these top retail days in your diary when preparing your budget campaigns.

  • Here we have provided the key retail sub-categories on Bing Ads in terms of searches and clicks. Apparel & Accessories, Consumer Electronics, and Home and Garden rank the highest, all with a significant share of both searches and clicks, so make sure to watch out for those categories on Bing Ads.

    Clothing and accessories has the highest click share with 35%, followed by Consumer electronics and H&G at 8%. In terms of searches, once again Clothing & Accessories ranks quite high with 26% of the search share in the retail category. The H&G category is also displaying interesting trends on our network; it has quite a strong share of clicks, despite the tailored nature of the category.
  • But do our users perform retail queries on a PC or on a mobile device? If we break it down by subcategory, what’s the share of queries for tablet and mobile? Nearly 30% of the retail search volume in France takes place on a mobile device (this figure includes both tablet and mobile). Mobile is still much higher then tablet. Apparel & Accessories tops the mobile charts, with over 20% of jewellery searches performed on a smartphone device. If we look at tablet, jewellery and books takes the lead followed by H&G, clothing and accessories and sports and fitness. As mobile search starts to play a bigger role in retail scene, make sure to adjust your campaign strategy appropriately. As a reminder, continue to take advantage of the bid modifier to tune your bids for an optimum ROI and target mobile searchers looking for Apparel & Accessories, Jewellery and Consumer Electronics.

  • If we look at the Christmas period from Nov – Dec, versus the average September levels, the beginning of the week sees the highest amount of search volume on all devices. Sunday, Monday and Tuesday are big days to look out for during the week, as they hold the highest percentage of volume. As engagement is high at the beginning of the week, don’t wait until the last minute, make sure your retail campaigns are optimised for optimal performance at the start of the week.
  • But which age demographic searches for retail the most on our network? Roughly 50% of all travel related queries come from those aged 25-49. While was consider the fact that the age group 35-49 is more likely to have a higher income, those between the ages of 25-49 tend to search for more family focused products during the Christmas period, such as Toys & Hobbies.
  • On our network, we’ve also noticed that women search for retail queries more than men. Nearly 60% of all retail search queries in France are made by women. During the Christmas period, we have also seen that women search more for deals and coupons, apparel & accessories and flowers and greetings. Men, however, prefer searching for consumer electronics with over 52% of queries for electronics coming from men.
  • Now let’s talk overall growth on our network. If we look at the overall click growth year over year on Bing and Yahoo sites, we find that clicks have grown 18% in France (August 2014 vs August 2015); also a healthy number, retail click growth is up +19%, so showing a slightly higher pace than the overall click growth on the network.

    However, the mobile story is perhaps the most compelling, as retail clicks on a mobile device are up +92% year on year, quite healthy numbers as we start to consider the overall device shift that’s happening globally.
  • If we look at the performance metrics broken down by device for the Retail sector, what do we see?
    (This is August 2015 data O&O only – Average CPC and CTR for tablet and smartphone indexed to desktop)
    So if we look at Retail, the CTR for smartphones is actually much stronger. Whilst tablet is slightly more expensive in France, mobile is still significantly more economical at an average CPC of 9cent. So if you compare devices like for like, mobile displays quite a positive story.
  • When analysing the average CPCs for the Retail vertical, Marin Software studies reveal some interesting insights. In comparison to AdWords the average price in clicks is significantly lower, evidence of Bing ads as a far more cost effective solution. In the Eurozone, the average CPC is -49% less than AdWords, a significant data point to keep in mind as we approach the holiday season.

    This data reflects all devices, excluding the partner network, over the course of Q2 2015.

    (*Internal note: there may be inferences to the delayed launch of Bing Shopping as a result.)
  • And let’s not forget about the importance and impact of ad extensions. Here we’ve done some analysis, which looks at the average mainline CTR for each extension in Retail on PC and tablet. We then looked at the combined averages when more than one extension is added. The results are resounding. The combination of ad extensions results in an increased average CTR of up to 30%.

    For example:
    If we look at text ads, we’re seeing a pretty healthy mainline average CTR of 6%
    Location extensions is also seeing an average CTR of 6%.
    Enhanced Sitelink extensions, which adds relevant links and increases ad size, means a higher average of 27%
    However, combining ESL and location extensions shows a much higher average CTR of 30% - more so than having ESL or location extensions alone in your ad.
     
    The main focus here is the more the merrier within retail – more engagement with richer ads.



  • This year we’re excited to unwrap Christmas with Bing shopping campaigns in pilot. Bing Shopping Campaigns are a great way to organize, track, and optimise your Product Ads.

    Product ads take up more space than a text ad and attract further attention, thereby offering a broader reach for your shopping campaigns. With Product Ads you can display images and details in your ad, which can also show simultaneously with text ads even for the same merchant, giving advertisers even more real estate on the search results page. The CTR is 45% higher on average than text ads, contributing significantly to the amount of traffic that we drive to your site.
  • Bing Shopping Campaigns are a new campaign type within Bing Ads that makes it easier for you to advertise your products from your Bing Merchant Center store online. They are the latest and greatest way of creating and managing Product Ads; we’ve made it easier and faster for you to get those ads up and running.

    If you’re a managed Bing Ads customer (i.e. you have an assigned Account Manager) using Product Ads on Bing or Google Shopping Campaigns, you’re welcome to get started with Bing Shopping Campaigns right away! Simply reach out to your Account Manager and let them know you’d like to be a beta participant.

    Getting started is simple. There are 4 basic steps and you’re done:
    Claim domain in Bing webmaster tool
    Create your Bing merchant centre store with a valid feed
    Upload your product catalogue.
    Create Bing Shopping campaigns or import your campaigns from Google Bing Ads UI with a single click.

    It’s easy to import Product Listing Ads campaigns into your Bing Ads account.*
    Merchants can programmatically insert, update, read and delete product offers instead of managing data feeds through FTP – and it accepts the Google PLA format.

    Can display in Mainline and Sidebar.
    Can display up to 6 PA.
    Can show with Text Ads.
    Can show a text ad and a PA from the same merchant.
    The more specific the product targets are, the more control the advertiser has on which product serves.
    Advertisers may enroll in Rich captions at the same time.


    How do Product Ads work?
    Product Ads pull product information1 - like image, price or store name - right from your Bing Merchant Center account so you can display product images and details in your ads.
    No keyword creation or ad copy writing required!
  • Available globally!
    This Christmas make sure it’s an ‘appy’ one by managing your Bing ads advertising from the pub. We are excited to announce the release of the Bing Ads app for iOS and now for Android too!

    This app has the basic bread and butter management capabilities to ensure you’re never out of the loop on performance and can manage basic campaign functions on the go!

    We want to make it sure you spend less time at your desk and more time at the pub this Christmas.




  • Your physical presence is no longer required! With this newly launched functionality, Bing ads has given you the rules for achieving a Merry Christmas.

    Automated Rules provides the capability to schedule and automate top campaign management operations. You can automate campaigns, ad groups, ads, and keywords; with over 13 different rules available, you can turn hours of work into seconds.
  • So how can we make your ads sparkle?

    We’ve pulled together some ad copy analysis for the UK, which highlights our learnings from last year—some key advice to help you communicate product offerings in a way that resonates with your target customer and makes your ad copy stand out from the rest.
  • So I’m sure you’re asking yourself, what does this analysis look like and which ad copy tokens help your ad stand out?
    We’ve analysed a number of combinations that provide us with clues on how to improve ad quality and in general increase the performance of your ad copy.

    Just as quick refresher, we’d like to briefly walk you through the way to read an ad copy heat map, before we dive deep into the nitty gritty of the analysis.
    Essentially, there are 2 dimensions to the heat map:

    1.) How well tokens impact your ad quality
    2.) How many advertisers are actively using the token.

    The various tokens are then assigned to particular themes, which enable us to identify which have the greatest impact (i.e. keyword combinations related to brand & endorsements, call-to-actions, and delivery incentives) and map them against the number of advertisers actually using these themes in their copies.

    This gives us the basics to the ad copy heat map. The key to the right-hand side of the slide provides the impact via colour codes and the number of advertisers is reflected by how full the circle is.

    So what you should be aiming for on the ad copy map are greener and fuller circles! In other words, tokens with a strong impact (greener circle), but are rarely used (fuller circle). The more red and empty your circles are, the less likely they are to differentiate your ad, as these tokens provide limited impact and are used frequently. Make sense? Now let’s dive into examples.
  • We’ve also taken 3 retail sub-categories to give more precise recommendations (Clothing & Accessories, Consumer Electronics, and Home & Garden). Again, these are the three verticals with the greatest query and click share for the retail sector on our Network. The other sub-categories can be found in the appendix.

    Concretely, for Clothing Accessories, when including calls-to-action, we recommend testing the tokens “commander” or “acheter” in your ad copy alongside “mini prix” for pricing tokens.
  • For consumer electronics, when including calls-to-action, try testing the tokens “contacter” or “saisir” in your ad copy, alongside pricing tokens such as “prix execeptionnels” or “% de reduction”.
  • For home and garden, when including calls-to-action, try testing the tokens “contacter” or “trouver” in your ad copy alongside “mini prix” for pricing tokens. Whenever relevant, include endorsements in your ad copy such as “original” product or brand, which should also contribute to increasing your ad quality.
  • To wrap up, make the most out of Bing Ads this holiday season.

    Here are the 5 key take-aways when thinking about your Christmas campaign:

    Across the holiday period optimise your campaigns for all devices. With mobile devices accounting for nearly 20% of search volume during the Christmas period in France. Be ready for those on the go and optimise your mobile site accordingly. Whilst we’re seeing large mobile activity within retail, make sure you help drive customer engagement and app installs with your mobile ad by activating all relevant call extensions and app extensions.

    The last week of November and first week of December sees a strong increase in retail search volume. Ensure you have budget available early on to capitalise on the November and early December traffic peaks.
    Make your ad more prominent this Christmas by joining the pilot of Bing shopping campaigns. With an average of 45% CTR greater than text ads, get more engagement this holiday season. If you haven’t done so already, get in contact with your account manager to help enable you to adopt this pilot.

    Although the Christmas week is quiet for online activity, search queries pick up dramatically again on the 7th Jan up +62% vs sept levels. Don’t leave your account in the dark during the Christmas week, ensure you have enough budget available for the beginning of January.
    Finally, combining specific retail ad copy tactic in your title and ad description help differentiate your ads, try testing different ad copy combinations to find the best performing ads for your brand and your product.
  • For the year 2015, what is the estimated value of the retail industry in the UK, France and Germany? eMarketer’s gives us a brief snapshot with their 2015 Estimates report to set the retail scene.
    In the UK alone, we are expecting over 40 million e-shoppers in 2015, which will be up +2% year over year from 2014. For Germany this number is even greater with over 47 million digital buyers expected over the course of 2015. In France, the growth of digital buyers is also strong with a 4% YoY increase expected.
    In France, online purchases accounts for 5% of overall retail sales in the year 2015. Germany is expecting an even higher percentage of online buying activity at 7% of total retail sales. The UK, however, is expected to double that figure, with an estimated 14% of all retail sales coming from online channels in 2015. Between the growth of digital buyers and the lift in online sales across markets, expect a busy shopping season over the holidays.

    On the top right you can see the average annual spend per shopper estimated this year. Using a benchmark value in GBP, the average European shopper is expected to spend £820 a year, slightly higher in France with an estimate of £847 per shopper, and in Germany and the UK, the estimates reach over £1,000 per shopper. We’ve got some avid shoppers in DE and UK this year!
    In general, we are expecting to see digital sales grow across all markets, particularly in Germany at a growth rate of 23%, so don’t be surprised if in-store purchases experience a slight year-on-year decline.

  • Taking a look back at 2014, here’s a view of the top days in the Christmas period with the highest retail search volume on our Network, by device, and relative to the average daily volume of Sept. 2014. This should help you to prepare for the big retail days this year during the festive period and across the different markets!

    If we compare the data by country, the trends in shopping activity are significantly different across markets. Shoppers in the UK prepare early for Christmas and take advantage of the deals during the week of Black Friday and Cyber Monday. With 80% of the top retail activity taking place in the last week of November and first week of December, make sure you set enough budget early on to take advantage of the spikes in November for the UK.
    However, we are seeing very different behaviour in Germany, as retail search activity predominately takes place in December. In fact, 8 out of 10 top retail days occur in December. Make sure that if you’re preparing campaigns for the German market that you have enough budget to last you throughout the entire month of December. In France, this is very different view, as we actually see an even divide of top retail days taking place across Nov & December.


  • But which market is more mobile during the Christmas and holiday period?
    The UK leads with more than 50% of search volume coming from mobile devices. Whereas, we are seeing nearly 30% in France and over 20% of mobile + tablet share volume for retail in Germany. If you haven’t done so already, don’t forget to optimise your mobile sites this Christmas.

    Last year, the Christmas week represented significant amounts of mobile search activity across all markets and in particular on Christmas day (25th Dec).

    Nearly 50% of search activity was on a smartphone device in the UK alone last year. People in France are not too far off, with over 30% of retail search activity taking place on a smartphone.

    So keep an eye our for these increments in mobile device usage on Christmas day and remember to secure budgets during the last week of December and early January time frame to avoid your accounts from going dark.
  • Across UK, France and Germany – the retail categories with the highest volume of mobile queries last year were Jewellery and Beauty & Personal Care. UK users seems to be more on the go than France and Germany, with mobile devices accounting for 55% of search volume during the Christmas period, compared to France & Germany with mobile accounting for 25% of search volume respectively.

    Jewellery in the UK has the largest mobile share with over 70% of search queries coming from a smartphone. In Germany & France, Sports & Fitness are the mobile favourites with over 30% of search queries coming from a mobile or tablet device.
    As mobile starts to play a bigger role in the retail scene, don’t forget to optimise for a mobile device, adjust your bid strategies for optimal ROI, and appropriately target your mobile searchers, particularly in the UK where the retail search volumes for this device are on the rise.
  • On our network, we’ve also noticed that women search for retail queries more than men. With nearly 60% of retail search queries in France and the UK being made by women. Men however take the lead for retail queries in Germany.

    But what does the age demographic look like across markets? Roughly 50% of all retail related search queries come from those aged 35-65 in the UK, France and Germany combined. Interestingly those who are more likely to have a higher income.

    We’ve also noticed that women on our network search for retail queries more than men. Nearly 60% of all retail search queries in France and the UK are performed by women. In Germany, however, men lead the charts in retail queries.

    In terms of age demographics, roughly 50% of all retail related search queries come from those aged 35-65 in the UK, France and Germany. Interestingly enough, this is usually a group that is likely to fall under a higher income bracket.
  • We know Christmas Day is the most mobile, but what is the search activity by the hour? Here we have provided a view on the hourly search volume for retail queries on Bing & Yahoo sites from Christmas eve to Boxing Day split by device.

    On Christmas eve, we see a few last minute buyers searching for retail queries between the hours of 9am-2pm on desktop as search volume is up 20%. For those who are really last minute, tablet becomes the focus in the evening as retail queries are up 60% from 7pm all the way to 1pm.
    On Christmas Day itself, search activity is quiet in the morning as people put family time first. However online activity starts to peak around 4pm after with mobile queries up 150% the average week in September. PC and tablet device also goes up in the after, as people start searching early for post Christmas sales round 4pm.
    On the 26th Dec, shoppers are up as early as 9am on their desktops to get their hands on the best Boxing Day deals, as PC retail search queries peak 60% the average in the morning. Activity doesn’t stop there - as mobile and tablet searches are up 100% the September average from mid-day. It’s clear to see that as Christmas day is the time for rest, everyone is ready to their shopping routine on the 26th December, so make sure you have enough budget to tie you over for the post Christmas Day sales.
  • Le secteur Retail en France à noël

    1. 1. Mettez plus de cadeaux virtuels aux pieds de votre sapin ! 2015 Avec les données Retail de Bing Ads France
    2. 2. Sommaire Comment se porte l’industrie ? Tendances Bing Ads Analyse des textes d’annonces 1 2 3
    3. 3. L’état du marché du Retail en France. . Estimations eMarketer (2015) 1 Moyennes de dépenses annuelles par acheteur2 : France 1 146 € Europe 1 110€ des ventes Retail se font en ligne 5%millions d’acheteurs en ligne 29.9 +4% YoY 1Source: eMarketer 2015 Estimates Retail Report 2Source: GBP to EUR conversions rates via XE Currency Converter 04.10.2015 En 2014, les ventes en ligne ont connu une croissance supérieure aux ventes en magasins : +17% -1.7% Ventes en ligne Ventes en magasins
    4. 4. 78% des Européens préfèrent recevoir leurs informations de livraison par email; 27% sont aussi pour les notifications par SMS1 42% des consommateurs en Europe préfèrent rechercher et acheter en ligne plutôt qu’en magasins1 Plus de 70% des consommateurs en Europe préfèrent acheter sur des sites étrangers dans le cas où les produits qu’ils désirent ne sont pas disponibles dans leur region ou que les sites étrangers pratiquent des prix plus bas1 Selon UPS, près de la moitié des consommateurs Européens préfèrent rechercher et acheter en ligne, la livraison gratuite étant leur principal point d’intérêt.1 Classement des facteurs incitant les consommateurs Européens à acheter en ligne:1 Livraison gratuite Variété des options de paiement hors carte de crédit Estimation des délais de livraison Ne pas avoir à entrer d’informations personnelles avant de connaître le prix et les délais de la livraison Source: 1. UPS Pulse of the Online Shopper 2015 *Echantillon de 6328 consommateurs en Europe
    5. 5. Retail Reach. . Plus de 70% des utilisateurs internet Retail utilisent aussi les sites Microsoft Par marché, % des internautes retail qui utilisent les sites Microsoft Source 1: comScore Segment Metrix August 2015. Retail – All UKFR DE 21% 71% 72% 33% 73% 20% Pourcentage des utilisateurs internet Retail utilisant aussi les sites Microsoft Pourcentage des utilisateurs internet Retail utilisant aussi Bing 23% 73% NLNL
    6. 6. Quelles tendances voyons- nous sur Bing Ads? Tendances de recherches en 2014-2015
    7. 7. Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec +14% Vêtements & Accessoires +11% Retail global Beauté & Bien-être +46%+18%Jouets & Hobbies Electronique +27%+5% +4% Fleurs et Cadeaux +12% Prévisions 2015 Search volume data indexed to average monthly volume on Bing & Yahoo sites in France 2015, all devices. *Forecast estimates based on prior year seasonality. 2015 +70% Maison & Jardin +9% +12% +57% +800% +58% +25% +18% +9% +10% +23% +25% Pics de recherches annuels pour les sous-secteurs du Retail sur Bing Ads France +15% +6% +21% +9% +40% +36%
    8. 8. L’activité du Retail sur les moteurs de recherche commence à augmenter en Novembre Volume de recherches Retail sur Bing : 11% 29% 14% Les recherches sur le Retail commencent à augmenter en Novembre Forte augmentation dès le 1er Décembre Les achats de dernière minute se passent le 17 décembre avec une hausse de 62% Les soldes d’hiver commencent en Janvier avec un pic le 7 du mois à 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-Nov 19-Nov 26-Nov 3-Dec 10-Dec 17-Dec 24-Dec 31-Dec 7-Jan 14-Jan 21-Jan 28-Jan Croissance du volume de requêtes indexé sur le volume quotidien moyen de Septembre 2014 +62% 7th Jan +11% 5th Nov +29% 1st Dec
    9. 9. Les jours les plus actifs pour le Retail autour de noël. 6 des 10 jours où l’activité Retail est la plus forte sont concentrés sur les deux premières semaines de Décembre. . Nov Dec Nov 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 11 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 - Tous les appareils- Nov Dec DecDec Plus de 80% des jours les plus actifs sur mobile et tablettes se concentrent sur les samedi et dimanche. PC Tablettes 1. 30-Nov 2. 1-Dec 3. 3-Dec 4. 7-Dec 5. 8-Dec 6. 28-Nov 7. 11-Nov 8. 2-Dec 9. 10-Dec 10. 26-Nov Nov 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 11 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Nov 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 11 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Mobile Nov 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 N’oubliez pas de provisionner un budget en prévision de début Janvier lorsque les requêtes augmentent fortement du fait des soldes d’hiver. Tip Top 10 des jours les plus actifs pour le Retail en terme de requêtes sur Bing, par appareil
    10. 10. Device share of retail queries, Bing and Yahoo sites, UK Sept-Dec 2014 Sous-categories clés du Retail sur Bing Ads .. La catégorie Vêtements et Accessoires domine sur les requêtes et le taux de clics. L’électronique et les équipements pour maisons et jardins sont les deux autres sous-categories les plus importantes. ClicsRecherches Vêtements & Accessoires Electronique Maison & Jardin 26% 35% 8% 8% 7% 8% Bing & Yahoo FR data, based on top retail search volume, Nov-Dec 2014
    11. 11. . . Près de 30% du volume de requêtes en France durant les fêtes de noël provient des mobiles. Les vêtements et accesoires possèdent la plus grande part de recherches mobiles avec une taux de 30%. Les bijoux et livres arrivent premiers sur tablettes. Device share of retail search volume, Bing and Yahoo sites, UK Nov-Dec 2014 72% 69% 69% 70% 73% 74% 74% 74% 74% 77% 77% 8% 9% 7% 10% 7% 8% 9% 10% 9% 6% 7% 21% 23% 24% 20% 20% 18% 17% 16% 16% 17% 16% All categories Apparel & Accessories Consumer Electronics Jewellery Beauty & Personal Care Toys & Hobbies Sports & Fitness Books Home & Garden Gifts, Flowers & Greetings Deals & Coupons PC Tablet Mobile Quelle sous-catégorie possède la plus grande part de clics mobiles?
    12. 12. Jours de la semaine les plus actifs en volume de recherches Retail sur les sites Bing & Yahoo français, sur tous les appareils entre Novembre et Décembre 2014 Durant la période de noël, les débuts de semaine concentrent les plus gros volumes de recherches sur tous les appareils. .. Soyez sûr de bien commencer la semaine! 16% 16% 15% 13% 12% 13% 14% Sun Mon Tue Wed Thu Fri Sat
    13. 13. Volume de recherches Retail par démographie entre Novembre et Décembre 2014 Sur Bing Ads, les générations X & Y sont prédominantes sur les requêtes Retail .. 4% 13% 25% 32% 20% 6% 13-17 18-24 25-34 35-49 50-64 65+ Les recherches de ces 25-49 ans sont plutôt focalisées sur des achats pour la famille Vêtements& Accessoires Beauté& Bien-être Electronique Coupons et Bons deréduction Jouets& Hobbies Fleurs& Cadeaux 13 – 24 25 – 34 Jouetset Hobbies Sports & Fitness Electronique 35 – 49 Maison & Jardin Livres Bijoux 50+ ans ans ans ans Plus de 50% des recherches Retail sur notre réseau proviennent des 25-49 ans Top subcategories split by demographics, retail search volume, Nov-Dec 2014 Age:
    14. 14. 48% 58% 59% 59% 60% 63% 63% 63% 65% 66% 68% 52% 42% 41% 41% 40% 37% 37% 37% 35% 34% 32% Consumer Electronics Sports & Fitness All categories Books Home & Garden Toys & Hobbies Jewellery Beauty & Personal Care Gifts, Flowers & Greetings Apparel & Accessories Deals & Coupons Female Male Volume de requêtes Retail par genre sur les sites Yahoo & Bing en France, entre Novembre et Décembre 2014 Près de 60% du volume des requêtes retail sur notre réseau en France est produit par des femmes. En période de noël, les categories qu’elles recherchent le plus sont les bons de reduction et les vêtements tandis que les hommes recherchent plus souvent de l’électronique ou des biens et services en rapport avec le sport. .. Les femmes sont prédominantes sur les recherches Retail
    15. 15. Croissance du Retail sur Bing Ads Aout 2015 +18% +19% +92% Bing Ads France, sites Bing, Yahoo et partenaires, Aout 2014 vs Aout 2015 Croissance des clics sur Bing Ads year-on-year Croissance Retail globale year-on-year Croissance des clics Retail mobiles year-on-year . . France
    16. 16. Les indicateurs de performance Retail sur Bing Ads Aout 2015 . . 100% 89% 156% €0.15 €0.17 €0.09 CPCs Retail moyen France CTR Retail moyen (indexé sur les PC) Average Retail CPC by device, on Yahoo & Bing sites in France Average CTR for top queries in retail, indexed to desktop, on Yahoo and Bing sites, in France
    17. 17. Microsoft Confidential Spend €0.32 Eurozone Google Bing Marin Software EMEA Global Advertising Benchmark, Eurozone data Q2 2015 All devices, partner network excluded. €0.16 -49% Des clics Retail plus rentables dans la zone Euro
    18. 18. Plus c‘est mieux! Pour le Retail, combiner des extensions d‘annonces sur PC et tablettes perment d‘obtenir un meilleur CTR moyen 30% 27% 19% 15% 6% 6% CTR Annonce texte Extension d’emplacement Extension d’URL Extension d’emplacement et d’URL Extension de lien améliorée Extension de lien améliorée+ extension d’emplacement
    19. 19. with Bing Shopping CampaignsDéballez vos cadeaux Avec les campagnes Bing Shopping! +45% de CTR moyen par rapport aux annonces texte1 Soyez plus visible sur les résultats de recherche Images des produits & détails directement dans l’annonce 1Ignition One Digital Marketing Report, Q4 2013
    20. 20. Comment me lancer ? Campagne Bing Shopping Créez une campagne Bing Shopping ou importez une campagne Google Créez votre boutique sur le Bing Merchant Store Uploadez votre catalogue de produits Activez votre domaine Bing Webmaster Tool
    21. 21. Un noël “App”solument genial! Avec Bing Ads pour iOS et Android Gérez vos campagnes, groupes d’annonces, annonces et mots-clés où que vous soyez cette saison. Accedez à vos comptes et campagnes et trackez vos données de performance :  Suivez vos données de performance  Editez vos enchères et budgets  Activez et desactivez vos campagnes, groupes d’annonces, annonces et mots-clés
    22. 22. Règles automatisées : pour un noël plus joyeux Règles automatisées 1. Activez et desactivez vos campagnes pour des évènements particuliers 2. Evitez les coûts engendrés par des annonces ou mots-clés aux performances faibles 3. Gardez votre annonce en première page Passez plus de temps à célébrer noël avec vos proches en automatisant vos campagnes
    23. 23. Faites briller votre annonce! Avec les enseignements tirés des analyses de textes d’annonces Retail en 2014
    24. 24. Brand & Endorsements CTA Delivery Incentives Token Ad Quality Token Ad Quality Token Ad Quality ™  collect  same day delivery  official  shop  home delivery  Brand Term  get  next day delivery  recommended  buy  free p&p  ®  view  free delivery  as seen on tv  compare  free returns  number 1  call  free shipping  ©  find  enquire  see  check  Comment lire une carte d’opportunités des textes d’annonces  Impact fort et rarement utilisé  Impact fort et parfois utilisé  Impact fort mais souvent utilisé  Impact correct et rarement utilisé  Impact correct et parfois utilisé  Impact correct mais souvent utilisé  Impact limité mais rarement utilisé  Impact limité et parfois utilisé  Impact limité et utilisé souvent Termes individuels Qualité de l’annonce Tip: Plus le cercle est vert et plein, plus votre annonce a des chances de sortir du lot termes terme Nous avons étudié 2 dimensions : . .
    25. 25. Vêtements et Accessoires Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality originaux  commander  livraison  +  mini prix  officiel  acheter  free shipping  &  réductions  ®  achetez  free delivery  {param2}  promotion  original  saisir  ?  bonnes affaires  ©  profitez  {param1}  offrez  Brand Term  en ligne  {keyword}  remise  ™  commandez  économisez  2  contacter  garantie  comparer  gratuite  contactez  gratuitement  trouver  petits prix  trouvez  offre  comparez  % de remise  consultez  prix exceptionnels  consulter  moins cher  demander  prix mini  souscrivez  solde  appeler  discount  demandez  prix bas  gratuit  promos  meilleur prix  € de réduction  € de remise  € offert  Brand Term  prix à couper le souffle  % de réduction  imbattable  promotions  prix réduits 
    26. 26. Electronique Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality ™  contacter  livraison  {keyword}  prix exceptionnels  officiel  saisir  free delivery  +  % de réduction  Brand Term  commander  free shipping  !  mini prix  Nescafé  acheter  {param2}  prix mini  originaux  profitez  &  promotion  ©  commandez  {param1}  promotions  ®  trouvez  ?  promo  2  trouver  garantie  original  comparer  gratuit  achetez  gratuite  comparez  remise  consultez  % de remise  en ligne  imbattable  contactez  solde  appeler  bonnes affaires  souscrivez  économisez  consulter  discount  demandez  gratuitement  meilleur prix  prix bas  promos  Brand Term  € de remise  € de réduction  offrez  prix réduits  réductions  moins cher  offre 
    27. 27. Maison et jardin Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality original  contacter  free delivery  ?  mini prix  originaux  trouver  livraison  +  % de remise  Brand Term  saisir  !  prix à couper le souffle  ®  achetez  {param2}  prix exceptionnels  ©  commandez  &  bonnes affaires  officiel  profitez  {param1}  moins cher  ™  comparez  {keyword}  prix mini  2  appeler  gratuite  demander  promo  acheter  remise  comparer  petits prix  demandez  garantie  en ligne  € de remise  trouvez  promotion  consulter  promotions  souscrivez  prix réduits  commander  économisez  contactez  discount  consultez  gratuitement  meilleur prix  prix bas  promos  % de réduction  Brand Term  offrez  € de réduction  solde  réductions  imbattable  offre  gratuit 
    28. 28. Maximisez le rendement de vos campagnes pendant les fêtes avec Bing Ads Optimisez vos campagnes sur tous les appareils Testez différentes combinaisons de texte d’annonces pour obtenir des campagnes plus performantes Rendez votre annonce plus attractive grace à Bing Ads Shopping. Soyez sûr de préparer votre budget pour profiter des pics de Novembre et début Décembre. Conservez une partie de votre budget pour les pics de Janvier
    29. 29. Annexes Analyse de textes d’annonces pour toutes les catégories
    30. 30. Beauté & Bien-être Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Brand Term  saisir  livraison  ?  gratuitement  achetez  &  économisez  trouvez  !  offre  comparez  gratuit  trouver  promo  profitez  gratuite  commandez  discount  demandez  offrez  consultez  en ligne 
    31. 31. Livres Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality originaux  contactez  livraison  +  mini prix  ®  commander  free delivery  !  promotions  ©  trouver  {keyword}  prix réduits  officiel  acheter  &  offrez  Brand Term  profitez  ?  économisez  commandez  garantie  consultez  gratuite  trouvez  imbattable  en ligne  offre  comparez  petits prix  achetez  promo  souscrivez  € de remise  demandez  bonnes affaires  comparer  % de réduction  saisir  remise  meilleur prix  gratuitement  discount  gratuit  promotion  prix mini  prix exceptionnels  moins cher  Brand Term  réductions  promos  prix bas 
    32. 32. Bons de réduction et bonnes affaires Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality officiel  trouver  livraison  {param2}  mini prix  Brand Term  contacter  !  garantie  ®  saisir  ?  gratuitement  trouvez  &  imbattable  profitez  +  Brand Term  demandez  prix réduits  contactez  promos  comparez  discount  comparer  gratuit  commandez  promotion  achetez  prix mini  en ligne  € de réduction  consultez  promotions  petits prix  moins cher  promo  remise  bonnes affaires  réductions  gratuite  offre  économisez  meilleur prix 
    33. 33. Cadeaux & Fleurs Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality ™  appeler  livraison  ?  bonnes affaires  originaux  acheter  free delivery  +  solde  officiel  comparez  !  prix exceptionnels  ©  achetez  {param2}  meilleur prix  original  commandez  &  offrez  Brand Term  profitez  {param1}  remise  2  contactez  {keyword}  gratuit  ®  saisir  promos  trouver  promo  trouvez  offre  en ligne  garantie  comparer  discount  souscrivez  prix bas  demandez  prix mini  commander  prix réduits  consultez  promotion  promotions  économisez  gratuite  petits prix  Brand Term  € de remise  imbattable  % de réduction  mini prix  réductions  moins cher  gratuitement 
    34. 34. Sports & Fitness Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Brand Term  demandez  livraiso n  ?  moins cher  officiel  consultez  &  bonnes affaires  trouvez  !  promotions  profitez  +  prix réduits  trouver  solde  saisir  petits prix  en ligne  réductions  comparez  discount  comparer  imbattable  commande z  offre  achetez  promos  économisez  gratuite  meilleur prix  prix bas  gratuitement  garantie  promo  gratuit  remise 
    35. 35. Jouets & Hobbies Analyse de textes d’annonces Marque & Approbation CTA Incitations pour livraison Dynamique Prix et perception de valeur Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality ™  consulter  livraison  +  % de remise  originaux  commander  free delivery  &  solde  Brand Term  achetez  !  moins cher  2  commandez  {param2}  promotions  ©  comparez  {keyword}  bonnes affaires  officiel  trouvez  {param1}  prix mini  original  contacter  ?  imbattable  ®  contactez  économisez  consultez  discount  en ligne  garantie  profitez  gratuite  comparer  petits prix  demandez  mini prix  acheter  prix réduits  saisir  prix à couper le souffle  trouver  réductions  offrez  remise  promo  gratuitement  meilleur prix  prix exceptionnels  Brand Term  % de réduction  € de remise  promotion  prix bas  offre  promos  gratuit 
    36. 36. L’état du marché du Retail en Europe. . Estimations eMarketer (2015) Dépenses moyennes annuelles par acheteur : UK £1,174 Europe £820 Source: eMarketer 2015 Estimates Retail Report En 2014, les ventes en ligne ont connu une croissance supérieure aux ventes en magasins : +16% -2% Ventes en ligne Ventes en magasin Million d’acheteurs en ligne 40.2 +2% YoY 29.9 +4% YoY 47.1 +3% YoY UK FR DE Milliards en vente online B2C $99.4 +15% YoY % de ventes Retail en ligne 14% 5% 7% $42.6 +11% YoY $61.8 +12% YoY +23% -1.8% +17% -1.7% UK FR DE France £847 Allemagne £1,023
    37. 37. .. Nov Dec DecDec Les Allemands s’y prennent un peu plus tard avec 8 des 10 jours les plus actifs concentrés en Décembre. UK DE Nov 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 11 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Nov 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 11 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 FR Nov 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 11 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Dec 2014 M Tu W Th F Sa Su 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 80% des jours les plus actifs pour le Retail se concentrent entre la dernière semaine de Novembre et la première semaine de Décembre. Les jours les plus actifs pour le Retail sont distribués de façon plutôt égale entre fin Novembre et début Décembre Les acheteurs Britanniques se préparent tôt tandis que leurs homologues Allemands commencent à chercher en Décembre. Top 10 des jours les plus actifs pour le Retail Top retail search volume days indexed to the average daily volume of Sept 2014, all devices. Bing & Yahoo UK, FR & DE sites, Nov-Dec 2014
    38. 38. Dans tous les marchés, le jour de noël marque un pic important Le mobile durant les fêtes .. UK FR DE 48% 32% 25% Part de recherches Retail sur mobile le 25 Décembre 2014 Le Royaume-uni est en tête sur les requêtes provenant des mobiles et tablettes avec un taux de plus de 50% Volume de recherches sur le Retail, par appareil, Novembre à Décembre 2014 48% 72% 77% 36% 21% 16% 16% 8% 7% UK FR DE PC Mobile Tablet
    39. 39. Quelles categories possèdent les part de recherches mobiles les plus élevées?.. Volume de recherche Retail par appareil et sous-catégorie entre Novembre et Décembre 2014 Royaume-Uni France & Allemagne Pour noël, 55% des requêtes Britanniques sur le retail proviennent d’appareils mobiles contre 25% en France et en Allemagne 70% 45% 45% 39% 38% 37% 32% 32% 30% 29% 40% 10% 14% 14% 17% 17% 18% 17% 15% 18% 16% 15% 20% 40% 41% 44% 44% 45% 51% 54% 51% 55% 45% Jewellery Beauty & Personal Care Consumer Electronics Books Apparel & Accessories Home & Garden Sports & Fitness Deals & Coupons Toys & Hobbies Gifts, Flowers & Greetings All up Mobile Tablet PC 24% 23% 21% 19% 18% 17% 16% 13% 13% 11% 17% 12% 8% 8% 8% 6% 7% 8% 6% 6% 8% 8% 64% 69% 70% 73% 76% 76% 76% 81% 81% 81% 75% Jewellery Sports & Fitness Beauty & Personal Care Apparel & Accessories Consumer Electronics Gifts, Flowers &… Home & Garden Books Toys & Hobbies Deals & Coupons Alll up Mobile Tablet
    40. 40. Démographie moyenne sur les requêtes Retail en France, Allemagne et au Royaume-Uni entre Novembre et Décembre 2014 18-2413-17 25-34 35-49 50-65 65+ 4% 12% 20% 31% 25% 7% Plus de 50% des recherches Retail proviennent des 35- 64 ans en France, en Allemagne et au Royaume-Uni Génération X .. 58% 59% 46% 42% 41% 54% UK FR DE Female Male Les femmes contribuent plus au volume de recherches Retail que les hommes .. Près de 60% du volume de recherche Retail sur notre réseau en France et au Royaume-Uni est généré par des femmes. Sur le marché Allemand, les hommes sont majoritaires sur ces requêtes Age:
    41. 41. 19% 22% 25% 22% 29% 26% 25% 27% 31% 27% 32% 27% 30% 28% 32% 28% 32% 32% 31% 30% 38% 36% 28% 26% 22% 20% 21% 24% 20% 17% 19% 15% 15% Books Jewellery Beauty & Personal Care Consumer Electronics Gifts, Flowers & Greetings Home & Garden All categories Apparel & Accessories Deals & Coupons Sports & Fitness Toys & Hobbies 13-17 18-24 25-34 35-49 50-64 65+ Tranches d’âge les plus représentées dans les requêtes Retail en France entre Novembre et Décembre 2014 Les internautes agés de 25 à 49 ans sont les plus représentés dans les requêtes Retail, en particulier en ce qui concerne les jouets et hobbies ainsi que le sport. ..Sur Bing Ads, les générations X & Y sont prédominantes sur les requêtes Retail
    42. 42. Les acheteurs commencent tôt le 26 Décembre Pics de recherche Retail par heure sur les sites Bing et Yahoo pour les 24, 25 et 26 Décembre 2016 PC Tablette Mobile PC Tablette Mobile PC Tablette Mobile 20% 35% 9am 2pm 60% 9am 7pm 4pm 8pm 10 am 10pm 1 pm 10pm 7pm 11pm 12 am 9pm 4 pm 9pm 1 pm 5 pm 24 Dec 25 Dec 26 Dec . . Volume de recherches sur les sites Bing et Yahoo en France par rapport à la moyenne de Septembre 2014 Le jour de noël, l’activité en ligne connait un pic d’activité autour de 13h avec un volume de requêtes mobiles supérieur de 150% à la moyenne du mois de Septembre. Dès 9h du matin, les Français commencent à chercher des bonnes affaires et l’on note un volume de recherche PC supérieur de 60% au volume d’une matinée moyenne.

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