1. 14/01/2013
HOLIDAY SHOPPING 2013:
Understanding New Technologies &
their Influence on Customer Behavior
Cotter Cunningham
CEO, WhaleShark Media
I AM…
• Cotter Cunningham, CEO of
WhaleShark Media.
• We own and publish coupon
Web sites in the US, UK,
Germany and France, including
the largest coupon site in the
world, RetailMeNot.com with
450M+ visits in 2012.
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2. 14/01/2013
Who doesn’t hate wearing the
same outfit as someone else
to the prom…
OLD WAY–ROLL THE DICE
NEW WAY…
Facebook group
“B*tch, don’t steal my dress”
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3. 14/01/2013
MOBILE
RETAIL / TECH Data
TRENDS TO WATCH Shipping
IN 2013 Connections
Internet (Whaa?)
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6. 14/01/2013
WIRELESS PENETRATION EXCEEDED U.S. POPULATION IN 2012
320
MILLION:
U.S. Wireless
Subscriber
Connections
> 311
MILLION:
U.S. Population
Source: CTIA
GROWTH IN TIME
SPENT ON MOBILE Growth of Average Time Spent per Day with
Major Media by US Adults, 2012
IS DRAMATICALLY 60%
50%
51.9%
OUTPACING 40%
30%
OTHER MEDIA… 20%
10% 3.6% 1.5% -2.1% -13.6% -11.1% -15.4% -20.0% -5.2%
0%
Mobile (non voice)
Online
TV
Radio
-10%
Total
–Magazines
Print*
-20%
–Newspapers
Other
-30%
Note: time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on a PC while watching TV counted as 1 hour for TV and 1 hour
for online; *offline reading only
Source: eMarketer, Oct 2012
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7. 14/01/2013
MOBILE Desktop
WEB TRAFFIC
AVERAGES 14.5%
OF ALL Mobile
14.5%
WEB TRAFFIC 4.1%
Source: Statcounter Global Stats – Dec 2010 to Dec 2012
18,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
Visits
6,000,000
4,000,000
2,000,000
0
20
MOBILES
+ TABLETS = 24%
of online shopping
on Black Friday in
2012
(vs. 6% two years ago)
Source: IBM Digital Analytics Benchmark
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Ways that US Smartphone Owners Have Used Their Devices While
Holiday Shopping, 2011 & 2012
Note: ages 18+Source: SapientNitro, “Holiday Shopping Poll” conducted by GfK Roper as cited in press release, Dec 19, 2012
Source: eMarketer
“Today, four in 10 smartphone users
search for an item and research prices
while they’re right in the store.”
Sucharita Mulpuru | Forrester
“The easier it
is to do
something,
the more
people will,
uh, do it…”
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9. 14/01/2013
MOBILE ALLOWS FOR BRICK AND MORTAR
RETAILERS TO ENGAGE IN NEW WAYS
Some good: – Showrooming
– Apps – Channel blur
– Coupons – Competitive geo-fencing
– Loyalty
Some not so good:
SHOWROOMING
Consumers using their
mobile devices to
compare prices while
in your store (either
store vs store.com,
store vs online
competitors or both)
“Stopping the trend of showrooming
is a major priority for our team…”
-Top 50 U.S. retailer
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COMBATING SHOWROOMING
• Exclusive products / bundles (difficult comparisons)
• Walled gardens (wifi/app with reviews, price comparisons,
etc. controlled by retailer)
• Loyalty programs encouraging consumer retention
• Engage customers thru third parties (ex: coupon publishers)
• Consider mobile/tablet technology as a knowledge center in-
store
• Leverage Other Channels!
WHY SEO WILL BE HEATING UP EVEN MORE…
• According to Forrester, the number one way people
compare prices isn’t a barcode scanning app – it is
searching on Google!
• A few online retailers have dominated #1 slots in SERPs
for years, suddenly it matters to bricks and mortar
retailers too!
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CHANNEL BLUR
• Consumers in-store have a mobile device and
can/will arbitrage your channels (store vs online).
• They are going to increasingly expect roughly
similar discounts in your store and your Web site.
• This is going to require coordination and
cooperation within retailer channels that may/may
not exist today…
COMPETITIVE GEO-FENCING
• The implications are enormous. Your
store is no longer “sacred ground” for
your brand.
• Are you ready to compete for the
customer standing at your checkout?
You had better be…
• RMN Geo-Fence: 500 of 500 malls
tripped on the first weekend we
launched the app
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12. 14/01/2013
Mobile
RETAIL / TECH DATA
TRENDS TO WATCH Shipping
IN 2013 Connections
Internet (Whaa?)
BIG DATA
Source: Wikibon
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PRIVACY MATTERS
Data Privacy Value
vs. vs.
Mobile
RETAIL / TECH Data
TRENDS TO WATCH SHIPPING
Connections
IN 2013 Internet (Whaa?)
SHIPPING
• You Thought Free Shipping was a Pain?
– In 2011, more than half of transactions included free
shipping
• In 2013, Immediacy is your New Holiday Nightmare
– OLD: Buy online, pick up in store.
– New: eCommerce Distribution Centers are enabling
SAME DAY DELIVERY!
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Mobile
RETAIL / TECH Data
TRENDS TO WATCH Shipping
IN 2013 CONNECTIONS
Internet (Whaa?)
FACEBOOK COMMERCE
• 75%: Percentage of Facebook users who have “liked” a brand
• 1,000: Number of diapers P&G sold on its f-store in under an hour
• Social Sales: Shoppers referred from social networks like Facebook
and Twitter generated 0.34% of all online sales on Black Friday
2012 — down 35% YoY.
• Mobile transactions accounted for 16% of Black Friday Sales.
Social accounted for 0.34%
Source: IBM Digital Analytics Benchmark
HOW DO YOU CONNECT WITH YOUR CUSTOMERS?
PERCEPTION REALITY • Email is still the best. You control
it, you can have 100% delivery
without paying extra.
• But the potential of tapping into
? Facebook and the information
there is spectacular…
EMAIL • Influence of big data on email
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15. 14/01/2013
Mobile
RETAIL / TECH Data
TRENDS TO WATCH Shipping
IN 2013 Connections
INTERNET (WHAA?)
The Internet is
forcing you to innovate
(not news to any of you)
WHO ARE YOU?
Comprehensive / easy
Impossible?
Dead Zone
Curated / unique
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As you prepare
for Holiday 2013…
KEY TAKEAWAY #1 FOR HOLIDAY 2013
Mobile
• Be where consumers are…
• Train staff and invest in tech to integrate use of mobile at
point of sale
• Consider how mobile/tablet can be a knowledge center for
staff – Help consumers make the right decision!
KEY TAKEAWAY #2 FOR HOLIDAY 2013
Big Data
• Focus on actionable data that drives in-store sales NOW!
• Create a targeted shopping experience in your walled garden
(reviews, relevant products, sale items)
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KEY TAKEAWAY #3 FOR HOLIDAY 2013
Omnichannel
• Stop operating in silos!
• Consistent offers online and offline = positive consumer experience
THANKS!
Cotter Cunningham
CEO, WhaleShark Media
cotter@whalesharkmedia.com
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