He’s back. And he’s bringing holiday cheer.
No, it’s not Santa Claus. It’s Scot Wingo, ChannelAdvisor co-founder, industry veteran, celebrated speaker, noted podcaster and e-commerce guru.
Scot has returned for his popular, annual holiday webinar, and he’s released the game plan that retailers and brands should follow this holiday season.
From Amazon to Google to social media to fulfillment, Scot’s deep industry roots and keen insight will give you the perspective and tactical tools you need to thrive in the coming months.
Everything You Need to Know About Amazon Prime Day 2017
Scot Wingo's 2017 Holiday Playbook
1. Scot Wingo’s 2017
Holiday Playbook -
E-Commerce Trends and Tactics to
Win the Season
Presented by: Scot Wingo,
Founder and Executive Chairman
ChannelAdvisor
18. Goal:
Provide you with 8 strategies and related action items that are:
A. Actionable before Holiday ‘17 and
B. Move the needle
C. Data and evidence driven
Wingo Lingo:
1P, 3P, C5, CM, BF, TG, UGC, PDP, SSS, GoT, OMG, LOL
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24. Holiday ‘17
Playbook: Page #2
‘Shape’ your strategy to match
consumer behavior
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25. 4 of every 5 ChannelAdvisor Cyber Five Orders Shipped
Free
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• 80.4% of Cyber Five marketplaces
orders shipped for free
• Up 14.2% over Cyber Five 2015
• Thanksgiving Day had highest
percentage of orders shipping for
free at 81.6%
Source: ChannelAdvisor Proprietary
Data
31. Mobile Orders Growing, Especially Thanksgiving Day
0%
10%
20%
30%
40%
50%
60%
Thanksgiving Black Friday Cyber Saturday Cyber Sunday Cyber Monday
Mobile Share of Cyber Five Orders
2013 2014 2015 2016
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Thanksgiving Day 2016 is the first time mobile orders surpassed desktop orders
Source: ChannelAdvisor Proprietary
Data
32. What The Multi-Platform Shopper Looks Like
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Source: Comscore
33. Holiday ‘17
Playbook: Page #5
Mobile is more than a simple checkbox
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Source: Morsonic
37. Amazon Consumed Majority of 2016 Growth
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Source: Slice Intelligence
Where Did E-Commerce Growth Dollars Go in 2016?
38. Holiday ‘17
Playbook: Page #7
More Channels == More “at bats” /
“shots on goal”…
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39. 55% of Product Searches Begin on
Amazon
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44%
34%
21%
55%
28%
16%
0%
10%
20%
30%
40%
50%
60%
Amazon Search Engines Retailers
2015 to 2016 % of Searches
2015 2016
Source: BloomReach
40. Holiday ‘17
Playbook: Page #8
Amazon is >> a channel, it’s the internet
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42. Holiday ‘17 Playbook: Recap
1. Prepare for early researchers shoppers (Sept++)
2. Shape your promotional strategy to match consumer behavior
3. Fast free shipping is table stakes
4. Use generational behaviors to build personas
5. Mobile is more than a checkbox
6. Leverage social to drive top of funnel
7. Multi-channel strategy
8. Amazon is more than a 1P/3P channel, it is the internet
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43. For More Information
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• Podcast - Jason and Scot Show
www.JasonandScot.com
95+ shows and counting….
• Twitter: @scotwingo
• LI: linkedin.com/in/thescotwingo
44. Questions?
Contact us
• Direct sales phone #: 866-264-8595
• Sign up for our monthly newsletter
• Sign up for our weekly e-commerce blog digest
Copyright 2017 ChannelAdvisor 44
DIGITAL MARKETING, MARKETPLACES, WHERE TO BUY, PRODUCT INTELLIGENCE
Proven, SaaS-Based Products
https://intelligence.slice.com/echo-turns-volume-amazons-ambitions-audacious-bets-pay-off/
So the first thing that’s not a surprise
Is that amazon is gaining share rapidly
But the pace at which they’re gaining share is staggering
According to Slice Intelligence,
Amazon took home 53% of all e-commerce growth in the U.S. in 2016
And Amazon now accounts for 43% of all e-commerce sales in the U.S.
Up from 25% in 2012.
It’s possible that in 2017 or 2018, Amazon drive the majority of all e-commerce in the U.S.
It’s not crazy – remember, Alibaba drives 80% of e-commerce in China.
http://bloomreach.com/2015/10/amazon-commands-nearly-half-of-consumers-first-product-search/
http://www.bloomberg.com/news/articles/2016-09-27/more-than-50-of-shoppers-turn-first-to-amazon-in-product-search
So the first thing that’s not a surprise
Is that amazon is gaining share rapidly
But the pace at which they’re gaining share is staggering
This chart shows where people start their product search
And Amazon has been chewing up market share since
This report first came out in 2011.
In just the last year they went from a 44% share to a 55% share
Which is remarkable
That’s 11 points of share gains in just a year
And it’s the first year that a majority of product searches
Initiated on Amazon.
Who does this hurt? Well, traditional search engines like Google for one
But also retailer web sites.
Both lost share in roughly equal proportions
And of course it impacts traditional B&M retail
As shopping on Amazon becomes easier and more widespread
Plus, this probably understates reality due to mobile,
Which is less ‘visible’ to these kinds of reports