Contenu connexe Similaire à IBM Online Retail Holiday Shopping Recap and 2014 Outlook (20) IBM Online Retail Holiday Shopping Recap and 2014 Outlook4. #SmarterCommerce
@smulpuru
@jay_henderson
Compare performance against industry peers with
IBM Digital Analytics Benchmark
Over 3,000 sites participated
Aggregate index
Compare against industry
Compare against peers
Geographic coverage
US, UK, AU, Europe, World Wide
Industry specific
Retail
Content
Financial Services
Travel
Segment specific
4
Apparel
Department Stores
Health and Beauty
And 12 others. . .
© 2014 IBM Corporation
5. #SmarterCommerce
@smulpuru
@jay_henderson
Wide range of free holiday benchmark resources available
www.ibm.com/benchmark
Benchmark Reporting
Reports pulled on key dates and within key
date ranges for intra-day, DtD, WtW and YtY
comparisons
Key Messages, Graphs and Tables included
in outputs including Press Alerts, Releases
and Reports
US Retail & Retail sub-verticals
Black Friday, Cyber Monday Reports
UK Retail
Nov 25 Mega Monday
Dec 2 Cyber Monday
AU Retail
Nov 19-20 Click Frenzy
For all three countries
Post-Christmas
Holiday Recap Reports
5
© 2014 IBM Corporation
9. #SmarterCommerce
@smulpuru
@jay_henderson
Mobile shopping soars
As a percentage of all online traffic and sales, Thanksgiving was the highest at 42.6% and
25.8%, respectively
However, Cyber Monday saw the most growth year over year with increases of 44.9% and
55.4% for percentage traffic and sales, respectively
Source: IBM Digital Analytics Benchmark
9
© 2014 IBM Corporation
11. #SmarterCommerce
@smulpuru
@jay_henderson
Retailers “Push” Promotions to Mobile Shoppers
Thanksgiving Day and Black Friday
On average, retailers sent 37 percent more push notifications during the two
day period of Thanksgiving Day and Black Friday – when compared to daily
averages over the past two months.
Average daily retail app installations also grew by 23 percent using the same
comparison.
Retailers sent more notifications on Thanksgiving Day than Black Friday.
Cyber Monday
On average, retailers sent 77 percent more push notifications –– when
compared to daily averages over the past two months.
Average daily retail app installations grew by 29 percent using the same
comparison.
Source: IBM Digital Analytics Benchmark
11
© 2014 IBM Corporation
13. #SmarterCommerce
@smulpuru
@jay_henderson
Around the globe….
UK Cyber Monday- December 2, 2013
Online sales increased by 31.6% compared to the same Monday
in 2012 with mobile percent of sales growing by 94%, exceeding
33% of all online sales
Australia’s Click Frenzy – November 19 – 20, 2013
Online sales increased by 16.3% compared to the same Monday
in 2012 with mobile percent of sales growing by 43%, exceeding
17.7% of all online sales
Source: IBM Digital Analytics Benchmark
13
© 2014 IBM Corporation
18. #SmarterCommerce
@smulpuru
@jay_henderson
The myth of holiday shopping is that it’s
about gifts
Who were you shopping for today?
Pre-Thanksgiving
Myself
Business
7%
8%
3%
4%
49%
44%
57%
52%
42%
CyberWeek
CyberMonday
53%
56%
Gifts for others
Non-gifts for
others
Thanksgiving
6%
4%
56%
7%
4%
Base: online consumers who purchased online during the given timeframe
Source: Bizrate Insights/Forrester Holiday Flash Survey, 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited
18
19. #SmarterCommerce
@smulpuru
@jay_henderson
This could explain the soft early
December
Which of the following best characterizes your feelings about online deals, promotions, and specials around the holidays?
Pre-Thanksgiving
I love deals! The
more, the merrier
I will only buy if I
have a sale, deal or
promotion
17%
13%
Thanksgiving
23%
24%
20%
CyberWeek
CyberMonday
22%
22%
17%
Base: online consumers who purchased online during the given timeframe
Source: Bizrate Insights/Forrester Holiday Flash Survey, 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited
19
22. Disproportionate volume occurs toward
the end of the holiday season
Total days
Percent of
online sales
during peak
2012-2013
growth
Pre-11/25
24
26%
25%
11/25-12/7
(Thanksgiving, Cyber
Week)
13
25%
15%
12/8-12/24
17
40%
15%
Post 12/24
7
9%
10%
Timeframe
Average daily eCommerce package volume (non-peak): 7MM
Average daily eCommerce package volume (peak): 46MM
© 2013 Forrester Research, Inc. Reproduction Prohibited
22
23. #SmarterCommerce
@smulpuru
@jay_henderson
Web shoppers continue to abandon
stores during key time periods
% agreeing with statement
Pre-Thanksgiving
I shopped in stores
less because I
shopped online
instead
I prefer to shop online
rather than go to
crowded stores
during Thanksgiving
weekend
Thanksgiving
69%
83%
CyberWeek
CyberMonday
79%
87%
75%
82%
65%
81%
Base: online consumers who purchased online during the given timeframe
Source: Bizrate Insights/Forrester Holiday Flash Survey, 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited
23
25. #SmarterCommerce
@smulpuru
@jay_henderson
1. The last mile wars are just beginning
Which types of deals did you take advantage of for today’s purchase?
Timeframe
Offer
2011
2012
2013
Free shipping no threshold
20%
20%
32%
Free shipping with threshold
25%
23%
18%
Free shipping no threshold
26%
24%
40%
Free shipping with threshold
29%
27%
21%
Free shipping no threshold
33%
29%
32%
Free shipping with threshold
26%
27%
28%
Free shipping no threshold
23%
23%
25%
Free shipping with threshold
25%
25%
25%
Pre-Thanksgiving
Thanksgiving
Weekend
Cyber Monday
Cyber Week
Base: recent online buyers
Source: Bizrate Insights/Forrester Holiday Flash studies
© 2013 Forrester Research, Inc. Reproduction Prohibited
25
26. #SmarterCommerce
@smulpuru
@jay_henderson
But the postal service is in dire straits
Net Income/Loss for USPS in US$B
$0.90
2006
2014 (F)*
2016 (F)
$(15.10)
$(21.30)
* Includes retirement benefits pre-funding requirement
Source: USPS
© 2013 Forrester Research, Inc. Reproduction Prohibited
26
30. #SmarterCommerce
@smulpuru
@jay_henderson
Cost increases for parcels are one of the
only levers
Revenue
source
This
means…
Elastic?
Profitable?
First class
Envelopes
Not so much
Very
Business
delivery
Catalogs,
magazines
Very
Not so much
Parcels
eCommerce
Not so much
shipments
© 2013 Forrester Research, Inc. Reproduction Prohibited
Very
30
33. #SmarterCommerce
@smulpuru
@jay_henderson
2. Mobile madness maddens
% of web revenue transacted on each device
79%
79%
77%
12%
13%
14%
13%
9%
8%
9%
10%
8%
$25-100MM
$100MM
Store-based
retailer
Pureplay
79%
8%
14%
5%
Average
<$25MM
13%
77%
72%
15%
81%
77%
89%
Smartphone
Tablet
81%
79%
12%
7%
13%
15%
8%
3%
13%
Manufacturer Catalog and <4 years old 4-10 years
other
old
multichannel
8%
>10 years
Other Web (e.g. PC)
Source: The State of Retailing Online 2014: Key Metrics
© 2013 Forrester Research, Inc. Reproduction Prohibited
33
34. #SmarterCommerce
@smulpuru
@jay_henderson
Top eCommerce priority in 2014: mobile
Examples/Definitions
53%
Mobile
46%
Site overhaul
Responsive design, mobile site optimization, tablet redesign
Redesign (not specific to responsive design), personalization, site
usability, content management system integration, taxonomy
improvements
36%
Marketing
26%
Omnichannel efforts
Replatform
19%
Checkout overhaul
Brand marketing, search optimization, customer acquisition,
loyalty and CRM
In-store pickup, order management system overhaul
19%
New platform integration, site performance
Alternative payments, checkout optimization
International expansion
14%
Merchandising improvements
14%
Fulfillment
4%
Growth to key markets like BRIC
Videos, on-site selection improvement, enhancing marketplace
and drop ship capabilities
Speed to ship packages, order visibility
Social
3%
Integration with Instagram and Pinterest
Customer service
3%
Integration of live chat
Source: The State of Retailing Online 2014: Key Metrics
© 2013 Forrester Research, Inc. Reproduction Prohibited
34
36. #SmarterCommerce
@smulpuru
@jay_henderson
This is a classic first mover dilemma
Faster
Mobile today
Loser box
Rough
waters
Pace of market
evolution
Faster
Calm waters
1st mover
wins
Pace of technology
evolution
Source: The Half-Truth of First Mover Advantage, HBR 2005
© 2013 Forrester Research, Inc. Reproduction Prohibited
36
39. #SmarterCommerce
@smulpuru
@jay_henderson
3. EDLP dies…because the web always
has a lower price
35% use phones to research
prices IN STORES
32% of showroomers find it
easy vs 11% who find it difficult
35% of showroomers use
search to compare prices
37% of showroomers plan to
reesarch prices more on their
mobile devices in the future
Source: Forrester Life Cycle Survey, Q1 2013: Forrester-Aprimo Research
© 2013 Forrester Research, Inc. Reproduction Prohibited
39
40. #SmarterCommerce
@smulpuru
@jay_henderson
The store “premium” isn’t large
How much more would you consider paying to purchase a product in a physical store rather than buying
it online so that you could have the product immediately rather than wait for it to be shipped to you?
1-5% higher in store
52%
6-10% higher in store
11-15% higher in store
18%
6%
16-20% higher in store
4%
21-25% higher in store
4%
More than 25% higher in store
3%
Source: Forrester Life Cycle Survey, Q1 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited
40
43. #SmarterCommerce
@smulpuru
@jay_henderson
Summary of Insights for 2014
›
There probably won’t be a reprieve in shipping
expenses, but omnichannel investments can insulate
retailers from unwelcome suprises
›
We are just beginning to see “mobile unique”
solutions; if you can create one, you will amplify
your mobile success
›
Dynamic pricing is here to stay and will become
standard for the most commoditized categories;
ultimately, merchandising strategies change a lot
© 2013 Forrester Research, Inc. Reproduction Prohibited
43
45. #SmarterCommerce
@smulpuru
@jay_henderson
It’s awfully hard to re-imagine customer engagement when the
technology infrastructure looks like this…
SMS
Marketing
App/Widget
Creation
Mobile Push
Notifications
Files
Files
Email Service
Provider
Transactions
Lead
Management
Website
Behavioral
Targeting
Social
Marketing
Files
Mobile
Marketing
Files
Files
Files
Files
Customer
Database
Campaign
Management
Contact
Optimization
Files
Call Center /
Inbound Decisioning
Digital Asset
Mgmt
Customer
Insight Tool
Files
Data
warehouse
Marketing
Operations
Management
Search Bid
Management
Predictive
Analytics
Marketing
Finance Mgmt
45
Web Analytics
Provider
SEO
Files
Local Marketing
Product &
Content
Recos
Marketing Mix
Modeling
© 2014 IBM Corporation
46. #SmarterCommerce
@smulpuru
@jay_henderson
Choosing the right technology for marketing
Preferably an integrated
suite that has multiple
entry points
A modular solution - so
you only have to buy and adopt
what you need, that you can
expand over time
Open solution so you can
integrate it into your
existing infrastructure
46
© 2014 IBM Corporation
49. #SmarterCommerce
@smulpuru
@jay_henderson
IBM continues to build out an industry leading portfolio of technologies
Marketers
Digital
Marketers
Omni-Channel Marketing
& Digital Marketing
eCommerce
Professionals
Omni-Channel
Commerce
Merchandisers
Omni-Channel
Merchandise
Optimization
Customer
Service
Customer
Experience for
Service
Real-time Personalization
Customer Analytics
49
© 2014 IBM Corporation
53. Be a part of Smarter Commerce Global Summit 2014
Customers expect instant gratification, and a single moment can create a lasting impression.
To gain customer loyalty—and to differentiate yourself from the competition—you need to
exceed expectations and make those moments count. At the 2014 Smarter Commerce Global
Summit, you’ll discover innovative ways to become essential to your customers, partners,
and suppliers by integrating intelligence into every commerce process and making every
interaction personal, memorable, and valuable.
Jay Baer, marketing
strategist, speaker,
author and President of
the social media and
content marketing
consultancy Convince &
Convert, returns as
host of the SCGS
General Sessions
Share your expertise
in Tampa!
Submit your proposal
to present at Smarter
Commerce Global
Summit 2014 and tell
your story.
www.ibm.com/commerce-summit