Holiday Retail Best Practices and Past Trends: How to Attract Shoppers and Drive Purchases
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In this 30 minute webinar we will guide you through some of the most influential and highest performing past campaigns as well as best practices to use when planning your 2012 holiday campaigns. We will also cover: • Changes in holiday retail digital advertising over the past few years • How to use digital advertising to drive purchases online and in stores • Shopping trends on mobile and tablet devices • Compelling holiday creative and the best features to engage consumers and drive interaction • Holiday campaign performance data, benchmarks and best practices
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Holiday Retail Best Practices and Past Trends: How to Attract Shoppers and Drive Purchases
- 1. HOLIDAY RETAIL TRENDS & BEST PRACTICES: HOW TO ATTRACT SHOPPERS AND DRIVE PURCHASES 1
- 2. IN THIS 30 MINUTE WEBINAR WE‟LL COVER: • • • • • 2
- 3. • ASK QUESTIONS • FOLLOW @POINTROLL • TWEET ALONG #HOLIDAYTRENDS 3
- 4. 4
- 5. TIME TO SPREAD SOME HOLIDAY CHEER • • • • 5
- 6. JINGLE ALL THE WAY BACK TO 2011: RETAIL HOLIDAY TRENDS 6
- 7. ECOMMERCE HOLIDAY SALES ARE ON THE RISE 7
- 8. OVERALL, CONSUMERS ARE SPENDING MORE ONLINE 8
- 9. TOP HOLIDAY PRODUCT CATEGORIES 9
- 10. BLACK FRIDAY AND CYBER MONDAY SHOWED INCREASES IN ITEMS, VALUE Source: http://totalaccess.emarketer.com/QuickTake.aspx?gannett&R=5500056&dsNav=Ro:22,N:908-406 10
- 11. TOP HOLIDAY ONLINE SPENDING DAYS „11 (IN MILLIONS) Source: comScore, Jan. 2012 http://www.comscore.com/Press_Events/Press_Releases/2012/1/U.S._Online_Holiday_Shopping_Season_Reaches_Record_37.2_Billion_for_November-December_Period/ 11
- 12. SECRET SANTA: FOUR SECRETS TO A SUCCESSFUL 2012 HOLIDAY CAMPAIGN 12
- 13. MAKE MOBILE & TABLET ADVERTISING A PRIORITY 13
- 14. MOBILE LANDSCAPE SINCE 2011 • • • 14
- 15. MOBILE PHONES ARE IN-STORE “SHOPPING ASSISTANTS” • • • • 15
- 16. TABLET COULD BE THIS YEAR‟S SUPERSTAR • • • 16
- 17. MOBILE & TABLET ADS DRIVE PURCHASES ON PCS • • • 17
- 19. “72% of consumers want an integrated marketing approach consistent across mobile, social, TV…” MyBuys July 2011 19
- 20. ~80% OF PEOPLE ARE USING MORE THAN ONE CHANNEL TO MAKE PURCHASE DECISIONS Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011 20
- 21. CROSS-CHANNEL SHOPPING BEHAVIOR DURING 2011 HOLIDAY SEASON Source: Google and Ipsos OTX, "Post Holiday Shopping Intentions Study" as cited in Google, "2011 Post-Holiday Recap," Jan 2012 21
- 23. PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS 9.3 8.5 6.9 Source: 2012 Social and Mobile Commerce Study, Shop.org, comScore and The Partnering Group 23
- 24. PINTEREST IS LOOKING MORE THAN PROMISING FOR RETAILERS 59% 33% Source: 2012 Social and Mobile Commerce Study, Shop.org, Source: Bizrate Insights, June 2012 comScore and The Partnering Group 24
- 26. RICHER, INTERACTIVE FORMATS OUTPERFORM STANDARD FLASH Source: 2011 PointRoll Benchmark Report 26
- 28. THINKING OUTSIDE THE BOX: ENGAGING HOLIDAY CREATIVE AND INNOVATIVE FORMATS 28
- 29. Rollover CTA Interactivity / Product Categories Click Through to Product Carousel Pricing Website 29
- 30. Rollover CTA Interactivity / Gaming Discounted Offer / Click Thru 30
- 31. Roll Over CTA Shopping Style Options Shopping Style Options Suggestive Product Category Suggestive Product Category Carousel #1 Carousel #2 Highly Interactive Product/Gift Finder 31
- 32. INTERACTIVE IN-STREAM • • • • 32
- 33. 33
- 34. MOBILE RICH CREATIVE 34
- 35. DELIVERING GIFTS: 2011 RETAIL HOLIDAY BENCHMARKS & BEST PRACTICES 35
- 36. 2011 HOLIDAY SEASON DISPLAY BENCHMARKS Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 4.00% 19.94 0.80% 0.12% Pre-Expandable 6.71% 16.04 0.44% 0.48% Holiday Season Polite 1.29% 14.38 0.08% 0.07% Nov - Dec Grand Total 2.86% 16.80 0.15% 0.11% Source: Nov - Dec 2011 PointRoll Benchmarking Data Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 4.67% 19.51 0.94% 0.16% Pre-Expandable 3.87% 17.40 0.24% 0.29% Black Friday 2011 Polite 0.81% 13.69 0.08% 0.08% Grand Total 2.81% 16.93 0.16% 0.12% Source: PointRoll Black Friday (Nov. 25, 2011) Benchmarking Data Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 3.94% 21.42 0.94% 0.13% Pre-Expandable 1.90% 16.78 0.30% 0.35% Days in November 2011 leading Polite 0.57% 17.37 0.08% 0.08% up to Black Friday (2011) Grand Total 2.43% 19.05 0.16% 0.12% Source: PointRoll Days Leading up to Black Friday (Nov 1 - 24, 2011) Benchmarking Data Display Format Interaction Rate Avg Brand Interaction Time Panel CTR Total CTR Expandable 4.21% 19.26 0.65% 0.14% Pre-Expandable 1.97% 17.92 0.87% 0.87% Cyber Monday 2011 Polite 0.70% 14.66 0.05% 0.05% Grand Total 2.08% 16.98 0.13% 0.11% Source: PointRoll 2011 Cyber Monday (Nov 28) Benchmarking Data 36
- 37. BEST PRACTICE: PAPERBOY UNIT Promotional CTA Store Finder / Geo Look Up Interactivity Interactivity Product Feed Pricing Promotion Pricing Promotion / Pricing 37
- 38. BEST PRACTICE: COUPONING 38
- 39. BEST PRACTICE: DYNAMIC CREATIVE OPTIMIZATION • • • • 39
- 40. SITE EVENTS DISPLAY AD ROLLOVER TO SHOP Save Up To 10% ROLLOVER TO DESIGN YOUR NEW BEDROOM CLICK TO EXPAND Save Up To 10% SHOPPING CART ROLLOVER TO DESIGN YOUR NEW BEDROOM 40
- 41. SEQUENCING ROLLOVER TO EXPAND ROLLOVER TO SHOP CREATIVE A ROLLOVER TO EXPAND CLICK TO EXPLORE Customize Your Suit CLICK TO EXPAND Today CREATIVE B Save Up To 10% ROLLOVER TO EXPAND Find a Store to Get Fitted ROLLOVER TO DESIGN YOUR NEW BEDROOM CREATIVE C 41
- 42. RETARGETING SHOP THE RUNWAY LOOKS ROLLOVER TO SHOP ROLLOVER TO EXPAND CLICK TO EXPAND Save Up To 10% ROLLOVER FOR 2011 BLUE LABEL COLLECTION ROLLOVER TO DESIGN YOUR NEW BEDROOM 42
- 43. IT‟S A WRAP! 43
- 44. RECAP • • • • 44
- 45. Q&A 45
Editor's Notes
- Holiday season is right around the corner and before you know it many of you will likely be staying up until the wee hours of the morning working on your holiday campaigns
- So in today’s webinar we want to spread some holiday cheeer to you by giving you some information to make this holiday campaign season easier for you. First, we’re…
- Last year we saw ecommerce sales continue to rise. It is still lower than brick and mortar sales, but definitely growing
- Not only are the sales on the rise, one Compete study showed that more people are spending more online compared to in stores on a week by week basis.
- Top product categories included clothing and shoes, toys and games and my favorite, gift cards!
- Cyber Monday and Black Friday saw transaction values increase with items per order increasing by almost 13% on Cyber Monday and almost 15% on Black Friday
- Which brings us to the top online spending days where we sawthat most of the top online spending days are on Mondays with Cyber Monday being the leader.
- Now I want to reveal four secrets to a successful 2012 holiday campaign. Some of these are trends we’re seeing, others are what we’ve experienced from the billions of impressions we’ve served throughout the years
- So let’s talk about how they’re using their phones. We’re finding that people are using their phones while their shopping in the store. They are shoppers’ “shopping assistants,” helping them find the best prices, access coupons, find reviews and share what they’re finding with friends and family by taking pictures
- I’m predicting that the tablet will be this year’s superstar. Last year alone we saw that close to 50% of people who made purchases on a mobile device did so on a tablet, which is over 3 times higher than those making purchases on a mobile phone. Average order values are higher and over half of tablet owners plan on using them to research items this year. And it makes sense, right? it’s a portable, browsing device.
- We are also finding that mobile and tablet ads drive purchases on PCs. 25% of tablet users and 22% of smartphone users made purchases on a PC after seeing a mobile ad, more than quadruple the percentage who had purchased on their phone.Notably, tablet users were even more likely to buy something on a PC after seeing an ad on their device. Given that tablets have a large-enough screen size and are more commonly used at home than out and about, users still seem more comfortable to make actual purchases on a PC even after viewing on a mobile device.What does this all mean? It means that mobile ads are an effective way to drive consumers to purchase.
- #2 is cross-channel advertising is essential in any campaign.Consumers are no longer accessing one media channel or device to make purchasing decision so you need to help them along the path to purchase wherever they are.
- AJuly 2011 MyBuys study indicated that 72% of consumers want an integrated marketing approach consistent across media channels
- In a 2011 Oracle study, close to 80% of respondents mentioned using more than one channel to make purchase decisions.
- And even though people are buying more and more online, last year we saw most people researching on their phones and purchasing those items in store
- Number 3 is Pinterest. Pinterest is a platform that is really exciting. Not only has it captured the #3 social networking platform spot this year, but it also is a haven for retailers.
- For instance, it leads social networks in the average amount of retailers followed by consumershttp://www.shop.org/c/journal_articles/view_article_content?groupId=1&articleId=1541&version=1.0 59% of Pinterest users have purchased an item they saw on the site, compared to 33% of Facebook users who have bought an item they saw on their news feed or a friend’s wall
- Also,Pinterest drove more consumers to purchase than Facebook – 59% versus 33%. In terms of most popular product categories, clothing and apparel lead followed by jewelry, handbags and accessorieshttp://www.retailtouchpoints.com/cross-channel-strategies/1691-new-study-spotlights-growth-potential-for-pinterest-savvy-retailers
- And finally, don’t forget about experience. And this makes a lot of sense if you think about it in terms of the user. Do crappy, poorly created ads compel you to interact while you’re online? I doubt it.http://foodbeverage.about.com/b/2012/01/13/mobile-shopping-trendsconsumer-sentiment-with-online-holiday-shopping-experience-improves-but-retailers-have-long-road-ahead-with-mobile-and-social.htm We’re going to highlight The best products aren’t just stuck in your window, you can bring that store front directly to the consumer
- The data show that richer, interactive formats outperform standard flash by over
- Also, richer formats drive recommendations. Consumers viewing expandable rich media ads are more likely to recommend products
- So now I’m going to show you some engaging holiday creative and innovative formats. A couple of things to note: even though some of the examples are display formats, think about how they could be a part of a cross-channel campaign on mobile, tablet and/or video. Also, I’ve opted to show you most of the examples on the slide versus a live demo since sometimes going back and forth to the web browser over a webinar can get a little funky.
- This was one of our top performing holiday ads of last year. And this was so successful for many reasons, including bringing the shopping experience to the user. The banner had a call to action to shop and when the user expanded, they could browse categories and products (which, by the way, were some of the most popular categories for the season), see product pricing, and click through for all of the deals
- This ad by Disney also performed extremely well. The game drove the user to engage with and send quite a bit of time with the ad, and the discounted offer drive up the panel click through rate.
- First of a all, I know there is a lot on this slide so let me walk you through it. What I love about this ad is that 1) it has beautiful creative, 2) it guides a user through the shopping experience by asking them questions about whether they need help or they know what they want and who are they shopping for. Finally, it also includes product details and a store finder -- all valuable information to a shopper in the midst of the holiday season. And, we saw that people were clicking through to the items to continue to browse on the site and complete purchases.
- So now let’s talk about some innovative formats that you should consider in your holiday campaigns. First is interactive in-stream. Users are watching more and more video and in-stream video is an effective way to engage a consumer. But interactive in-stream provides excellent opportunities during your holiday campaigns since you can integrate features just like we saw with the display ads, right into the ad.
- We already talked about Pinterest, so let me show you an ad campaign we did with Ann Taylor Weddings that incorporated Pinterest capabilities. Within the ad there were “pin it” buttons on each item which allowed the user to pin the item to their Pinterest board right from the ad.
- And like I mentioned, the features that I showed you with the earlier holiday campaigns can be configured and optimized to mobile too. Here’s an example of an ad where you can locate the deals in the stores closest to you using the geolocator capabilities. You can also
- Now that we’ve seen some great creative, I want to give you some gifts of some holiday benchmarks and best practices
- So what really works? We broke our ad benchmarks down by time period and we did find some differences based on type of display ads. Overall, engaging formats performed better than Flash polite ads across the board. Brand interaction time was highest in the days leading up to Black Friday and expandables had the highest interaction rate and panel click through on Black Friday which was driven by Black Friday e-circular adsGeneral 2011 Benchmarks:Display Format ImpsInteraction RateAvg Brand Interaction TimePanel CTRPRCTRExpandable 32,635,469,289 4.44%18.330.92%0.13%Pre-Expandable 3,124,753,635 5.48%17.600.43% 0.46%Polite39,661,695,045 0.96%17.200.10%0.08%Grand Total 75,421,917,969 2.65%17.760.18%0.12%
- Now let’s talk about some of the best practices. First, our PaperBoy unit basically brings an online circular into an ad unit. These ads dynamically show users the content most relevant to them based on targeting criteria including geo and gender and can also include product details, store locators, category browsing and more. And the PaperBoy
- We all know that consumers love deals. And coupons are a great way to initiate purchases, especially during the holidays. In this example a user can print off a pdf store coupon that they can bring to the store
- For large campaigns, the best practice would be to do a dynamic creative optimization campaign. Depending on the scale of your audience, add on sequencing, add on …. To zero in on your holiday consumer, optimize throughout, and
- Tie your display campaigns to site activity. Site events allow you serve up creative based on what items or categories the user previously viewed.
- Sequencing allows you to serve a user creative based on how a user interacts with a featured product. And also ensures that the user never sees the same creative twice. In this case, the next creative is determined by brand and cued by viewing, interacting, or clicking ad
- Finally there’s retargeting. Retargeting allows you to serve up relevant creative and brands wherever the user explores online based on what we know about them.