©2013 eMarketer Inc. Online Holiday Shopping Preview—What’s in Store? Krista Garcia Analyst SEPTEMBER 12, 2013 Sponsored by:
Jan 19, 2015
©2013 eMarketer Inc.
Online Holiday Shopping Preview—What’s in Store?
Krista GarciaAnalyst
SEPTEMBER 12, 2013
Sponsored by:
©2013 eMarketer Inc.
Ground we’ll cover today:
� The US digital holiday sales outlook
� How the 2012 holiday will inform this season
� Omnichannel retailing’s role in holiday sales
� How mobile is changing the in-store shopping experience
� Whether social media will have an impact on holiday sales
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The 2013 Outlook: Mostly Optimistic
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Holiday season digital sales growth in the US has been strong for five years running
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Mcommerce is now boosting US retail ecommerce to new highs
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US consumers’ holiday spending intentions are similar to 2012
Gen X (34%) and baby boomers (32%) are expected to make up the largest shares of spending
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US retail ecommerce sales were strong in the first half of 2013
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A majority of US retailers forecast 2013 holiday sales will rise more than 10%
60%
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Industry experts predict digital sales growth will range from mid-teens to 20%
“I would forecast that we’re going to see a stronger holiday this year than we did last year or in 2011 by a few percentage points.” —Eric Best, founder and CEO of Mercent
“Even though we expect shopping to start earlier, we’re still projecting heavy growth for the key dates like Thanksgiving, Black Friday and Cyber Monday.” —Jay Henderson, global program director at IBM Smarter Commerce
“What we’ve already seen, and is only going to continue in the holiday season, is continual significant growth in online sales.” —Jacob King, SVP and general manager at dunnhumby
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A Look Back at 2012
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US holiday ecommerce sales reached $42.3 billion in 2012, up 14% from 2011
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Is couch commerce migrating to the dinner table?
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Mobile commerce came into its own during the 2012 holiday season
“To a certain degree, the success of tablet shopping and couch commerce last year caught a lot of retailers off guard.”
—Jay Henderson, global program director at
IBM Smarter Commerce
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US mcommerce spending has spiked around the holidays since 2011
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What’s in Store for Holiday 2013?
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What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and salesassociates
• More fulfillment and delivery options
• Social media still a wild card for sales
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Why omnichannel?
“We see that a multiscreen user is six times more valuable than a single-screen user.”
—Gerry McGoldrick, vice
president of marketing at
Rue La La, speaking at
eTail East, August 2013
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At its core, omnichannel retailing is about the customer experience
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What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and salesassociates
• More fulfillment and delivery options
• Social media still a wild card for sales
Twitter – #eMwebinar
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Mobile: In-store for shoppers
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In-store mobile offers: Timberland
In May, Timberland began testing a 20% off in-store-only discount at two stores in NYC and Boston. The Swirl app is opt-in.
Data source : Ad Age, “Timberland, Kenneth Cole Track Shoppers Who Opt-In For Deals,” August 26, 2013
Results:
� 72% of offers were opened
� 35% were redeemed
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Mobile apps for shoppers: Lowe’s
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Mobile point-of-sale systems are becoming more mainstream
27.9% have deployed mobile POS; 21.3% will test by end of 2013
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Mobile for sales associates: Nordstrom
“At The Rack, mobile has been particularly impactful because it’s helped us eliminate wait times and lines, and that’s especially important in an off-price shopping experience.” —Colin Johnson, Nordstrom spokesperson
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Showrooming … so 2012?
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“Brick-and-mortar stores are going to come into the 2013 holiday better equipped to match prices on a phone against Amazon, apply a discount at the cash register and arm in-store associates with real-time data to be able to make better decisions that support the shopper converting in-store.”
—Eric Best, Mercent
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What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and salesassociates
• More fulfillment and delivery options
• Social media still a wild card for sales
Twitter – #eMwebinar
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More retailers are using their physical stores for online-order fulfillment
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In-store order fulfillment: Urban Outfitters
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Free shipping has become an accepted part of holiday promotional budgets.
48.9% of US retailers expect to increase free shipping in 2013.
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Delivery is getting speedier
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What’s in store for 2013?
• Continued blurring of channels
• Mobile tools for both shoppers and salesassociates
• More fulfillment and delivery options
• Social media still a wild card for sales
Twitter – #eMwebinar
©2013 eMarketer Inc.
Social isn’t expected to make a strong direct impact on US holiday sales in 2013
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Retailers are still struggling with attribution for social
“As we get more sophisticated, as the social channels themselves offer a better platform for tracking revenue, we’ll start to see social become more of a real channel.”—Marti Tedesco, senior director of marketing at Baynote
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Facebook still dominates US retailers’ social media investments, but visually focused social platforms are gaining ground
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In-store social: Nordstrom
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Conclusions:
� Holiday ecommerce will continue to increase, with gains outpacing overall retail sales growth. Digital is growing organically and being driven by mobile.
� Mobile will be more pervasive for both shopping andselling. Tablets and smartphones will aid mobile shoppers in anylocation.
� Customer experience is at the core of omnichannel.Inventory transparency and new fulfillment and delivery models are important, but shoppers mostly care about getting the product they want when they need it.
� There isn’t a straight path from social media to sales, though attribution is getting better and retailers are becoming more creative.
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Drive Conversions and Revenue
� Built for commerce: Conversions,
transactions and revenue
� Highly personal, relevant email
and cross-channel marketing
� Sophisticated made simple
Kevin Skurski | Director of Marketing Communications
Holiday Resource Center
A collection of tools and research,
including white papers, guides and
blog posts.
Top 12 Marketing Tips for the Holidays
2013 Holiday Planning Month-by-Month
Guide
Loading the Sleigh: Marketers’ Plans &
Expectations for the Holiday Season
bronto.com/holiday
Triggered Messages
Automate, Increase Engagement
& Drive Revenue with Triggered
Messages
� Content and creative best practices
� 7 Triggered message program examples
� A guide to defining business rules
bronto.com/resources
Tips & Tricks
� Expertise from the field
� White papers
� Customer success stories
� Blog posts
bronto.com/resources
©2013 eMarketer Inc.
Q&A Session
Online Holiday Shopping Preview—What’s In Store?
Sponsored by:
Bronto
You will receive an email tomorrow with a link to
view the deck and webinar recording.
Krista Garcia
Learn more about digital marketing with an eMarketer corporate subscription
Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in:
� Holiday Shopping Preview: Omnichannel’s Blurred
Lines
� Worldwide B2C Ecommerce: 2013 Forecast and
Comparative Estimates
� The US Retail Industry 2013: Digital Ad Spending
Forecast and Key Trends
� Key Digital Trends for Midyear 2013: The
Fragmentation of Mobile
� Multichannel Attribution: What Retailers Need to Know
To learn more: www.emarketer.com/products
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