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Online Retailer Workshop e-Christmas: 2010 Christmas Online Retail Strategies and Planning 9 th July 2010
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Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

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Kate Jackson

Best practice hints and tips from Experian Marketing Services for Online Retailers leading up to the 2010 festive season - how are you going to connect with your customers? Let us help!
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Page 1: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Online Retailer Workshope-Christmas: 2010 Christmas Online Retail Strategies and Planning

9th July 2010

Page 2: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Setting a business objective

Introduction

Developing an online strategy

Goals and measurements

The discipline of analysing and optimising

Attract

Engage

Convert

Retain

Panel discussion and Q&A

Review of Christmas 2009

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The online marketing world is increasingly complex – and requires immediate answers.

What is my audience looking for?

Who is my audience?

How are consumers behaving?

Who is my competition?

Who are my potential partners?

How is my competition doing?

3 © 2009 Experian Limited. All rights reserved.

3

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4 © 2009 Experian Limited. All rights reserved.

Introduction

Methodology

Retail Landscape & Trends

Cocooning .. is it real?

Hot products

Xmas 2010

4

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-39.5%

+88.9%

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6 © 2009 Experian Limited. All rights reserved.

Shopping & Classifieds slice of the pie

6

Source: Experian Hitwise: June 2010

Shopping and Classifieds; 6%

Other; 94%

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What we do online

77 © 2009 Experian Limited. All rights reserved.

7

Source: Experian Hitwise: June 2010

YoY Change

Computers and Internet +4.8%

Entertainment +4.2%

Sports +3.9%

Shopping and Classifieds +3.1%

Education +1.6%

Lifestyle +0.5%

Community -23.3%

Government -17.1%

News and Media -15.9%

Aviation -13.5%

Business and Finance -10.5%

Health and Medical -10.4%

Automotive -9.6%

Music -7.6%

Travel -4.9%

Food and Beverage -2.7%

Adult -2.3%

Gambling -1.9%

Computers and Internet; 39.0%

Entertainment; 10.8%Business and Finance; 9.0%

Adult; 6.3%

Shopping and Classifieds; 5.8%

News and Media; 5.6%

Education; 4.1%

Lifestyle; 3.8%

Sports; 2.9%

Travel; 2.4%Other; 7.2%

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What’s different?June 2010 vs. June 2009

Rugby Union (Sports)

Stocks and Shares (Business and Finance)

Automotive (Shopping and Classifieds)

House and Garden (Lifestyle)

Print (News and Media)

Cruises (Travel)

Golf (Sports)

Department Stores (Shopping and Classifieds)

Maps (Travel)

Dating (Lifestyle)

Multimedia (Entertainment)

Mobile Phones (Entertainment)

Apparel and Accessories (Shopping and Classifieds)

Social Networking and Forums (Computers and Internet)

Telecommunications (Business and Finance)

Webcams (Computers and Internet)

-60.0% -40.0% -20.0% 0.0% 20.0% 40.0% 60.0%

-48.3%

-28.7%

-28.3%

-27.5%

-20.7%

-18.6%

-12.3%

4.8%

15.2%

21.3%

24.3%

32.3%

32.6%

33.5%

40.0%

46.9%

888

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The land of opportunity

9

UK France US New Zeland Australia Canada Brazil Singapore Hong Kong0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

10.0%

8.8%

7.8%7.4% 7.3%

5.8%

4.7%

3.0% 2.9%2.5%

International Comparison - Shopping & ClassifiedsJune 2010

Sh

are

of

Vis

its

to A

ll C

ateg

ori

es

9 © 2009 Experian Limited. All rights reserved.

9

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10

© 2009 Experian Limited. All rights reserved.

Big opportunity for growth

10

Jun-

07

Aug-0

7

Oct-0

7

Dec-0

7

Feb-0

8

Apr-0

8

Jun-

08

Aug-0

8

Oct-0

8

Dec-0

8

Feb-0

9

Apr-0

9

Jun-

09

Aug-0

9

Oct-0

9

Dec-0

9

Feb-1

0

Apr-1

0

Jun-

100.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

UK

France

US

New Zealand

Australia

Canada

Brazil

Singapore

Hong Kong

UK 6.0% France -19.2% US -27.6% New Zealand 7.0% Australia 3.1% Canada 2.0% Brazil -18.1% Singapore -8.4% Hong Kong -14.1%

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11

© 2009 Experian Limited. All rights reserved.

Retail industries snapshot

11

Source: Experian Hitwise, July 2009 vs. August 2008.

Auctio

ns

Rewar

ds a

nd D

irect

ories

Depar

tmen

t Sto

res

Appar

el an

d Acc

esso

ries

Compu

ters

Classif

ieds

Applia

nces

and

Elec

tronic

s

House

and

Gar

den

Video

and

Games

Mus

ic

Sport

and

Fitnes

s

Toys

and

Hobbie

s

Books

Ticket

ing

Health

and

Bea

uty

Autom

otive

Groce

ry a

nd A

lcoho

l

Who

lesale

and

Rela

tions

hip S

ales

Office

Sup

plies

Flower

s an

d Gift

s

Baby

Produ

cts

Intim

ate

Appar

el an

d Acc

esso

ries

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

35.9%

10.4%

7.1% 7.1% 6.9%5.5% 5.3%

3.6% 3.2% 3.0% 2.5% 2.0% 1.9% 1.8% 1.8% 1.6% 1.5% 1.2% 0.9% 0.8% 0.7% 0.6%

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12

© 2009 Experian Limited. All rights reserved.

Changes in shopping habitsJune 2010 vs. June 2009

12

Source: Experian Hitwise. Share of visits to Shopping and Classifieds, June 2010 vs. June 2009..

Automotive

Ticketing

Wholesale and Relationship Sales

Books

Flowers and Gifts

Toys and Hobbies

Computers

Office Supplies

Music

House and Garden

Health and Beauty

Appliances and Electronics

Grocery and Alcohol

Rewards and Directories

Sport and Fitness

Department Stores

Auctions

Baby Products

Intimate Apparel and Accessories

Classifieds

Video and Games

Apparel and Accessories

-40.0% -30.0% -20.0% -10.0% 0.0% 10.0% 20.0% 30.0% 40.0%

-30.3%

-28.0%

-23.4%

-15.3%

-13.8%

-11.0%

-8.8%

-8.0%

-5.5%

-5.2%

-4.9%

-2.2%

-2.1%

-1.6%

1.0%

1.6%

3.3%

3.8%

4.1%

6.1%

14.7%

28.6%

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13

© 2009 Experian Limited. All rights reserved.

Browsing time on the up

13

Source: Experian Hitwise: July 2009

1/07

/200

9

1/08

/200

9

1/09

/200

9

1/10

/200

9

1/11

/200

9

1/12

/200

9

1/01

/201

0

1/02

/201

0

1/03

/201

0

1/04

/201

0

1/05

/201

010:33

11:02

11:31

12:00

12:28

12:57

13:26

13:55

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© 2009 Experian Limited. All rights reserved.

Where do they come from?

14

Source: Experian Hitwise: July 2009

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15

© 2009 Experian Limited. All rights reserved.

What’s changed?

15

Book Publishers

Auctions

Print

Wholesale and Relationship Sales

Portal Frontpages

Social Networking and Forums

Paid to Surf

Apparel and Accessories

-40.0% -20.0% 0.0% 20.0% 40.0% 60.0% 80.0%

-34.4%

-21.3%

-19.2%

-17.2%

38.5%

40.3%

45.4%

66.8%

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16

© 2009 Experian Limited. All rights reserved.

Search Engines influence growing globally

16

Jun-07 Sep-07 Dec-07 Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-1020.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Australia

US

UK

Australia -10.2%

US 19.7%

UK 4.2%

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© 2009 Experian Limited. All rights reserved.

Bricks & Mortar vs. Online Stores

17

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18

© 2009 Experian Limited. All rights reserved.

The influence of the exchange rate

18

Jun-

07

Aug-0

7

Oct-0

7

Dec-0

7

Feb-0

8

Apr-0

8

Jun-

08

Aug-0

8

Oct-0

8

Dec-0

8

Feb-0

9

Apr-0

9

Jun-

09

Aug-0

9

Oct-0

9

Dec-0

9

Feb-1

0

Apr-1

0

Jun-

100.40%

0.45%

0.50%

0.55%

0.60%

0.65%

0.70%

0.75%

0.80%

0.85%

0.90%

$0.50

$0.55

$0.60

$0.65

$0.70

$0.75

$0.80

$0.85

$0.90

$0.95

$1.00

Bricks & Mortar Retailers

Online Retailers

$AUD = $USD

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19

© 2009 Experian Limited. All rights reserved.

Shopping locally and globally

19

local; 73.51

international; 26.49

local 44.52

55.48

international

All sites Shopping V Classifieds

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20

© 2009 Experian Limited. All rights reserved.

Local or International?

20

Jun-07 Sep-07 Dec-07 Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-1068.0%

69.0%

70.0%

71.0%

72.0%

73.0%

74.0%

75.0%

76.0%

Local Retailers Share 0f Visits

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21

© 2009 Experian Limited. All rights reserved.

Impact of the exchange rate

21

Jun-07 Sep-07 Dec-07 Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-1068.0%

69.0%

70.0%

71.0%

72.0%

73.0%

74.0%

75.0%

76.0%

$0.60

$0.65

$0.70

$0.75

$0.80

$0.85

$0.90

$0.95

$1.00

Local Retailers Share $1 AUD = $USD

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22

© 2009 Experian Limited. All rights reserved.

Where does your search go?

22

Source: Experian Hitwise. 12 weeks ending 8 August 2009

Brand X - Retailer

41.9% of the top 100 search terms containing brand X result in a visit other than to the brand’s website.

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23

© 2009 Experian Limited. All rights reserved.

The importance of comparison

23

+29.5% in past 3 years

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24

© 2009 Experian Limited. All rights reserved.

The importance of comparison

24

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25

© 2009 Experian Limited. All rights reserved.

Delivery is increasing

25

+34.6%

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26

© 2009 Experian Limited. All rights reserved.

An increasingly competitive market

26

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27

© 2009 Experian Limited. All rights reserved.

Search term trends changing

27

Shopping & Classifieds Department Stores Grocery & Alcohol Appliances & Electronics Apparel & Acc-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

3.3%

13.2%

-0.2%-1.1% -0.9%

-3.2%

-8.9%

2.7%

0.9%0.2%

-5.1%

-16.4%

-10.3%

3.4%

8.0%

1-2 words

3-4 words

5+ words

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28

© 2009 Experian Limited. All rights reserved.

Brand is important online

28

w/e 4 July 2009

28% of total search volume

w/e 3 July 2010

33.5% of total search volume

Appliances & Electronics(Shopping & Classifieds)

Top 100 Search Terms

Generic0%

Brand99.60%

Generic

0.42%

Brand99.58%

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29

© 2009 Experian Limited. All rights reserved.

Cocooning - does it exist?

Faith Popcorn► US Futurist► Coined the term “cocooning” in the 90s

Cocooning► in trying times people retreat to the comfort and security of their

homes.● Cook dinner instead of going to restaurants● DIY and Handicrafts boom.● Home is equipped with indulgences.● More humble holidays.

29

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30

© 2009 Experian Limited. All rights reserved.

Restaurants did not take the expected hit

30

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31

© 2009 Experian Limited. All rights reserved.

Take-away food growing

31

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32

© 2009 Experian Limited. All rights reserved.

Recipes rising

32

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33

© 2009 Experian Limited. All rights reserved.

Property decreasing : House & Garden growing

33

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34

© 2009 Experian Limited. All rights reserved.

Household gadgets on a strong trend

34

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35

© 2009 Experian Limited. All rights reserved.

Impact on Travel

35

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© 2009 Experian Limited. All rights reserved.

Is there evidence of Cocooning

Grocery & Alcohol on rise - indicator of increase in home based entertaining / eating.

► Supported by strong rise in Recipes, even prior to Masterchef.

House & Garden retail sites increasing share against a backdrop of a decline of interest in Property sites.

Appliances & Electronics growing, filling our homes with gadgets and entertainment features.

Travel - more domestic destination growth and Cruises are a strong indicator.

36

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© 2009 Experian Limited. All rights reserved.

Hot Products - Appliances & Electronics

37

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© 2009 Experian Limited. All rights reserved.

Hot Brands

38

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Monitor, Respond, Foresee: Online Tools for Retail Planning

Alan Long, Research Director

2010 Apple.com.au/ipad

39

© 2009 Experian Limited. All rights reserved.39

Page 40: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Rundown..

Re-cap from Christmas Season 2009 Impact of Social Media on Retail Key Planning Dates 2010 Ipad Analysis – What are the opportunities for retailers?

40

© 2009 Experian Limited. All rights reserved.40

Page 41: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Boxing Day continues to be the prime day for online retail

1-Jan 30-Jan 28-Feb28-Mar 26-Apr25-May23-Jun 22-Jul 20-Aug18-Sep 17-Oct 15-Nov14-Dec4%

5%

6%

7%

8%

2007

2008

2009

2010

Australian Visits to Shopping and Classifieds Visits on Boxing Day down 5.6% reflecting sober economic environment – Retailers should still expect tough times ahead

41

© 2009 Experian Limited. All rights reserved.41

Page 42: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

How has the online / offline purchase cycle shifted?

0.00%

0.01%

0.01%

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

0.16%

0.18%free shipping

trading hours

Research occurring later due to stronger online / offline relationshipRetailers should develop content that meets multichannel information needs

Australian Searches for ‘free shipping and ‘trading hours’ term variations

42

© 2009 Experian Limited. All rights reserved.42

Page 43: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Who is making the most out of Boxing Day sales?

43

© 2009 Experian Limited. All rights reserved.43

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Department Stores fastest moving industry in Australia during Xmas 2009

Auctio

ns

Rewar

ds D

irect

ories

Depar

tmen

t Sto

res

Compu

ters

Applia

nces

Elec

tronic

s

Appar

el A

cces

sorie

s

Classif

ieds

Mus

ic

Video

Gam

es

House

Gar

den

Sport

Fitn

ess

Books

Toys

Hob

bies

Health

Bea

uty

Groce

ry A

lcoho

l

Autom

otive

Ticket

ing

Flower

s G

ifts

Who

lesale

Rela

tions

hip S

ales

Office

Sup

plies

Intim

ate

Appar

el A

cces

sorie

s

Baby

Produ

cts

0%

5%

10%

15%

20%

25%

30%

35%

40%

-1

-0.5

0

0.5

1

1.5

Visits December, 2009

Visits December, 2008

Change (Percentage Points)

Sh

op

pin

g &

Cla

ssif

ied

s In

du

stry

Sh

are

of

visi

ts

YO

Y P

erce

nta

ge

Po

int

Del

ta

Australian Visits to Shopping and Classifieds

44

© 2009 Experian Limited. All rights reserved.44

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Paths to Retail Success

Three leading retailers

Market share peaks different pre Christmas.

Each drove audience with different strategies.

There is more than one way to online success.

45

© 2009 Experian Limited. All rights reserved.45

Page 46: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Paths to Retail Success

Invitation only website, offering special on sale deals.

Rewards and Directories and Paid to Surf drove strong market share growth.

Email a consistent driver and Search becoming more prominent.

46

© 2009 Experian Limited. All rights reserved.46

Page 47: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Paths to Retail Success

Search decreasing in dominance of upstream as other channels grow.

Email was the key traffic driver in the w/e 12 December, EziBuy’s pre Christmas peak.

Development and strategic use of email does have an impact on visitation and share of visits.

47

© 2009 Experian Limited. All rights reserved.47

Page 48: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Paths to Retail Success

Threadless is an online T-Shirt site, featuring designs by contributors and voted on by the community.

Social media is the key driver – predominantly Facebook.

Over 104,000 fans, always something to vote on and be involved with.

Very quick way disseminate special offers and new designs.

No absolute strategy for success.

Understand competitors successes and benchmark.

Learn from competitors and successful online businesses.

48

© 2009 Experian Limited. All rights reserved.48

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Online retail growth from affluent, inner-city audience groups

Outer suburban, provincial and rural Australia.

Indicative of desire for broader options that may not be locally available.

The everyday Australian shops online.

49

© 2009 Experian Limited. All rights reserved.49

Young Ambition – educated high earning young singles in inner suburbs.

Privileged Prosperity – most affluent families in most desirable locations.

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Why is Social Media so Important?

Social Networking and Forums No.1

in w/e 26 December, 2009.

Where audiences go, advertising dollars will follow.

Search Engines organise and provide structure for websites to be found, Social Networks and Forums provide personal referral and recommendation.

50

© 2009 Experian Limited. All rights reserved.50

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Social Media driving more traffic to Retailers

51

© 2009 Experian Limited. All rights reserved.51

Portals -20%

Email +1%

Social Media +28%

Search -4%

Portals +29%

Email +19%

Social Media +12%

Search -6%

YoY growth swayed by industries use of each sector for marketing.

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Both multi-product and leading retail sectors heavily reliant on Social Media

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

% of Upstream Visits from Social Networking and Forums

Source: Experian Hitwise. February 2010

Books +64.6% Grocery & Alcohol+

26.3%

Department Stores +22.0%

Classifieds -12.6% Video & Games -

11.8%

52

© 2009 Experian Limited. All rights reserved.52

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Key Planning Dates – Make sure you don’t miss out by poor planning

Easter

Three weeks

Prior.

Valentine’s Day

No discernable movement

End of Financial Year

Three weeks

Prior.

Mother’s Day

The week of

Father’s day

Two weeks prior.

Christmas

First week of October.

Step ups at end of

October and end of

November

53

© 2009 Experian Limited. All rights reserved.53

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iPad – consumer anticipation was always evident

Pre launch interest 7 times greater than corresponding week prior to

iPhone launch

Interest at same level as iPhone, well ahead of iPod.

54

© 2009 Experian Limited. All rights reserved.54

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Learning from product cycles

Reviews

Product features and Specs

Release date

Video footage.

55

© 2009 Experian Limited. All rights reserved.55

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Publishers / Tech sites early beneficiaries

56

© 2009 Experian Limited. All rights reserved.56

Less geeky.

Video sites play a key role.

SMH and News.com.au traditional news sites along with Google News Australia.

Tech and gadget sites feature prominently.

SMH and The Australian only local traditional; titles to generate visitation.

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Telcos eager to get on board

Key learning from iPhone launch – focus shifts from apps and features to Telcos at time of release.

Opportunity to tap into Apple’s audience base.

While Vodafone best audience match, Telstra has volume and audience breadth.

57

© 2009 Experian Limited. All rights reserved.57

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The lifecycle

Objective Strategy

AttractEngage

ConvertRetainGoals

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ObjectiveExample business objectives

We stand for value for money, quality, innovation, fun and a sense of competitive challenge.

By 1973, our aim is to establish a supermarket in every Australian capital city.

To become the best airline in the world for the frequent business traveler.

...our vision of becoming the world’s number one authority on sexual wellbeing.

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ObjectiveGroup exercise

Visionary

Progressive

Concise

Achievable

Define your own business objective (either real or aspirational)

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Business objective and strategy

Business objective

Corporate strategy

Product development Sales & marketing Finance HR

Sales strategy Marketing strategy

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The strategy of a firm is the match between its internal capabilities and its external relationships. It describes how it responds to its suppliers, its customers, its competitors, and the social end economic environment within which it operates.

John KayFoundations of Corporate Success

Corporate strategyA definition

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StrategyGroup exercise

What elements do you

look at when setting your strategy?

Assess

Review

Establish

Analyze

Page 64: Experian Marketing Services e-Christmas Strategies and Planning.uploadfile

Suggested approach

Establish key business objectives 11

Assess current capability 22 Review current data-based

marketing activity 33

Identify and value opportunities 44

Establish required capability 55

Capability gap analysis and benchmarking

Business performance review 77

Solution definition88

Business case99

Marketing strategy1010

66

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GoalsThe seven Ps of marketing

ProductCompared to your competitors, is your product or service superior in some significant way to anything else available? If so, what is it? If not, could you develop an area of superiority? Should you be offering this product or service at all in the current marketplace?

Pricing Terms and conditions of sale, amortization, special offers, free additional items.

Promotion Promotion includes all the ways you tell your customers about your products or services and how you then market and sell to them.

Place Make the right choice about the very best location or place for the customer to receive essential buying information on the product or service needed to make a buying decision.

Packaging Packaging refers to every single visual element about your company. Everything counts. Everything helps or hurts. Everything affects your customer's confidence about dealing with you.

Positioning What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others?

People “Get the right people on the bus, and the wrong people off the bus." "Get the right people in the right seats on the bus."

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Communication mechanisms and channels

Call Centres

Campaign delivery

Customer data

Externaldata

Single customer view

Campaigns

Branches

Channels

Customer transactional data

Website data

Product data

Financial data

Policy data

Behavioural and contact data

Analytics and

insight

FieldSales

Call centres Mobile Web iTVE-mail

and IMPrint Branch

Dec

isio

n su

ppo

rt

Portfolio understanding

Customer value management

Customer retention

Customer acquisition

Opportunity analysis

Performance evaluation

Channel optimisation

Product development

Pricing strategy

Risk assessment

Segmentation

Outputs

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Optimized marketing maturity curve

**On average this shift to marketing optimization is worth >30% increase in revenue for each customer.

CS 5 RW V1 130508

Underlying decision complexity

Incrementalbenefit

ROI

+5 to +10%

+5 to +10%

+10 to +20%

+15 to +30% or more

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The lifecycleAttract

Objective Strategy

AttractEngage

ConvertRetainGoals

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AttractGroup exercise

What do your customers look like?

Best Customer’s Characteristics

Poorest Customer’s Characteristics

P.18

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Clean

Data – The three wise methods

Enhance

Capture

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Cost of poor quality data

The most significant costs of inaccurate dataDynamic Markets – International DQ Research

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MOSAIC – Gap analysisYou vs. competitor/industry/online population

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MOSAIC – Gap analysisYou vs. competitor/industry/online population

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Find my audienceWhere am I most likely to find Metro Multiculture Online?

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Make it simple to sign upSignup forms

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Avoid unnecessary fieldsSign up forms

99% drop-off rate

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Overcoming information overloadTake the Linkedin approach

Take minimal information needed initially

Reward the user to fill out more of their profile with access to more features and benefits

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Heavy reliance on email to drive downstream traffic

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Search terms in subject lines

The increase in usage of ‘you/your’ illustrates a greater emphasis on building personal relationships with customers

‘Free’ and ‘ship’ remain in the top 5 words, but have lower frequency than in 2008

Offers and sales are major subject line topics in both years

‘Get’ is in the Top 25 words, but ‘give’ did not make the list, scoring just 0.8 percent

‘Only’, ‘now’, ‘today’, ‘last’, ‘special’, and ‘remind’ all remain popular key words and create a sense of urgency

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Search terms in subject lines

The increase in usage of ‘you/your’ illustrates a greater emphasis on building personal relationships with customers

‘Free’ and ‘ship’ remain in the top 5 words, but have lower frequency than in 2008

Offers and sales are major subject line topics in both years

‘Get’ is in the Top 25 words, but ‘give’ did not make the list, scoring just 0.8 percent

‘Only’, ‘now’, ‘today’, ‘last’, ‘special’, and ‘remind’ all remain popular key words and create a sense of urgency

Some form of holiday messaging was included in 35% of mailings

12% of mailings used the key words ‘holiday’ or ‘Christmas’ in the subject line

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Dustin CurtisYou should follow him on twitter

Data source: dustincurtis.com

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Dustin CurtisYou should follow him on twitter

Data source: dustincurtis.com

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Email acquisition“Best of” creative – forward to a friend

Subject line: Make it better. For yourself. And a tree.

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Email acquisitionDon’t forget about your Web site

Let your subscribers do the work for you!

Consider viral opportunities at email sign up combined with

a sweepstakes

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Wish lists

WishMail results:• 50x lift in transaction rate• 23x lift in $ per email• 8x lift in open rate• 21x lift in click rate

A wish list is a great shopping tool.

Helps customers build shopping lists and

save gift ideas

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AttractGroup exercise

What Key Points can you use to attract customers

5 Key Points

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The lifecycleEngage

Objective Strategy

AttractEngage

ConvertRetainGoals

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Enhance your Christmas database

Consumers are inundated with marketing messages that increase in frequency during the holiday

Relevant offers through effective channels is key

Database management and data enrichment are critical practices to deliver customer insight

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Who’s inactive?

Identified In-actives1/4/09-30/9/09

28% of in-actives re-engaged between 1/10/09-31/12/09

Increased from 15.7% in 2009

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The countdown

Countdown emails generate high customer interest

These emails had the highest unique open, unique click and click-to-open rates:

► 14.77% unique open rate

► 6.68% unique click rate

► 28.94% click-to-open rate

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Holiday gift ideas email

Campaigns reporting gift ideas pulled more than double the transaction rates for multichannel retailers (0.46% vs. 0.17%)

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In-store offers

Emails promoting in-store only offers had the highest unique open and click rates (16.09% and 3.43% respectively) beating out online only and site wide offers

Clearly promote your channels via email to help customers decide where to shop

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Brand recallProducts to focus on

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Engage with your usersThink like they do

On average, a happy customer will tell 3 people about their experience. An unhappy customer will tell 10.

Surveys Live chat Feedback forms

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EngageGroup exercise

What Key Points can you use to engage customers

5 Key Points

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The lifecycleConvert

Objective Strategy

AttractEngage

ConvertRetainGoals

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Shipping deadlines

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Free shipping

Free shipping with a minimum spend of $25 was most offered by companies

Free shipping with a minimum spend of $50 pulled in the strongest unique open and click rates (13.81% and 2.51%)

Free shipping with a minimum spend of $150 had the highest transaction rate

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CheckoutSingle vs. multipage checkout

35.2% conv rate 42.9% conv rate

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Remarketing – Re-engaging

Transaction rates22x higher

Unique click ratesOver 10x higher

Unique open ratesOver 3x higher

Revenue per email18x higher

Remarketing resultsPerformance metrics compared to bulk messages

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ImpulsivityRecommendations at the product level

30% of Amazon’s revenue comes from the recommendation engine.

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Data source:

How can Keith make more money?

► Board is hard to read

► Cup is hidden from view

► No incentive to donate

Where to next – Proof that A/B testing works anywhere Meet Keith…

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Data source:

How can Keith make more money?

► Easy to read board

► Cup is visible with a call to action!

► Incentive to donate – Free hand sanitizer

Proof that A/B testing works anywhereMeet the new and improved Keith

100% increase in earnings

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58% conversion

rate increase

Image Copyright SiteTuners.com

Improve your conversion rates

Before

Thousands of potential variations can be tested

Having controlled testing environments is the key to success – change, test, analyse, action

Layout is just one part of the equation, notice in the example how use of language can have a huge impact on conversion rates

Other factors to consider – removing noise on the page (navigation, etc.), adding testimonials, reducing ‘barrier to entry’

After

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Trust markersBadges, awards, SSL

No trust

Lots of trust

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Choose your weaponFree or paid?

Use tools to identify your elements/pages

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ConvertGroup exercise

What Key Points can you use to convert customers

5 Key Points

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The lifecycleRetain

Objective Strategy

AttractEngage

ConvertRetainGoals

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Web provider Costs of download latency

“Page load time is inversely proportional to the number of page views for a given user (i.e.

lower latency = more page views).”

Speed and responsivenessPlenty of studies to back this up

“A 2000ms delay reduces earnings per user by 4.3%.”

“Every 100ms delay costs Amazon 1% of revenue.”

“2000ms delay on download page costs Firefox 60 million downloads per year (10 record-

breaking download days per year).”

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Learn to make users trust youTestimonials

Data sources:

Customer testimonials can have a dramatic impact on Customer Retention

For B2B businesses high-profile testimonials provide huge credibility

Video testimonials can be up to 200% more powerful

Test including logos of the businesses to draw eye attention

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Consider combining your opt-down with a preference center

Only offer frequency options on opt-out, not opt-in!

Email retentionOpt-down strategies

Utilise a frequency “opt down” to save subscribers on your list who may feel they hear from you too often

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Lifecycle marketingHTML transactional emails work

Results:

Total open rates exceed 200% vs. all other email types

Total click rates over 70% vs. all email types with click through opportunities

Benchmark data shows that order confirmation emails have:

- Open rates over 140%

- Transaction rates over 2%

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Lifecycle marketingThe value of saying thank you

Every user interaction should result in an HTML email being sent

Every site-generated email you send today should be converted to HTML

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Waitrose – The lifecycle

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Waitrose - The results

Welcome Programe

•10% inc in conversions

Lapsed

•15% inc in CTR•1% inc in conversions

Remarketing

•24x Higher revenue

Loyalty

•20% lift in CTR

Transactional

•90% open rate•19 x conversion

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RetainGroup exercise

What Key Points can you use to Retain customers

5 Key Points

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Marketers should consider incorporating the checklist into their campaigns

Use holiday language

Tactical stocking fillers

Clearly promote shipping deadlines

Use headline text to indicate offer

Incorporate a holiday navigation bar with gift sites and holiday services

Indicate purchase channel details (retail hours, locations, telephone, etc.)

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Tactical stocking fillers

Leverage the spirit of the holidays in your creative and messaging

Countdown to the holiday to remind subscribers of timing

Consider Christmas-specific series

► Advent

► 12 Days of Christmas

Help people choose gifts

Thank your customers

Start early and finish late – Don’t forget post Christmas sales

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The essential Christmas checklist

Develop business objectives Devise strategy

► Create marketing roadmap► Review current market position ► Audit data quality and channels of collection► Enhance customer database to gather

insight► Segment customer and prospect base► Implement communication via chosen

channels► Test, discard, and scale► Ongoing monitoring and review

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Experian Marketing Services Kate Jackson Marketing Communications Manager A/NZ03 8699 [email protected]