Online Retailer Workshop e-Christmas: 2010 Christmas Online Retail Strategies and Planning 9 th July 2010
Online Retailer Workshope-Christmas: 2010 Christmas Online Retail Strategies and Planning
9th July 2010
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
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.
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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
-39.5%
+88.9%
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%
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%
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
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
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10
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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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Retail industries snapshot
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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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Changes in shopping habitsJune 2010 vs. June 2009
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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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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
14
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Where do they come from?
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Source: Experian Hitwise: July 2009
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What’s changed?
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Book Publishers
Auctions
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%
16
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Search Engines influence growing globally
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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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Bricks & Mortar vs. Online Stores
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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
19
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Shopping locally and globally
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local; 73.51
international; 26.49
local 44.52
55.48
international
All sites Shopping V Classifieds
20
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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
21
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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
22
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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.
23
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The importance of comparison
23
+29.5% in past 3 years
24
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The importance of comparison
24
25
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Delivery is increasing
25
+34.6%
26
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An increasingly competitive market
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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
28
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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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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.
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Restaurants did not take the expected hit
30
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Take-away food growing
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Recipes rising
32
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Property decreasing : House & Garden growing
33
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Household gadgets on a strong trend
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Impact on Travel
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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.
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Hot Products - Appliances & Electronics
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Hot Brands
38
Monitor, Respond, Foresee: Online Tools for Retail Planning
Alan Long, Research Director
2010 Apple.com.au/ipad
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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?
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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
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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
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Who is making the most out of Boxing Day sales?
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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
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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
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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
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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
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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
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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
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Young Ambition – educated high earning young singles in inner suburbs.
Privileged Prosperity – most affluent families in most desirable locations.
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
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Social Media driving more traffic to Retailers
51
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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.
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
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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
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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
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Learning from product cycles
Reviews
Product features and Specs
Release date
Video footage.
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Publishers / Tech sites early beneficiaries
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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.
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
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The lifecycle
Objective Strategy
AttractEngage
ConvertRetainGoals
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.
ObjectiveGroup exercise
Visionary
Progressive
Concise
Achievable
Define your own business objective (either real or aspirational)
Business objective and strategy
Business objective
Corporate strategy
Product development Sales & marketing Finance HR
Sales strategy Marketing strategy
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
StrategyGroup exercise
What elements do you
look at when setting your strategy?
Assess
Review
Establish
Analyze
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
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."
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
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
The lifecycleAttract
Objective Strategy
AttractEngage
ConvertRetainGoals
AttractGroup exercise
What do your customers look like?
Best Customer’s Characteristics
Poorest Customer’s Characteristics
P.18
Clean
Data – The three wise methods
Enhance
Capture
Cost of poor quality data
The most significant costs of inaccurate dataDynamic Markets – International DQ Research
MOSAIC – Gap analysisYou vs. competitor/industry/online population
MOSAIC – Gap analysisYou vs. competitor/industry/online population
Find my audienceWhere am I most likely to find Metro Multiculture Online?
Make it simple to sign upSignup forms
Avoid unnecessary fieldsSign up forms
99% drop-off rate
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
Heavy reliance on email to drive downstream traffic
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
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
Dustin CurtisYou should follow him on twitter
Data source: dustincurtis.com
Dustin CurtisYou should follow him on twitter
Data source: dustincurtis.com
Email and its friend Social Media
Use email to drive traffic to social sites
55% increase in CTR using Social icons in email
Use Social sites as sign up to email
Email acquisition“Best of” creative – forward to a friend
Subject line: Make it better. For yourself. And a tree.
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
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
AttractGroup exercise
What Key Points can you use to attract customers
5 Key Points
The lifecycleEngage
Objective Strategy
AttractEngage
ConvertRetainGoals
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
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
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
Holiday gift ideas email
Campaigns reporting gift ideas pulled more than double the transaction rates for multichannel retailers (0.46% vs. 0.17%)
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
Brand recallProducts to focus on
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
EngageGroup exercise
What Key Points can you use to engage customers
5 Key Points
The lifecycleConvert
Objective Strategy
AttractEngage
ConvertRetainGoals
Shipping deadlines
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
CheckoutSingle vs. multipage checkout
35.2% conv rate 42.9% conv rate
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
ImpulsivityRecommendations at the product level
30% of Amazon’s revenue comes from the recommendation engine.
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…
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
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
Trust markersBadges, awards, SSL
No trust
Lots of trust
Choose your weaponFree or paid?
Use tools to identify your elements/pages
ConvertGroup exercise
What Key Points can you use to convert customers
5 Key Points
The lifecycleRetain
Objective Strategy
AttractEngage
ConvertRetainGoals
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).”
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
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
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%
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
Waitrose – The lifecycle
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
RetainGroup exercise
What Key Points can you use to Retain customers
5 Key Points
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.)
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
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
© 2010 Experian Limited. All rights reserved.
Experian Marketing Services Kate Jackson Marketing Communications Manager A/NZ03 8699 [email protected]