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Experian Public.
Holiday insights for the
early bird marketer
Hosted by: Heather Dougherty and Andy Werner
#Hldy13
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Introducing our speakers
Heather Dougherty
► Director of Research, Consumer Insights
Andy Werner
► Strategic Account Lead, Cross-Channel Marketing
______________________________
Talk Track:
Key holiday shopping days
Email Marketing trends
The rise in mobile and coupon usage
Influence of social media
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Holiday Insights
Which day rose to the fifth biggest online shopping day of the season?
The day before Thanksgiving
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Timing is everything
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Key traffic milestones
Cyber Monday
ThanksgivingBlack Friday
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Black Friday and Cyber Monday sales
70% will shop during the weeks of Thanksgiving, Black Friday & Cyber Monday
I don't care about these specific sales and I avoid shopping
during that time
28%
I don't care about these specific sales,but I plan to shop during that time
9%
I don't know yet during which sale I will shop
15%
Don't know/Prefer not to answer
2%
Both Black Friday and Cyber Monday sales
29%
Cyber Monday sales only
11%Black Friday sales only
6%
—Research Now/Hitwise 2012 Holiday Study, n=5829
Regarding the upcoming sales on Black Friday (day after Thanksgiving) and Cyber Monday (Monday after Thanksgiving), which of the following best describes your plans as of right now.
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Black Friday key for in-store shoppersCyber Monday dominates online
—Research Now/Hitwise 2012 Holiday Study, n=5826
Which way do you plan to do your holiday shopping this year? Please put approximate percent for each of the following:
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Black Friday weekend shopping activity by channel
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
0
7000
3389 33163789
49695404
3885
4593
5757
3221 3098 2930 2710
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
0
300
242 247 256
136
207
167144 153 144
202
254 245
Tot
al #
of
Vis
its
Store Visits GPSSample = 800
11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
0
1000
376281 279
456
701745
921
543 547475
204 223
Tota
l #
of
Vis
its
Mobile Websites Sample = 1150
PC Websites Sample = 5398 To
tal #
of V
isits
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Cyber Monday becoming more influential
Search
1. Black Friday (#1 in 2011)
2. Cyber Monday (#3 in 2011)
3. Thanksgiving (#2 in 2011)
1. Cyber Monday (#1 in 2011)
2. Black Friday (#3 in 2011)
3. Thanksgiving (#2 in 2011)
Social Networks
1. Black Friday (#1 in 2011)
2. Cyber Monday (#2 in 2011)
3. Thanksgiving (#3 in 2011)
Rewards & Directories
1. Cyber Monday (#3 in 2011)
2. Thanksgiving (#1 in 2011)
3. Black Friday (#2 in 2011)
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Top 10 email holiday 2012 transaction days
Day Transactions Rank
VolumeRank
Cyber Monday 1 1
Black Friday 2 2
Sunday After Black Friday 3 49
Thanksgiving 4 15
11 Days Before Christmas 5 6
Day Before Thanksgiving 6 10
13 Days Until Christmas 7 4
15 Days Until Christmas 8 8
26 Days Until Christmas 9 21
8 Days Until Christmas 10 5
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When are emails received?
Tip: Test sending emails later in the day when inboxes are cleaner and customers are doing holiday shopping in the evening.
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Weekly email volume
9/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/300
1
2
3
4
5
6
7
Standard Marketing Holiday Marketing All Emails
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When do holiday emails hit the inbox?
9/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/300
50
100
150
200
250
300
Standard Marketing All Holiday Marketing
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You can take it with you
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Mobile users looking for deals
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Coupon use
72% of U.S. adults use coupons
► 62% use print coupons
► 34% of U.S. adults use eCoupons obtained from an email, Website or mobile phone
▲ 14% have redeemed a coupon from a mobile phone
▲ 26% have used a coupon from a Website or an email
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Target eCoupon users across channels
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eCoupon user demographics
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Heavy email and GPS app and Website users
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The rise of mobile
Desktop
Webmail
Mobile
June Ju
ly
Augus
t
Septe
mbe
r
Octob
er
Novem
ber
Decem
ber
Janu
ary
Febru
rary
Mar
chApr
ilM
ayJu
neJu
ly
Augus
t
Septe
mbe
r
Octob
er
Novem
ber
Decem
ber
Janu
ary
Febru
ary
53%
39%
32%
18%
43%
29%
25%
201320122011
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Reminding shoppers of mobile potential
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Mobile shopping
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Mobile exclusives
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Email and SMS
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It’s always better to share
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3%
9%
16%
24%
44%
12%Average lift in unique click rate for campaigns using a Facebook Like button*
19%Average lift in unique click rate for campaigns using a Pinterest Pin It button*
—*Over campaigns without Facebook Like or Pinterest Pin It buttons
Social media combinations in emails
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Holiday and Pinterest
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More holiday and social
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Key takeaways
Timing is everything
► Black Friday and Cyber Monday weekend continues to be popular as a whole
► Opportunity on the Sunday after Black Friday (and before Cyber Monday)
► Not many brands sent afternoon or evening emails — test sending to a cleaner inbox at that time!
You can take it with you
► Shopping is one of the top categories visited on mobile handsets
► Even affluent shoppers love deals & coupons
► Template optimization, short subject lines
► Reminders or incentives to shop mobile app or mobile site
It’s good to share
► Don’t just use Facebook — branch out to other social networks
► Get customers and followers involved — make it a conversation!
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Questions
Join the next Webinar!
May 9, 1:00 PM ESTConsumer insights for
amping up your campaigns