2011 Holiday Retail Recap - Cyber Monday became more influential for email & social Search 1....

download 2011 Holiday Retail Recap - Cyber Monday became more influential for email & social Search 1. Black

of 34

  • date post

    10-Jun-2020
  • Category

    Documents

  • view

    0
  • download

    0

Embed Size (px)

Transcript of 2011 Holiday Retail Recap - Cyber Monday became more influential for email & social Search 1....

  • © 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

    Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,

    or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

    2011 Holiday Retail Recap

    #hwholidayrecap

  • 2 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Today’s Discussion

     Holiday Traffic Trends

    ► Overall Growth on Key Holiday Milestones

    ► Mass Merchandisers vs. Dept Stores

    ► Flash Sales

     Audience Profiles

    ► Demographics & Psychographics of Holiday Shoppers

     Key Drivers of Traffic

    ► Search, Affiliates, Email & Social

     Search Behavior

    ► Coupons, Hot Products & Gift Cards

  • 3 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Holiday Traffic Trends

  • 4 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Daily Visits to Retail 500 Cyber Monday emerged as peak day for online retail traffic

    Thanksgiving

    Black Friday Cyber Monday

    Day After Christmas

  • 5 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Daily Visits on Holiday Milestone Dates Highest traffic growth on the day after Christmas

    +9% +2%

    +31%

    +29%

    0%

  • 6 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Daily Visits on Holiday Milestone Dates Cyber Monday is the new black

    6%

    3% 29%

    -1% -1% 25%

    22%

    0% 30% 21%

    12% 40%

    23% 5% 38%

    3% 35%

    7%

  • 7 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Total Visits to Retail Categories Traffic to House & Garden increased 15% YoY

  • 8 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Top Shopping & Classifieds Websites by Growth Comparison shopping & discounts captured additional share

    +22%

  • 9 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Total Visits to Coupon Websites Consumers continue to seek out discounts

    Week of Thanksgiving & Black Friday +21%

    Week of Cyber Monday +18%

  • 10 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Total Visits to Mass Merchandise & Discount Stores Thanksgiving & Black Friday continue to dominate

    Week of Thanksgiving & Black Friday +5%

    Week of Cyber Monday +5%

  • 11 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Total Visits to Dept Stores Higher growth in visits than mass merchants & discounters

    Week of Thanksgiving & Black Friday +19%

    Week of Cyber Monday +19%

  • 12 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Total Visits to Flash Sale Websites Traffic peaked during the week of Cyber Monday

    Week of Cyber Monday +53%

  • 13 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Online Holiday Shoppers

  • 14 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Visitors to Top 500 Retail Websites Over-indexes for higher incomes & credit-worthy shoppers

  • 15 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Share of Visits by Mosaic Groups Skew toward affluent segments during holiday season

  • 16 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Share of Visits by Mosaic Groups Over 60% of visits from those that over-index vs. online pop

  • 17 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Share of Visits to Flash Sales by Mosaic Groups Captured a more affluent shopper during holidays

  • 18 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Key Drivers of Traffic

  • 19 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Upstream Traffic to Top 500 Retailers Search & cross-shopping define online shopping behavior

    8%

    2%

    -8%

    +4%

    +1%

    0%

    -11%

    -7%

    +4%

    -4%

  • 20 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Downstream Traffic to Retail 500 Cyber Monday became more influential for email & social

    Search

    1. Black Friday

    2. Thanksgiving

    3. Cyber Monday

    Rewards & Directories

    1. Thanksgiving

    2. Black Friday

    3. Cyber Monday

    Email

    1. Cyber Monday**

    2. Thanksgiving

    3. Black Friday

    Social Networks

    1. Black Friday

    2. Cyber Monday**

    3. Thanksgiving

  • 21 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Downstream Traffic from Rewards & Directories Apparel receives more referrals post-Thanksgiving

  • 22 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Upstream Websites – Rewards & Directories Black Friday websites still key traffic driver

  • 23 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Downstream Traffic from Search Engines Increased search volume across major categories

  • 24 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Downstream Traffic from Social Networks House & Garden experienced boost during Thanksgiving week

  • 25 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Upstream Websites – Social Networks Growth in referrals from new entrants like Pinterest & Google+

    Up over 800% since August 2011

  • 26 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Downstream Traffic from Email Promotions during Peak Week & Post-Holiday strong for email

  • 27 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Search Behavior

  • 28 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Searches for Retailer Coupons Consumers seek out deals before completing purchase

  • 29 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Fast Moving Search Terms Kindle Fire & iPads were among the most wanted gifts

    +199%

  • 30 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Searches for iPads & iPods vs. iTunes Digital sales follow device sales

    Thanksgiving & Black Friday Promotions

    Post Holiday set-up & gift

    card spending

    Thanksgiving & Black Friday Promotions

    Post Holiday set-up & gift

    card spending

  • 31 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Searches for Gift Cards Growth during final weeks of the holiday season

  • 32 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap

    Key Takeaways

     Visits increased to Retail 500 during the 2011 holiday season and Cyber Monday emerged as the top day for traffic, followed by Thanksgiving and Black Friday. The House & Garden experienced the highest growth in December with an increase of 15% in total visits. While shoppers love a bargain, department stores experienced higher growth than the discounters.

     Search remains the key driver of traffic to retailers and represented 29% of all upstream traffic in December. Traffic referrals from Email & Social Networks accounted for 15% of traffic in December, particularly from Facebook, but also emerging social networks like Pinterest and Google+.

     Affluent consumers were among the budget-conscious shoppers that turned to search to find discounts & deals during the holiday season, especially on Flash Sale websites.

     Electronics reigned supreme among products yet again this year with searches for tablets and electronic readers topping the lists this year with increases over the previous holiday season. The new Kindle product line drove huge growth in search activity over the previous year.

  • 33 © 2012 Experian Information Solutions, Inc. All rights reserved. #hwholidayrecap