Black Friday & Cyber Monday 2017 Recap - Germany Edition

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Transcript of Black Friday & Cyber Monday 2017 Recap - Germany Edition

  1. 1. Germany Insights : Black Friday & Cyber Monday 2017 Recap
  2. 2. - Apparel - Beauty & Personal Care - Computers & Consumer Electronics - Dining & Nightlife - Food & Groceries - Hobbies & Leisure - Home & Garden - Internet & Telecoms - Occasions & Gifts - Sports & Fitness Verticals - 2017 : November 17 to November 27 - 2016 : November 18 to November 28 (for year-over-year calculations) Timeframe
  3. 3. Key Takeaways A Worldwide Event Black Friday is surely becoming a worldwide event, with an increased amount of retail searches and clicks compared to last year across all EMEA countries. Specific Search & Click Behaviors Searches peaked a few days before Black Friday with people researching products they wanted ahead of the promotions, while clicks heavily surged on d-day. Internet & Telecoms Attractivity The vertical is showing strong year-over year growth on the period alongside with an increased cost-efficiency.
  4. 4. The Bing Network experienced a strong growth, especially in France and Germany. International performance indicates the event is becoming a global phenomenon. Click % growth on the Bing Network YoY 46% 5% 20% 31% UK Worldwide Germany France Source: Microsoft internal data, Bing Network November 18 28, 2016 and November 17 27, 2017
  5. 5. Searches spiked prior to peak click days as users began their research and participated in early deals Searches and clicks share (% share of grand total) by day Nov 17 Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Source: Microsoft internal data, Bing Network, Germany, November 17 27, 2017 BLACK FRIDAY CYBER MONDAY SRPV Clicks
  6. 6. Nov 17 BLACK FRIDAY CYBER MONDAY Mobile searches increased during the weekends as shoppers were on the go Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 27Nov 26 Source: Microsoft internal data, Bing Network, Germany, November 17 27, 2017 Daily searches shares according to deviceMobile PC / Tablets
  7. 7. 0% 2% 4% 6% 8% 10% 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Source: Microsoft internal data, Bing Network, Germany, November 24, 2017 On Black Friday, mobile clicks peaked late in the day, starting when people got off work Hourly click repartition (% share of total per device) during Black FridayMobile PC / Tablets
  8. 8. 45% 35% 30% Source: Microsoft internal data, Bing Network, Germany, November 18 28, 2016 and November 17 27, 2017 Bing searchers showed growing interest in the Internet & Telecoms vertical Sports & FitnessComputers & Consumer ElectronicsInternet & Telecoms Sub-verticals with the highest click % growth YoY
  9. 9. While click-through rates (CTR) saw strong YoY growth, costs per click (CPC) maintained efficiency for key verticals Source: Microsoft internal data, Bing Network, Germany, November 18 28, 2016 and November 17 27, 2017 CTR CPC CTR and CPC year-over-year % variation Internet & Telecoms Occasions & Gifts 25% 44% 7% 0%
  10. 10. Year over year, shoppers searched more often for : Source: Microsoft internal data, Bing Network, Germany, L2 verticals, November 18 28, 2016 and November 17 27, 2017 +70% telephony +85% camping & outdoor recreation +50% footwear
  11. 11. Beauty & Personal Care Shoppers searched mostly for spas and thermal cures. Perfumes were the next most popular beauty and personal care queries. 1Apparel Shoes and pullovers (especially for women) were the most popular non- brand queries. Consumer electronics + Internet & Telecoms People were mostly interested in internet browsers and the newly released high-end smartphones. Source: Microsoft internal data, Bing Network, UK, November 17 27, 2017. Most popular terms searched during the period (1)
  12. 12. Home & Garden Shoppers mostly sought big white goods brands but also coffee machines and kitchens. Sports & Fitness Most top queries in the vertical were related to football but people also looked for big sports outlets. Source: Microsoft internal data, Bing Network, UK, November 17 27, 2017. Most popular terms searched during the period (2) Hobbies & Leisure Queries related to video games on mobile toped the searches. More traditional games such as Sudoku and Mahjong were also popular.
  13. 13. Home page visitors Past purchasers Holiday deal page visitors Cart abandoners Specific product or category pages Highlight holiday gift ideas and offer discounts on first orders Showcase the top trending products this holiday season Feature product comparison pages or reviews Promote limited-time offers or free shipping Feature best of the season deals to capture previous purchasers Remarket to past site visitors with upcoming holiday deals Bing retail remarketing ads see a conversion rate multiplied by 2.8. Source : Microsoft internal data, Bing Network, Germany, Remarketing vs. Non-Remarketing , September 2017
  14. 14. 2017 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. All trademarks are the property of their respective owners. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIESEXPRESS, IMPLIED, OR STATUTORY REGARDING THE INFORMATION IN THIS PRESENTATION.
  15. 15. Dining & Nightlife was the most competitive category during the period Source: Microsoft internal data, Bing Network, Germany, November 17 27, 2017 CPC by vertical
  16. 16. Apparel had the highest CTR during the period CTR by vertical Source: Microsoft internal data, Bing Network, Germany, November 17 27, 2017
  17. 17. Internet & Telecoms had the most searches during the period on the Bing Network Verticals by searches Source: Microsoft internal data, Bing Network, Germany, Verticals with more than 300k clicks, November 17 27, 2017
  18. 18. Computers & Consumers electronics had the most clicks during the period on the Bing Network Verticals by clicks Source: Microsoft internal data, Bing Network, Germany, Verticals with more than 2M SRPV, November 17 27, 2017