2017 ecommerce round-table round-up

2017 Ecommerce

Round-Table Round-Up

Today’s Logistics

Session Recording + Slides Will Be Sent Out

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Overview

Founded in 2007

Recognized as a Google Premier Partner

400+ Active Retail Clients

Top 50 fastest growing company in San Diego

DELIVERING LASTING RESULTS FOR OUR CLIENTS

Solutions

Retail-focused PPC & Shopping

Amazon Sales Acceleration

Facebook Performance Marketing

About CPC Strategy

About Trustpilot

We help people buy with confidence

Sharing experiences builds trust and transparency

We help companies harness the power of

reviews

Windsor CircleOmniChannel Predictive Marketing Platform

- 300+ CPG & RETAIL CLIENTS - 37M+ CONSUMERS

Today’s Speakers

Lewis BrannonSr. Retail Search Manager

Polly FlinchDirector of Marketing

Brittany CapalboGlobal Digital Marketing Manager

Today’s Agenda

❏ What did we see during Black Friday & Cyber Monday?

❏ Amazon’s Growth & Impact on Retailers

❏ Growth of Cross-channel Marketing & Hybrid Strategies

❏ Importance of Mobile in 2017

❏ What’s to come in 2018?

❏ Live Q&A

What did we see during Black Friday & Cyber Monday?

What did we see in Google Shopping? - YOY Trends

Copyright 2017 - Ecommerce Round-Table Round-Up

● Cyber Monday was more successful than BF (significantly more volume as well)● Thanksgiving through CM as a whole was a big revenue mover, more distribution of sales● Showcase shopping contributed to gains in impressions and lowering CTR

○ Big Box Competition (Favoritism?)○ Upper Funnel Nature of Queries

More Emphasis on Shopping? | YOY Trends | Shopping vs. Text


● More growth on Shopping, but no efficiency loss on text● Text Ads impression growth is stagnant but CPCs cheaper (faster influx of new advertisers on

Shopping creating higher spike in CPC increases).

*note that average CPCs for 2017 were $0.67 for Shopping and $0.82 for text

What did we see in Google Shopping? -Emergence of Showcase Shopping


● Charged on CPE - not CPC

● Less control over settings

● Harder to force display for specific searches

● Great for brand awareness, breaking into new audiences

● Attribution is important

What did we see in Google Shopping? -Emergence of Showcase Shopping


What trends did we see in the Ecommerce space?


DEALS & PROMOTIONS

> Grey November

> Online discounts same as in-store

EVERYONE ON THE ECOMMERCE TRAIN

> Big-Box Department Stores joined the fray

> Top ten in online transactions:

Amazon,

Best Buy, Kohl’s, Target, Apple, Macy’s,

Old Navy, Home Depot, GameStop, and

Toys R Us.

$14 BillionAmount spent online over

Thanksgiving Weekend (not

including Cyber Monday)

How do the holidays impact customer trends & behavior?


During Black Friday 2017, Trustpilot had over 470,000 organic visitors from Google

http://blog.trustpilot.com/blog/consumer-behavior-and-expectations-the-2017-holiday-shopping-report

Amazon’s Growth & Impact on Retailers

Competitive Landscape - Big Box Impression Share


What things can retailers do to fight the pull of Amazon?


PERSONALIZE THE EXPERIENCE

> Create brand affinity

> Data-backed recommendations &

Marketing campaigns

CHOOSE YOUR DIFFERENTIATORS

> And shout them from the rooftops

50%

($12.78M)

% of online transactions Amazon was responsible

for on Thanksgiving Day & Black Friday

BOTTOM LINE: to do this well, you need data

Is there a way for retailers to differentiate from Amazon?


As larger brands move into Amazon’s space and take up market share, it provides an opportunity for mid-size and

niche retailers.

Growth of Cross-channel Marketing & Hybrid Strategies

Hybrid Strategies & Correlated Metrics


● Brand Uplift Correlation Measurement

● Conversion Path Reporting

How can retailers effectively market cross-channel?


STEP 1: ID THE RIGHT PLATFORMS

> what do you already have?

> how does your existing stack work together?

> how can you make this better?

> what are the gaps?

STEP 3: CAPITALIZE ON THIS DATA

> think beyond the one send - what’s the life of

this campaign?

> Is there an acquisition play? What

about

a retention play?

STEP 2: USE YOUR DATA

> get to know your customers

> predictive recommendations

> smart suppression lists

> 1:1 messaging based on purchase cadence

How do touchpoints matter in Cross-channel Marketing?


❏ 88% of consumers consult, on average, 10 sourcesbefore making a purchase

❏ Half of all shoppers visit a retailer’s site or app prior to making an in-store purchase

Leveraging new approaches to marketing such as social proof allows companies to take advantage of the multiple touchpoints customers will inevitably come across

https://www.thinkwithgoogle.com/consumer-insights/the-zero-moment-of-truth-macro-study/

Importance of Mobilein 2017

How has the mobile advertising landscape changed in 2017?


● Mobile by far largest growth segment● Mobile conversion volume surpassing desktop for many clients

How has mobile changed the ecommerce landscape in 2017?


10.1% Increase in conversion

rate YoY from mobile onCyber Monday

MOBILE SHOPPING CONTINUES TO TREND UP

> Impacts on eCommerce

> Mobile friendly sites (or pages)

> Mobile friendly checkout process or one-

click

check out

> Responsive email campaigns

> Mobile responsive advertising

> Facebook

> Instagram

What are trends that we’ve seen in mobile?


Mobile conversions and eCommerce revenue tied to mobile devices continue to increase and are surpassing desktop sales.

https://www.shopify.com/blog/black-friday-cyber-monday-2017-recap

What’s to come for 2018?

What are some predictions we foresee for 2018?


● Evolution of dynamic search

● Continued growth of Google Shopping

● Local Inventory Improvements

● Omnichannel Reporting Improvements



SOCIAL IS THE NEW

BATTLEGROUND

BLURRING LINES BETWEEN

ACQUISITION AND RETENTION



Voice search will make its mark

❏ Over 10M Alexa devices are expected to ship by the end of 2017.

❏ Over 60M Americans will use a virtual assistant at least once a month.

❏ From May 2016 to May 2017, increase in Alexa and Cortana’s usage and engagement tripled.

http://www.digitimes.com/news/a20170601PD218.html

https://techcrunch.com/2017/07/11/siri-usage-and-engagement-dropped-since-last-year-as-alexa-and-cortana-grew/

https://www.emarketer.com/Article/Alexa-Say-What-Voice-Enabled-Speaker-Usage-Grow-Nearly-130-This-Year/1015812

Questions for our Panelists?


Lewis BrannonSr. Retail Search Manager

Polly FlinchDirector of Marketing

Brittany CapalboGlobal Digital Marketing Manager