France Insights :

Black Friday & Cyber Monday 2017 Recap

- 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

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.

Sports & Fitness Attractivity

The vertical is showing strong

year-over year growth on the

period alongside with an

increased cost-efficiency.

The Bing Network

experienced a strong

growth, especially in France

and Germany.

International performance

indicates the event is

becoming a global

phenomenon.

Retail click % growth on the Bing Network YoY

46%

5%

20%31%

UK Worldwide Germany FranceSource: Microsoft internal data, Bing Network November 18 – 28, 2016 and November 17 – 27, 2017

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, France, November 17 – 27, 2017

BLACK FRIDAY CYBER MONDAY

SRPV

Clicks

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, France, November 17 – 27, 2017

Daily searches shares according to deviceMobile

PC / Tablets

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, France, November 24, 2017

On Black Friday, mobile clicks peaked during lunch break and

late in the day, starting when people got off work

Hourly click repartition (% share of total per device) during Black FridayMobile

PC / Tablets

71%

63%

55%

Source: Microsoft internal data, Bing Network, France, November 18 – 28, 2016 and November 17 – 27, 2017

Bing searchers showed growing interest in Sports & Fitness

Sports & Fitness Home & Garden Beauty & Personal Care

Sub-verticals with the highest click % growth YoY

While click-through rates (CTR) saw strong YoY growth,

costs per click (CPC) maintained efficiency for key verticals

Source: Microsoft internal data, Bing Network, France, November 18 – 28, 2016 and November 17 – 27, 2017

CTR

CPCCTR and CPC year-over-year % variation

40%

27%

-6%0%

Beauty & Personal Care Sports & Fitness

Year over year, shoppers

searched more often for :

Source: Microsoft internal data, Bing Network, France, L2 verticals, November 18 – 28, 2016 and November 17 – 27, 2017

+52%perfumes & fragrances

+81%fitness

+57%pets & animals

Demographics of searchers

Gender Age group

Source: Microsoft internal data, Bing Network, France, November 17 – 27, 2017

Hobbies &

Leisure

Queries related to jeux vidéos

toped the searches especially for

the Nintendo Switch.

Beauty &

Personal Care

Shoppers searched mostly for

spas.

Parfums were the next most

popular beauty and personal care

queries.

1

Apparel

Montres, chaussures and lingerie

were the most popular searched

apparel items this year.

Consumer

electronics

People were mostly interested in

ordinateurs portables and the

newly released high-end

smartphones.

Source: Microsoft internal data, Bing Network, France, November 17 – 27, 2017.

Most popular terms searched during the period (1)

Home & Garden

Shoppers sought armoires,

chaises and tables basses.

Lave-vaisselles and aspirateurs

topped white good searches.

Occasions & Gifts

Albums photos and fleurs ranked highest.

We also notice a clear trend for cadeaux

personnalisés.

Sports & Fitness

Vélos and particularily vélos électriques were

the most searched products in the category.

Source: Microsoft internal data, Bing Network, France, November 17 – 27, 2017.

Most popular terms searched during the period (2)

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

Source : Microsoft internal data, Bing Network, France, Remarketing vs. Non-Remarketing , September 2017

Remarket to past site visitors with upcoming holiday dealsBing retail remarketing ads see a conversion rate multiplied by 2.5.

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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

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Occasions & Gifts was the most competitive

category during the period

Source: Microsoft internal data, Bing Network, France, November 17 – 27, 2017

CPC by vertical

Apparel had the highest CTR during the period

CTR by vertical

Source: Microsoft internal data, Bing Network, France, November 17 – 27, 2017

Internet & Telecom had the most searches among all retail

verticals during the period on the Bing Network

Source: Microsoft internal data, Bing Network, France, Verticals with more than 500k clicks, November 17 – 27, 2017

Verticals by searches

Apparel had the most clicks among all retail verticals

during the period on the Bing Network

Verticals by clicks

Source: Microsoft internal data, Bing Network, France, Verticals with more than 3M SRPV, November 17 – 27, 2017