e-commerce holiday review & trends for 2017 · “holiday ecommerce sales slightly exceed -...
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E-COMMERCE HOLIDAY REVIEW & TRENDS FOR 2017
LOOKING BACK AND PLANNING AHEAD FOR 2017.
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REVIEW
IDENTIFY
PROVIDE
This presentation will:
customer behaviorduring the holidays
holiday shopping trends
tips for succeedingin 2017
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ONLINE HOLIDAY SPENDING 2016
$91.7B spent online (up 11% from 2015)
Source: Adobe Digital Insights Holiday Recap Report 2016. Adobe.
$63.1B spent on desktops (up 12% from 2015)
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BLACK FRIDAY CYBER MONDAY TUESDAY NOV. 29
Highest revenue-earning days in the season for desktop sales:
Sources:“Final 2016 Desktop Online Holiday Sales Reach $63.1 Billion, Up 12 Percent vs. Year Ago.” ComScore.“Holiday e-commerce sales slightly exceed expectations.” Internet Retailer.
$2.7B $2.2B $1.9B
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E-commerce traffic volume up from 2016
25%NEW YEAR’S DAY
POST-CHRISTMAS TRAFFIC
Source:“Holiday e-commerce sales slightly exceed expectations.” Internet Retailer.
Things didn’t slow down after the holidays.
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HOLIDAY TRENDS
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CUSTOMERS ARE SHOPPING EARLIER
Online sales began spiking around Nov.13-14, a week earlier than last year.
HOLIDAY TRENDS
Source: Black Friday Web Sales Soar by 21.6%.Internet Retailer.
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GENDER SPLIT
Men planned to spend 69% more than women during Black Friday and Cyber Monday events
Women shop more, but men buy bigger-ticket items
Men are more likely to use sales to shop for themselves
Women are more likely to use them to buy gifts
HOLIDAY TRENDS
Source: Data Dive: Black Friday Edition. PYMNTS.
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MOBILE EXPLODES
mobile revenue (+23% year over year)
$28.43B
HOLIDAY TRENDS
Source: “Holiday e-commerce sales slightly exceed expectations.” Internet Retailer.
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GET AHEAD IN 2017
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FRICTIONLESS COMMERCE
Make the shopping experience as simple as possible
Eliminate friction points in the shopping experience
Think from your customer’s perspective and leverage technology and design to remove obstacles
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SUBSCRIPTION SERVICES
Subscriptions help drive retention and predict purchase revenues.
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NON-TRADITIONAL COLLABORATIONS
Partner with a business who shares your market and can complement your marketing efforts.
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IMMERSIVE ENCOUNTERS
Develop richer experiences and engagement opportunities.
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PREDICTIVE MARKETING & PERSONALIZATIONSend the right message to the right audience at the right time.
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MILLENNIALS
Largest consumer group
Value transparency and social responsibility
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AUTHENTICITY
Be yourself. Use cause marketing to convey core values and improve customer perception.
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MOBILE
Mobile is evolving as a sales channel and enhancing the in-store shopping experience.
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TAKEAWAYS
Simplify customer experiences
Try a subscription model
Look for complementary marketing partners
Enhance customer experience
Personalize customer communication
Be authentic
Focus on mobile
Find healthy ways to reach new markets