emarketer webinar: mid-holiday season retail update & post-thanksgiving recap

59
© 2016 eMarketer Inc. Made possible by Mid-Holiday Season Retail Update & Post-Thanksgiving Recap Yory Wurmser Retail Analyst December 8, 2016

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copy 2016 eMarketer Inc

Made possible by

Mid-Holiday Season Retail Update amp Post-Thanksgiving Recap

Yory WurmserRetail Analyst

December 8 2016

copy 2016 eMarketer Inc

Agenda

How accurate was eMarketerrsquos 2016 holiday forecast

How are multichannel retailers faring against Amazon

How are retailer strategies affecting consumer buying patterns

Is mobile living up to its predicted growth

What products are selling well

What should this all mean for the rest of the holiday season

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Rewind

eMarketerrsquos September Forecast for the 2016

Holiday Season

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Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season

Retail ecommerce sales will jump 172 for the season the highest rate since 2011

Retail sales will rebound slightly from a weak 2015 to rise 33

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Short Answer

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Longer Answer A lot has happened since September

1 Robust economic performance reported for Q3 and early Q4

2 The Trump upset in the US presidential election

3 Thanksgiving Weekend slightly exceeded expectations for online sales

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1 Economic performance since September Q3 economic figures were revised upward

32GDP growth

up from 29 estimateSource Department of Commerce Nov 2016

28increase in household

purchases up from 21 estimate

Source Department of Commerce Nov 2016

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Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

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Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

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2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

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As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

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3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

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A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

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Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

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Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

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Thanksgiving Weekend online sales went up sharply

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Only 19 of US smartphone users bought the majority of their purchases spontaneously

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

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Big Retailers Launch Online Counterattack

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Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

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Amazon is becoming a leading product search engine for mobile shoppers

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

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Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

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While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

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Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

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Thanksgiving Promotions Starting Earlier and Ending

Later

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Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

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Mobile Commerce Revolution Continues

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US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

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The largest part of mcommerce growth will come from purchases via smartphones

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

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The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

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Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

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Product Trends

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Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

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Expectations for the Rest of the Season

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Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

Agenda

How accurate was eMarketerrsquos 2016 holiday forecast

How are multichannel retailers faring against Amazon

How are retailer strategies affecting consumer buying patterns

Is mobile living up to its predicted growth

What products are selling well

What should this all mean for the rest of the holiday season

eMwebinar

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Rewind

eMarketerrsquos September Forecast for the 2016

Holiday Season

copy 2016 eMarketer Inc

Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season

Retail ecommerce sales will jump 172 for the season the highest rate since 2011

Retail sales will rebound slightly from a weak 2015 to rise 33

eMwebinar

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Short Answer

eMwebinar

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Longer Answer A lot has happened since September

1 Robust economic performance reported for Q3 and early Q4

2 The Trump upset in the US presidential election

3 Thanksgiving Weekend slightly exceeded expectations for online sales

eMwebinar

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1 Economic performance since September Q3 economic figures were revised upward

32GDP growth

up from 29 estimateSource Department of Commerce Nov 2016

28increase in household

purchases up from 21 estimate

Source Department of Commerce Nov 2016

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Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

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Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

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2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

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As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

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3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

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A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

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Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

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Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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Thanksgiving Weekend online sales went up sharply

eMwebinar

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Only 19 of US smartphone users bought the majority of their purchases spontaneously

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

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Big Retailers Launch Online Counterattack

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Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

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Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

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Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

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While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

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Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

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Thanksgiving Promotions Starting Earlier and Ending

Later

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Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

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US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

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Mcommercersquos sales share peaked on Thanksgiving Day

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

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The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

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Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

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Expectations for the Rest of the Season

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Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

Rewind

eMarketerrsquos September Forecast for the 2016

Holiday Season

copy 2016 eMarketer Inc

Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season

Retail ecommerce sales will jump 172 for the season the highest rate since 2011

Retail sales will rebound slightly from a weak 2015 to rise 33

eMwebinar

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Short Answer

eMwebinar

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Longer Answer A lot has happened since September

1 Robust economic performance reported for Q3 and early Q4

2 The Trump upset in the US presidential election

3 Thanksgiving Weekend slightly exceeded expectations for online sales

eMwebinar

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1 Economic performance since September Q3 economic figures were revised upward

32GDP growth

up from 29 estimateSource Department of Commerce Nov 2016

28increase in household

purchases up from 21 estimate

Source Department of Commerce Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

eMwebinar

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Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

eMwebinar

copy 2016 eMarketer Inc

2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

eMwebinar

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As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

eMwebinar

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3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

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A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

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Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

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While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

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Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

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Mobile Commerce Revolution Continues

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US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

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The largest part of mcommerce growth will come from purchases via smartphones

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

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Mcommercersquos sales share peaked on Thanksgiving Day

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

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The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

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Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

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Expectations for the Rest of the Season

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Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season

Retail ecommerce sales will jump 172 for the season the highest rate since 2011

Retail sales will rebound slightly from a weak 2015 to rise 33

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Short Answer

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Longer Answer A lot has happened since September

1 Robust economic performance reported for Q3 and early Q4

2 The Trump upset in the US presidential election

3 Thanksgiving Weekend slightly exceeded expectations for online sales

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1 Economic performance since September Q3 economic figures were revised upward

32GDP growth

up from 29 estimateSource Department of Commerce Nov 2016

28increase in household

purchases up from 21 estimate

Source Department of Commerce Nov 2016

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Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

eMwebinar

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Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

eMwebinar

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2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

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As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

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3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

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A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

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Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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Thanksgiving Weekend online sales went up sharply

eMwebinar

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Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

Short Answer

eMwebinar

copy 2016 eMarketer Inc

Longer Answer A lot has happened since September

1 Robust economic performance reported for Q3 and early Q4

2 The Trump upset in the US presidential election

3 Thanksgiving Weekend slightly exceeded expectations for online sales

eMwebinar

copy 2016 eMarketer Inc

1 Economic performance since September Q3 economic figures were revised upward

32GDP growth

up from 29 estimateSource Department of Commerce Nov 2016

28increase in household

purchases up from 21 estimate

Source Department of Commerce Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

eMwebinar

copy 2016 eMarketer Inc

2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

eMwebinar

copy 2016 eMarketer Inc

As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

eMwebinar

copy 2016 eMarketer Inc

3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

copy 2016 eMarketer Inc

A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

Longer Answer A lot has happened since September

1 Robust economic performance reported for Q3 and early Q4

2 The Trump upset in the US presidential election

3 Thanksgiving Weekend slightly exceeded expectations for online sales

eMwebinar

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1 Economic performance since September Q3 economic figures were revised upward

32GDP growth

up from 29 estimateSource Department of Commerce Nov 2016

28increase in household

purchases up from 21 estimate

Source Department of Commerce Nov 2016

eMwebinar

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Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

eMwebinar

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Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

eMwebinar

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2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

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As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

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3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

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A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

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Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

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Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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Thanksgiving Weekend online sales went up sharply

eMwebinar

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Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

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Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

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Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

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Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

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Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

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The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

1 Economic performance since September Q3 economic figures were revised upward

32GDP growth

up from 29 estimateSource Department of Commerce Nov 2016

28increase in household

purchases up from 21 estimate

Source Department of Commerce Nov 2016

eMwebinar

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Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

eMwebinar

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Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

eMwebinar

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2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

eMwebinar

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As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

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3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

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A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

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Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

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Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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Thanksgiving Weekend online sales went up sharply

eMwebinar

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Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

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Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

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Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

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Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

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While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

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Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

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Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

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To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

Preliminary October and November numbers also indicate a strong US economy

October

06 increase in incomes in October

best since April

Source Department of Commerce Nov 2016

14 Increase in spending on nondurable goods

Source Department of Commerce Nov 2016

November

216000additional private sector jobs

Source ADP Nov 2016

46Unemployment rate in November

lowest since August 2007

Source Department of Labor Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

eMwebinar

copy 2016 eMarketer Inc

2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

eMwebinar

copy 2016 eMarketer Inc

As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

eMwebinar

copy 2016 eMarketer Inc

3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

copy 2016 eMarketer Inc

A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

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Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

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The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

Consumer confidence rebounded strongly in November

1071 was the highest consumer confidence level since July 2007

1018

1071

90

110

Aug Sept Oct Nov

Source The Conference Board Nov 2016

eMwebinar

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2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

eMwebinar

copy 2016 eMarketer Inc

As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

eMwebinar

copy 2016 eMarketer Inc

3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

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A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

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Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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Thanksgiving Weekend online sales went up sharply

eMwebinar

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Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

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Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

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Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

2 Online shopping around the election was depressed

1116 16

12

41 -5 -16 -23

24

-30

0

30 Product Page Views on the Hooklogic Network

Source Hooklogic Nov 2016

eMwebinar

copy 2016 eMarketer Inc

As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

eMwebinar

copy 2016 eMarketer Inc

3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

copy 2016 eMarketer Inc

A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

As a result of the election ecommerce growth in the first half of November came in low

135increase in online sales

between November 1 and November 14Source Adobe Nov 2016

eMwebinar

copy 2016 eMarketer Inc

3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

copy 2016 eMarketer Inc

A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

3 Thanksgiving Weekend saw healthy gains in spending per shopper

$102

$128

50

100

150

2013 2014 2015 2016

Source Gallup Tracking Poll Nov 26-28 2016

eMwebinar

copy 2016 eMarketer Inc

A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

copy 2016 eMarketer Inc

A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend

Source Shoppertrak Nov 2016

eMwebinar

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

Chart1

Year-over-Year Change in Foot Traffic
0
-0021
-0025

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F
Black Friday
Black Saturday
Black Sunday

Foot traffic

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
Black Friday Black Saturday Black Sunday
Year-over-Year Change in Foot Traffic 00 -21 -25
F

Foot traffic

Source Shoppertrak
Year-over-Year Change in Foot Traffic

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

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Mcommercersquos sales share peaked on Thanksgiving Day

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

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Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59

Amazon Prime shoppers

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

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Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

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Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

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Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

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Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

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Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

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While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

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Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

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The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

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Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2015 2016 2020
Prime Members Who Will Shop in Stores on Black Friday 65 59

Amazon Prime shoppers

Source InfoScout Nov 26 Survey of Prime members
Prime Members Who Will Shop in Stores on Black Friday

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60

Mobile Share (CA)

Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60

Mobile Share (CA)

Source Gallup
CAT1
[]

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10

Comscore share (2)

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 43 27 17
Multichannel 57 73 57
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10

Comscore share (2)

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60

Black Friday spending

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60

Area Graph

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
2013 2014 2015 2016 2019 2020
CAT1 $102 $115 $116 $128 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60

Area Graph

Source Gallup
CAT1
[]

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60

Dot Plot

Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360
INSTRUCTIONS AREA GRAPH HOW TO EDIT AREA GRAPH
CHART DATA
2014 2015 2016 2017 2018 2019 2020
CAT1 900 910 920 930 940 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60

Dot Plot

CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

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Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

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Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

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Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

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Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

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Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

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The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

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Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

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Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360

Horizontal Bar

Step by step instructions on how to edit an Area GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B
INSTRUCTIONS DOT PLOT HOW TO EDIT DOT PLOT
Do not edit CHART DATA
DOT SPACING
COLUMNS 2015 2016
11 CAT11 $13335 $16115
10 CAT10 $8083 $10320
9 CAT9 $1672 $2221
8 CAT8 $1167 $1464
7 CAT7 $1037 $1202
6 CAT6 $926 $1125
5 CAT5 $766 $896
4 CAT4 $284 $378
3 CAT3 $184 $248
2 CAT2 $199 $255 DOT PLOT
1 CAT1 $14362 $16614
CHART DATA
2015 2016
CAT11 340 950
CAT10 800 850
CAT9 700 750
CAT8 600 650
CAT7 500 550
CAT6 400 450
CAT5 300 350
CAT4 200 250
CAT3 220 440
CAT2 340 540
CAT1 220 360

Horizontal Bar

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B

Comscore share

2015
2016
CAT11
CAT10
CAT9
CAT8
CAT7
CAT6
CAT5
CAT4
CAT3
CAT2
CAT1
Chart title here (Unit value here)
2016
2015

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B

Line Graph

Step by step instructions on how to edit a Dot Plot
2) If needed change the maximum number of categories to hide un-used lines see Step 3ie (from CAT1-11)
1) Start data entry at CAT1
6) Set the maximum bounds value to the number of categories in the data setie If you are using CAT1 - CAT5 change Maximum bounds value to 5
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Axes
6) Turn off Axes
7) Open the PowerPoint template Create a new slide Read the slide on screen instructions
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

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Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

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The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

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lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

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Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

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Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

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Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10
INSTRUCTIONS HORIZONTAL BAR HOW TO EDIT HORIZONTAL BAR
CHART DATA
Data Series Label
CAT1 066 B
CAT2 150 B
CAT3 173 B
CAT4 209 B
CAT5 233 B
CAT6 238 B
CAT7 327 B
CAT8 343 B
CAT9 349 B
CAT10 665 B

Line Graph

Chart title here (Unit value here)
Data Series Label

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10

Election impact

Step by step instructions on how to edit a Horizontal Bar
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Series Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS CHART 1 STACKED HORIZONTAL BAR CHART HOW TO EDIT STACKED HORIZONTAL BAR CHART
CHART DATA 1
CAT1 Cyber Monday Black Friday Thanksgiving
Pure Play 39 32 25
Multichannel 61 68 75
CHART DATA 2 CHART 2 MULTI STACKED HORIZONTAL BARCHART
A B
CAT1 10 10
CAT2 10 10
CAT3 10 10
CAT4 10 10
CAT5 10 10
CAT6 10 10
CAT7 10 10
CAT8 10 10
CAT9 10 10
CAT10 10 10

Election impact

Cyber Monday
Black Friday
Source comScore Percent share of desktop ecommerce
Pure Play
Multichannel

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60

Slope Graph

B
Chart title here (Unit value here)
A
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
[VALUE]

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60

Consumer Confidence

Step by step instructions on how to edit a Stacked Horizontal Bar Chart
2) If needed change the number of categories see Step 3 Otherwise go to step 5
1) Start data entry at cell I19
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
Thanksgiving Day Black Friday Cyber Saturday Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60

Consumer Confidence

Source Channel Advisor
Mobile Share of Online Orders

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60

Vertical bar

Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

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The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

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Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

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Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

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Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

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Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
INSTRUCTIONS LINE GRAPH HOW TO EDIT LINE GRAPH
CHART DATA
2 Election Day 1 Cyber Sunday Cyber Monday 2019 2020
Mobile Share of Online Orders 53 48 50 48 41 950 960
CAT2 800 810 820 830 840 850 860
CAT3 700 710 720 730 740 750 760
CAT4 600 610 620 630 640 650 660
CAT5 500 510 520 530 540 550 560
CAT6 400 410 420 430 440 450 460
CAT7 300 310 320 330 340 350 360
CAT8 200 210 220 230 240 250 260
CAT9 100 110 120 130 140 150 160
CAT10 00 10 20 30 40 50 60

Vertical bar

Source Hooklogic
Mobile Share of Online Orders
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

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Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
Step by step instructions on how to edit a Line GraphChanging from to see step 6 Otherwise go to step 10
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

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Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
INSTRUCTIONS SLOPE GRAPH HOW TO EDIT SLOPE GRAPH
CHART DATA
2014 2015
CAT1 900 950
CAT2 800 850
CAT3 700 750
CAT4 600 650
CAT5 500 550
CAT6 400 450
CAT7 300 350
CAT8 200 250
CAT9 100 150
CAT10 00 50
Chart title here (Unit value here)
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
CAT1
CAT2
CAT3
CAT4
CAT5
CAT6
CAT7
CAT8
CAT9
CAT10
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
Step by step instructions on how to edit aSlope GraphChanging from to see step 5 Otherwise go to step 9
2) If needed change the maximum number of categories see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
9) Open the PowerPoint template Create a new slide Read the slide on screen instructions
6) Change Number Category from Percentage to Number
5) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
7) Press Reset on the maximum bounds number
8) change Units-Major value to match the Bounds-Maximum value
3) Select chart and click on the top right + (Chart Elements)
4) Turn on Primary Vertical
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
INSTRUCTIONS SMALL MULTIPLES HOW TO EDIT SMALL MULTIPLES
CHART DATA
Aug Sept Oct Nov 2019 2020
CAT1 1018 1041 1008 1071 095 096
CAT2 810 820 830 840 850 860
CAT3 710 720 730 740 750 760
CAT4 610 620 630 640 650 660
CAT5 510 520 530 540 550 560
CAT6 410 420 430 440 450 460
CAT7 310 320 330 340 350 360
CAT8 210 220 230 240 250 260
CAT9 110 120 130 140 150 160
CAT10 10 20 30 40 50 60
Source The Conference Board
CAT1
[]
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
Step by step instructions on how to edit Small MultiplesChanging from to see step 6 Otherwise go to step 10
2) To change the displayed category (Currently set to CAT1) see Step 3 Otherwise go to step 6
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
10) Open the PowerPoint template Create a new slide Read the slide on screen instructions
7) Change Number Category from Percentage to Number
6) Right click on Vertical (value) Axis inside the chart and select Format Axis
4) Turn onoff Series Categories as required
8) Press Reset on the maximum bounds number
9) change Units-Major value to match the Bounds-Maximum value
Do this by clicking once then a second time this will select a single data label
5) Delete all data labels leaving only the first and last
1 Input category names dates and data into CHART DATA section below If your s are not first change the cell format to numbers2 Update category CAT names by over writing labels Move text boxes as needed3 Make other formatting changes as desired to make chart fit your needs4 Use color for emphasis
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App
INSTRUCTIONS VERTICAL BAR - (aka column) HOW TO EDIT VERTICAL BAR
1 Input category names dates and data into CHART DATA section below
(if your s arent s first change the cell format to numbers)
2 Update category (CAT-) names by overwriting labels (move text boxes as needed)
3 Make other formatting changes as desired to make chart fit your needs
4 Use color for emphasis
CHART DATA
2011 2012 2013 2014 2015 2016 2020
CAT1 22 27 30 34 40 46
Source Institute for Local Self-Reliance Amazons Online Share of Retail Sales
CAT1
Step by step instructions on how to edit a Vertical Bar
2) If needed change the maximum number of categories (Years) see Step 3 Otherwise go to step 5
1) Start data entry at CAT1
3) Select chart and click on the top right funnel symbol (Chart Filters)
5) Open the PowerPoint template Create a new slide Read the slide on screen instructions
4) Turn onoff Categories as required

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

hellip But in-store retail sales still fell

-50net sales on Thanksgiving Day and Black Friday

Source RetailNext Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Amazon Prime members are increasingly skipping Black Friday crowds

6559

0

100

2015 2016

Prime Members Who Will Shop in Stores on Black Friday

Source InfoScout Nov 26 survey of Prime members

eMwebinar

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend

44 of consumers

shopped online

40 of consumers

shopped in-store

Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Thanksgiving Weekend online sales went up sharply

eMwebinar

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Only 19 of US smartphone users bought the majority of their purchases spontaneously

eMwebinar

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds

SeptemberndashNovember economic performance

Election effect

Thanksgiving and Cyber Week

Total Retail Ecommerce

eMwebinar

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Big Retailers Launch Online Counterattack

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

2227 30 34

4046

0

100

2011 2012 2013 2014 2015 2016

Amazonrsquos Share of Retail Ecommerce Sales

Source Institute for Local Self-Reliance

eMwebinar

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Amazon is becoming a leading product search engine for mobile shoppers

eMwebinar

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Backstory Amazon has been laying waste to other retailers in ecommerce

Amazon accounted for at least

37 of US ecommerce sales from November 24ndash28

Source Internet Retailer Nov 29 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Retailers fought back this year with digital advertising and steeper discounts More digital ad spend 179 year-over-year increase on Thanksgiving

Day and 138 jump on Black Friday Source AdRoll Nov 2016

More notifications Retailers sent 56 more app notifications during the two weeks before Thanksgiving in 2016 than in 2015 Source Urban Airship Nov 2016

More Product Listing Ads Sales produced by PLAs were up 53year-over-year during ThanksgivingndashCyber Monday Source Merkle Dec 2016

Steeper discounts Percentage-off deals averaged 263 across the Cyber 5 weekend compared with 258 in 2015 Source RetailMeNot Dec 2016

More sales promotions 362 of shoppers ldquobought all of theirrdquo Thanksgiving Weekend purchases on sale compared with 325 in 2015 Source National Retail Federation and Prosper Insights amp Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

While digital spending went up total ad spending by big retailers went down

-9drop in overall retailer ad spending in the four weeks

ending on November 27Source Kantar Media Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Retailers also seem to be doing a better job with in-store pickup of online purchases

87 of consumers surveyed said that in-store pickup met or exceeded their expectations between Thanksgiving and Cyber Monday

eMwebinar

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Net promoter scores for online shoppers of omnichannel retailers went up in November

39 in October 2016 to 45 in November 2016

Amazon stayed flat albeit at a higher level

Source Bain amp Company Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday

39

32

25

61

68

75

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

43

27

17

57

73

83

0 100Pure Play Multichannel

Cyber Monday

Black Friday

Percent share of desktop ecommerce

Thanksgiving

2015 2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue

eMwebinar

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Thanksgiving Promotions Starting Earlier and Ending

Later

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving

(pre-Black Friday Sale)

BLACKFRIDAY(select deals)

Image Creative commons

November 2016

eMwebinar

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

lsquoThanksgiving Eversquo is becoming a bigger event

39 of consumers expected to start holiday weekend shopping on the day before Thanksgiving up from 34 in 2015 Source Nielsen Nov 2016

37 YoY increase in same-store online sales on Thanksgiving Eve Source Rakuten Nov 2016

54 Higher performance for in-app shopping events compared with a normal Wednesday Source AppsFlyer Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week

eMwebinar

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Although desktops lead on Cyber Monday shopping is no longer confined to the workplace

The peak online shopping hour on Cyber Monday

NetElixir 7-8pm Hooklogic 8-9pm

Bloomreach 630pm

eMwebinar

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Mobile Commerce Revolution Continues

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

US retail mcommerce sales are expected to accelerate in 2016

Mcommerce sales will rise 432 in 2016

eMwebinar

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

The largest part of mcommerce growth will come from purchases via smartphones

eMwebinar

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday

26

41

29

0

50

Thanksgiving Day Black Friday Cyber Monday

Mcommerce Sales Growth 2015ndash2016

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Mcommercersquos sales share peaked on Thanksgiving Day

eMwebinar

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday

5350 52 51

43

0

100Mobile Share of Unique

User Visits

Source Hooklogic Nov 2016

5755 59 58

47

0

100Mobile Share of Visits

Source NetElixir Dec 2016

eMwebinar

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

copy 2016 eMarketer Inc

The majority of mobile shopping visits on Cyber Monday came from apps

Source ComScore Dec 2016

eMwebinar

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

Chart1

Online Retail Visits on Cyber Monday
044
027
029

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29
Desktop
Mobile Web
Mobile App

Sheet1

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
Online Retail Visits on Cyber Monday
Desktop 44
Mobile Web 27
Mobile App 29

copy 2016 eMarketer Inc

Mobile performance was up across the board

Compared with 2015 this yearrsquos Cyber Weekend saw

Smartphone conversion rates up 53

Average order value up 29

eMwebinar

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Product Trends

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Apparel was the leading category of online purchases over Thanksgiving Weekend

26

3639

43

0

50

Books amp Entertainment Electronics Toys Apparel amp accessories

Most Popular Purchases Thanksgiving Day to Cyber Monday ( of Respondents)

Source Branding Brand Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Shoes were one of the fastest growing subcategories for online purchases

53 year-over-year increase in online purchases of shoes

Source comScore Dec 2016

eMwebinar

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Top 10 toy searches on Hooklogic retailer sites

1 Hatchimals

2 Nintendo

3 Shopkins

4 Lego

5 Paw Patrol

6 NES Classic Edition

7 PokeacutemonPokeacutemon cards

8 Barbie

9 Our Generation

10 Xbox One

Source Hooklogic

eMwebinar

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Expectations for the Rest of the Season

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Impact of competitive discounting on holiday ecommerce

SalesTrafficMargins

eMwebinar

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015

9 of shoppers had completed their shopping by the start

of Cyber Monday down from 11 in 2015

23 hadnrsquot started shopping by the start of Cyber Monday

up from 19 in 2015

Source National Retail Federation and Prosper Analytics Nov 2016

eMwebinar

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December

eMwebinar

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015

eMwebinar

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Recap

Our mid-season assessments are Growth Our forecast for 172 growth of ecommerce sales

and a 33 gain for total retail sales looks to be on target

Rest of season A fierce counterattack by retailers is limiting Amazonrsquos growth in market share but hurting margins for retailers overallmdashand will continue to do so

Mobile As expected mcommerce continues to grow rapidly

Thanksgiving Thanksgiving Weekend shopping is expanding beyond Thanksgiving Day Black Friday and Cyber Monday

eMwebinar

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

MODERN CONSUMER FINANCING2016 Black Fr iday | Cyber Monday Results

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

- Max Levchin Founder

54

ldquoOur first goal is to bring simplicity transparency and fair pricing to consumer credit

The unintended consequence is the incredible impact wersquove had on retailersrdquo

Hottest Startups of 2015 Worldrsquos Most Innovative Companies of 2016

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

Affirm gives shoppers flexibility to pay in 3 6 or 12 month installments And shows exactly how much their purchase will cost ndash with no fees or hidden costs So they

are empowered to buy what works for them - leading to higher conversions

$1500M ODERN COUCH

MONTHLY PAYMENTS AS LOW AS

$51671mo for 3 months

$26477mo for 6 months

$13892mo for 12 months

55

Affirm builds trust through transparency

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

Modern financing delivers results for retailers

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

Source Affirm Merchant Case Study March 2016

57

ldquoThanksgiving weekend was another great example of how Affirm continues to help us grow the Peloton business We achieved record sales during a time when shoppers

are typically in pursuit of big sales and slashed prices however we sold our

$2000+ bikes for full price ldquo

2016 Affirm Holiday Shopping Report December 2016

- Graham Stanton President and co-founder of Peloton

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

aff i rmcombusiness

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59

copy 2016 eMarketer Inc

Learn more about digital marketing with an eMarketer corporate subscription

Around 200 eMarketer reports are published each year Here are some recent reports you may be interested in

QampA Session

Made possible by

You will receive an email tomorrow with a link to view the

deck and webinar recording

To learn more wwwemarketercomproducts800-405-0844 or webinarsemarketercom

Yory Wurmser

Mid-Holiday Season Retail Update amp Post-Thanksgiving

Recap

Back-to-School Shopping Preview The Shift to Ecommerce Accelerates

US Mcommerce Update 2016 Behind the Rapid Growth

US Holiday Shopping Preview 2016 Absorbing the Lessons of 2016

Performance Marketing in Retail

  • Slide Number 1
  • Agenda
  • Slide Number 3
  • Overall retail sales growth will be moderate but ecommerce will rise rapidly this holiday season
  • Short Answer
  • Longer Answer A lot has happened since September
  • 1 Economic performance since September Q3 economic figures were revised upward
  • Preliminary October and November numbers also indicate a strong US economy
  • Consumer confidence rebounded strongly in November
  • 2 Online shopping around the election was depressed
  • As a result of the election ecommerce growth in the first half of November came in low
  • 3 Thanksgiving Weekend saw healthy gains in spending per shopper
  • A steep fall in foot traffic in early 2015 moderated during the Thanksgiving Weekend
  • hellip But in-store retail sales still fell
  • Amazon Prime members are increasingly skipping Black Friday crowds
  • Ecommerce shoppers outnumbered shoppers in physical stores during Thanksgiving Weekend
  • Thanksgiving Weekend online sales went up sharply
  • Only 19 of US smartphone users bought the majority of their purchases spontaneously
  • Net effect eMarketerrsquos forecast for ecommerce sales growth and retail overall holds
  • Slide Number 20
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Amazon is becoming a leading product search engine for mobile shoppers
  • Backstory Amazon has been laying waste to other retailers in ecommerce
  • Retailers fought back this year with digital advertising and steeper discounts
  • While digital spending went up total ad spending by big retailers went down
  • Retailers also seem to be doing a better job with in-store pickup of online purchases
  • Net promoter scores for online shoppers of omnichannel retailers went up in November
  • Multichannel retailers gained share of desktop commerce on Thanksgiving and Black Friday
  • The effect has been an at least temporary halt to Amazonrsquos growing share of ecommerce revenue
  • Slide Number 30
  • Added effect of retailersrsquo battle with Amazon Black Friday sales starting before Thanksgiving
  • lsquoThanksgiving Eversquo is becoming a bigger event
  • Deals also extend past Cyber Monday creating whatrsquos being called Cyber Week
  • Although desktops lead on Cyber Monday shopping is no longer confined to the workplace
  • Slide Number 35
  • US retail mcommerce sales are expected to accelerate in 2016
  • The largest part of mcommerce growth will come from purchases via smartphones
  • Mcommerce sales saw strong growth between Thanksgiving Day and Cyber Monday
  • Mcommercersquos sales share peaked on Thanksgiving Day
  • Mobile generated the majority of online visits between Thanksgiving Day and Cyber Monday
  • The majority of mobile shopping visits on Cyber Monday came from apps
  • Mobile performance was up across the board
  • Slide Number 43
  • Apparel was the leading category of online purchases over Thanksgiving Weekend
  • Shoes were one of the fastest growing subcategories for online purchases
  • Top 10 toy searches on Hooklogic retailer sites
  • Slide Number 47
  • Impact of competitive discounting on holiday ecommerce
  • Fewer people in 2016 finished their shopping by the start of Cyber Monday than did so in 2015
  • Nearly 75 of US internet users aspired to have completed their gift buying by sometime in early December
  • Even so only 39 of US internet users had finished holiday shopping by mid-December in 2015
  • Recap
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59