improve your holiday marketing results black friday - the ... · top days: when did online traffic...
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Improve Your Holiday Marketing Results Black Friday - The Online Retail Landscape
September 26, 2012
Join the conversation #HWBLACKFRIDAY
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Today’s Discussion
§ Holiday 2011 Recap: what were the major trends of the previous holiday season. u Top Days: when did online traffic peak during the holidays. u Top Websites: which retail websites were the most popular on
holiday shopping milestone days. u Key Traffic Drivers: major sources of traffic to retail websites on
Thanksgiving & Black Friday and how the landscape has shifted. u Holiday Email Strategies: which days last year were the most
successful in using email to drive visits and transactions. u Hot Products: what was in-demand and most heavily searched
during Thanksgiving & Black Friday. § Black Friday Shopper Segment: how holiday deal-seekers compare
with visitors to the Retail 500 and the online population.
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Holiday 2011 Recap
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Daily Visits to Retail 500 Cyber Monday emerged as peak day for online retail traffic
Thanksgiving
Black Friday Cyber Monday
Day After Christmas
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Daily Visits on Holiday Milestone Dates Highest traffic increase occurred the day after Christmas
+9% +2%
+31%
+29%
0%
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Daily Visits on Holiday Milestone Dates Significant increases occurred YoY on Cyber Monday
6% 3% 29%
-1% -1% 25%
22% 0% 30% 21%
12% 40%
23% 5% 38%
3% 35%
7%
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Share of Visits to Product Categories Week of Thanksgiving/Black Friday YoY
Visits to Shopping & Classifieds Product Categories House & Garden retailers experienced highest gain YoY
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Top Retailers by Daily Visits Apple and Overstock emerged as top sites on Black Friday
Thanksgiving Black Friday
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Key Drivers of Traffic
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Upstream Sources of Traffic Search & cross-shopping dominate retail referrals
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Filtered by: Shopping & Classifieds
Pinterest Growth and Downstream Traffic Major retailers poised to receive holiday traffic
+19x
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Pinterest Downstream Traffic Apparel & department stores currently benefit most
Filtered by: Shopping & Classifieds
Filtered by: Retail 500
Filtered by: Rewards & Directories
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Downstream Traffic to Retail 500 Increased traffic from Email and Social on Cyber Monday
Search
1. Black Friday
2. Thanksgiving
3. Cyber Monday
Rewards & Directories
1. Thanksgiving
2. Black Friday
3. Cyber Monday
1. Cyber Monday
2. Thanksgiving
3. Black Friday
Social Networks
1. Black Friday
2. Cyber Monday
3. Thanksgiving
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Holiday Hot Product Searches Gadgets, games & Uggs popular last year
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Holiday Hot Products Keywords of the consumer to identify demand
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Email Campaign Timing Transactions from emails are not just about volume
Source: Experian CheetahMail
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Black Friday Searches Double digit growth in Black Friday search volume YoY
+8% +26%
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Black Friday Searches Inclusion of retailer names dominated searches in 2011
Black Friday Website: “Black Friday info.com”
Generic: “Black Friday circulars”
Product: “Black Friday deals on tablets”
Retailer: “Black Friday Target ads”
2010 Retailer
Searches = 48%
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Referred Traffic from Black Friday Searches Retailers captured increased share of search traffic
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Black Friday Paid Searches & Traffic Major retailers ramped up paid search for Black Friday
20% Paid
14% Paid
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Black Friday Paid Terms Year and retailer searches among top paid clicks YoY
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Current Black Friday Searches The hunt for leaked ads has already started
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Visits to Rewards & Directories Emergence of new comparison shopping & deal sites
+10% +1%
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Visits to Black Friday Websites Activity picked up earlier in 2011 versus 2010
-4%
-17%
+10%
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Key Drivers of Traffic – Black Friday Websites Lift in traffic to electronics & clothing retailers
Filtered by: Shopping & Classifieds
*Excludes Rewards & Directories and Dept. Stores
*
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Black Friday Audience
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Identify websites visited & search
usage, and demographic &
lifestyle characteristics.
Within the Experian Hitwise US panel, we identified web-users that performed a Black Friday- related search (e.g. ‘walmart black friday’,
‘black friday sales’, ‘ad for black Friday’) OR visited a Black Friday website (e.g., blackfridayads.com, Bfads.com)
between October 1, 2011 and January 7, 2012.
Segmentation Methodology Identifying Online Black Friday Shoppers
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Audience of Black Friday Shoppers Younger, middle income group & less credit-worthy
50% 50%
Visit Share by Gender
Dem
ogra
phic
Sum
mar
y - B
lack
Fri
day
Shop
pers
Wee
k en
ding
Nov
embe
r 26
, 201
1
Visit Share by Income
Visit Share by Age
Visit Share by VantageScore
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Black Friday Audience Concentrated in large DMA markets & Midwest
Dem
ogra
phic
Sum
mar
y - B
lack
Fri
day
Shop
pers
Wee
k en
ding
Nov
embe
r 26
, 201
1
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Black Friday Mosaic Groups Middle-aged, family-oriented and brand-conscious
Mosaic Groups of Black Friday 2011 Shoppers Week of 11/26/2011 (Thanksgiving and Black Friday)
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Visits to Shopping & Classifieds Black Friday shoppers were significantly more likely to visit
Visits to Shopping & Classifieds by Black Friday 2011 Shoppers & Online Population 1 Weekly Rolling Average, 10/15/2011 to 1/7/2012
+69%
+38%
+23%
Source: Hitwise AudienceView
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Search Clicks to Rewards & Directories Variations of retailer name, “deal”, and “ad” were popular
Search Clicks Share of Terms to Rewards & Directories by Black Friday 2011 Shoppers & Online Population Week of 11/26/2011 (Thanksgiving and Black Friday)
Black Friday 2011 Shoppers Relative Difference Online Population
Source: Hitwise AudienceView
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Search Clicks to Rewards & Directories Black Friday searches quickly give way to Cyber Monday
Search Clicks Share of Terms to Rewards & Directories by Black Friday 2011 Shoppers Week of 12/3/3011 (Cyber Monday), compared with 11/26/2011 (Thanksgiving and Black Friday)
12/3/2011 Cyber Monday Relative Difference
11/26/2011 Thanksgiving & Black Friday
Source: Hitwise AudienceView
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Visits to Apparel and Accessories Peak occurred later to correspond with Cyber Monday
Visits to Apparel & Accessories by Black Friday 2011 Shoppers & Online Population 1 Weekly Rolling Average, 10/15/2011 to 1/7/2012
+31%
+26%
+49%
Source: Hitwise AudienceView
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Search Terms to Amazon Kindle searches popular amongst Black Friday shoppers
Search Clicks Terms to Amazon by Black Friday 2011 Shoppers & Online Population 2 Weeks including 11/26/2011 & 12/3/2011 (Thanksgiving, Black Friday & Cyber Monday)
Black Friday 2011 Shoppers Relative Difference Online Population
Source: Hitwise AudienceView
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Search Terms to Target Black Friday variations trumped Cyber Monday searches
Search Clicks Terms to Target by Black Friday 2011 Shoppers & Online Population 2 Weeks including 11/26/2011 & 12/3/2011 (Thanksgiving, Black Friday & Cyber Monday)
Black Friday 2011 Shoppers Relative Difference Online Population
Source: Hitwise AudienceView
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Key Takeaways & Recommendations
Ø Cyber Monday is the new black: Visits to Retail 500 increased during the 2011 holiday season and Cyber Monday emerged as the top day for traffic, followed by Thanksgiving and Black Friday. House & Garden, Appliances & Electronics and Apparel & Accessories sites experienced the largest increases in total visits on Cyber Monday in 2011 versus 2010.
Ø Keep promotions going post-holiday: YoY the Retail 500 experienced a significant boost in traffic day after Christmas indicating opportunities for retailers to reach consumers who are still in the market for deals.
Ø Marketing channels differ by day: The top days for search & affiliates to deliver traffic last holiday season was on Black Friday & Thanksgiving, while Cyber Monday was the key day for email campaigns.
Ø Email opportunities throughout holiday weekend: The weekend after Thanksgiving drives significant revenue, yet email volume was significantly lower, take advantage of additional potential opportunities to reach consumers via email during the weekend after Black Friday.
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Key Takeaways & Recommendations
Ø Consumers want Black Friday info about specific retailers: Last year, top searches around Black Friday included a retailer name, demonstrating the demand for info for specific retailers. While Black Friday websites captured half of the search activity, retailers increasingly attracted consumers directly to their websites. Don’t rely solely on Black Friday websites to deliver traffic, optimize your website & search campaigns as well.
Ø Less affluent, but heavy shoppers: Black Friday 2011 shoppers were likely to be younger, middle-income, less credit worthy and deal-seeking. They were significantly more likely to visit Shopping websites versus the online population during the 2011 holiday season, including a more drastic increase in visits to these sites in the week leading up to Thanksgiving.
Ø Deal seeking continued through Cyber Monday: Searches on “Cyber Monday” and specific affiliates by Black Friday shoppers grew significantly the week after Thanksgiving, pointing to continued opportunity with the audience of deal seekers.
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Thanks for joining us! Questions?
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