Weitere ähnliche Inhalte Ähnlich wie How do you compare? Leveraging insights from IBM’s Retail Benchmark to make the most of your eCommerce performance (20) Kürzlich hochgeladen (20) How do you compare? Leveraging insights from IBM’s Retail Benchmark to make the most of your eCommerce performance1. How do you compare?
Leveraging insights from
IBM’s Retail Benchmark to make the
most of your eCommerce performance
@jay_henderson
@LeahPaschall
#SmarterCommerce
2. © 2013 IBM Corporation
Leah Paschall
IBM
Product Marketing Manager, EMM
email: leahl@us.ibm.com
twitter: @LeahPaschall
Jay Henderson
IBM
Strategy Director, Enterprise Marketing Management
email: jay.henderson@us.ibm.com
twitter: @jay_henderson
Speakers
#SmarterCommerce @jay_henderson @LeahPaschall
2
3. © 2013 IBM Corporation
Agenda
• What is the IBM Benchmark?
• Benchmark Insights
– high level trends
– key holiday dates
– mobile (including tablet)
– social
• Recommendations
– optimize for mobile, including tablet
– redirect social focus
– personalize and coordinate customer engagement
– measure (and attribute) success
3
#SmarterCommerce @jay_henderson @LeahPaschall
4. © 2013 IBM Corporation
Compare performance against industry peers and
competitors with IBM Retail Benchmark
• Over 1,300 online brands
• Aggregate index
– Compare against industry
– Compare against peers
• Geographic coverage
– US, UK, AU, Euro
• Industry specific
– Retail
– Content
– Financial Services
– Travel
• Segment specific
– Apparel
– Department Stores
– Health and Beauty
– And 12 others. . .
4
#SmarterCommerce @jay_henderson @LeahPaschall
5. © 2013 IBM Corporation
Wide range of free holiday benchmark resources available
www.ibm.com/software/marketing-solutions/benchmark-reports/
5
#SmarterCommerce @jay_henderson @LeahPaschall
6. © 2013 IBM Corporation
Agenda
• What is the IBM Benchmark?
• Benchmark Insights
– high level trends
– key holiday dates
– mobile (including tablet)
– social
• Recommendations
– optimize for mobile, including tablet
– redirect social focus
– personalize and coordinate customer engagement
– measure (and attribute) success
6
#SmarterCommerce @jay_henderson @LeahPaschall
7. © 2013 IBM Corporation
online shopping
continues its
steady march
7
#SmarterCommerce @jay_henderson @LeahPaschall
8. © 2013 IBM Corporation
Shopping online in
Q1 grew 5x more
than in-store
Online shopping is up….and outpacing stores
8
3.7%
20%
in-store online
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark, Q1
9. © 2013 IBM Corporation
Marketing promotions, offers, & messages are working….
9
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Marketing Driven Site Traffic Current Period (2013/12)
Prior Period (2011/12)
consistently
driving
~30% of
traffic
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark
10. © 2013 IBM Corporation
Items per order has increased significantly & average order
value is up too
cross-selling and sales promotions are working….
….but also training consumers to look for the best deals
10
5.0
5.5
6.0
6.5
7.0
7.5
8.0
8.5
9.0
9.5
10.0
10.5
11.0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
ITEMS PER ORDER Current Period (2013/12)
Prior Period (2011/12)
$150
$160
$170
$180
$190
$200
$210
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
AVERAGE ORDER VALUE
Current Period (2013/12)
Prior Period (2011/12)
#SmarterCommerce @jay_henderson @LeahPaschall
10
Source: IBM Digital Analytics Benchmark
11. © 2013 IBM Corporation
0%
5%
10%
15%
20%
25%
30%
35%
40%
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
SHOPPING CART CONVERSION RATE Current Period (2013/12)
Prior Period (2011/12)
shopping cart
conversions
rates flat
#SmarterCommerce @jay_henderson @LeahPaschall
Many additional signs that savvy shoppers are
working the conversion funnel
11Source: IBM Digital Analytics Benchmark
direct load
pages
up
average session
length
down
% of sessions
with items carted
flat
12. © 2013 IBM Corporation
50%
60%
70%
80%
90%
100%
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
CART ABANDONMENT RATE Current Period (2013/12)
Prior Period (2011/12)
…cart
abandonment
flat too, but remains
high
#SmarterCommerce @jay_henderson @LeahPaschall
12Source: IBM Digital Analytics Benchmark
13. © 2013 IBM Corporation
new year,
same holiday shoppers….
#SmarterCommerce @jay_henderson @LeahPaschall
13
14. © 2013 IBM Corporation
Is Cyber Monday obsolete?
14
#SmarterCommerce @jay_henderson @LeahPaschall
15. © 2013 IBM Corporation
Not yet…. 2012
15
biggest online shopping day
30.3% year over year
ever
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark
16. © 2013 IBM Corporation
In 2012…
16
Monday after
Cyber Mon
Green
Monday
Free Shipping Friday
Tues after
Cyber Mon
Last chance
shopping
Pre-Thanksgiving
Promotion
Cyber Monday
#SmarterCommerce @jay_henderson @LeahPaschall
promotions launched earlier,
buying started sooner,
peaks were higher,
and deals lasted longer
Source: IBM Digital Analytics Benchmark
17. © 2013 IBM Corporation
Online sales growth is fueled by a strong holiday weekend,
across Thanksgiving day, Black Friday and Cyber Monday
Nov
1
Nov
8
Nov
15
Nov
22
Nov
29
US Daily Sales
November 1 - 30
2011 2012
Thanksgiving day sales up: 17.4%
Black Friday sales up: 20.7%
Cyber Monday sales up: 30.3%
17
Cyber Monday
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark
18. © 2013 IBM Corporation
Online sales peaked on Mondays until Christmas Eve, then
rebounded the day after Christmas
Dec
1
Dec
8
Dec
15
Dec
22
Dec
29
US Daily Sales
December 1 - 31
2011 2012
18
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark
19. © 2013 IBM Corporation 19
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark
20. © 2013 IBM Corporation
online shopping
is upwardly
mobile
#SmarterCommerce @jay_henderson @LeahPaschall
© 2013 IBM Corporation 20
21. © 2013 IBM Corporation
Mobile (including tablet) continues to increase dramatically…
21
0%
5%
10%
15%
20%
25%
Mobile: % of Sales Mobile: % of Site Traffic
Mobile % of Sales and Site Traffic
November 1 - December 31
2011
2012
up 50.7%
up 59.8%
Source: IBM Digital Analytics Benchmark
#SmarterCommerce @jay_henderson @LeahPaschall
22. © 2013 IBM Corporation
over 15%of all online
sales come from
mobile devices1
Sales, traffic, and even email
over 25% of all site
traffic comes
from mobile devices2
22
47% of all emailis
opened on mobile devices
(more than
apps or web)3
Sources:
1 IBM Digital Analytics Benchmark (consistently Nov 2012 – March 2013)
2 IBM Digital Analytics Benchmark (as of March 2013)
3 Email Optimization benchmark
#SmarterCommerce @jay_henderson @LeahPaschall
23. © 2013 IBM Corporation
Is mobile really on the move?
…the rise of couch commerce…
#SmarterCommerce @jay_henderson @LeahPaschall
23
24. © 2013 IBM Corporation
iPad now consistently leads all devices with more overall traffic
and more growth year over year
4.07%
5.16%
4.30%
6.09%
8.21%
8.82%
Android
iPhone
iPad
US Mobile Traffic by Device
December 2011 vs December 2012
Dec-12
Dec-11
Source: IBM Digital Analytics Benchmark
24
#SmarterCommerce @jay_henderson @LeahPaschall
25. © 2013 IBM Corporation
0.0%
2.5%
5.0%
7.5%
10.0%
12.5%
15.0%
17.5%
0:05
0:40
1:15
1:50
2:25
3:00
3:35
4:10
4:45
5:20
5:55
6:30
7:05
7:40
8:15
8:50
9:25
10:00
10:35
11:10
11:45
12:20
12:55
13:30
14:05
14:40
15:15
15:50
16:25
17:00
17:35
18:10
18:45
19:20
19:55
20:30
21:05
21:40
22:15
22:50
23:25
0:00
Cyber Monday 2012
Mobile Device: Andriod Sessions % Mobile Device: iPhone Sessions % Mobile Device: iPad Sessions %
Tablets rule the night – Smartphones generated more
traffic during the day, but tablets surge in the evening hours
25
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark
26. © 2013 IBM Corporation
Tablets consistently drive higher conversion
26
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Conversion % by Mobile Device More pronounced
during heavy
shopping periods
#SmarterCommerce @jay_henderson @LeahPaschall
Black
Friday, 2012, iPad
conversion rate
was 4.4%
iPhone & Android
conversion rates
were 1.7%
Source: IBM Digital Analytics Benchmark
27. © 2013 IBM Corporation
Social is a
tough nut to crack
#SmarterCommerce @jay_henderson @LeahPaschall
27
28. © 2013 IBM Corporation
Social…. has yet to make a significant impact on
“same session” traffic or sales
28
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
% sales from social
% traffic from social
#SmarterCommerce @jay_henderson @LeahPaschall
Source: IBM Digital Analytics Benchmark
29. © 2013 IBM Corporation
Agenda
• What is the IBM Benchmark?
• Benchmark Insights
– high level trends
– key holiday dates
– mobile (including tablet)
– social
• Recommendations
– optimize for mobile, including tablet
– redirect social focus
– personalize and coordinate customer engagement
– measure (and attribute) success
29
#SmarterCommerce @jay_henderson @LeahPaschall
30. © 2013 IBM Corporation
optimize for mobile
#SmarterCommerce @jay_henderson @LeahPaschall
© 2013 IBM Corporation 30
31. © 2013 IBM Corporation
Eliminating text and showcasing images is beneficial for
mobile browsing
31
Gap enables browsing of
images (without text) and
provides recommendations to
support greater time on site
#SmarterCommerce @jay_henderson @LeahPaschall
Source: Forrester Research
32. © 2013 IBM Corporation
Richest
experience; links
and images on by
default.
Rich graphics; user
may need to side-
scroll to view full
message.
Shows text part of
HTML as well as URLs
for links and images.
HTML supported, but images-
off under default settings.
BlackberryAndroidiPhone Windows Mobile 6
Rendering can vary wildly across devices
32
33. © 2013 IBM Corporation 33
#SmarterCommerce @jay_henderson @LeahPaschall
mobile is not all
thumbs, fingers too
34. © 2013 IBM Corporation
Tablet optimization could mean a different customer
experience….
34
•separate tablet site
•navigation is simple
•buttons are huge
•support for finger-swipe
#SmarterCommerce @jay_henderson @LeahPaschall
35. © 2013 IBM Corporation
Or tablet optimization could mean small tweaks…..
lines spaced appropriately for
a touchscreen
#SmarterCommerce @jay_henderson @LeahPaschall
35
36. © 2013 IBM Corporation
Encourage power mobile users to create a shortcut to your
site from the homescreen
#SmarterCommerce @jay_henderson @LeahPaschall
36
37. © 2013 IBM Corporation
Mobile development questions still persist
Importance of
apps?
Focus on Apple
devices?
Responsive
design?
Tablet focus?
How?
General Consensus
Most large retailers have them, but most
mobile traffic doesn’t come from apps; ROI
is unclear
All Apple devices are losing share but
shoppers do tend to skew heavier toward
these devices for now
These sites don’t necessarily look great, but
they are functional and deliver bang for the
buck
Most mobile traffic and sales are coming
from tablets, but few companies have tablet
optimized presence. Some are designed
for “tablet first” with features that translate
to desktops
37
#SmarterCommerce @jay_henderson @LeahPaschall
Source: Forrester Research
38. © 2013 IBM Corporation
mature your social media
efforts …
#SmarterCommerce @jay_henderson @LeahPaschall
38
39. © 2013 IBM Corporation
Redirecting social focus
1. Impact of social is more indirect
2. Leverage the network effect
– Enable and incent sharing via social
– Extends marketing reach and takes advantage of network trust
3. Use social insight to enrich the cross-channel profile
(both aggregate and individual)
4. Worry less (for now) about driving traffic & conversions
39
#SmarterCommerce @jay_henderson @LeahPaschall
40. © 2013 IBM Corporation
Awareness Consideration Preference Action Supported Empowered Delighted Fan Broadcaster
Sales/Marketing
Funnel
Customer
Experience “Second Funnel”
Customer
Turning customers into marketers for your brand….
40
#SmarterCommerce @jay_henderson @LeahPaschall
41. © 2013 IBM Corporation
Incenting a rewarding customers to share your message
• Recognition
– Reputation
– Status
– Badges
– Levels
– Icons
• Privilege
– Early/VIP Access
– Moderation Powers
– Stronger Votes
• Money
– Discounts
– Free Shipping
– Prizes
– Points
41
#SmarterCommerce @jay_henderson @LeahPaschall
42. © 2013 IBM Corporation
Example campaign: Social promotions
• After you get 3 colleagues to
“click” on the promotional link,
you unlock an offer for yourself.
• Capabilities:
– Generate PURL for customer to
share
– Track clicks to PURL
– “Second wave" of campaign that
is triggered when the click count
>3. The second wave would
send the unlocked redemption
code for the discount.
– Widget to easily display the
status for an individual customer
(that includes social sharing
buttons)
42
#SmarterCommerce @jay_henderson @LeahPaschall
43. © 2013 IBM Corporation
Extend today’s campaigns with social
Rating a Product Liking OffersSocial Sharing
in email and web offers
43
#SmarterCommerce @jay_henderson @LeahPaschall
44. © 2013 IBM Corporation
Social Facts
Inferred Social Attributes
Sentiment
Interests Expertise
Influence
Mental & Emotional
Profiles
Behavior
Values Personality
Use social insight to enrich the cross-channel profile
(both aggregate and individual)
44
#SmarterCommerce @jay_henderson @LeahPaschall
45. © 2013 IBM Corporation
Personalize and coordinate
customer engagement
#SmarterCommerce @jay_henderson @LeahPaschall
45
46. © 2013 IBM Corporation
Retarget
browsers &
abandoners
“Lights out”
triggered
campaigns
Aggressively
test and
fine tune
Treat
difference
customers
differently
Personalize marketing messages and offers for maximum
impact
46
47. © 2013 IBM Corporation
IBM calls this
CROSS-CHANNEL MARKETING
#SmarterCommerce @jay_henderson @LeahPaschall
Today’s customers demand coordinated, integrated
engagement
47
48. © 2013 IBM Corporation
Measure (and attribute)
success
#SmarterCommerce @jay_henderson @LeahPaschall
48
49. © 2013 IBM Corporation49
Commerce
Engine
Shopping Cart Tag
Data
Instrument the digital properties to collect rich behavioral
information
#SmarterCommerce @jay_henderson @LeahPaschall
49
50. © 2013 IBM Corporation
Measure what’s happening…
50
• Web, social, and mobile analytics
• Enterprise Analytics
• Advanced segmentation
• Click & Impression Attribution
• Multichannel analytics
• Customer lifecycle visibility
• Tag Management
• Benchmark against peers
#SmarterCommerce @jay_henderson @LeahPaschall
51. © 2013 IBM Corporation
For campaign activities build a cross-channel interaction
history of contacts and responses
51
Offline
Interactions
Web site
activity
Web Ads
Mass media data
Call Center
Email
Social
Ads
Mobile
#SmarterCommerce @jay_henderson @LeahPaschall
52. © 2013 IBM Corporation
Use attribution to allocate credit, understand ROI, and drive
future investment
• Leverage interaction history
to allocate and tune attributed
credit over time
• Choose attribution technique
carefully - first touch, last
touch, average, or statistical
modeled.
• New attribution techniques
emerging. Statistical models
and algorithms can allocate
precise credit based on
expected performance of
marketing touches (stimuli)
Average
$10 $10 $10
Time Window
35% Custom
$10.50 $13.50
45%
$6
20%
Time Window
First$30
Time Window
Statistical Model
$5.8
Time Window
$15.3 $8.9
Last $30
Time Window
#SmarterCommerce @jay_henderson @LeahPaschall
52
53. © 2013 IBM Corporation
Summary
1. Optimize for mobile, including tablet
2. Redirect social focus
3. Personalize and coordinate customer engagement
4. Measure (and attribute) success
53
#SmarterCommerce @jay_henderson @LeahPaschall
54. © 2013 IBM Corporation
www.ibm.com/software/
marketing-solutions/benchmark-reports/
More benchmark analysis & best practices
54
#SmarterCommerce @jay_henderson @LeahPaschall
55. © 2013 IBM Corporation
Questions?
Leah Paschall
IBM
Product Marketing Manager, EMM
@LeahPaschall
Jay Henderson
IBM
Strategy Director, EMM
@jay_henderson
www.ibm.com/software/
marketing-solutions/benchmark-reports/
55
#SmarterCommerce @jay_henderson @LeahPaschall
56. © 2013 IBM Corporation
© IBM Corporation 2012. All Rights Reserved.
IBM, the IBM logo, ibm.com are trademarks or registered trademarks of
International Business Machines Corp., registered in many jurisdictions
worldwide. Other product and service names might be trademarks of IBM or
other companies. A current list of IBM trademarks is available on the Web at
“Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml.
Copyright and Trademarks
56
57. © 2013 IBM Corporation
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Hinweis der Redaktion Real-time alertsBlack Friday reportCyber Monday reportRecap reportTrends and analyses over the last 12 months compared to previous yearsBest practices and recommendations Screenshots of articles November 2012 online retail sales increased by 13.9 percent compared to November 2011. Overall growth for the month was bolstered by strong holiday shopping from Thanksgiving Day through Cyber Monday with a total sales increase of 25.3 percent compared to that same time period last year. After a strong November, December sales continued to soar with sales growing 15.5 percent over December 2011. December 26 online sales increased by an impressive 40.4 percent compared to the same day last year. The number of consumers using a mobile device to make a purchase reached 15.7 percent while the number of consumers using a mobile device to visit a retailer's site soared to 21.9 percent for November and December combined. The iPad exceeded all other mobile devices in generating online traffic. December Android and iPhone traffic grew year over year by 49.6 percent and 59.1 percent, respectively, while the iPad grew by more than 105 percent, generating 8.9 percent of all online traffic for that month. Two thumbshttp://www.istockphoto.com/stock-photo-18362646-playing-games-on-smart-phone.php?st=9f8271cTablethttp://www.istockphoto.com/stock-photo-19626965-finger-pointing-on-digital-tablet.php?st=8f6cb14 Tomorrow’s social media campaign management needs to enable and manage the second funnel…allowing customers to be your marketersThere are several different mental models for customers as marketers…Amazon affiliates (market a book and share in the profits)Extending Distributed Marketing for customersExtending “friends and family” campaigns to customersOffer Syndication (here is an offer to share with 5 friends)