This document summarizes a roundtable discussion on ecommerce trends from 2017 and predictions for 2018. It was found that Cyber Monday sales surpassed Black Friday sales, and that showcase shopping on Google contributed to sales growth. Amazon continues to capture a large share of online sales. Successful strategies for retailers include personalizing experiences, leveraging cross-channel marketing, and ensuring mobile optimization. Key trends in 2017 included the rise of mobile commerce and importance of cross-device experiences. Predictions for 2018 include the evolution of dynamic search and continued growth of shopping platforms and voice assistants.

1. 2017 Ecommerce
Round-Table Round-Up

2. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

3. Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
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Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy

4. About Trustpilot
We help people buy with
confidence
Sharing experiences builds
trust and transparency
We help companies
harness the power of
reviews

5. Windsor Circle
OmniChannel Predictive Marketing Platform
- 300+ CPG & RETAIL CLIENTS - 37M+ CONSUMERS

6. Today’s Speakers
Lewis Brannon
Sr. Retail Search Manager
Polly Flinch
Director of Marketing
Brittany Capalbo
Global Digital Marketing Manager

7. Today’s Agenda
❏ What did we see during Black Friday & Cyber Monday?
❏ Amazon’s Growth & Impact on Retailers
❏ Growth of Cross-channel Marketing & Hybrid Strategies
❏ Importance of Mobile in 2017
❏ What’s to come in 2018?
❏ Live Q&A

8. What did we see during Black Friday
& Cyber Monday?

9. What did we see in Google Shopping? - YOY
Trends
Copyright 2017 - Ecommerce Round-Table Round-Up
● Cyber Monday was more successful than BF (significantly more volume as well)
● Thanksgiving through CM as a whole was a big revenue mover, more distribution of sales
● Showcase shopping contributed to gains in impressions and lowering CTR
○ Big Box Competition (Favoritism?)
○ Upper Funnel Nature of Queries

10. More Emphasis on Shopping? | YOY Trends | Shopping vs. Text
Copyright 2017 - Ecommerce Round-Table Round-Up
● More growth on Shopping, but no efficiency loss on text
● Text Ads impression growth is stagnant but CPCs cheaper (faster influx of new advertisers on
Shopping creating higher spike in CPC increases).
*note that average CPCs for 2017 were $0.67 for Shopping and $0.82 for text

11. What did we see in Google Shopping? -
Emergence of Showcase Shopping
Copyright 2017 - Ecommerce Round-Table Round-Up
● Charged on CPE - not
CPC
● Less control over
settings
● Harder to force display
for specific searches
● Great for brand
awareness, breaking
into new audiences
● Attribution is important

12. What did we see in Google Shopping? -
Emergence of Showcase Shopping
Copyright 2017 - Ecommerce Round-Table Round-Up

13. What trends did we see in the Ecommerce space?
Copyright 2017 - Ecommerce Round-Table Round-Up
DEALS & PROMOTIONS
> Grey November
> Online discounts same as in-store
EVERYONE ON THE ECOMMERCE TRAIN
> Big-Box Department Stores joined the fray
> Top ten in online transactions:
Amazon,
Best Buy, Kohl’s, Target, Apple, Macy’s,
Old Navy, Home Depot, GameStop, and
Toys R Us.
$14 Billion
Amount spent online over
Thanksgiving Weekend (not
including Cyber Monday)

14. How do the holidays impact customer trends &
behavior?
Copyright 2017 - Ecommerce Round-Table Round-Up
During Black Friday 2017, Trustpilot had over
470,000 organic visitors from Google
http://blog.trustpilot.com/blog/consumer-behavior-
and-expectations-the-2017-holiday-shopping-report

15. Amazon’s Growth & Impact
on Retailers

16. Competitive Landscape - Big Box Impression
Share
Copyright 2017 - Ecommerce Round-Table Round-Up

17. What things can retailers do to fight the pull of Amazon?
Copyright 2017 - Ecommerce Round-Table Round-Up
PERSONALIZE THE EXPERIENCE
> Create brand affinity
> Data-backed recommendations &
Marketing campaigns
CHOOSE YOUR DIFFERENTIATORS
> And shout them from the rooftops
50%
($12.78M)
% of online transactions
Amazon was responsible
for on Thanksgiving Day &
Black Friday
BOTTOM LINE: to do this well, you need data

18. Is there a way for retailers to differentiate from
Amazon?
Copyright 2017 - Ecommerce Round-Table Round-Up
As larger brands move into Amazon’s space and take up
market share, it provides an opportunity for mid-size and
niche retailers.

19. Growth of Cross-channel Marketing
& Hybrid Strategies

20. Hybrid Strategies & Correlated Metrics
Copyright 2017 - Ecommerce Round-Table Round-Up
● Brand Uplift
Correlation
Measurement
● Conversion Path
Reporting

21. How can retailers effectively market cross-channel?
Copyright 2017 - Ecommerce Round-Table Round-Up
STEP 1: ID THE RIGHT PLATFORMS
> what do you already have?
> how does your existing stack work together?
> how can you make this better?
> what are the gaps?
STEP 3: CAPITALIZE ON THIS DATA
> think beyond the one send - what’s the life of
this campaign?
> Is there an acquisition play? What
about
a retention play?
STEP 2: USE YOUR DATA
> get to know your customers
> predictive recommendations
> smart suppression lists
> 1:1 messaging based on purchase cadence

22. How do touchpoints matter in Cross-channel
Marketing?
Copyright 2017 - Ecommerce Round-Table Round-Up
❏ 88% of consumers consult, on average, 10 sources
before making a purchase
❏ Half of all shoppers visit a retailer’s site or app prior to
making an in-store purchase
Leveraging new approaches to marketing such as social proof allows companies to take
advantage of the multiple touchpoints customers will inevitably come across
https://www.thinkwithgoogle.com/consumer-insights/the-zero-
moment-of-truth-macro-study/

23. Importance of Mobile
in 2017

24. How has the mobile advertising landscape changed in
2017?
Copyright 2017 - Ecommerce Round-Table Round-Up
● Mobile by far largest growth segment
● Mobile conversion volume surpassing desktop for many clients

25. How has mobile changed the ecommerce landscape in
2017?
Copyright 2017 - Ecommerce Round-Table Round-Up
10.1%
Increase in conversion
rate YoY from mobile on
Cyber Monday
MOBILE SHOPPING CONTINUES TO TREND UP
> Impacts on eCommerce
> Mobile friendly sites (or pages)
> Mobile friendly checkout process or one-
click
check out
> Responsive email campaigns
> Mobile responsive advertising
> Facebook
> Instagram

26. What are trends that we’ve seen in mobile?
Copyright 2017 - Ecommerce Round-Table Round-Up
Mobile conversions and eCommerce revenue tied to mobile
devices continue to increase and are surpassing desktop sales.
https://www.shopify.com/blog/black-friday-cyber-monday-2017-
recap

27. What’s to come for 2018?

28. What are some predictions we foresee for 2018?
Copyright 2017 - Ecommerce Round-Table Round-Up
● Evolution of dynamic
search
● Continued growth of
Google Shopping
● Local Inventory
Improvements
● Omnichannel Reporting
Improvements

29. What are some predictions we foresee for 2018?
Copyright 2017 - Ecommerce Round-Table Round-Up
SOCIAL IS THE NEW
BATTLEGROUND
BLURRING LINES BETWEEN
ACQUISITION AND RETENTION

30. What are some predictions we foresee for 2018?
Copyright 2017 - Ecommerce Round-Table Round-Up
Voice search will make its mark
❏ Over 10M Alexa devices are expected to ship by the end of
2017.
❏ Over 60M Americans will use a virtual assistant at least
once a month.
❏ From May 2016 to May 2017, increase in Alexa and
Cortana’s usage and engagement tripled.

31. Questions for our Panelists?
Copyright 2017 - Ecommerce Round-Table Round-Up
Lewis Brannon
Sr. Retail Search Manager
Polly Flinch
Director of Marketing
Brittany Capalbo
Global Digital Marketing Manager