2012 Holiday eCommerce Results & Trends Review & 2013 Recommended Investments

Post Mortem:
2012 Online
Holiday
Shopping
Season!
Call 1-855-299-5224!
Access 700-034-600#!

@episerverus @guidance #ecommholidays

Post Mortem: 2012 Online
Holiday Shopping Season
Recap of 2012; Key Themes to Emerge for 2013

@episerverus @guidance #ecommholidays

HOUSEKEEPING

!   Follow us on Twitter: @episerverus @guidance

!   Submit questions via chat window

#ecommholidays

Sucharita Mulpuru
!   VP & Principal Analyst serving eBusiness &
Channel Strategy Professionals, Forrester Inc.

Bob Egner
!   VP, Product Management, EPiServer

Mike Hill
!   EVP, Guidance

#ecommholidays

Holiday 2012 Post-Mortem
Sucharita Mulpuru, VP & Principal Analyst
February 13, 2013

Agenda

›  Recap of Holiday 2012
›  Key themes to emerge for 2013

© 2013 Forrester Research, Inc. Reproduction Prohibited 6

Agenda



Online sales are disproportionately
critical for web retailers
15% year-
over-year
November-December online sales as a %
of total online sales for the year
growth in
2012 over
2011
32% 30% 30%
29% 29% 29%

2007 2008 2009 2010 2011 2012
Source: Forrester Research


Key drivers of growth were mostly in
November
November December

Veterans Day Thanksgiving

Black Friday Cyber Monday

Source: Chase Paymentech Solutions

Mobile (including tablet) traffic grew
overall…

Source: Monetate


…but mobile shopping may be maturing
on key dates
Did you shop online with your mobile device over Thanksgiving Weekend
(November 24-27, 2011; November 22-25, 2012)?

25%
Thanksgiving Weekend
28%
2012
2011
21%
Cyber Monday 23% of web
18% shoppers said they
shopped with a
mobile device on
Base: recent online buyers Cyber Monday

Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 and Q4 2012

Furthermore, mobile commerce is still
small Conversions for Cyber Monday

Mobile only
accounts for 2.1%
of conversions
Traditional
Tablet
Smartphone

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Time (hrs)

Source: Monetate


Tablet usage peaks during prime time
hours Sessions for Cyber Monday

Tablet sessions
overtake
handsets as
users get home
Smartphone
sessions peak as
users reach work
Tablet
Smartphone

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Time (hrs)

Source: Monetate


Apple consumers are the bulk of mobile
browsers and buyers
Apple vs. Android Devices on Cyber Monday

Sessions Conversions

62% 64%
38%
36%

Source: Monetate

© 2013 Forrester Research, Inc. Reproduction Prohibited

Mobile buying tends to peak on key
dates
For which of the following shopping activities did you use your
mobile device this Thanksgiving Weekend/Cyber Monday?
Make purchases 70%
70%

Browse or research products 60%
56%

Price checks 56%
48%

Read product/store reviews 37%
28% Thanksgiving Weekend

General store information 29% Cyber Monday
20%

Locate retail stores 30%
17%
Look up policy information 10%
(e.g. returns, Customer 9%
Use a QR or 2-d bar code to 7%
research an item 4%

Base: 2,621 Thanksgiving Weekend online shoppers; 1,303 Cyber Monday online shoppers
Source: Forrester-Bizrate Insights Holiday Flash Survey 2012

There don’t appear to be many new
shoppers shopping online at this time
Pre-Thanksgiving Thanksgiving Cyber Monday
Weekend

I shopped in stores
66% 72% 77%
less because I
shopped online
65% 70% 76%
instead

I shopped online
instead of in stores 78% 73% 81%
for this purchase
because there were 76% 71%
better deals online 81%

2011 2012


Shoppers may be showing signs of
promotional fatigue, especially pre-holiday
Which of the following best characterizes your feelings about online deals, promotions, and
specials around the holidays?
Thanksgiving
Pre-Thanksgiving Cyber Monday
Weekend

Deals are so frequently
offered that it is easy to 6% 6% 5%
always buy with a sale or 16% 7% 5%
promotion

Taking advantage of
deals is even more 15% 15% 16%
important to me now 19% 13% 15%
than in previous years

I love deals! The more, 23% 23% 23%
the merrier 15% 22% 24%

I will only buy if I have a 17% 21% 22%
deal, sale or promotion 12% 20% 21%

2011 2012


Email still dominates during the holidays
How did you learn about these special deals [from today’s purchase]?
Pre-Thanksgiving Thanksgiving
Cyber Monday)
Weekend

I visited the retail site I visited the retail site
43% 44%
I visited the retail site 41%
directly directly 44% 44%
directly 39%
Via email from the Via email 37%
from the 39%
Via email from the 44%
retailer 37%
retailer 39%
retailer 46%
Through search Through search
11% 10% Through search 9%
engines 11% engines 10% engines 8%
Someone told me Someone told me
10% 11%Someone told me 11%
about it 9% about it 10% about it 9%

Other email 9% Other email 7% Other email 7%
8% 9% 8%
Deals or shopping Deals or shopping
6% 6% Deals or shopping 6%
website 6% website 7% website 6%
Retailer's social 4% Retailer's social 3% Retailer's social 4%
presence 4% presence 3% presence 5%

2011 2012

Is Cyber Monday obsolete? Not yet

Promotions were lackluster

“[Decide.com] looked at more than 500
doorbusters advertised in Black Friday circulars
by big-box and department stores …and found
that nearly one-third of the products had been
sold at lower prices this year.”

Staples.com Cyber Monday
2011 2012

Williams-Sonoma’s Cyber Monday
2011 2012

Kohs.com Cyber Monday
2011 2012

Shipping clubs are growing as well
“Are you a member of a shipping club or program (i.e.
Amazon Prime, Shoprunner or Williams-Sonoma “How does your membership in a shipping club or
Reserve)?” program affect your shopping frequency?”

I shop more (or plan to
shop more) with the
14% retailer(s) whose 66%
12% shipping club I have
joined
9%
The shipping club has
not changed my
shopping behavior with
31%
that retailer

I shop less with the
2010 2011 2012 retailer after joining the 3%
shipping club

N: 809 shipping club members

Source: Bizrate/Forrester Online Retail Holiday Study, Q4 2010, Q4 2011 and Q4 2012

Email continues to be a big driver of
holiday traffic
How did you learn about these special deals [from today’s purchase]?
Pre-Thanksgiving Thanksgiving
Cyber Monday
Weekend
I visited the retail site I visited the retail site
43% I visited the retail site
44% 41%
directly directly 44% 44%
directly 39%
Via email from the Via email 37% the
from Via email from the
39% 44%
retailer 37%
retailer 39%
retailer 46%
Through search Through search
11% 10% Through search 9%
engines 11% engines 10% engines 8%
Someone told me Someone told me
10% 11% Someone told me 11%
about it 9% about it 10% about it 9%

Other email 8% Other email 7% Other email 7%
8% 9% 8%
Deals or shopping 6%Deals or shopping 6% Deals or shopping 6%
website 6% website 7% website 6%
Retailer's social 4% Retailer's social 3% Retailer's social 4%
presence 4% presence 3% presence 5%

2011 2012



Agenda



Theme 1: Showrooming
Population with Shoppers (within last 6 Price shoppers
smartphones months)
Not sure
1%
Non-buyers
15%

Other (including no- Smartphone Non-“Showroom “Showroomers”
device consumers) owners ers” 52%
54% 46% 47%
Recent buyers
85%

Base: 2,025 online consumers Base: 942 smartphone owners Base: 804 recent buyers with smartphones
Q: Which of the following types Q: Have you purchased products Q: In the last 6 months, have you used
of mobile devices do you own in a physical store in the last 6 your smartphone to find or research prices
and use? months? online for products you were considering
buying while shopping in a physical store
(e.g. shopping mall, grocery store, car
Source: Forrester-Aprimo Showrooming Research, October 2012 dealership)?

© 2013 Forrester Research, Inc. Reproduction Prohibited 27 27

Many consumers say they will use their
phones more to research prices in the
future Intent among men 18-34
Less
Future “showrooming”
intention 4%

Less
About the same More
4%
49% 47%

More
37%
About the same
59% Base: 187 male smartphone owners
Intent among women 18-34
Less
2%
More
31%
About the same
Base: 942 smartphone owners 67%
Q: Do you think you will use your smartphone to
research prices more or less in the future?

Source: Forrester-Aprimo Showrooming Research, October 2012
Base: 209 female smartphone owners

Those shoppers who don’t research on
mobile devices often just don’t think
about it (yet)
Q: Which of the following best describes why you have not used your smartphone
to research prices in stores?
I have no interest in using my smartphone for
this purpose 32%

I haven't thought about it 31%
I don't usually buy anything that needs to be
researched
16%

The web connection in stores is usually poor 6%

I don't have time 3%

I didn't know you could research prices in stores 3%

Other 7%

Base: 390 smartphone owners who have not researched prices in stores


29

Consumers research prices on their
mobile devices for many categories
Q: In which categories were the products you were researching or checking prices
on your smartphone while shopping in a physical store? Please select all that apply.

Consumer electronics (e.g. Home improvement (e.g.
39% 23%
digital cameras, TVs) lumber, tools)
Grocery (e.g. food, diapers, Sporting goods (e.g.
37% 20%
grooming) equipment)
Apparel, accessories, Music/videos (including
33% 19%
footwear digital)
Housewares/small appliances Furniture (including
31% 18%
(e.g. vacuum cleaners, mattresses)

Movie/event tickets 30% Toys 17%

Video games 27% Large appliances (e.g.
14%
dishwashers)

Books (including eBooks) 25% Office products 14%
Cars or auto parts (including Baby care (e.g. strollers,
25% 11%
tires) feeding bottles)
Computers (including tablets)
24% Other 9%
and peripherals
Base: 415 smartphone owners who recently researched prices in stores


30

Consumers who research prices on
mobile devices find it easy
Q: Which of the following statements describe how you feel about researching prices online
while shopping in a physical store. Please select all that apply.

It is easy to research prices online in a
physical store 47%

I type the name of the product in a search
engine when researching 40%

I often research prices online when I am
shopping in a physical store 38%

I find it easiest to scan a barcode or other
image to compare prices 33%

The Internet connectivity in stores is often bad
so I cannot research prices as much as I'd like 16%
to
It is difficult to research prices online in a
physical store 6%

Base: 415 smartphone owners that researched prices in stores


31

Switching retailers or channels is common
after researching prices on mobile devices
Q: In general, which of the following best
I purchased the product/
describes the prices that you have found online brand I was researching
when researching on your smartphone while in the store where I was 40%
shopping in a physical store? shopping
Higher than in I purchased the product/
a store brand online from the
website of the retailer 18%
8% where I was shopping
I purchased the product/
Same as in the store
brand I was researching 18%
Lower than in a store later at another store
37% Switchers
55% I purchased the product/
brand online from another 15%
website

I did not purchase the
product 9%


32

Search engines and Amazon typically
are the most common destinations for
in-store mobile price research
Q: Which of the following sources do you use to research prices on your
smartphone when shopping in a physical store? Please select all that apply.

A general search engine (e.g. Google) 69%

Amazon.com 57%
The site or app of the retailers where I am shopping at
41%
the time
A price comparison or barcode scanning app (e.g. Red
35%
Laser)
Another retailer's site or app 27%

ebay.com 21%

Other 2%


33

Price matches and personalized offers
are opportunities retain shoppers
Q: Which of the following might have persuaded you to have purchased the product/brand
you were researching on a smartphone while shopping in a physical store from the store or
from its website. Please select all that apply. .

A price match for the item 57%

A personalized coupon to purchase at that time
in the store 36%

Loyalty points for purchasing from the retailer 30%

Better customer service in the store 29%

The opportunity to have the item shipped to my
home directly 23%

A more generous return policy 19%

Base: 153 smartphone owners who purchased products at other stores or
did not purchase



Mobile development questions still
persist General Consensus

Most large retailers have them, but most
Importance of
mobile traffic doesn’t come from apps; ROI
apps?
is unclear

Focus on Apple All Apple devices are losing share but
devices? shoppers do tend to skew heavier toward
these devices for now

Responsive These sites don’t necessarily look great, but
design? they are functional and deliver bang for the
buck
Tablet focus? Most mobile traffic and sales are coming
How? from tablets, but few companies have tablet
optimized presence. Some are designed
for “tablet first” with features that translate
to desktops


Trend 2: Synergies with stores
Top Digital Initiatives for 2013 (# of Retailers
Responding) Examples/Definitions

Checkout optimization, alternative payments,
Site conversion 31 user experience, testing, analytics
investments, product detail page enhancement

Mobile and tablet 26 Mobile-optimized sites, mobile analytics,
mobile traffic and conversion growth

Site redesign 16 Core site “look and feel” overhaul, responsive
design changes

International growth 16 Shipments abroad

Cross-channel analytics, ship from store,
Multichannel efforts 15 endless aisle

Source: State of Retailing Online 2013, a Shop.org study conducted by Forrester Research

It won’t be in same-day delivery


Even though many companies are trying


More retailers now have complex
distribution algorithms that optimize for
shipment time, cost and inventory turns
Distribution centers Stores 3rd party partners
Drop shop
Most common Pick from store
Marketplaces
Item source
Fulfillment destination

Home Your stores Other stores DCs

Most common Ship-to-store John Lewis-Waitrose Best Buy
In-store pickup

Trend 3: More and more personalization
FSIs
Media mix models

Stores Loyalty program
Transaction data Customer analysis
Geographic location
Promotion redemption

Email
Website Open rates
Click-throughs
Clickstream data
Categories browsed
Promotion redemption

Mobile Social
Geographic location Number of fans
Checkin information Fan activity
App downloads Fan comments
Offer redemptions

Different companies will find different
approaches to work best

Thank you

Sucharita Mulpuru
smulpuru@forrester.com
@smulpuru

Combining e-Commerce and Digital Marketing
Bob Egner, VP Product Management

Introducing EPiServer

Digital
E-Commerce
Marketing

Improving customer experience by combing e-Commerce and
digital marketing software

#ecommholidays

Introducing EPiServer

Customer
Experience

Improving customer experience by combing e-Commerce and
digital marketing software

#ecommholidays

Successful B2C and B2B sites

over 4700 customers

30
in countries

630
through a network of partners

#ecommholidays

User Journey
Get
Get
trusted Get
converted
engaged Get
care
Get
visible
Get
fulfilled

Get
Get
in touch
loyalty

Customer experience across the user journey is a new source of
competitive advantage.

#ecommholidays

User Journey
Get
Digital Marketing Get
trusted Get
converted
engaged Get
Product Information Management care
Get
visible
Merchandising Get
fulfilled
E-Commerce
Get
Get
in touch
loyalty Order Management

Customer experience across the user journey is a new source of
Customer Care
competitive advantage.

#ecommholidays

Consider replatforming to EPiServer when…

•  Customer experience is important
•  Need agility to experiment and adjust experiences
•  Mobile, social, or email are important touch points
•  Sharing / enriching product catalog information is
important across channels
•  Visitor behavior is a desired driver of experience
•  High performance e-commerce throughput is needed

#ecommholidays

About Guidance

Our Team & Expertise
!   Founded
in
1993
(20th!)

!   100
professionals
with
oﬀshore
teams
in
Buenos
Aires,

Romania,
Singapore
&
India

!   300+ Web applications
!   20+ year track record
!   $3B+ yearly in online sales transactions
!   Industry leading solutions
!   Technology - agnostic
!   Requirements driven

About Guidance

What We Do

Commerce Web Creative & Hosting
Mobile & Social
Development UI Design & Managed
Services

Strategy Integration SEO Analytics

Sample Clients

The Seamless User Experience

!   Mobile
&
Connected
Devices

!   Mobile
Traﬃc
&
M-‐Commerce
Growth

!   Email
!   Holiday Promotions

Trends Review

The Seamless User Experience

!   Mobile
&
Connected
Devices

!   Mobile
Traﬃc
&
M-‐Commerce
Growth

!   Email
!   Holiday Promotions

Build for the Device

Multiple Screens

Build For The Device

Metrics

!   Reten%on

!   Opera%ng
System/Pla4orm

!   Visitors Flow
!   In Page Analytcs

Omni-Channel

Promotions & Location-based
coupons services

Mobile
Self-scanning &
commerce
self-checkout

Mobile shopping
Payments
lists

In-store Social commerce
research

Loyalty

Omni-Channel
Store location
Promotions &
coupons

Online commerce
Mobile
commerce

Self-scanning &
self-checkout

Offline commerce

Mobile shopping lists

Payments

Mail order

In-store research

Loyalty Social Commerce

Summary

Communicate Via Your Customers
Preference

THANK YOU
! Sucharita Mulpuru
smulpuru@forrester.com
@smulpuru

!   Bob Egner
bob.egner@episerver.com
@episerverus

!   Mike Hill
mhill@guidance.com
@guidance
#ecommholidays

2012 Holiday eCommerce Results & Trends Review & 2013 Recommended Investments

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie 2012 Holiday eCommerce Results & Trends Review & 2013 Recommended Investments

Ähnlich wie 2012 Holiday eCommerce Results & Trends Review & 2013 Recommended Investments (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

2012 Holiday eCommerce Results & Trends Review & 2013 Recommended Investments