eMarketer Webinar: Lessons from Holiday Shopping 2014—What You Need to Know for 2015

2. © 2015 eMarketer Inc. Agenda  What happened in the 2014 holiday season?  What should you expect in the 2015 holiday season?  Which four trends from the 2014 holiday season will drive ecommerce growth in 2015?  What was the best way to reach mobile consumers during the holidays?  How is the online shopping calendar changing?

6. © 2015 eMarketer Inc. Why wasn’t 2014 stronger overall? Downward pressure  Low labor market participation  Weak median income growth  Rising healthcare costs  Gas stations Upward pressure  Strong job growth  High consumer confidence  Rising stock market  Cheap gas Source: rgbstock.com

8. © 2015 eMarketer Inc. Foot traffic was down 7.1% between Thanksgiving 2014 and January 3, 2015 “ There is this shopper that has greater intent to purchase than we’ve seen before. They come to the stores more researched than they have before.” —Chitra Balasubramanian, head of business analytics at RetailNext

13. © 2015 eMarketer Inc. Ecommerce will approach 10% of total holiday retail sales in 2015  Growth of holiday season ecommerce is not slowing 6.80% 7.60% 8.50% 9.40% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 2012 2013 2014 2015 Retail Ecommerce Holiday Sales as % of Total Holiday Retail Sales

14. © 2015 eMarketer Inc. Trends that emerged in 2014 will drive ecommerce in 2015 1. Mobile traffic and sales growth 2. Better online and offline integration 3. Improvements in fulfillment 4. A wider online shopping calendar

16. © 2015 eMarketer Inc. Traffic from mobile devices increased more than expected “ Mobile traffic in general jumped a lot faster, a lot higher, than anybody really expected. Our mobile traffic increased by 78% vs. the previous year.” —Emily Pfeiffer, VP of brand development at Berkshire Blanket

17. © 2015 eMarketer Inc. Smartphones had strong growth in orders generated, traffic and revenue  Smartphone orders grew at twice the pace of tablet orders  MarketLive saw mobile revenues increase 111%

18. © 2015 eMarketer Inc. Mobile traffic was nearly half of online shopping traffic 44.6% of online traffic during holiday 2014 came from mobile devices Source: IBM, “Online Retail Holiday Shopping Recap Report 2014”

20. © 2015 eMarketer Inc. Mobile sales increased but still accounted for roughly 1 in 5 digital holiday sales  For 2014 as a whole, eMarketer estimates that 19.0% of retail ecommerce sales occurred on mobile devices

23. © 2015 eMarketer Inc. Number of US mobile shoppers grew by 25 million in 2014  150.4 million mobile shoppers by end of 2014  171.0 million mobile shoppers by end of 2015 Increase in mobile shoppers: +25.4M in 1 year

24. © 2015 eMarketer Inc. Number of US mobile buyers growing almost as quickly as number of mobile shoppers  104.8 million mobile buyers by end of 2014  121.8 million mobile buyers by end of 2015 Increase in mobile buyers: +22.1M in 1 year

29. © 2015 eMarketer Inc. Responsive design is spreading rapidly … “ The biggest trend happening in our industry right now is responsive design. It’s taking off, and it’s taking off very quickly. … So what’s driving the mobile trend, really, is better mobile design.” —Ken Burke, CEO of MarketLive

31. © 2015 eMarketer Inc. … But responsive design is only part of the solution “ Understanding the customer journey across device type and adapting to it from a customer experience perspective, and even from a marketing perspective, is absolutely critical. … Responsive design is great … but that’s only the tip of the iceberg.” —Don Delzell, director of online at Sports Chalet

33. © 2015 eMarketer Inc. New payment options have potential to simplify mcommerce, but are still lightly used  Google Wallet led with an 18% adoption rate in December 2014  Apple Pay was used by 4% of US internet users

34. © 2015 eMarketer Inc. Recap: Mobile conversions increased this holiday season because …  More mobile shoppers and buyers  Better interfaces – Bigger screens – More responsive design – Easier payment options

37. © 2015 eMarketer Inc. Consumers expect seamless integration between online and offline shopping “ Mobile has evolved to become the remote control for … the in-store experience of a brand. Consumers expect that the mobile [app] that a retailer or brand is offering them can help them navigate the store experience, and can help them do so in a personalized way.” —Maya Mikhailov, co-founder and EVP of client strategy at GPShopper

41. © 2015 eMarketer Inc. Email was one of the best ways to reach consumers on the go in holiday 2014 “ The key to winning this holiday season, at least as far as online shopping goes, was using email marketing effectively.” —Netta Kivilis, head of marketing at Custora

42. © 2015 eMarketer Inc. Email generated a larger percentage of holiday season digital sales in 2014  Up 1.7 percentage points for the season overall compared to 2013  During the Thanksgiving to Cyber Monday period, email drove 23.1% of sales—top among marketing channels

44. © 2015 eMarketer Inc. Holiday 2013: Missed deliveries made headlines  Midwest snowstorms hit FedEx and UPS hubs  Roughly 33% of major etailers tracked by Stella Service missed deliveries  UPS delivered only 83% of holiday express packages on time, according to Shipmatrix Image source: Shutterstock

46. © 2015 eMarketer Inc. In-store pick-up increased in 2014, but retailers still lag behind consumer interest “ Buy online and pick-up in-store is growing, which is good, although it’s not growing as fast as it should. … Consumers are demanding it more than retailers are providing it.” —Ken Burke, CEO of MarketLive

49. © 2015 eMarketer Inc. Holiday 2014’s online shopping surge was earlier, spurred by big discounts  Steepest discounts on Thanksgiving (Nov. 27)  Discounts on Monday and Tuesday before Thanksgiving exceeded Cyber Monday

51. © 2015 eMarketer Inc. Biggest sales increase of 2014 holiday season was during weekend of December 20–21: 36%  Increased in-store pick-up  Later shipping cutoffs: Zappos, Apple and Nordstrom all had December 23 shipping cut-off dates  Extended free shipping: Amazon and Barnes & Noble offered free shipping into Christmas week

52. © 2015 eMarketer Inc. Takeaways In 2014:  US retail ecommerce sales grew 16.0% year over year  More mobile shoppers, bigger screens and better interfaces combined to increase the impact of mcommerce  Email played an increasingly important role in holiday marketing  Fulfillment improved  The digital holiday season spread out In 2015, US ecommerce sales are expected to rise 14.4%

53. Email Marketing. Evolved. Simple and fast, powerful and sophisticated. The email marketing automation platform that transforms your vision into reality

54. dotmailer.com/optimize The Optimization Dilemma: Testing at the Heart of your Organization

55. dotmailer.com/RetailAutomation Marketing Automation for Online Retailers: 10 Email Programs Proven to Increase Revenue

56. dotmailer.com/demo

57. © 2015 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: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Yory Wurmser Lessons Learned from Holiday Shopping 2014 — What You Need to Know for 2015  Holiday Shopping Preview  Omnichannel Trends 2015: Mobile Is the New Retail Hub  Mobile Apps vs Mobile Browsers: How Usage, Ad Spending and Mobile Commerce Sales Differ by Channel  Mobile Commerce Deep Dive: The Products, Channels and Tactics Fueling Growth

eMarketer Webinar: Lessons from Holiday Shopping 2014—What You Need to Know for 2015

Du liest eine Vorschau.

Hier ansehen

eMarketer Webinar: Lessons from Holiday Shopping 2014—What You Need to Know for 2015

Weitere Verwandte Inhalte

Diashows für Sie (20)

Ähnlich wie eMarketer Webinar: Lessons from Holiday Shopping 2014—What You Need to Know for 2015 (20)

Weitere von eMarketer (20)

Aktuellste (20)