Google 2014 Holiday Trends
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Google 2014 Holiday Trends
- 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1 Google 2014 Holiday Trends 5 Internet Secrets That Will Make or Break Your Season Cindy Laning laning@google.com Strategic Partnership Manager Tim McLain tmclain@netsertive.com Senior Marketing Manager netsertive.com
- 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 #AssertiveOnline My Business is #AssertiveOnline with @Netsertive Twitter Q&A
- 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 5key trends for holiday 2014
- 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4 1Online engagement will be paramount to holiday success
- 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 Looking back: Mobile during 2013 holiday 5 toys bought per second on mobile devices on Amazon 35% Of website traffic in Q4 ‘13 was mobile 40% Black Friday e-commerce purchases on mobile
- 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 60% of total digital media time spent mobile milestones:
- 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 mobile milestones: 38% of total traffic
- 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8 71% of smartphone consumers have used a store locator to find a store Mobile plays a crucial role in shopping research, beyond m-commerce 93% of mobile researchers go on to complete a purchase of a product or service 46% of showrooming shoppers still ended up making a purchase in-store
- 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 Lead consumers to your store or website Research online = Search Marketing Ad Compare online, touch in-store = Search Marketing Ad
- 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 40%of purchases are made crossing channels
- 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Give customers what they are looking for instantly
- 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 Be personal
- 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 Be present
- 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Seasonal automotive trends Source: Google Internal Data, 2013
- 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 Automotive: New model spikes research Sources: Google Trends <google.com/trends> & Google Keyword Planner
- 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 1Tent pole events will no longer be a single day
- 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 Black Friday turns gray…
- 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 Day 1 Day 4 Day 7 Day 10 Day 13 Day 16 Day 19 Day 22 Day 25 Day 28 Day 31 Day 34 2012 2013 Thanksgiving Day Black Friday Cyber Monday Black Friday Query Demand Black Friday Query Demand +27%
- 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 15% 5% 9% 19% 48% I've already started before Labor Day before Halloween Black Friday/Cyber Monday early December EARLY START 29% of shoppers will have started holiday shopping before Halloween
- 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 Match the customer demand calendar
- 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 Home furnishings trends Sources: Google Trends <google.com/trends> & Google Keyword Planner
- 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 1More opportunities to influence always connected consumers
- 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 daily time spent with digital 2010 2013 Shoppers are constantly connected… 3:11 5:46
- 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24 0 2 4 6 8 10 12 14 16 18 Hours spent researching for holiday purchase 2012 2014 76% using online resources
- 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25 78% of consumers are not loyal to a particular brand And they are open to influence… 57% of holiday shoppers don’t have a specific products or brand in mind when they begin their holiday shopping
- 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26 5 12 2010 2013 Influence shoppers before they visit your store
- 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27 Audio video installation trends Sources: Google Trends <google.com/trends> & Google Keyword Planner
- 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28 Retailers and Store Visits 69% YouTube 64% Twitter 61% Word of Mouth 74%
- 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29 Create useful content Engage with the connected consumers
- 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30 Create informative content
- 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31 1Fewer store visits but more value per visit
- 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32 2010 2013 38 17 fewer visits to store… Footsteps in billions (Nov-Dec)
- 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33 $681 $783 2010 2013 …but more purposeful ecomm +57% offline +13% retail sales in $billions (Nov-Dec)
- 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34 …which makes each visit twice as valuable 2010 2013 $17 $42 (offline)
- 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35 Measure cross channel impact In-Store Visit Beta Enables advertisers to measure how Google Search traffic is driving store visits across mobile, tablet and desktop devices. In-Store Transaction Beta Effectively measurement of offline sales driven by AW clicks through importing offline point-of-sale transaction data into the Adwords interface.
- 36. Google Confidential and Proprietary 36Google Confidential and Proprietary 36 1 Pricing & shipping will drive purchases
- 37. Google Confidential and Proprietary 37Google Confidential and Proprietary 37 92%are checking online for best prices
- 38. Google Confidential and Proprietary 38Google Confidential and Proprietary 38 #1comparing prices is the number 1 reason smartphone owners search in-store
- 39. Google Confidential and Proprietary 39Google Confidential and Proprietary 39 if shipping is free 8 out of 10 will wait…
- 40. Google Confidential and Proprietary 40Google Confidential and Proprietary 40 The Faster, The Better 9% 14% 18% 75% None of the above Same-day shipping for a premium Next-day shipping for a small premium Expedited (2 to 3) day free shipping When buying online, if a product is available from multiple retailers at the exact same price, would any of the following shipping offers sway your purchase decision?
- 41. Google Confidential and Proprietary 41Google Confidential and Proprietary 41 Procrastinators Get One More Day to Ship Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 2-Day shipping Overnight shipping
- 42. Google Confidential and Proprietary 42Google Confidential and Proprietary 42 (Just don’t over-promise and under-deliver)
- 43. Google Confidential and Proprietary 43Google Confidential and Proprietary 43 Top Holiday Trends for 2014 1. Online engagement will be paramount to holiday success 2. Tent pole events will no longer be a single day 3. More opportunities to influence always connected consumers 4. Fewer store visits but more value per visit 5. Pricing & shipping drive purchasing Google 2014 Holiday Trends
- 44. Google Confidential and Proprietary 44Google Confidential and Proprietary 44 1 Happy holidays from Google & Netsertive!
- 45. Google Confidential and Proprietary 45Google Confidential and Proprietary 45 Google 2014 Holiday Trends 5 Internet Secrets That Will Make or Break Your Season Cindy Laning laning@google.com Strategic Partnership Manager Tim McLain tmclain@netsertive.com Senior Marketing Manager netsertive.com
Hinweis der Redaktion
- Let’s dig into the first trend this year – mobile. We’ll start by looking at what happened in 2013. [Animate] 35% - IBM Digital Benchmarks http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/newyear.html [Animate] Over 5 toys – Amazon press release, http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol- newsArticle&ID=1886961&highlight= [Animate] 40% Black Friday – Custora Holiday 2014 Alternate stats: Online sales for Department Stores in the forth quarter grew by 62.8% over 2012, with mobile sales growing by 49.6% year over year Health and Beauty online sales grew by 14.7% over 2012, with mobile sales growing by 81.7% year over year Online Home Goods sales grew by 46.4% over 2012, with mobile sales growing by 38% year over year Online sales of Apparel grew by 10.2% over 2012, with mobile sales growing by 54.5% year over year 52% of online smartphone shoppers used their smartphone throughout their shopping process during holiday 2013 (Google-Ipsos Media CT Post-Holiday Shopping Intentions Study, Jan. 2014) Sales on smartphones and tablets reached a high of 19.1% of all e-commerce sales in December 2013, up three-fold from December 2011.
- Major mobile milestone: Mobile (smartphones and tablets) account for 60% of total digital media time spent, up from 50% a year ago. (comScore, May 2014, http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital) eMarketer estimates that American adults spend 23% of their daily media time on mobile devices in 2014. (Source: eMarketer, Apr 2014) 50% of Millennial smartphone owners say that they access the Internet more often through their phone than through a computer. (http://www.mediapost.com/publications/article/229241/millennials-most-digitally-connected-generation.html)
- Mobile site traffic across all industries reached 38.2% in March 2014, more than double the percentage in March 2012. (IBM 2014 http://www.internetretailer.com/2014/06/26/another-holiday-sprint-awaits-e-retailers) At Netsertive, our Google Premier SMB Partner – mobile website traffic hit 41% across their home furnishing store clients 50% for automotive dealers 37% for audio video integrators
- Source: Google-Nielsen Mobile Path to Purchase custom study, Nov. 2013 Mobile influences purchases across channels: 93% of people who use mobile to research a retail purchase go on to buy in a local, physical store. This means local retailers have the biggest opportunity to turn online research into a local sale. 46% of showrooming shoppers still ended up making a purchase in-store, an 11-point increase from 2011. This means they come to your business, phone or tablet in hand, and look up your products and prices. The concern was that they used this information to buy from an ecommerce competitor. Our data shows showroomers are more educated, spend more per transaction, and tend to buy from the local retailer providing great service and information in larger numbers. 71% of smartphone consumers used a store locator to find a store Immediacy is key: 55% of consumers using mobile to research want to purchase within the hour 74% used a mobile search engine at some point before purchasing Shoppers spend an average ~15 hours per week researching purchases on mobile sites and apps. Alternate: 68% of US online adults now use their phones to access the web in stores (Forrester, 2014) 84% of people report using mobile in a store during the shopping process. What are they doing? Looking for deals Price comparison (49%) Checked stock elsewhere (35%)
- An effective mobile experience has to be pertinent to the moment – whether at home or in the shopping aisle. The more the mobile experience and information match the shopper’s needs at a given moment, the more likely she is to buy and the higher the conversion rate. A recent Telemetrics study found that after doing a mobile search for a product or product category 65% of shoppers said they were looking to complete their transaction within the day — or even sooner, depending on the category Shoppers are going to choose different ways to explore products they are looking for, here’s how they find you: Researching online they find your local inventory through your search engine marketing advertisements [Animate] If they want to compare prices online but still need to physically see the product in person they can find your in-store stock through search [Animate] Or if they simply want to browse through the store they can find your location, store hours, store phone number through Google Places Inform your shopper and give them as many options as possible to explore your products before and during their shopping trip. [Next slide]
- TRANSITION: The ability to influence a holiday shopper early on in the path to purchase is important, but those channels might not be where the shopper makes a purchase. As savvy retailers you know that research, information gathering and comparison shopping are not always done on the same channel where the purchase is made. ComScore has found that 40% of purchases are made crossing channels, whether searching in store and purchasing online or vice versa. The retailers who embrace the various channels and options that customers favor will deliver a positive customer experience and ultimately drive sales and brand loyalty. Source: comScore. June 2014 - http://www.comscore.com/Insights/Press-Releases/2014/6/Study-Consumers-Demand-More-Flexibility-When-Shopping-Online Additional/Alternate stat – 67% of consumers use multiple screens sequentially to shop. http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
- Many customer journeys start with search. The key to success during the busy holiday season is to be proactive. You have the opportunity to display a tailored marketing message to local customers the instant they’re looking for you, your products, and your brands. For instance, many Mom’s and Dad’s are looking to upgrade their homes for the holiday’s. Think home theater’s with a big TV or projector, custom seating and lighting, powerful speakers, the works. In the Raleigh, NC region, Audio Advice has a solid presence through search year round. But during the holidays they beef up their online marketing spend to capture searches like the couple I mentioned, leading to more signed contracts and more installations in Q4 and on into the new year.
- Search marketing is an effective cornerstone of your online marketing strategy. But don’t forget display advertising. [Aminate] Target used GDN display ads that allow the user to choose what products they want to explore through the ad giving them the ability to interact in a meaningful way. Display banners increase brand and product recall among local consumers, leading to more searches – and ultimately more store and phone traffic for your business. [Animate] Electrolux offers display ads to local retailers through Netsertive – driving their new campaign – Dry Them in 14 – down to local stores to drive interest and foot traffic. So does Epson for audio video installers. And Chrysler for their local dealers who work with Netsertive.
- Many brands support their local retail channel with turnkey digital marketing programs. They’re another important part of your holiday marketing outreach. These programs make it easy for retailers to be present in buying journeys in local markets. For example, Serta mattresses has teamed up with Netsertive to make it easy for independent retailers like Jeff Lynch PLUS Deeward and Bode to be present online using text ads that appear when upper funnel keywords are used - so that they are present even when the shopper hasn’t decided on a retailer yet. This is a tactic used by national brands in automotive, home goods and audio video to drive local shoppers to their local retailers. Giving local retailers the ability to leverage their brands to source new customers everyday.
- Speaking of automotive – this brings me to my first trend data slide. (Home furnishings and audio video folks, we’ll get to you in a few minutes.) At Google, we work closely with auto brands to help them leverage research tends for national marketing campaigns. Netsertive helps local dealers do the same. A Summer Purchase Catalyst analysis our Google Auto team did last summer showed that 35% of sales happen in the summer, and with the 90 day in-market window, summer search interest peaks in July. The risk of slowing down summer coverage is missing the early conversations for those looking to buy in the come fall months, or doing their preliminary research leading up to a December "sell-down" purchase. So the summer months see the highest levels of research online, eventually peaking during the holidays. To stay ahead of that demand curve and the 60-90 day purchase cycle, it’s critical to put more money in-market now. Brands and dealers who are assertive with their online marketing investments in the late summer and early Fall capture more demand as the end of year approaches. The goal Is to close out inventory on dealer lots and promote the following years models into a strong first quarter each year. Netsertive compared the month’s of September and December last year, with dealers seeing their conversions increase 36%. Their overall cost per conversion went up about 11% with increased competition playing a role.
- Another automotive trend the Netsertive team sees every year centers around the launch of new models. The new Chrysler 200, for example, generated a spike in interest online, and many dealers increased their digital marketing investment to turn research into results. Netsertive saw local market queries increase about 25% this summer over last summer. How is online visibility helping brands? Chrysler, like many auto OEMs, is having a break out year. August sales rose 20 percent over a year ago – it was the best August in 12 years. Sales of the Chrysler 200 (including the 2014 and 2015 models) were up 7 percent compared with the same month a year ago. The numbers are a sign of a strong month as dealers sell off old models to make room for the new. Note the GREEN trend in mobile searches– this is something we’re seeing across the board, and will be a central theme in 2015 for online marketers. Ignore mobile at your own peril as search volumes and usage increases!
- Black Friday took on a new term last year – “Gray Friday”. This happened because Black Friday sales were a bit diluted as retailers started BF promotions/deal earlier and consumers responded. More and more consumers are leaving their family celebrations to start shopping on Thanksgiving evening. Shopper Trak’s CEO said it best "Retailers stretched Black Friday deals and promotions across November - removing the focus from just one big day of shopping.” Additional supporting stats: Thanksgiving emerged as a major shopping day as more stores opened earlier than ever before. Consumers responded in droves: Store traffic on Thanksgiving Day jumped 27% to 45 million shoppers (vs. 35M ly) A quarter of all weekend shoppers were in position at stores by 8 p.m. on Thursday NRF Black Friday remained the biggest shopping day but Thanksgiving cut into its success and watered down the urgency that we’ve seen in years past: NRF: Store traffic on Black Friday rose just 3.4% to 92 million shoppers NRF conflicting data from ShopperTrak: Black Friday store sales fell 13.2% y/y, with foot traffic down 11.4% "We believe the Thursday openings are gaining sales at the expense of Black Friday." “The consumers really responded to Thursday’s openings, actually more than anybody anticipated” - Bill Martin, the founder & EVP of ShopperTrak Sources to Articles: Reuters “Ealry start hurst Black Friday, sales, Cyber Monday hits record.” 12/3/13, http://www.reuters.com/article/2013/12/03/us-usa-retail-shoppertrak-idUSBRE9B000020131203 http://www.thedailybeast.com/articles/2013/11/21/black-friday-comes-early-as-u-s-retailers-panic-over-holiday-sales.html http://www.usatoday.com/story/money/personalfinance/2013/11/12/walmart-black-friday-deals-early-openings/3501037/ http://www.huffingtonpost.com/john-gregory/is-black-friday-at-risk-o_b_4340493.html
- If we look at consumer demand for Black Friday. You will notice that not only is consumer interest up 27% YoY, but consumers are starting almost a week earlier to search for Black Friday information/deals/etc. Source: Google Internal Data, Black Friday KW’s, All Devices Netsertive’s data shows that search volume increases 30% during Q4 alone. That’s why now is the time to invest in an online marketing program that turns online research into new sales opportunities in your local market.
- When do consumers plan to start their shopping? Source: Google GCS fielded on 7/24 GCS Link: http://www.google.com/insights/consumersurveys/view?survey=esbu6y3w5v3um Source: Google Consumer Surveys, n=2,510 Survey Fielded Week of 7/24/14
- QVC not only kicks off the holiday season in July, but they continue to have special sales on the 25th of every month leading up to the holiday season. Additionally, they have daily deals that they promote through remarketing and other display tactics. This is certainly taking it to the extremes. But with the surge in price comparison shopping and free shipping offers customers are getting deals throughout Nov and Dec. The key takeaway is that NOW is the time to lock down your online marketing outreach to build momentum into the holidays.
- When it comes to home furnishings retailers – Netsertive’s data shows that furniture gets researched more than twice as often as mattresses and appliances combined. The key for retailers in this industry is to keep visibility strong all year round, with the highest number of searches occuring just after New Year’s. In other words, the holiday season sets the stage for a big start to your sales year. The reason: Our trend data shows that online research during the holiday season in Q4 continues into Q1 each year. Netsertive compared the month’s of September and December last year, local store owners saw their conversions increase 71%. Their overall cost per conversion went down 18%.
- Clear: Daily time w/ digital. 2010 to 2013 +2 hours Who has that time? Source: eMarketer 2014
- For most product categories consumers report spending more time researching before purchasing an item than in 2012. [Animate] And the vast majority are using digital media to do so. (Note, no 2012 data for Shoes for footware) Google Ipsos Post 2013 holiday research
- 57% - Google Ipsos Post 2013 Holiday study, Jan 2014 78% - Nielsen http://www.nielsen.com/us/en/insights/news/2014/connecting-through-the-clutter-stay-ahead-of-consumers-to-win-in-todays-fragmented-markets.html
- Transition: With information at literally at their fingertips, shoppers are more informed & educated about their purchase decisions and ready to buy. Clear: In 2010 – 5 sources of info before buying In 2013 – 12. More informed about products to buy, brands they want, retailers to shop at. Each time they walk in a store as a new, mindful, informed and purposeful shopper. Increasingly important to connected w/ them before they step foot into your store or click on your site Source: Google, Inmar, ZMOT Study 2013
- Online influences most custom audio video installations these days. Today’s clients may rely on a referral to start their research journey. But they go online to research local integrators and installers, checking reviews, the brands they carry, and looking at pictures of similar projects. Netsertive’s local integrators see spikes in research all year round – but especially during the holidays. Comparing the month’s of September and December last year, integrators saw their conversions increase went up 69%. Their overall cost per conversion went down 33%. The holidays are clearly a big opportunity for integrators to spend more online to drive more conversions at a lower cost per conversion.
- Transition: We just mentioned that digital is where most research is done, but let’s look at what channels on and offline are influencing their decision. When asked what channels influenced purchase here are the top four that were reported. 64% of shoppers referenced YouTube, making it the number one online channel that influences shoppers. *Stated influence of media touchpoints for recent purchasers when making a decision to purchase Source: Think with Google - http://think.storage.googleapis.com/docs/path-to-purpose_infographics.pdf
- They key for brands and local retailers: Create content that makes their life easier! For instance, what Mom hasn’t told their kids to turn off the lights. All day. Everyday! Lutron offered a series of videos to explain the energy savings and convenience of lighting sensors – to stop the finger pointing! Georgia’s Woodstock Furniture Outlet created a tutorial for picking the right mattress. They chose to highlight their Serta iSeries products, delivering a national brand message to their local market, steering customers to their 3 store locations.
- Create content that makes their life easier. Like Ford’s How-to wash your car the right way. OR Bill & Rod’s Appliances, a Netsertive client in Michigan, showing customers how to measure for your dishwasher installation.
- Transition: Consumers are making fewer visits to store. Clear: Store footsteps/traffic (billions). 2010 vs. 2013 Nov/Dec (Holiday). Plummeted from 38 to 17. 55% reduction. Drastic. At first glance, alarming to traditional retailers…. Source: ShopperTrak data for Nov/Dec 2013, as cited in WSJ, Jan 2014.
- Transition: Before get too alarmed, let’s dig deeper and look at sales in this same time period. Clear: Dec holiday sales in that same time period, 2010 vs. 2013. +15%, growing as a whole CLICK. Let’s break it down into ecomm & online. Ecomm +57%. Not surprising, increasingly connected. Growth engine behind retail. But ecommerce still only 6% of all retail sales Focus your attention on the larger Offline sales (majority). Did not plummet like the footsteps did. +13%. Consumers are not walking into stores as often, but when they do, they are ready to buy. Converting at higher rates. Source: Mastercard, Nov-Dec 2010 &Nov- Dec 2013, $B
- Transition: and that makes each visit twice as valuable. Store sales divided by footsteps give us the “value” of each store visit. Can see it’s more than doubled in that time period ($17 vs. $42) as consumers make more purposeful visits to store, walking in ready to buy. (If you were to think about the purchase funnel, store visits have slid down a bit…. Less upper funnel…. Increasingly more middle/lower funnel)
- 92% of shoppers check online for best prices. (https://drive.google.com/a/google.com/file/d/0BypFfkHFh2fNSWtjZmZDQkpsNlU/edit?usp=sharing) 91% of shoppers cited low prices as important or very important when shopping online – no. 1 response (Shop.org [PDF], Feb 2014) 56% of consumers will keep shopping with a particular retailer as long as that retailer offers the best price, whether inside stores or online. (InternetRetailer.com via CFI survey, April 2014) Comparing prices is the number one reason people smartphone owners search in-store (http://www.localsearchinsider.org/mobile-goes-universal-new-survey-shows-older-generations-embrace-mobile-as-local-shopping-companion/archives/) Separately, second only to messaging/emailing a friend at 84%, 71% of consumers use their smartphones primarily in-store to compare product prices (64% for social networking and 51% to check customer reviews) (InternetRetailer.com from Usablenet, November 2013)
- Comparing prices is the number one reason people smartphone owners search in-store (http://www.localsearchinsider.org/mobile-goes-universal-new-survey-shows-older-generations-embrace-mobile-as-local-shopping-companion/archives/) Separately, second only to messaging/emailing a friend at 84%, 71% of consumers use their smartphones primarily in-store to compare product prices (64% for social networking and 51% to check customer reviews) (InternetRetailer.com from Usablenet, November 2013)
- But only 2 out of 5 retailers plan to offer free shipping this holiday season (June 2014 survey of ChannelAdvisor clients http://www.internetretailer.com/2014/07/29/many-e-retailers-plan-start-holiday-marketing-september ) Online shoppers want free shipping. Consumers expect to get their items delivered for free when they shop online. 58% have added items to their shopping carts to qualify for free shipping (comScore/UPS June 2014) 83% (or 8 out of 10) are willing to wait an additional two days for delivery if shipping is free (comScore/UPS June 2014) Free Shipping was the 2nd most important/very important factor when shopping online (behind low prices) (Shop.org [PDF], Feb 2014)
- Free shipping is better when it’s fast. As consumers order online and receive their goods, shipped free, within a handful of days of their order, they grow intolerant of long shipping times/estimated delivery times can make for abandoned carts. Amazon Prime Free 2-Day shipping a force to be reckoned with here Per a March 2014 Accenture report [PDF], free expedited shipping is the best way to sway consumers to buying online with all else being equal: Home Depot is building out it’s distribution network to be able to reach 90% of the country within 2 days (RIS, June 2014) Best Buy actively working towards beating (and may have beat) Amazon for ship times as of Dec 2013 (InternetRetailer.com StellaService Jan 2014)
- This year 2014 brings one more day for last minute shoppers to make purchases and choose
- Last holiday season both UPS and FedEx struggled to meet the last minute demand for expedited shipping. One casualty was SimplyLobsters.com, which sends everything overnight—it’s fresh or bust for lobsters. Unfortunately of the 700 packages ordered for arrival by Christmas Eve, 20% didn’t get there in time. Roughly half of those orders were ruined. http://www.internetretailer.com/2014/01/21/flood-late-shoppers-made-holidays-challenging More on Fedex/UPS holiday foibles in 2014: http://www.cnbc.com/id/101295575#.