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Improving 2013
Holiday Readiness:
Key Online Shopping Trends
and Best Practices
IBM Enterprise Marketing Management
2. © 2013 IBM Corporation© 2013 IBM Corporation
Sucharita Mulpuru
Principal Analyst
Forrester
@smulpuru
Jay Henderson
Strategy Director,
Enterprise Marketing Management
@jay_henderson
Today’s presenters
© 2013 IBM Corporation
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3. © 2013 IBM Corporation© 2013 IBM Corporation
Agenda
Holiday 2012 refresher
Things to keep in mind for 2013
Q&A
© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
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4. © 2013 IBM Corporation© 2013 IBM Corporation
Agenda
Holiday 2012 refresher
Things to keep in mind for 2013
Q&A
© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
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5. Last year was a bit of a yawner
#SmarterCommerce @smulpuru @jay_henderson
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6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6
30%29%29%29%30%32%
201220112010200920082007
Source: Forrester Research
15% year-
over-year
growth in
2012 over
2011
Online sales are disproportionately
critical for web retailers
November-December online sales as a %
of total online sales for the year
#SmarterCommerce @smulpuru @jay_henderson
7. There don’t appear to be many new
shoppers shopping online at this time
Pre-Thanksgiving
Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 and Q4 2012
Thanksgiving
Weekend
Cyber Monday
66%
78%
65%
76%
I shopped in stores
less because I
shopped online
instead
I shopped online
instead of in stores
for this purchase
because there were
better deals online
72%
73%
70%
71%
77%
81%
76%
81%
2011 2012
#SmarterCommerce @smulpuru @jay_henderson
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8. © 2013 IBM Corporation© 2013 IBM Corporation
In 2012…
Monday after
Cyber Mon
Green
Monday
Free Shipping Friday
Tues after
Cyber Mon
Last chance
shopping
Pre-Thanksgiving
Promotion
Cyber Monday
Promotions launched earlier,
buying started sooner,
peaks were higher,
and deals lasted longer
Source: IBM Digital Analytics Benchmark
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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9. Shoppers may be showing signs of
promotional fatigue, especially pre-holiday
Pre-Thanksgiving
Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 and Q4 2012
Thanksgiving
Weekend
Cyber Monday
Which of the following best characterizes your feelings about online deals, promotions, and
specials around the holidays?
6%
15%
23%
17%
16%
19%
15%
12%
Deals are so frequently
offered that it is easy to
always buy with a sale or
promotion
Taking advantage of
deals is even more
important to me now
than in previous years
I love deals! The more,
the merrier
I will only buy if I have a
deal, sale or promotion
6%
15%
23%
21%
7%
13%
22%
20%
5%
16%
23%
22%
5%
15%
24%
21%
2011 2012
#SmarterCommerce @smulpuru @jay_henderson
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10. 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.”
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11. © 2013 IBM Corporation
Bright Spots?
#SmarterCommerce @smulpuru @jay_henderson
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12. © 2013 IBM Corporation© 2013 IBM Corporation© 2013 IBM Corporation
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Is Cyber Monday obsolete?
#SmarterCommerce @smulpuru @jay_henderson
13. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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Not yet…. 2012
biggest online shopping day
30.3% year over year
ever
Source: IBM Digital Analytics Benchmark
14. © 2013 IBM Corporation© 2013 IBM Corporation
Online sales growth was fueled by a strong
holiday weekend
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%
Cyber Monday
Source: IBM Digital Analytics Benchmark
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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15. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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…But promotions were consistent….
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
Source: IBM Digital Analytics Benchmark
16. © 2013 Forrester Research, Inc. Reproduction Prohibited 16
Email continues to be a big driver of
holiday traffic
5%
6%
8%
9%
8%
46%
39%
4%
6%
7%
11%
9%
44%
41%
Retailer's social
presence
Deals or shopping
website
Other email
Someone told me
about it
Through search
engines
Via email from the
retailer
I visited the retail site
directly
3%
7%
9%
10%
10%
39%
44%
3%
6%
7%
11%
10%
39%
44%
Retailer's social
presence
Deals or shopping
website
Other email
Someone told me
about it
Through search
engines
Via email from the
retailer
I visited the retail site
directly
4%
6%
8%
9%
11%
37%
44%
4%
6%
8%
10%
11%
37%
43%
Retailer's social
presence
Deals or shopping
website
Other email
Someone told me
about it
Through search
engines
Via email from the
retailer
I visited the retail site
directly
How did you learn about these special deals [from today’s purchase]?
Pre-Thanksgiving Thanksgiving
Weekend
Cyber Monday
Source: Bizrate Insights/Forrester Holiday Shopping Flash Surveys, Q4 2011 and Q4 2012
2011 2012
#SmarterCommerce @smulpuru @jay_henderson
17. © 2013 IBM Corporation© 2013 IBM Corporation
Online shopping
is upwardly
mobile
17
#SmarterCommerce @smulpuru @jay_henderson
18. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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over 15%of all online
sales come from
mobile devices1
Mobile (including tablet) continues to increase
dramatically… Sales, traffic, and even email
over 25% of all site
traffic comes
from mobile devices2
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
19. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
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Is mobile really on the move?
…the rise of couch commerce…
© 2013 IBM Corporation
20. © 2013 IBM Corporation© 2013 IBM Corporation
iPad now consistently leads all devices with
more overall traffic & more growth
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
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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21. © 2013 IBM Corporation© 2013 IBM Corporation
Tablets consistently drive higher conversion
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Conversion % by Mobile Device More pronounced
during heavy
shopping periods
Black Friday,
2012, iPad
conversion rate
was 4.4%
iPhone & Android
conversion rates
were 1.7%
Source: IBM Digital Analytics Benchmark
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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22. © 2013 IBM Corporation© 2013 IBM Corporation
Social is a
tough nut to crack
#SmarterCommerce @smulpuru @jay_henderson
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23. © 2013 IBM Corporation© 2013 IBM Corporation
Social…. has yet to make a significant impact
on “same session” traffic or sales
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
Source: IBM Digital Analytics Benchmark
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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24. © 2013 IBM Corporation© 2013 IBM Corporation
Agenda
Holiday 2012 refresher
Things to keep in mind for 2013
Q&A
© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
24
25. 1. Traditional web marketing still matters
a lot
#SmarterCommerce @smulpuru @jay_henderson
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27. © 2012 Forrester Research, Inc. Reproduction Prohibited
2. Smartphone revenue is growing but is
only part of the picture
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29. © 2013 IBM Corporation© 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
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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30. © 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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Understand the customer experience across
websites and mobile
Capture and replay customer
interactions
Discover “why” mobile customers
succeed or fail
Automatically detect customer
struggles, obstacles or issues
Drill down into actual user
behavior, complete with gestures
Native Apps
Hybrid Apps HTML5
Mobile Site
Cover all mobile channels
31. © 2012 Forrester Research, Inc. Reproduction Prohibited
The phone supports the cross-channel
experience
Activity On smartphones On tablets
Read emails from retailers 65 % (1) 65% (2)
Locate retail stores/store hours/directions 55 % (2) 51 % (5)
Receive texts with special offers from retailers 53 % (3) 36 % (10)
Browse or research products 50 % (4) 68 % (1)
Identify where products are sold (online, store, etc.) 40 % (5) 51 % (5)
Compare prices while shopping online 40 % (6) 62 % (3)
Read product or store reviews 39 % (7) 54 % (4)
"Check in" via Yelp, Foursquare, Facebook Places, etc. 36 % (8) 29% (11)
Compare prices while in a retail store 35 % (9) 26% (12)
Scan QR codes 34% (10) 12% (14)
Place orders for digital media (e.g. books, music, apps) 24% (12) 42 % (8)
Gather product/style advice and information from retailers 25% (11) 41 % (9)
Place orders for physical goods (e.g. apparel, electronics) 24% (12 44 % (7)
Review store layout 11 % (14) 21% (13)
Source: Forrester-Bizrate Insights Flash Survey, Q2 2013
Base: recent online shoppers with mobile devices
#SmarterCommerce @smulpuru @jay_henderson
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32. Tactic Key facts
Endless aisle
Also called “web enabled POS”; provides ability to
capture store out-of-stocks
Ship from store
Fulfilling web orders from stores, particularly slow-
moving or aged inventory
In-store pickup (including ship to store)
Enabling shoppers to pick up web orders at local stores
either immediately or after shipping products from DCs;
consumers select this to avoid paying freight
Inventory visibility across channels
Enabling “know before you go” features in which
customers can check in-store availability of items
Same-day delivery
Providing shoppers with delivery of packages to their
homes or offices; transfers the value chain to retailers
from shoppers
3. Omnichannel is a big investment area:
it all comes down to real-time inventory
lookup
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33. © 2013 Forrester Research, Inc. Reproduction Prohibited 33
Caveat: don’t overhype same-day
delivery
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34. © 2013 Forrester Research, Inc. Reproduction Prohibited 34
A number of omnichannel efforts are
less discussed but should be prioritized
› E-receipts in stores/email collection in
stores
› Scheduling store visits
› Mobile self-checkout and m-pos (QSRs
have the best business case)
› Texting from stores
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35. © 2013 IBM Corporation© 2013 IBM Corporation
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To deal with omnichanel retail, marketer’s need to
create a “system of engagement” across channels
customer
System of
engagement:
Coordinates
all decisions across all channels
to create an engaging relationship
with each customer and prospect
ad
social
search
display ad
Web
mobile
email
ATM/kiosk
phone
branch
POS
mail
37. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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Personalization: Lots of different ways to treat
different people differently
38. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
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Identity
Information that sits in a
typical customer
database:
• Demographics
• Psychographics
• Account details
• Purchase history
• etc.
Personalization: Lots of different ways to treat
different people differently
Types of information that can be used for personalization:
39. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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Behavior
Information about what the person is doing during the moment of interaction:
• Where a person has been on a Web site during this visit
• Location as identified by a mobile device
• Reason for calling as explained to a call center agent
• Products about to be purchased in a store
Identity
Information that sits in a
typical customer
database:
• Demographics
• Psychographics
• Account details
• Purchase history
• etc.
Personalization: Lots of different ways to treat
different people differently
Types of information that can be used for personalization:
40. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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Behavior
Information about what the person is doing during the moment of interaction:
• Where a person has been on a Web site during this visit
• Location as identified by a mobile device
• Reason for calling as explained to a call center agent
• Products about to be purchased in a store
Identity
Information that sits in a
typical customer
database:
• Demographics
• Psychographics
• Account details
• Purchase history
• etc.
Product
recommendation
engines
Online behavioral
advertising
SEMDisplay adsSPAM
Pre-calculated
offers
Personalized
email
Personalization: Lots of different ways to treat
different people differently
Types of information that can be used for personalization:
41. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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Behavior
Information about what the person is doing during the moment of interaction:
• Where a person has been on a Web site during this visit
• Location as identified by a mobile device
• Reason for calling as explained to a call center agent
• Products about to be purchased in a store
Identity
Information that sits in a
typical customer
database:
• Demographics
• Psychographics
• Account details
• Purchase history
• etc.
Product
recommendation
engines
Online behavioral
advertising
SEMDisplay adsSPAM
Pre-calculated
offers
Personalized
email
Most
personalization
approaches use
more of one than
the other
Personalization: Lots of different ways to treat
different people differently
Types of information that can be used for personalization:
42. © 2013 IBM Corporation© 2013 IBM Corporation
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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Personalization: Lots of different ways to treat
different people differently
Behavior
Information about what the person is doing during the moment of interaction:
• Where a person has been on a Web site during this visit
• Location as identified by a mobile device
• Reason for calling as explained to a call center agent
• Products about to be purchased in a store
Identity
Information that sits in a
typical customer
database:
• Demographics
• Psychographics
• Account details
• Purchase history
• etc.
Product
recommendation
engines
Online behavioral
advertising
SEMDisplay adsSPAM
Pre-calculated
offers
Personalized
email Best option:
use both
fully
Types of information that can be used for personalization:
Most
personalization
approaches use
more of one than
the other
43. © 2012 Forrester Research, Inc. Reproduction Prohibited
39%
70%
73%
81%
84%
Getting offers from retailers and
brands
Inspiration on what to buy
Entertaining myself
Enjoying what others share
Discover new products, styles,
ideas
26%
17%
61%
72%
24%
5. Social can come alive during the
holidays
Source: Forrester-Bizrate Insights Flash Survey, Q3 2012
Base: 4,700 recent online buyers with
Facebook accounts
Base: 1,200 recent online buyers who
have visited Pinterest
#SmarterCommerce @smulpuru @jay_henderson
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44. © 2012 Forrester Research, Inc. Reproduction Prohibited
“History” of image-rich/sharing sites
Several attempts at outfitting and rich sharing have been tried without
much success to date
1st dot-com
boom (late
90s)
Retailers
and brands
(early 2000s)
Style CSEs
(2004)
Social
commerce
players
(2009)
Photo sites
#SmarterCommerce @smulpuru @jay_henderson
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45. © 2013 IBM Corporation© 2013 IBM Corporation
6. Benchmark yourself relative to your peers
IBM Digital Analytics 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. . .
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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46. 7. The “fringes” have great ideas
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48. Swapping is a crucial component
of this
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49. We’re not done innovating in payments
#SmarterCommerce @smulpuru @jay_henderson
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50. A preference center can make a difference
when there’s overemail in Q4
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51. © 2013 Forrester Research, Inc. Reproduction Prohibited 51
Promote your app in mobile search
#SmarterCommerce @smulpuru @jay_henderson
52. © 2013 IBM Corporation© 2013 IBM Corporation
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© 2013 IBM Corporation
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http://ibm.co/1bKCL4h
More benchmark analysis & best practices from IBM
53. © 2013 IBM Corporation© 2013 IBM Corporation
Questions?
Suchirita Mulpuru
Principal Analyst
Forrester
@smulpuru
Jay Henderson
Strategy Director,
IBM, Enterprise Marketing
@jay_henderson
http://ibm.co/1bKCL4h
#SmarterCommerce @smulpuru @jay_henderson
© 2013 IBM Corporation
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