The holiday season has come and gone, but that doesn't mean we can't learn from it. We walk through trends from the 2016 holiday season and strategies for growth marketing in 2017.

1. Holiday Cheer The
Entire Year
Recap of the 2016 Holiday Season &
2017 Growth Marketing Ideas

2. Speakers
Kevin Chung
Marketing Principal
FedEx
Gautham Pandiyan
Dir. Strategic Alliances
Windsor Circle

3. Agenda
• 2016 Holiday Snapshot
• Growth Marketing Strategiesfor 2017: Do more with your Data!
– Predictive MarketingIdeas& Suggestions
• Questions, Discussion

4. Who We Are

5. Windsor Circle

6. 330+ Clients, Including…

7. Windsor Circle & FedEx Alliance
• Bridge the gap between merchandiser & marketer
• Use unique predictive analyticsto enable revenue-drivingactions
• Gain thought leadershipand cutting edge technology to growyour
eCommerce businesses

8. 2016 Holiday Snapshot

9. 2016
E-­‐COMMERCE
HOLIDAY
TRENDS
&
INSIGHTS
LOOKING
BACK
AND
PLANNING
AHEAD
FOR
2017.

10. ONLINE
HOLIDAY
SPENDING
2016
$91.7B
spent
online
(up
11%
from
2015)
Source:
Adobe
Digital
Insights
Holiday
Recap
Report
2016.
Adobe.
$63.1B
spent
on
desktops
(up
12%
from
2015)

11. BLACK
FRIDAY
CYBER
MONDAY TUESDAY
NOV.
29
Highest
revenue-­‐earning
days
in
the
season
for
desktop
sales:
Sources:
“Final
2016
Desktop
Online
Holiday
Sales
Reach
$63.1
Billion,
Up
12
Percent
vs.
Year
Ago.”
ComScore.
“Holiday
e-­‐commerce
sales
slightly
exceed
expectations.”
Internet
Retailer.
$2.7B $2.2B $1.9B

12. in
online
sales
$3B
BLACK
FRIDAY
more
than
Black
Friday
2016
made
history:
First
day
to
generate
$1B
in
mobile
revenue
HIGHEST
REVENUE-­‐EARNING
DAYS
IN
THE
SEASON
Source:
“Holiday
e-­‐commerce
sales
slightly
exceed
expectations.”
Internet
Retailer.

13. in
revenue
(up
12.4%
from
2015)
$3.45B
CYBER
MONDAY
Top
online
spending
day
HIGHEST
REVENUE-­‐EARNING
DAYS
IN
THE
SEASON
Source:
“Holiday
e-­‐commerce
sales
slightly
exceed
expectations.”
Internet
Retailer.

14. E-­‐commerce
traffic
volume
up
from
2016
25%
NEW
YEAR’S
DAY
POST-­‐CHRISTMAS
TRAFFIC
Source:
“Holiday
e-­‐commerce
sales
slightly
exceed
expectations.”
Internet
Retailer.
Things
didn’t
slow
down
after
the
holidays.

15. OMNI-­‐CHANNEL
of
millennials
used
a
mobile
device
while
shopping
in
stores.
61%
of
online
shoppers
who
picked
up
orders
in-­‐store
bought
additional
items
in
person.
86%
Source:
“Holiday
e-­‐commerce
sales
slightly
exceed
expectations.”
Internet
Retailer.

16. HOLIDAY
TRENDS

17. CUSTOMERS
ARE
SHOPPING
EARLIER
Online
sales
began
spiking
around
Nov.13-­‐14,
a
week
earlier
than
last
year.
HOLIDAY
TRENDS
Source:
Black
Friday
Web
Sales
Soar
by
21.6%.Internet
Retailer.

18. GENDER
SPLIT
Men
planned
to
spend
69% more
than
women
during
Black
Friday
and
Cyber
Monday
events
Women
shop
more,
but
men
buy
bigger-­‐ticket
items
Men
are
more
likely
to
use
sales
to
shop
for
themselves
Women
are
more
likely
to
use
them
to
buy
gifts
Source:
Data
Dive:
Black
Friday
Edition. PYMNTS.
HOLIDAY
TRENDS

19. DEALS,
DEALS,
DEALS
Online
revenue
for
Thanksgiving
weekend
rose
17%,
but
shoppers
spent
3.5%
less
per
capita.
Sources:
“Final
2016
Desktop
Online
Holiday
Sales
Reach
$63.1
Billion,
Up
12
Percent
vs.
Year
Ago.”
ComScore.
U.S.
shoppers
spend
less
over
holiday
weekend
amid
discounting. Reuters.
HOLIDAY
TRENDS

20. MOBILE
EXPLODES
mobile
revenue
(+23%
year
over
year)
$28.43B
Source:
“Holiday
e-­‐commerce
sales
slightly
exceed
expectations.”
Internet
Retailer.
HOLIDAY
TRENDS

21. KEY
TAKEAWAYS
Online
spending
is
still
growing
by
double
digits
Mobile
is
becoming
a
stronger
shopping
channel
In-­‐store
pickup
and
returns
encourage
more
buying
Gift
cards
encourage
late-­‐season
shopping
Discounts
can
boost
revenue
(but
be
cautious
about
margins)

22. Key Growth Marketing Strategies for 2017

23. 3 Big Trends Emerging & Colliding
1:1 Mass
Personalization
Automated
Messaging
Identity
Management &
Insights

24. 3 Big Trends Emerging & Colliding
1:1 Mass
Personalization
Automated
Messaging
Identity
Management &
Insights
Predictive
Marketing

25. Getting Started Can be Hard
eCommerce marketer’sface a number ofchallenges:
Getting Access to the Right Data Knowing Whatto do With the Data Time & Resources

26. Steps to Getting Started
1. Partner with the right people 2. Create 90 Day Plan
3. Collect Onsite Data 4. Test, Test, & Test Some More
Depending on what other
initiatives you have in the
pipe, find a partner who
works with your tech stack.
Start with the low hanging
fruit – replenishment for
consumables, cart recovery,
browse abandonment,
predictive win-back
Make sure to collect onsite
data to ensure you’re getting
the whole view of your
customer base.
Once you’ve selected and
implemented your
campaigns, you’ll want to test
and iterate.

27. PREDICTIVE MARKETERS ARE 2.9X MORE
LIKELY TO REPORT REVENUE GROWTH AT
RATES HIGHER THAN THE INDUSTRY
AVERAGE.
FORRESTER CONSULTING

28. Take Predictive Marketing to the Next
Level

29. Making the Case For Predictive
• Cross DeviceShopping
– 70% of consumers stated they personally used
three or more devices
• Personalized Touch is Expected
– 23% of consumers expectads to be tailored to
the content theirviewing
– 59% want promotions for items they’re
considering
– 43% want remindersto order items they might
have run out of and needto be refilled

30. 1. Micro-Segmentation

31. Segmentation Unlocks Possibilities
• Segment your customersbased on key data sets:
– Gender
– CLV
– AOV
– FutureSpend
– FutureCLV
– Product Info
– CouponUse
– Customdatapoints

32. Using Micro-Segmentation
Case Study: Ghirardelli
• Promotion: Minis
– Segment: customerswhohave
purchasedminisinthe past.
• Size: 2,500
• Results:
– Email produced2-3x more
conversionsthanusual

33. 2. Omnichannel Predictive Marketing

34. The Acquisition Treadmill

35. How to Go Omnichannel
• Take steps to creating a seamless, personalized approach across multiple platforms
• Use product, purchase, and customer data to inform. In fact, youcan use the segments
you create to do this.
– Retargeting
– Lookalikecampaigns
– Display advertising
– PPC
– Direct mail
– Sales call lists
It all starts with data.

36. 3. Predictive Gifting

37. 3. Help Your Customer’s Look Good with Predictive
Gifting

38. Questions?

39. Resources:
www.WindsorCircle.com/omnichannel
Key
Campaigns
to
Run
Today Predictive
Customer
Value
Module