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Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Preparing for Holiday 2013:
Succeeding with the digital shopper
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Today’s Agenda
Holiday Highlights 2012
Holiday 2013: Insights for Succeeding
Preparing Your Mobile Strategy
Next Steps
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2012: Holiday HighlightsA look back at key moments
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True or False?
In 2012, more than 80% of
consumers said online
influenced which stores they
chose to visit
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True or False?
In 2012, 82% of consumers said
online influenced which stores
they chose to visit
True
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True or False?
100% of consumers finished
holiday shopping before
Christmas
Google Confidential and Proprietary 7Google Confidential and Proprietary 7Sources: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012)
True or False?False
32% of consumers finished
holiday shopping after
Christmas
Google Confidential and Proprietary 8Google Confidential and Proprietary 8Source: Comscore Holiday Report 2013
True or False?
Cyber Monday 2012 was the
largest online spending day in
history
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True or False?
Cyber Monday 2012 was the
largest online spending day in
history at $1.46B
True
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Holiday 2012:eCommerce drove holiday growth
Source:1. NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=15002. comScore: http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion
Total eCommerce Sales: $42.3B2
+14%
Total Retail Sales: $579.8B1
+3%
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2013: Insights for SucceedingWhat we expect this year
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Holiday 2013: Insights to Succeed
Source: 1. http://www.marketplacefairness.org/what-is-the-marketplace-fairness-act/2. http://money.cnn.com/2013/05/28/news/consumer-confidence/
Relevancy, relevancy, relevancy!Talk to the most valuable consumers and drive conversion
Mobile is Not Optional:Without a mobile strategy, you risk not being part of the consideration set.
More to Win:Consumers are expectedto increase online and offline spending
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2013: More to WinShoppers to increase spend across channels – especially online
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Key dates are going to drive Holiday success
Thanksgiving Day (Nov. 22)*
Black Friday (Nov. 23)*
Cyber Monday (Nov. 26)*
Green Monday (Dec. 10)*
Last minute (Dec. 16)
Free Shipping Day (Dec. 17)**
Christmas Day
$633
$1,042
$1,465
$1,275
$1,135
$1,013
$288
2009 2010 2011 2012
Key Online Shopping Days During Holiday
$1 Billion
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TRIVIA QUESTION #1
Comscore Holiday Data 2010-2013* = Projected
In the 6 week Holiday period from mid-November to the end
of December, how many BILLION DOLLAR online
shopping days were there in 2012?
Hint: in 2010 there were two Billion dollar online shopping days
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We expect more than 12 Billion dollar online shopping days in 2013
Comscore Holiday Data 2010-2013* = Projected
2010 2011 2012 2013*
Number of Billion Dollar Online Shopping Days During Holiday, 2010-2013
2
10
12
??
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Estimated US Top Online & In-Store Spending Days - Holiday 2013
Mon Tue Wed Thu Fri Sat Sun
Nov 25 26 27 28 29 30 Dec 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
Christmas
T-Giving &Hanukkah
Black Friday
Green Mon
Free Ship.
Cyber Mon
Source: MasterCard SpendingPulse.
Top In-Store Spending Days
Top Online Spending Days
What will your strategy be on key dates?
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Relevancy, Relevancy, RelevancyConvert the highest value consumers
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Three ways to Drive Relevancy
1Localization
2Product Listing Ads
3Shipping Solutions
Scaleably geo-target your audience to maximize ROI
Simplify the online shopping experience for customers
Determine how you will compete on shipping &
returns
Google Confidential and Proprietary 20Google Confidential and Proprietary 20Source: Google Internal Tools. July 2013.
1) Localization:Manage the Market – Not the Masses
Google Confidential and Proprietary 21Google Confidential and Proprietary 21Source: Google Internal Tools. July 2013.
2) Product Listing Ads:Simplify the online shopping experience for customers
Click Traffic Coming from Product Listing Ads – Apparel Industry
12/1
/11
2/1/
12
4/1/
12
6/1/
12
8/1/
12
10/1
/12
12/1
/12
2/1/
13
4/1/
13
6/1/
13
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
holiday
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TRIVIA QUESTION #2
Comscore Holiday Data 2010-2013* = Projected
How many online shoppers consider “free shipping” when making a purchase decision?
Google Confidential and Proprietary 23Google Confidential and Proprietary 23Source: Deloitte; Wells Fargo State of Retail 2013. comScore State of Retail – Internet Retailer 2013.
3) Shipping Solutions:Amazon has set the bar for shipping expectations – How will you respond?
Same-Day Delivery
66%of shoppers factor free shipping into
their purchase decision
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Mobile is no longer an optionAdapting to survive in an evolving marketplace
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2012 Mobile Highlights:
Source:1. Bain Retail Holiday Newsletter #5: Holiday Recap and a look ahead to 2013: http
://resultsbrief.bain.com/pdfs/2012-bain-retail-holiday-newsletter-5.pdf2. Google Internal Data
13% of online sales from mobile1
Cyber Monday• Mobile accounted for 16% of online
purchases
Black Friday - • Mobile traffic saw double-digit growth
67%• Mobile accounted for 16% of online
purchases
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TRIVIA QUESTION #3
Comscore Holiday Data 2010-2013* = Projected
What percent of holiday shopping search queries were
made on mobile devices in 2012?
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85% of users only look at the top 2 ad slots of first page
Source: Eye-Tracking Study, 2011
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2
Do not lose any market share and always be there by appearing in top ad slots or first page
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Extensions to drive the top performing conversions
Location extensionsfor in-store conversions
Call extensionsfor call conversions
Sitelinksfor website conversions
Click-to-Downloadfor app downloads
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A mobile website is a must: Your competitors will leave you behind this holiday without one
40% of consumers turn
to a competitor’s site after a bad
mobile experience
Source: Google Mobile Playbook.
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Summary
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If You Only Remember 3 Things…
Takeaway
Start preparing your Holiday campaigns, yesterday
Align your online and offline strategies
Mobile, mobile, mobile….and one more thing, mobile
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2
3
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thank you!