THE TWO KEYS TO MODERN HOLIDAY MARKETING

CUSTOMER DATA + EMOTION

MARISSA AYDLETT, VP, MARKETING, APPBOY

THANKS TO MOBILE, THE WORLD IS CHANGING

EVERYBODY HAS A SMARTPHONE (AND THEY’RE ALWAYS ON IT)

72% of U.S. adults have a smartphone

Users spend more than 1/8TH of their

time actively using mobile devices

71% are so attached to their mobile

devices that they sleep with their smartphones and tablet within reach

MOBILE IS WHERE GROWTH IS HAPPENING

53% of people who shop online

use mobile devices

In the U.S., mobile retail sales

INCREASED BY 32.2% YOY, morethan double the growth rate for mobile ecommerce as a whole

BUT DON’T FORGET OTHER MAJOR PLATFORMS

Brick and mortar still matters:

73% OF PURCHASES that follow

a mobile search are completed in a physical store

Emerging platforms like wearables, augmented reality, and IoT are

here and poised to build on the changes mobile has brought

SOURCES: EMARKETER, GOOGLE, ACCENTURE

SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015 *INCREASES RELATIVE TO SAME DAY 1 WEEK PRIOR FOR RETAIL/ECOMM APPS UNLESS OTHERWISE SPECIFIED

SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015 *INCREASES RELATIVE TO SAME DAY 1 WEEK PRIOR FOR RETAIL/ECOMM APPS UNLESS OTHERWISE SPECIFIED

MOBILE IS INCREASINGLY WHERE HOLIDAY SHOPPING

IS DONE

More than 158% increase in

transactions on Thanksgiving day

Transactions increase over

300% on Black Friday

TRANSACTIONS

CYBER MONDAY ISN’T WHEN ONLINE SHOPPING STARTS

ANYMORE—BUT IT STILL MATTERS

94% increase in activity

33% increase

versus Black Friday

SESSIONS

CONSUMERS ARE BEGINNING TO ENGAGE EARLIER, THANKS TO MOBILE

More than 74% increase the day

before Thanksgiving

Remains at elevated levels through the weekend

SESSIONS

THE HOLIDAY SEASON IS CHANGING, TOO

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WHEN IT COMES TO HOLIDAY MARKETING, MOBILE TECHNOLOGY IS ESSENTIAL BUT IT’S NOT THE WHOLE STORY

User ID

Gender

Age Group

Premium Member

Language

Country

Most Recent Device Locale

Number of Devices

Last Purchase

Last Push

Last Email

Sessions

melmeetsworld

Female

22-34

true

English

United States

en-us

2

$78.00

17 hours ago

2 days ago

52

Mel SchwartzBrooklyn, NY schwartz@gmail.com @melmeetsworld +1 (206) 593-1283

I. HOLIDAYEMOTION

THE TWO KEYS TO MODERN HOLIDAY MARKETING ARE

II. CUSTOMERDATA

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THE FUEL THAT POWERS EFFECTIVE HOLIDAY MARKETING

I. CUSTOMER DATA

User ID

Gender

Age Group

Premium Member

Language

Country

Most Recent Device Locale

Number of Devices

Last Purchase

Last Push

Last Email

Sessions

News Feed Clicks

melmeetsworld

Female

22-34

true

English

United States

en-us

2

$78.00

17 hours ago

2 days ago

52

15

Mel SchwartzBrooklyn, NY schwartz@gmail.com @melmeetsworld +1 (206) 593-1283

USER PROFILES GIVE MARKETERS A 360-DEGREE VIEW OF THEIR CUSTOMERS...

WEARABLES

PUSH NOTIFICATIONS

IN-APP/BROWSER MESSAGES

FACEBOOK

MOBILE/DESKTOP WEB

NEWS FEED CARDS

TV

EMAILS

...AND MAKE UNDERSTANDING AND ACTING ON USER DATA SIMPLE AND POWERFUL

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IT’S GETTING HARDER AND HARDER TO CAPTURE AND HOLD CUSTOMER’S ATTENTION IN TODAY’S OVERWHELMING, DISTRACTION-FILLED WORLD

99

IT’S GETTING HARDER AND HARDER TO CAPTURE AND HOLD CUSTOMER’S ATTENTION IN TODAY’S OVERWHELMING, DISTRACTION-FILLED WORLD

AND THE PROBLEM ONLY GETS WORSE

AS THE HOLIDAY SHOPPING SEASON

GETS UNDERWAY

Relying too heavily on one channel, runs the risk that your outreach will slip through the cracks

TV

but synchronizing messages across multiple channels could mean a 2.2X lift in conversions

HIGH URGENCY

LOW URGENCY

PUSH EMAIL

I N - A P P / B R O W S E R

NOTIF ICAT IONS

N E W S F E E D

2m WallapopNew & free just for national #GottaGo Week, we’ll promote your new listings! Details here.slide to view

1 03Wednesday, November 18

now

PUSH N E W S F E E D C A R D SIN -APP EMAIL

WALLAPOP CREATES EXCITEMENT WITH EXCLUSIVE THEMED SALE EVENTS

Drive users to action by combining channels like web messaging and email

JACKIE REBROVIC, PHOTOBUCKET

IN-BROWSER MESSAGING CONTINUES TO BE ONE

OF OUR HIGHEST CONVERTING CHANNELS.

HIGHER CONVERSION RATES FOR CYBER MONDAY

247%

Transactional messaging also benefits from context and urgency

68% OF CARTS ARE

ABANDONED WITHOUT THE CUSTOMER COMPLETING A

PURCHASE

Drive monetization with targeted incentives and reminders based on advanced audience segmentation and triggered messaging

Make it easy to engage holiday shoppers with messages that are relevant and based on user behavior

SOURCE: ECONSULTANCY 2016

*Note: Average cart recovery rate based on e-commerce email campaigns. The average cart recovery rate is estimated at 3–4% for e-commerce companies, based on a recent report by Ometria.

CHALLENGE

OPTIMIZE FOR THE EXACT WINDOW OF TIME

SOLUTION

BENEFITS: The campaign successfully lifted overall conversion, with an abandoned cart

conversion rate of 350% over the industry average during the three month activation

period, November 3rd – February 15th.

ITERATION: Using Appboy personalization, plus testing and acting on learnings from

previous campaigns, 1–800–FLOWERS.COM delivered an average of 5% more

abandoned cart conversion during Valentine’s Day (February 1st – 16th), an especially

popular time of year for the brand.

USER BENEFIT: Users acquired a great product—one that was in their consideration set

at full price—at a discounted rate.

Shopping cart abandonment means lost revenue for online retailers. According to

Baymard Institute, the average documented online shopping cart abandonment

rate is 69%.

CONVERSION RATE VS INDUSTRY AVERAGE

350% 5%CONVERSION INCREASE WITH PERSONALIZATION

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A P P

SESS IONS

P U S H O P E N S

E M A I L O P E N S

E M A I L C L I C K S

W E B S I T E

V IS ITS

USERSMORNING MIDDAY EVENING

PAUL

RACHEL

Send time optimization (Intelligent Delivery) adapts to individual usage patterns to effortlessly increase conversion rates by 25%

VA R I A N T A VA R I A N T D

PROJECTED WINNER

Brands can significantly increase the effectiveness of their holiday outreach by taking advantage of message testing

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II. HOLIDAY EMOTION

GIVING YOUR MARKETING THE HUMAN TOUCH

PEOPLE ALWAYS LIKE TO FEEL UNDERSTOOD, ESPECIALLY DURING THE HOLIDAYS

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MAKE SURE THE CONTENT OF YOUR MESSAGES SPEAK TO EACH AND EVERY CUSTOMER

ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS

SoundcloudDJ Khaled’s newest song has received 10,455 listens in the

2m

slide to listen

With iOS 10, brands can take things a step further by incorporating videos and rich, in-app experiences directly into their push notifications

WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER

Want to take it a step further? Dynamic content lets you automatically customize messages in real-time using data held in your proprietary servers or using public APIs

COLOMBIA

GERMANY

KUWAIT

SoundcloudDJ Khaled’s newest song has received 10,455 listens in the past hour!

2m ago

slide to listen

They can be about providing customer value during the holiday season 1000X

MORE LIKELY TO TAKE ACTION

YOUR HOLIDAY CAMPAIGNS DON’T HAVE TO TALK ABOUT THE HOLIDAYS

LO C AT I O N S P E C I F I C N E W S F E E D W I T H I N - STO R E E V E N T S A N D O F F E R S

URBAN OUTFITTERS PROMOTES EXCLUSIVE OFFERS AND IN-STORE EXPERIENCES

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1 / USE MULTIPLE CHANNELS TO CONNECT

2 / RICH CONTENT TUGS AT THOSE EMOTIONS

3 / TARGET EVERYONE INDIVIDUALLY

4 / DELIVER MESSAGES BASED ON PAST ACTIONS

5 / DON’T FORGET ABOUT ONBOARDING ALL YOUR NEW USERS!

WAIT! THERE’S ONE MORE THING…

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16% SPIKE IN FIRST APP USAGE ON CHRISTMAS DAY AS PEOPLE UNWRAP THEIR NEW DEVICES AND DOWNLOAD APPS

DECEMBER 18TH 2015

CHRISTMAS DAY 2015

+16%

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20%+ NEW DEVICE ACTIVATIONS MAINTAINING FOR THE NEXT 2-3 DAYS

+25%

DECEMBER 18TH 2015

CHRISTMAS DAY 2015

DECEMBER 27TH 2015

+24% +20%

DECEMBER 26TH 2015

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MOBILE REFLECTS CONSUMER INTEREST AND BEHAVIOR DURING HOLIDAYS

TRANSPORTATION APP USAGE SHOWS THE UPS AND DOWNS OF

HOLIDAY TRAVEL

50% decrease in transportation app

sessions on Christmas Day

45% increase in sessions on New Year’s

compared to the first 3 Thursdays of December

133% increase in first app use on New

Year’s Eve as consumers consider their New Year’s transportation options

RETAIL APP INSTALLS AND USAGE EBB AND FLOW DURING

CHRISTMAS23% decrease in sessions on

Christmas Eve.

14% sustained increase in session

activity for the 3 days starting Christmas Day

31% and 59% increase in apps

downloaded on new devices on Christmas Day and December 26 as

consumers use their mobile gifts

MEDIA APP USAGE SPIKES AFTER GIFTS ARE OPENED

42% increase in first used app on

Christmas Day as consumers explore entertainment options on their new

mobile devices

SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015 *RELATIVE TO SAME DAY 1 WEEK PRIOR UNLESS OTHERWISE SPECIFIED

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Q+A

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NEXT WEBINAR

AND HAPPY (EARLY) HOLIDAYS

THANKS SO MUCH