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What We Learned From Black Friday
& Cyber Monday
Mike Griffin
Pitney Bowes
Vice President, Partnership Development, Consumer
and Merchant Services
Global Expansion Made Easy
Customer
Care
Empower your
customer care
representatives
to provide the
highest level
of support to
your global
consumers.
Website
Localization
Present a
meaningful
localized
customer
experience
that resonates
in any country
you serve.
Fully Landed
Cost and
Compliance
Quote duties and
taxes up front
and accurately
while ensuring
your business
complies with all
international
customs
regulations.
Offer payment
options across the
globe including
Alipay in China,
while protecting
your customers
and business
against fraud and
currency
fluctuations.
Expansive
Payment Options
Managed Risk
Provide a
seamless
delivery and
returns
experience
with competitive
rates, parcel
protection, and
easy package
tracking.
Logistics
Management
Develop and
deliver the right
message to the
right audience
and acquire
new, high-intent
international
customers.
Marketing
Services
The U.S. & U.K. Company We Keep
countries & territories
220+
customers
200+
70+currencies including
Black Friday and Cyber Monday for International ConsumersBoth shopping holidays are very real for international consumers.
Top Three Countries ordering from U.S. retailers on Black Friday 2015
China38% increase over 2014
1Canada
3% increase over 2014
2U.K.
37% increase over 2014
3
Orders placed with U.S. retailers on Cyber Monday 2015
increase over 2014
78%
Orders placed by
Chinese consumers
increase over 2014
34%
Orders placed by
Korean consumers
increase over 2014
114%
Orders placed by
Taiwanese consumers
Additional notes from Cyber Weekend
7
• Black Friday still significantly bigger than Cyber Monday internationally, in virtually
every country
• While trumped by China on Black Friday, Canada remained #1 international market
• Consumers targeted specific products.
• Average order values (AOV) down 10% while avg. unit retail (AUR) held steady.
Thanksgiving Black Friday Weekend Cyber Monday
Checkout Conversion increased dramatically by day
Regional “Pop”
8
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1.00
2.00
3.00
4.00
5.00
6.00
7.00
AFRICA ASIA AUSTRALIA NZ CANADA CENTRALAMERICA
EUROPE MIDDLE EAST &AFRICA
SOUTH AMERICA
Incr
ease
ove
r A
vera
ge N
ove
mb
er D
ay
Black Friday Cyber Monday
The major regions were fairly consistent, with all experiencing a significant Black Friday pop in sales,
less so on Cyber Monday.
Declining Aussie
dollar continues
to be a major
factor
-
2.00
4.00
6.00
8.00
10.00
12.00
14.00
CANADA CHINA UNITEDKINGDOM
AUSTRALIA HONG KONG KOREA,REPUBLIC OF
SAUDI ARABIA JAPAN MEXICO SWITZERLAND
Incr
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vera
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ove
mb
er D
ay
Black Friday Cyber Monday
Country “Pop”
9
Very wide range
among retailers:
2% - 75% of intl.
sales from China
Driven primarily by
social media –
majority of sales
from a few key
merchants
Black Friday success not limited to bargain brands, retailers
10
-
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Mass Brand (HighEnd)
Retail (HighEnd)
Brand (Middle) Luxury Flash Retail (Luxury) Retail (Luxury) Retail (HighEnd)
Retail (Luxury)
Incr
ease
ove
r A
vera
ge N
ove
mb
er D
ay
Black Friday Cyber Monday
Luxury brands participated in Black Friday promotions more than previous years, with very strong
results. It’s not just a mass market play for international consumers.
Luxury and high end retail
brands offered exclusives
over discounts, maintaining
high AOVs.
Facts and figures from the big weekend
Pockets of incredible sales exist all over the world for certain retailers but there are
still massive gaps on a country/merchant level in awareness.
• 70% of a mass merchant’s international sales came from China, while only
11% for another
• Korea represented 55% of Cyber Weekend sales for a luxury retailer.
• International consumers have learned to wait … the Black Friday peak gets
steeper each year.
• Despite FX headwinds, double digit YOY increases were common for most
retailers on both Black Friday and Cyber Monday.
• Several historical second tier markets emerged with massive increases in
sales YOY for the weekend
• Russia, Taiwan, Egypt, Israel, Nigeria
Key takeaways from the weekend
12
• You can’t go viral if they don’t know who you are.• Efforts to engage with consumers throughout the year pay big dividends on Cyber Weekend.
• Breakaway sales are very often product/brand specific. Bloggers talk
about products, not merchants.• Rice Cookers - Korea
• Designer handbag brand – China
• Jewelry – Mexico
• Baby - Russia
• Partnerships remain the best path to international scale.• Pitney Bowes & Alipay - China
• Recognizing cultural norms is key• Translated checkout
• Localized Payment & Carrier Options
• Duty/VAT inclusive and omnichannel pricing
The continued rise of mobile
13
Overall mobile sales increased 20+% as a percent of all sales, with great
variety on a country basis.
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
South Korea UnitedKingdom
Australia Hong Kong Saudi Arabia China Canada Singapore Israel Mexico
Mo
bile
as
a %
of
Sale
s
Mobile
Up 50%
YOY
Global Ecommerce Solutions