View
1
Download
0
Category
Preview:
Citation preview
© Experian Information Solutions, Inc. 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian.
Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,
or distributed in any form or manner without the prior written permission of Experian CheetahMail.
Confidential and proprietary.
Black Friday 2011
The Online Retail Landscape
October 20, 2011
Join the conversation #HWBLACKFRIDAY
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 2 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 2 #HWBLACKFRIDAY
Today’s Discussion
Online Retail Landscape: which retail websites were the most popular last Thanksgiving & Black Friday
Key Traffic Drivers: major sources of traffic to retail websites on Thanksgiving & Black Friday and how the landscape has shifted.
Holiday Email Strategies: which days last year were the most successful in using email to drive visits and transactions.
Hot Products: what was in-demand and most heavily searched during Thanksgiving & Black Friday.
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 3 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 3
Current Online Retail Landscape
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 4 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 4 #HWBLACKFRIDAY
Weekly Visits to Retail 500 Current health of the online retail market
Thanksgiving/Black Friday +8%
Cyber Monday +11%
Week Ending Oct 15, 2011 +10% YoY
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 5 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 5 #HWBLACKFRIDAY
$
$$
$$$
$$$$
$$$$$
Online Retail Audience Over 25 with income under $100k
Visit Share by Income
Visit Share by Age
Sum
mar
y o
f V
isit
ors
to
Ret
ail 5
00
4
Wee
ks e
nd
ing
Oct
ob
er 1
5, 2
01
1 Visit Share by VantageScore
54%
Visit Share by Gender
46%
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 6 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 6 #HWBLACKFRIDAY
Online Retail Audience Skews more affluent & creditworthy compared to online pop
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 7 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 7 #HWBLACKFRIDAY
Mosaic Groups for Retail 500 Highest volume of visits with affluent & older visitors
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 8 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 8
Holiday 2010 Recap
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 9 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 9 #HWBLACKFRIDAY
Daily Visits to Retail 500 Visits increased during 2010 holiday season
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 10 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 10 #HWBLACKFRIDAY
Daily Visits to Retail 500 Largest increases on Cyber Monday & Black Friday
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 11 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 11 #HWBLACKFRIDAY
Visits to Product Categories Apparel retailers experienced highest gain last year
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 12 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 12 #HWBLACKFRIDAY
Top Retailers by Daily Visits Walmart.com takes top billing on Thanksgiving
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 13 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 13
Key Drivers of Traffic
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 14 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 14 #HWBLACKFRIDAY
Upstream Sources of Traffic Search & cross-shopping dominate retail referrals
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 15 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 15 #HWBLACKFRIDAY
Downstream Traffic to Retail 500 Visits from Search & Social networks peak on Black Friday
Search
1. Black Friday
2. Thanksgiving
3. Cyber Monday
Rewards & Directories
1. Thanksgiving
2. Black Friday
3. Cyber Monday
1. Thanksgiving
2. Black Friday
3. Cyber Monday
Social Networks
1. Black Friday
2. Thanksgiving
3. Cyber Monday
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 16 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 16 #HWBLACKFRIDAY
Black Friday Searches Overall search volume growth flattened last year
+50%
+8%
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 17 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 17 #HWBLACKFRIDAY
Black Friday Searches Majority of searches include name of retailer
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 18 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 18 #HWBLACKFRIDAY
Black Friday Searches Opportunities for early paid search activity
20% Paid
12% Paid
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 19 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 19 #HWBLACKFRIDAY
Black Friday Searches The hunt for leaked ads has already started
Negative Match Alert !
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 20 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 20 #HWBLACKFRIDAY
Holiday Hot Product Searches Gadgets, games & Uggs
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 21 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 21 #HWBLACKFRIDAY
Holiday Hot Products Keywords of the consumer to identify demand
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 22 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 22 #HWBLACKFRIDAY
Email Campaign Timing Transactions from emails are not just about volume
Source: Experian CheetahMail
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 23 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 23 #HWBLACKFRIDAY
Visits to Rewards & Directories Traffic peaks each year during the holiday kick-off
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 24 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 24 #HWBLACKFRIDAY
Visits to Black Friday Websites Activity picks up in November with circular availability
+5%
+18%
+3%
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 25 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 25 #HWBLACKFRIDAY
Key Drivers of Traffic – Black Friday Websites Dept stores, electronics & video game retailers benefit most
Excludes Rewards & Directories and Dept. Stores
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 26 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 26
Black Friday Audience
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 27 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 27 #HWBLACKFRIDAY
Audience of Black Friday Websites Less affluent & creditworthy females under 45
58% 42%
Visit Share by Gender
Visit Share by Income
$
$$
$$S
$$$$
$$$$$
Visit Share by Age
Sum
mar
y o
f V
isit
ors
to
Bla
ck F
rid
ay W
ebsi
tes
4
Wee
ks e
nd
ing
No
vem
ber
27
, 20
10
Visit Share by VantageScore
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 28 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 28 #HWBLACKFRIDAY
Black Friday Audience Concentrated in large DMA markets & midwest states
Sum
mar
y o
f V
isit
ors
to
Bla
ck F
rid
ay W
ebsi
tes
4
Wee
ks e
nd
ing
No
vem
ber
27
, 20
10
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 29 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 29 #HWBLACKFRIDAY
Key Takeaways
Current online retail outlook is promising: Visits to the Retail 500 are up 10% YoY heading into the holiday season, skewing towards a affluent & creditworthy audience with spending ability.
Strong holiday kickoff in 2010: Black Friday, Thanksgiving & Cyber Monday reign as the highest days to visit retail websites, all with increased visits during last year.
Peak partnership opportunities: The highest share of visits from search, affiliates & email will take place during Black Friday, Thanksgiving & Cyber Monday – align your promotional efforts.
Gadgets, games & Uggs: Electronics like Tablets & e-readers, video game consoles & games and mobile phones dominated the hot products last year and this holiday season will see more of the same.
© Experian CheetahMail 2007. All rights reserved.
Confidential and proprietary. 30 © Experian Information Solutions, Inc. 2009. All rights reserved.
Confidential and proprietary. 30 #HWBLACKFRIDAY
Thanks for joining us! Questions?
Recommended