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©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are 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. Experian Public. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are 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. Experian Public. Magical insights for the savvy holiday marketer Heather Dougherty, Research Director Shelley Kessler, Manager, Reporting and Analytics October 24, 2013

Tips and trends to improve your holiday marketing

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Planning and execution of holiday marketing may be well underway, but there’s still time to update and tweak your campaigns for success this season. In this presentation we unwrap data insights to help marketers better connect with their customers during the holiday season. Watch the recording on demand: http://ow.ly/q9b9h

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Page 1: Tips and trends to improve your holiday marketing

© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of

Experian Information Solutions, Inc. Other product and company names mentioned herein are 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.

Experian Public.

© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of

Experian Information Solutions, Inc. Other product and company names mentioned herein are 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.

Experian Public.

Magical insights for the savvy holiday marketer

Heather Dougherty, Research Director

Shelley Kessler, Manager, Reporting and Analytics

October 24, 2013

Page 2: Tips and trends to improve your holiday marketing

2 © 2013 Experian Information Solutions, Inc. All rights reserved.

Experian Public. 2 © 2013 Experian Information Solutions, Inc. All rights reserved.

Experian Public.

#Holiday13

Continue the conversation

Follow us at

@ExperianMkt

Check out our blog for

real-time holiday insights

ex.pn/mktfwd

Page 3: Tips and trends to improve your holiday marketing

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Get your tweeting on

What is the top promotional tactic

you plan on integrating into your

customers’ holiday shopping

experience this season?

Tweet your answer to @ExperianMkt.using the hashtag

#Holiday13

We’ll select one random tweet at the end of the webinar to win a

Starbucks gift card and some Experian Marketing Services swag

Page 4: Tips and trends to improve your holiday marketing

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Introducing our speakers

Heather Dougherty

Research Director

Consumer Insights

Shelley Kessler

Manager, Reporting &

Analytics

Cross-Channel Marketing

• Holiday traffic and search

terms

• Most popular email offers

and subject lines

• Adding mobile marketing to

your holiday mix

Key topics:

Page 5: Tips and trends to improve your holiday marketing

Holiday traffic & search trends

Page 6: Tips and trends to improve your holiday marketing

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Highest traffic growth later in the season on Christmas & Free Shipping Day

+6% +7% +11%

+18% +27% +1%

Page 7: Tips and trends to improve your holiday marketing

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Significant growth on Cyber Monday & Thanksgiving

-27%

-25%

-38% -14%

-17% -9%

+2% +16%

+22% +5%

+9% +13% +22% +57% +25%

+17% +8% +5%

Page 8: Tips and trends to improve your holiday marketing

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Daily holiday shopping visits by channel

3389 3316 3789

4969 5404

3885

4593

5757

3221 3098 2930 2710

0

7000

11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30

242 247 256

136

207

167 144 153 144

202

254 245

0

300

Store Visits GPS

Sample = 800

376 281 279

456

701 745

921

543 547 475

204 223

0

1000

Mobile Websites

Sample = 1150

PC Websites

Sample = 5398

Total # of Visits

Source: Experian Marketing Services & Research Now

Page 9: Tips and trends to improve your holiday marketing

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Online purchasing on tablets similar to PCs

10:24

8:26

8:56

Average Time Spent by Online Shoppers

Page 10: Tips and trends to improve your holiday marketing

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Search & cross-shopping across retailers most common methods of navigation

38%

4.7%

3.2%

3.8%

1%

1.5%

Page 11: Tips and trends to improve your holiday marketing

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Cyber Monday became more influential across channels

Search

1. Black Friday (#1 in 2011

2. Cyber Monday (#3 in 2011)

3. Thanksgiving (#2 in 2011)

Email

1. Cyber Monday (#1 in 2011)

2. Black Friday (#3 in 2011)

3. Thanksgiving (#2 in 2011)

Rewards & Directories

1. Cyber Monday (#3 in 2011)

2. Thanksgiving (#1 in 2011)

3. Black Friday (#2 in 2011)

Social Networks

1. Black Friday (#1 in 2011)

2. Cyber Monday (#2 in 2011)

3. Thanksgiving (#3 in 2011)

Page 12: Tips and trends to improve your holiday marketing

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Search activity around Black Friday declined but retailers continue to benefit

- 11%

- 5%

- 13%

Page 13: Tips and trends to improve your holiday marketing

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Consumers are actively seeking out ‘Free Shipping Day’

Page 14: Tips and trends to improve your holiday marketing

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Fitness gadgets, phones & game consoles growing in popularity for the holidays

Page 15: Tips and trends to improve your holiday marketing

We want to hear from you!

Page 16: Tips and trends to improve your holiday marketing

Holiday emails

Page 17: Tips and trends to improve your holiday marketing

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Email offers Popular and effective

2012 holiday season

Highest open and click rates $ off

Best transaction rates Points and free gifts

Biggest increase in popularity Daily deals

Page 18: Tips and trends to improve your holiday marketing

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Percentage off discounts Get deeper as the season progresses

Most Popular 50% off

Highest Open

and Click Rates 40% off

Best Transaction

Rate 30% off

What Worked

• So far this holiday season (through Oct 19th), 20% off is the most

popular, followed by 25%, 50%, and 30% off

Page 19: Tips and trends to improve your holiday marketing

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Make email subject lines DYNAMIC

Unique

open

rates

Unique

click

rates

Transaction

rates

Revenue per

email

28% 27%

63%

83% Lift with dynamic subject lines

In 2012, holiday

season emails

featuring dynamic,

personalized names,

products, or locations

in their subject lines

outperformed emails

that were not dynamic

on all major metrics.

This season, emails

with personalized

names in subject lines

have over 2X the

transaction rates of

other promotional

emails.

Page 20: Tips and trends to improve your holiday marketing

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Cyber Monday begins on Sunday

Date Event Day Transaction Rank Volume Rank

11/26/2012 Cyber Monday Monday 1 1

11/23/2012 Black Friday Friday 2 2

11/25/2012 Sunday Before Cyber Monday Sunday 3 49

11/22/2012 Thanksgiving Thursday 4 15

Top Transaction Days - 2012 Holiday Season

10

• The Sunday before

Cyber Monday ranked

3rd in transactions but

49th in volume

• 4 – 8 pm on Sunday

may be a great time to

get Cyber Monday

sales started.

“Why wait? Cyber

Super Monday is

here”

Page 21: Tips and trends to improve your holiday marketing

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Multi-channel retailers start the season with 62 percent of emails being opened on a mobile device

Mobile:

62% of Opens

48% of Clicks Desktop:

38% of Opens

52% of Clicks

Page 22: Tips and trends to improve your holiday marketing

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Mobile marketing for the holiday season

Mobile:

62% of Opens

48% of Clicks 52 %

Of smartphone users will

use mobile this holiday

season to: • Research products

• Redeem coupons

• Use mobile web/apps to assist

in holiday gift purchasing

Page 23: Tips and trends to improve your holiday marketing

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Mobile marketing boost sales and engagement

Mobile:

62% of Opens

48% of Clicks

Contact Your Account

Manager to learn how you

can leverage mobile

marketing this holiday to: • Surprise and delight your audience

with interactive daily offers/savings that create urgency and sustain engagement during the holidays

• Increase holiday sales up to 35%

• Acquire up to 100K new mobile and email subscribers

• Be sure to review the compliance language of your programs with your legal department to ensure compliance with the new TCPA legislation

Page 24: Tips and trends to improve your holiday marketing

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Holiday traffic & search trends

Continue to target shoppers during the post-Holiday season while interest remains strong while seeking out additional deals & discounts

Offer mobile-only promotions during the Thanksgiving weekend when traffic increases while potential shoppers are on-the-go

Gadgets like tablets, fitness trackers, mobile phones and game consoles will be popular gifts again this holiday season

Email marketing

Monitor the performance of your email offers to determine when in the holiday season deeper offers may be needed

Include personalized email campaigns as part of your season’s promotional strategy to make a direct connection with your customers and boost transaction rates and revenue

Use mobile SMS to acquire mobile customers and boost sales this season

Key takeaways & recommendations

Page 25: Tips and trends to improve your holiday marketing

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Questions

Don’t miss our upcoming webinars!

ex.pn/webinars

Hot Holiday Products

November 7, 2013

Presented by Heather

Dougherty

Page 26: Tips and trends to improve your holiday marketing

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And the winner is…

Which is the top promotional

tactic you plan on integrating

into your customers’ holiday

shopping experience this

season?

Page 27: Tips and trends to improve your holiday marketing