The Future of Retail: 2 Ways to Activate and Localize Marketing this Holiday Season

#WinHoliday

Mark MarinacciExecutive Vice President of G/O

Digital, a Gannett Company

October 28, 2014 I #FutureOfRetail

John GregoryRetail Category Development

Officer, Aol

THE FUTURE OF RETAIL2 ways to activate & localize marketing this holiday season

WEBINAR

#WinHoliday

2 ways to activate & localize

marketing this holiday season

Static content won’t cut

it this holiday season

Take it beyond

your owned

experiences

1

2

2

#WinHoliday

A SHIFT IN THE

CURRENT LANDSCAPE

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What we know

There is no such thing as a ‘National Consumer’

All shoppers are both digital and local

THE 90%

FACTOR:

but 90% of shopping

is still done in stores.

90% of shoppers

research online,

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The opportunity:

digital to physical

The brick-and-mortar store is not dead! It is a

powerful asset when it comes to creating a

shopping experience. The trick is to connect the

dots along your customers’ purchase journey and

to engage with them consistently, yet also in a

moment-appropriate way…”

The New Digital Divide: Retailers, Shoppers and the Digital Influence Factor

Deloitte Digital , 2014

“

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The new content imperative

OPEN CHANNELSOWNED CHANNELS

CONTENT

Desktop Website Mobile Assets &

Experiences

Publisher & Media

Environments

Technology &

Audience Platforms

MEASURABLE

OUTCOMES

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Establish a

Reason to Believe

AND a

Reason to Act

+

To Drive

from Online

to In-Store

HEART

CART

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The new content imperative

#WinHoliday

“Marketing is moving from wholesale

spraying to custom hand holding.

Focus on the poetry of the

interaction and not just the

plumbing of the delivery.”

Rishad TobaccowalaChief Strategist. Member of Directoire + at Publicis Groupe

#WinHoliday

A SHIFT IN THE

CURRENT LANDSCAPE

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-25% >100

+18% 70%Of shoppers have expressed a

desire to have their circulars

delivered digitally in some form

Decline in readership in

newspapers since 2006

Comp index for 18-44 year

olds reading the Sunday paper

Increase in time spent

on digital

Source: Scarborough USA+ 2013 Release 1 Total (Feb 2012 - Mar 2013); eMarketer, Oct 2012, Nielsen, Dec 2011

-25%Ad revenues down for real

estate, employment, auto sales,

soclal classified

$$-80%Wall Street enterprise value

of newspaper publishers

had dropped significantly

over the past six years

Consumer behavior by the numbers

WALL ST

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#WinHolidaySource: AOL “”Seven Shades of Mobile”, October 2012

Shopping behavior is following

68%Mobile minutes

are in home

126Minutes spent

shopping

88%Research

products on

tablet

80%Perfect device

for shopping

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Source: AOL “”Seven Shades of Mobile”, October 2012

The cross-screen consumer

% of Desktop

Impressions

0%

2%

4%

6%

8%

10%

12%

14%

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

% of Tablet

Impressions

% of Smartphone

Impressions

SMARTPHONE

Prior to “Work Day”

DESKTOP

“Work Day”

TABLET

Post “Work Day”

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THE CHALLENGE FOR

2014 HOLIDAY RETAIL

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Another short holiday season,

with a lot at stake

Black Friday Christmas

31 days

25 days

26 days2014

2012

2013

decrease in holiday selling

time vs. 2012-16%

TIME IN BETWEEN

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This year it's going to be like lightning – it's going to go very

fast. Every single day is going to matter."

Terry Lundgren, Chief Executive of Macy’s Inc.

= Little room for error

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100

150

200

250

300

350

400

450

500

550

600

2013 Increases

+31% increase in offers YOY

+36% YOY for Thanksgiving Day

+39% for Black Friday

2013

Source: G/O Digital Retailer Database, November 2013

Black

Friday

Weekend before

Xmas 2013

Weekend before

Xmas 2012

Days in Retail Season

Three Weeks Prior to Black Friday

# o

f O

ffe

rs p

er

Reta

iler

2012

Cyber

Monday

Expect another early,

heavy promotional year

#WinHoliday

New low in average time on site:

New low of page views per session of:

New high in bounce rate* of:

Source: IBM Online Retail Holiday Readiness Report, June 2014

* Percentage of site visitors who leave after viewing just one page

7 min, 9 sec(Sept 2013)

6.93(March 2014)

34.5%(Oct 2013)

Retail

Website

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Shorter shopper attention

spans than ever

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WHAT ARE

THE SOLUTIONS?

#WinHoliday 19*Aol Research




it this holiday season1Build engaging content experiences that have the

ability to drive ‘heart & cart’

2Extend your content beyond your owned experiences

to reach shoppers when and where they’re shopping

2Take it beyond your owned

experiences

Extend your content beyond your owned experiences


#WinHoliday

Catalogs

Print

Circular

Buy Online /

Add to Cart

EventsBonus Deals

Recipes CouponsRatings &

Reviews

Inventory

Recommendations /

Related Products

Product details,

Additional Images

& Videos

DIGITAL ASSETS

Start with the stuff… content assets

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PRINT ASSETS

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DYNAMIC CONTENT

TO STAY AHEAD OF

COMPETITION

#WinHoliday

Manage Hot items & Holiday Doorbusters with

programmatic content delivery and dynamic pricing

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#WinHoliday

Manage Hot items & Holiday Doorbusters with

programmatic content delivery and dynamic pricing

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v

v

vv

v

v

v

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v

v

vv

v

v

v

v

6797

Automated price and offer changes

in real-time

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2Take it beyond your owned

experiences






#WinHoliday

7 Days of Sunday:

From Print Circular to Digital Distribution

Reach &

Performance

To extend newspaper

audience, partnering with

Aol will allow retail clients

the ability reach 89% of

American consumers at a

frequency of 300x per

month using Aol & Ad.com

media distribution platforms

US OVERALL:

Pop 313 MM

Ad.com: 89%

Sunday Readers: 41%

Ad.com Lift: 2.1x

Scale & Access To Rich Content

Partnering with AOL allows retail clients to

exponentially increase scale with Aol & Ad.com

reaching 89%. Maximize reach across Aol’s

premium suite of sites and gain access to Aol’s full

inventory of editorial and video content to further

enrich the experience

Pricing &

Measurement

Flexible CPM, CPE, CPV &

CPC pricing models and

measurability for smart

optimizations

Partnerships

G/O Digital provide access to the

extensive library of circulars and

products across retail and CPG

clients…plug and play integration

with existing product APIs

Interactive +

Cross-screen + 100%

Turnkey Integration

Create beautiful, interactive and

engaging experience with Aol’s Item &

Price Pictela ad unit with executions

tailored for each device

#WinHoliday

Lifetime

residential

finish warranty

The next generation of circular will be amplified through

dynamic digital content across various assets…

#WinHoliday

Lifetime

residential

finish warranty

… made actionable through localization and

personalized targeting to drive in-store shopping.

#WinHoliday

AOL item & price experience

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Filter products, add

to list and share

Once expanded, give

consumers the opportunity to

explore the individual products

in an engaging galleryCreate a list to take on

your next shopping trip

Include additional apps such as

Image Gallery and Facebook Feed

Mocks for discussion purposes only

Engage mobile audiences

with road devil

#WinHoliday


to maximize the reach and impact of your promotions

#WinHoliday

Dynamic product details

from the vendor of your

choice (on rollover)

Call to action

button for each

item. Copy can

be customized.

E.g. “Learn more”

“Add to List” feature builds the

consumer’s list as they browse.

They can later pick it up by clicking

the “My List” button

Filter the browsing

as you desire

Engage the consumer with

additional brand content and

interactive applications

Maximize engagement and calls to action that

spark the beginning of the shopper journey

#WinHoliday

Share exciting

deals on

popular social

networks or via

email and text

message

Extend the experience across all digital platforms

#WinHoliday

Drive actionable behavior in-store…

#WinHoliday

Through seamless content

delivery and integration…

#WinHoliday

Knowledge of shopper history,

likes, interests, demographics…

#WinHoliday

And localized targeting proven to drive

shoppers in-store to make purchases

#WinHoliday

OUR GIFT TO YOU

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YOUR TO DO LIST

Extend your content

beyond your owned

channels and

experiences and expand

the reach and impact of

your promotional assets

Transform your existing

promotions into dynamic

programmatic content

What’s in store for you

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#WinHoliday

Let’s do it!

Your Brand Here

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Officer, Aol

Questions

#WinHoliday

What’s next?

• You will receive an email with a recording of the webinar

tomorrow, and the presentation will be available on

slideshare

• In December/January, you’ll get our research study focused

on the omnichannel holiday shopper

• To learn more about the trends and solutions you saw today,

email us at [email protected]

or join the conversation on twitter: #WinHoliday

Please take our survey!

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Officer, Aol

THE FUTURE

OF RETAIL: 2 Ways to Activate & Localize

Marketing this Holiday Season

Thank You!This webinar is over.

Questions?

[email protected]

Join the conversation

#WinHoliday on twitter