Black Friday 2016

Microsoft Social Engagement Snapshot

BLACK FRIDAY 2016What were retail customers really saying….

How can you plan for Black Friday 2017….

Microsoft Dynamics 365

As a retailer, you know the festive period is an essential time of year. With more connected customers provided with more options as to where, when and how they shop, they are better informed, more fickle and less brand-loyal than ever before. This makes the festive period a time for genuine strategy, understanding the needs of your customers and, above all, listening to them.

Introduction

2Microsoft Dynamics 365

Introducing Microsoft Social Engagement

0102

Social Media Engagement: Challenges & Opportunities

Contents

Black Friday Microsoft Social Engagement Snapshot Report

Retail Black Friday 2016 Findings

03

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04 - 06 07 - 12

13 - 15

16 – 19

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Want to learn more?05 20


01 Retail Black Friday 2016 Findings

Black Friday 2016 Shoppers Ignore In Store Offers For Online Shopping. Stats from the BBC say that the UK consumer markets were expecting sales on Black Friday to have topped last year's £1.9bn, with people hunting for discounts ahead of an expected rise in prices in 2017.

With the novelty of Black Friday appearing to show signs of fatigue with just 21% of consumers suggesting they were intending to take advantage of promotions this year, down on last year’s 25%. What’s more, there was a mismatch between consumers’ and retailers’ perceptions of Black Friday with 40% of retailers expecting higher demand than last year compared with just 14% of consumers who said they intend to

spend more this year. Figures in the Telegraph indicated that footfall on Black Friday fell by 7% on the high street and 5% at shopping centres compared to 2015, consumers opted to avoid the in-store rush and take advantage of the online sales. Online sales rose by up to 25%, figures from PCA Predict showed.

Black Friday is beginning to show signs of fatigue, it has gone from a 1 day event in previous years to a month long event with some retailers. The need to elevate offers and drive consumer traffic to online and instore for a prolonged period of time has become pivotal. Sources : BBC Article, Source: Retail Week / Retail Economics,

Telegraph Article 4Microsoft Dynamics 365

http://www.bbc.co.uk/news/business-38092509

http://www.retaileconomics.co.uk/download/RE-RW-Black-Friday-2016-Survey.pdf

http://www.telegraph.co.uk/business/2016/11/27/bargain-hunters-ignore-black-friday-stores-online-shopping/


Did your customers do the bulk of their shopping in store or online?

Where are people shopping?

Overall sales during Black Friday increased by an impressive In comparison to regular online traffic days, Black Friday levels grew to

62% 220%

Last year we saw that 83% of customers surveyed claimed that they would shop online and 19% of shoppers said they wouldn't shop on the high street at all, this year we saw.

Sources: Econsultancy Black Friday bonanza 5Microsoft Dynamics 365

https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza

Microsoft Dynamics

01 Retail & Social Media

The Retail Market

Stats from the BBC say that the UK consumer markets were expecting sales on Black Friday to have topped last year's £1.9bn, with people hunting for discounts ahead of an expected rise in prices in 2017.

Figures in the Telegraph indicated that footfall on Black Friday fell by 7% on the high street and 5% at shopping centres compared to 2015, consumers opted to avoid the in-store rush and take advantage of the online sales. Online sales rose by up to 25%, figures from PCA Predict showed. BBC Article, Source: Retail Week / Retail Economics, Telegraph Article

With The novelty of Black Friday appears to be wearing off with just 21% of consumers suggesting they will take advantage of promotions this year, down on last year’s 25%. What’s more, there is a mismatch between consumers’ and retailers’ perceptions of Black Friday with 40% of retailers expecting higher demand than last year compared with just 14% of consumers who said they intend to spend more this year.


When are people shopping?

Argos said It saw its biggest trading hour ever between 12am and 1am when it had half a million visits to its website, up year-on-year by 50

%

Nationwide, Britain's biggest building society, said £115m was spent by its customers between midnight and 5.30pm, or £110,000 a minute. Up 38% compared with a normal Friday

When did your customers start their Christmas shopping?

Sources: Sky News - Black Friday: We spend even more than last year


http://www.bbc.co.uk/news/business-38092509

http://www.retaileconomics.co.uk/download/RE-RW-Black-Friday-2016-Survey.pdf

http://www.telegraph.co.uk/business/2016/11/27/bargain-hunters-ignore-black-friday-stores-online-shopping/

http://news.sky.com/story/black-friday-record-rush-expected-as-price-rises-loom-10670407

http://news.sky.com/story/black-friday-record-rush-expected-as-price-rises-loom-10670407

02 Black Friday Microsoft Social Engagement Snapshot Report

Black Friday Social Engagement SnapshotThis report documents a few of the insights found using Microsoft Social Engagement for 10 of our retail customers.The social media activity was analysed from: 23rd - 30th November 2016



Volume of Posts

Peak posts 7,112 from 3pm – 4pm

Post Intention

s

During the Black Friday weekend we saw 126.2K posts mention Black Friday across our Retail Customers.

We saw the highest level of interaction with our retail customers across Facebook & Twitter, with 17,475 posts on Facebook & 12,763 posts on Twitter. We could also see from these post what the potential customers of the retailer were discussing whether they were looking for Information, Support, or looking to Purchase or make a complaint.

Analysis Authors

3,272 post with Intention 8Microsoft Dynamics 365


Sentiment by Location

We saw #BlackFriday used 448 times across a section of our key retail Customers.

We also saw Order & Online as key words with Negative sentiments associated to them due to online orders failing due to website crashing or freezing.**

We saw Love & Online as key words with Positive sentiments, correlating the industry findings that consumers spent more online this Black Friday.

Sentiment

Sentiment break downby hour

Positive 48.55% Neutral 31.69% Negative 19.79%

9Microsoft Dynamics 365** Incident not associated to Microsoft technology.


Sentiment Buzz

Posts

Top Post By Location

With the location screen we were able to pinpoint the origin of the posts by Country/ Region, City, & Language.

We could also understand trending topics by geographical location, enabling us to gain Insight into positive and negative sentiment associated to a particular location, or issues with a customers experience.

Location

LondonNorth ActonManchester

Clusters

Post



Posts

Negative Sentiment

Positive Sentiment


Neutral Sentiment


Recommendations

Negative comment on social media leads to an average loss of customersSource:

Convergys Corp

30

1From the Microsoft Social Engagement monitoring over Black Friday and the wider retail content captured and reported on by other news channels the way in which consumers are engaging with retailers is evolving.

During the Black Friday sales event we saw that the decline in customer footfall instore and the rise of online sales were drastically different to previous years, however this did not stop consumers taking advantage of the great deals available, there was a 62% increase on Black Friday sales since last year and a 220% increase on sales in comparison to a regular Friday.

In commenting on all of this one key thing to note is, if you are a retailer the fact that Black Friday is no longer just a 1 day flash sale post thanks giving with huge discounts but it has transformed into a month long pre and post Black Friday event increasing the risk of promotion fatigue.

A Key thing for retailers to consider is how do you manage and consider content marketing to prevent promotion fatigue, with consumers engaging online throughout a longed period of time the likelihood of an impulse purchases is a lot lower and the likelihood of customers browsing other retailers to finding an alternative is higher with the potential of leaving you as second choice. Being engaged and agile is key for Black Friday’s moving forward.


03 Social Media Engagement: Challenges & Opportunities

You’ve heard what customers have to say…

With Microsoft Social Listening it’s possible to appreciate who is talking about your brand and products as well as how they feel about specific topics and trends.

Now it’s time for you to join the conversation, engage with your customers and contribute to their experience in a meaningful way that benefits your business.

Now Keep Listening and Engaging.



Social Customer Engagement in Practice

Real Madrid brings the

stadium closer to 450 million

fans around the globe.

Click pictures to see more.

UK Banking Disrupted:

Metro Bank Reinvents Customer

Service with Microsoft

Virgin Atlantic: Creating

wonder at 35,000 feet


https://customers.microsoft.com/en-us/story/real-madrid-brings-the-stadium-closer-to-450-million-f

https://msmercury.azurewebsites.net/modernmarketinguniversity/digital/

https://customers.microsoft.com/en-us/story/uk-banking-disrupted-metro-bank-reinvents-customer-ser

https://customers.microsoft.com/en-us/story/virgin-atlantic-creating-wonder-at-35000-feet


Receive the gift of insight

Microsoft Social Listening provides your business with new ways to understand and engage with customers, leading to more positive experiences, increased brand loyalty and a better return on your social media investment.

What would you have done differently if you had known what your customers were saying this Christmas?


04 Introducing Microsoft Social Engagement

Introducing Microsoft Social Engagement

What's the Focus…for savvy social-minded businesses?

AnalyseSentiment

Drive Engagement

AnalyseSentiment



Listen Everywhere

Listen Everywhere

AnalyseSentiment

Drive Engagement

• Listen to what people are saying

• Learn how they really feel about

your business• See how you stack up against

competitors

55%

of all Companies ignore all customers feedback on Twitter and Facebook

17Pew Research Center



Analyse Sentiment

Listen Everywhere

AnalyseSentiment

Drive Engagement

Pew Research Center18

• Determine your share of voice across social channels

• Know who your key influencers are

• Figure out what is resonating with the market

39%

of companies do not track their Social media responses at all



Drive Engagement

Listen Everywhere

AnalyseSentiment

Drive Engagement

Pew Research Center19

• Foster conversations about your brand across social channels

• Turn insight into action with proactive participation

• Capture feedback and respond quickly to escalated issues

72%

of companies ignore all customer feedback on Twitter and Facebook


05

Want to learn more?

20

Visit the social page of our Microsoft Dynamics 365 websiteDiscover the latest customer service strategy trends that enable business growth.

Try Social Listening for freeMicrosoft Dynamics 365

http://www.microsoft.com/en-gb/dynamics/crm-social.aspx

https://listening-trial.microsoft.com/trial-bridge/?lang=en&logoutURL=http://www.microsoft.com/en-us/dynamics/crm-social-purchase.aspx

https://info.microsoft.com/dynamics365-global-state-cust-service.html

Microsoft Social Listening disclaimerSocial Listening retrieves content from social networks based on the specific configuration of the search query. If you are administering Social Listening, your search query will render information that displays results created by third parties.

Microsoft does not control or endorse the social content retrieved by your search query and, therefore, Microsoft specifically disclaims any liability with regard to the social content and any actions resulting from your demonstration of Social Listening.


Thank you

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SOCIALHERO


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Black Friday 2016