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www.compete.com
Holiday 2011 Wrap Up‘Twas the Season for Online Shopping
January 18, 2012
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Today’s presenters
• Lindsay Steinbach
• Associate, Client Services – Retail
• Uyen Chand
• Senior Associate, Client Services – Retail
• Alyssa Maine
• Marketing Coordinator – Marketing
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Webinar logistics
• Today’s webinar will be recorded. You will be emailed a link.
• Please enter your questions in the Questions box. We will answer as many as possible at the end.
• If you have technical difficulties, try loggingback in or use a different browser
• The Twitter hashtag for today’s webinar:
#Competeretail
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Introduction to Compete
• Founded in 2000, joined WPP/Kantar in 2008
• Passionate about understanding consumers to inspire great marketing
• Fastest-growing operating company within Kantar in terms of revenue and new customer growth
• World-class advertiser, agency and media clients
• Strategic partnerships to enable marketing optimization and provide holistic view of consumers
• Largest panel in the industry with 2.3 million US consumers
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Shoppers were willing to spend for the holidays
$$
-$
$$515
• Average Holiday Spending
• 2 out of 3 respondents stated they will spend the same or more for holiday shopping in 2011
Survey data
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Shoppers have allocated more of their holiday budget to shop online this year and planned to utilize mobile devices as a shopping tool
1/4 respondents planned to shop for holiday gifts on their
mobile devices
Percentage of Holiday Budget Allocated for Online Shopping
Survey data
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• Visits were up 16% percent in week 48 compared to last year (the week of Cyber Monday) and up 19% in week 51 (week before Christmas)
Online shopping saw impressive YOY gains throughout the holiday season, especially around Cyber Monday and the end of the December
Total Visits - Retailers2010 vs. 2011
Clickstream data
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Deals and Promotions
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More shoppers were waiting for holiday deals to shop this year
Percentage of Holiday Shopping Completed2010 vs. 2011
• By Black Friday, 54% of shoppers had completed more than 1/4 of their 2011 holiday shopping compared to less than 50% in 2010
Survey data
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Online retailers attracted more last-minute shoppers than last year with expedited shipping offers and in-store deals
Total Online Retail Visits: 2010 vs. 2011(Week 51, in millions)
Clickstream data
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Amazon Trends and Black Friday Activities
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Amazon was the preferred online retailer for holiday shopping
Percentage of Holiday Shoppers Who Purchased by Retailer
• Bestbuy and Target are large online players but did not perform as well as Amazon
Survey data
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• More online shopping on Black Friday and Cyber Monday may have led to the strong November numbers, as well as Amazon’s launch of Kindle Fire that month.
Traffic to Amazon increased 23% during November
YOY: 4%YOY: 23%
Amazon November Traffic 2010 vs. 2011
Amazon December Traffic 2010 vs. 2011
Clickstream data
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Black Friday is no longer just an offline shopping day
• Amazon and Best Buy have seen an increase in traffic during Black Friday
Share of Black Friday Shopping Visits
(Black Friday 2010 vs. 2011, Base=Top 10 retailers)
+4.9%
-3.0%
+1.6% -2.6%
Clickstream data
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Shoppers are shifting their spending to online at certain retailers
Black Friday Store Locator Usage vs. Conversion Rate (Black Friday 2011, % of all retailer visits to use store locator and/or purchase)
• Walmart and JCPenney have more incidences of shoppers making online purchases than using the sites to locate stores
Clickstream data
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Popular Products and Trends
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Popular gifts remained relatively the same as the prior years
Clothes and Shoes
Electronics
Toys and Games
Survey
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The biggest category decrease this year was in Books and Media, perhaps signaling the shift to tablets and e-readers
Books & Media Visits: 2010 vs. 2011(Weeks 46-51, in millions)
Clickstream data
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Top-searched toys this year were a mix of the old and new
Top Toy Searches to Walmart(November 1-14 2011)
%
Lego 5%
Barbie games 3%
Bey blades 2%
LeapPad 2%
Fisher price little people 1%
Top Products Viewed on Toys ‘R Us(November 1-14 2011)
# of Views
LeapFrog LeapPad Explorer Learning Tablet - Green
150,352
LeapFrog LeapPad Explorer Learning Tablet - Pink 144,651
LeapFrog LeapPad Explorer Learning Tablet with Mr. Pencil Learning Game Value Pack
104,189
Exclusive Barbie Malibu Dreamhouse 86,834
Animal Planet Air Swimmers eXtreme Radio Control Giant Flying Shark
82,987
Clickstream data
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Gift cards were the go-to last-minute gift
Percentage of Holiday Shoppers Who Purchased by Category
Survey data
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Thank you.Questions?
Lindsay SteinbachAssociate,Retail 617-933-5725
Uyen ChandSenior Associate, Retail617-933-5799
Data Sources: Compete clickstream data/ Compete Online Shopper Intelligence Surveys
