Key Global E-commerce dates: What are the key dates that will impact your business this year?

1. Key Global
E-commerce dates:
What are the key dates
that will impact your
business this year?
Global E-commerce
Leaders Forum
February 2015

2. Taking retailers globally for 12 years
• Global SEO : Neiman Marcus, UGG, De Beers
• International Paid Media inc Social and Display
• Global Content marketing
• Cultural conversion testing (CRO): Dell, Hilton, Citrix
• Digital market SWOT reports
• Global E commerce calendar

3. Three Kings’ Day: Mexico/ Spain
In Mexico, Día de los Reyes Magos is the
day when children traditionally receive
gifts.
In 2014, the average family budget was
1200 pesos (around $90 USD) – in
Mexico City alone, spending amounted
to 560 million pesos ($41 million USD).

4. White Day : Korea/Japan
Koreatime.co.kr reports that spending
can be 15% higher on White Day, the
“answer day” to Valentine’s Day.
Men in Japan and South Korea
purchase gifts as a return favour to
women who gave chocolate in the
preceding month.

5. Mother’s Day
A strong Mother’s Day tradition can be
found worldwide, with dates varying
across markets throughout the year.
Rotativo.co.mx reported in 2014 that
between 20 to 30 percent of Mexican
consumers would check online before
considering a physical store for Mother’s
Day gifts. Meanwhile, visits to health,
beauty, home and fashion sites can
increase by as much as 20 percent.

6. Winter Sales
Whereas many Northern Hemisphere nations
have tent-pole events round which to structure
their major winter sales, it’s important to
remember that many of your customers in the
Southern Hemisphere still need cold weather
products. The Australian e-commerce market is
worth $15.5 billion annually, and June is
traditionally the local winter sales period.

7. Eid al- Fitr: Middle East
The entire Ramadan period sees various
sales events and in some countries, Eid al-
Fitr is a guaranteed flurry of activity. The
Saudi population are among the most
enthusiastic spenders during Islamic
feasts: it is estimated that they collectively
spend 10 billion riyals ($2.6 billion USD)
on travel, entertainment and shopping.

8. Singles’ Day: China
This celebration day for singles has grown
to become the largest online shopping
day in the world. In 2014, $9.3bn worth of
goods were sold through China’s Alibaba
Group shopping platforms alone.

9. • Russia: Womens day
• China: Singles Day
• Germany: Black Friday
• Holland: Sinterklass

10. Russia
• Online Retail in Russia
17,9 bln USD in 2013
27.4 million shoppers
More than 30% annual growth

11. Russia
• Goods Popular for March 8
0
500
1,000
1,500
2,000
2,500
3,000
Dec
Feb
Apr
Jun
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Dec
Feb
Apr
Jun
Aug
Oct
Thousand
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
0
100
200
300
400
500
600
700
800
900
Dec
Feb
Apr
Jun
Aug
Oct
Dec
Feb
Apr
Jun
Aug
Oct
Thousand
Thousand
Cosmetics and perfumery Jewelry Underwear Flowers

12. Russia
• E-Commerce Growth

13. Russia
• Online Retail Penetration

14. Russia: Yandex Market
• Goals of advertising campaign can be different

15. Russia: Yandex Market
The Audience

16. Russia
Yandex Market vs Others

17. Russia
Brand Awareness

18. Russia
• Search Engines as Tools for Making a
Purchase
87% of online customers in Russia use search
engines to purchase decisions
56% of them use Yandex

19. Russia
Online Shopping in Russia

20. Russia
Yandex Market vs Cross-Border Retailers

21. Russia
Why Cross-Border?

22. Russia
Why Yandex Market?

23. China: Growth Internet usage v internet users

24. China
Search Index for Gucci : 2014-15

25. China: Gucci
• Day on Day comparison for Singles Day

26. China
Search index for Burberry: 2014/15

27. China: Singles Day: 2014
• Mobile purchases surpassed that of Black Friday in
the US
• China’s mobile phone users are at 1.27 billion
compared to just 200 million broadband users.
• Revenue: Alibaba: $ 9.3 billion : JD.com : 120%
increase
• Top 5 brands sold on Alibaba :Xiaomi, Haier, Uniqlo,
Huawei, Linshimuye (Furniture company)

28. Germany:
• 3rd largest etailer in UK: Global Player
• Cyber Monday: schwarzer Freitag
• Localised Search BEATS Translation

29. Germany
SPORTS DIRECT Translation
English
translation
Keywords Avg. monthly
searches
Men's Fashion Outlet Herren Fashion Outlet 0
Women's Sale Damen Sale 90
Ladies' Knitwear Damen Strickmode 40
Men's soccer shoes Herren Fußballschuhe 50
skiing Clothing Skifahren Bekleidung 10
Kids Wellies Kinder Wellies 0
Men Tracksuits Herren Trainingsanzüge 70
Ladies Wellies Damen Wellies 0
Women's Hiking Boots Damen Hiking-Stiefel 0
Ladies Tracksuits Damen Trainingsanzüge 90
Better Performing KEYWORDS
English
translation
Keywords Avg. monthly
searches
mens outlet herren outlet 110
ladies fashion sale damenmode sale 390
ladies sweaters strickjacken damen 2900
soccer shoes fussballschuhe 9900
ski wear skibekleidung 8100
rubber boots for children gummistiefel kinder 2900
tracksuit men trainingsanzug herren 2900
rubber boots ladies gummistiefel damen 3600
hiking boots women wanderschuhe damen 4400
tracksuit women trainingsanzug damen 1900

30. Germany: Sports Direct:2015
• 650,000more impressions v 2015
• Skifahren Bekleidung (10 searches) v.
skibekleidung (8100)

31. Sports Direct (Germany) :
• Gifting campaigns running which included
keywords for Christmas Gifts, Secret Santa
(Wichtel) and St. Nikolaus (6th December).
• . Aprox ¼ million (250,000)extra
Impressions (2014 v 2015)
•

32. • “Cyber Monday” as it is commonly used in amazon
4.05%
• The Black Friday Ads used both terms the localised
term “schwarzer Freitag” and the English
version “black Friday”
• But Black Friday Rabatt” (Bargain on Friday…)
highest impressions share.
• However, the Ad “Nur am schwarzen Freitag….”
(Only on Black Friday) returned the
most conversions

33. UGG (Holland) : Sinterklass : 5th December
• Much more important date for gifting than
Germany (6th December)
• Luxury/Bigger ticket Gifts
• 2015 biggest year on record luxury gifting in
Holland

34. Greig Holbrook
Managing Director
+44 (0)1273 704434
www.obandigital.com
greigholbrook@obandigital.com

35. Website: www.obandigital.com Telephone: +44 (0) 1273 704 434
Email: info@obandigital.com Twitter: @ObanDigital