1.
6 ESSENTIAL HOLIDAY STRATEGIES
Make Marketing Campaigns Shine Throughout the Season…and Beyond
THE SEASON IS SHORT – JUST 28 DAYS BETWEEN THANKSGIVING AND CHRISTMAS
Capturing consumer attention is hard. Capturing consumer attention during the
holidays is even harder. These six strategies will help you win the holiday season.
PRICING STRATEGY
CONSIDER A COMPETITIVE PRICING STRATEGY. THIS DOESN’T MEAN YOU SHOULD PROMOTE YOURSELF TO ZERO MARGIN.
% of US online mobile phone users that
have researched prices online for products
they were considering buying in-store.
Use Coupons to Increase AOV
New consumers spend 3.1x
more with a coupon.
Existing consumers spend 2.6x
more with a coupon.
CHANNEL INTEGRATION
% consumers would consider paying more in-store to
have product immediately (rather than wait for shipping).
CONSUMERS HAVE HIGH EXPECTATIONS FOR CHANNEL INTEGRATION.
of customers think
the store associate
is the best resource
for information.
increase in online
conversion rates
when retailers
begin to ship
from store.
89%
expect to view
in-store inventory
of products online.
73%
Expect to reserve
online and pickup
in-store.
THE STORE EXPERIENCE
30%
19%
86%
expect to
return online
orders in the
store.
THE IN-STORE RETAIL EXPERIENCE MATTERS. PEOPLE STILL WANT TO SEE, TOUCH AND FEEL PRODUCTS.
86% of sales are STILL happening in-store.
75%
33%
of consumers are
unlikely to visit a store
if they can’t check
inventory online.
THINK MOBILE NOW
MOBILE IS A BIGGER PART OF HOLIDAY SHOPPING.
EXPECT MORE CONSUMERS TO USE MOBILE PHONES
TO FIND THE BEST PRICES AND DEALS.
30%
of top retailers’ monthly audiences are mobile-only.
WIN ON KEY DAYS
GROWTH ON KEY HOLIDAY SALES DAYS CONTINUES
TO OUTPACE OVERALL HOLIDAY GROWTH.
+6%
31 Thanksgiving
Optimize your
digital content on
key sales days.
LEVERAGE DATA
Black Friday
Cyber Monday
Free Shipping Day
Christmas
+18%
+27%
Day after Christmas +1
+7%
+11%
2010 2011 2012
START THINKING ABOUT DATA AS A FOREVER TOOL.
Leverage programs that can track consumer behavior
on all touch points to help with marketing attribution.
Use holiday campaigns as a kick starter for bigger
data learnings for the rest of the year.
Use a promotional offer as a vehicle to capture data
to test and learn more about consumer behavior.
Thanksgiving 2012 21%
Thanksgiving 2013 34%
Cyber Monday 2012 23%
Cyber Monday 2013 38%
% of online buyers who shopped on a mobile device.
OFFER A
Integrate promotions across
online, in-store and mobile.
OFFER B
Test offers to determine the best margin producing
and new customer acquisition campaigns.
Marketers work with RevTrax to discover and
measure digital promotion performance
data – to prove and improve digital
marketing’s impact on in-store sales.
To learn more trends and strategies to win this retail holiday season, visit www.revtrax.com.
1-5%
6-10%
11-15%
16-20%
21-25%
25%+
52%
18%
6%
4%
4%
3%
Pay more
in-store
Sources: 1. Forrester NA Technographics Life Cycle Survey, Q1 2013., 2. Commissioned Forrester study with Purolator, May 2014. , 3. Forrester NA Technographics Customer Lifecycle Buy Phase, Q1 2012., 4. comScore
Media Metrix Multi-Platform, U.S., March 2014. , 5. Bizrate Insights/Forrester Holiday Flash Survey, 2013, 6. Experian Marketing Services, 2013, 7. Commissioned Forrester study with Rakuten LinkShare, June 2012.
© RevTrax 2014. Confidential and proprietary property of RevTrax. All rights reserved.
57% aged 18-24 51% aged 25-34
of consumers are
likely to visit a store
if in-store inventory
is marked.
5
6
4
3
1
2