E-Commerce Holiday Marketing: Santa is up for 'Tis the season and you?

E-Commerce Holiday Marketing Santa is ue fon' Tis the season – You? The stockings are yet to be hung, jack-o-lantern is coming near and so are the consumers ready to purchase online. E-Commerce retailers have made their holiday calendars and getting ready for 'Tis the season! Commerce Monks dig deep into unveiling the E-Commerce and Holiday season secrets! Santa gifts revenue to the &Commerce merchants! Country Year On Year Sales in Bn $ 2011 2012 2013 US Holiday E-Commerce Sales $46.60 $53.70 $61.80 UK Holiday E-Commerce Sales $24.30 $28.50 $32.10 Australia Holiday E-Commerce Sales $9.20 $11.60 $13.30 (SOURCES: EMARKETER, IBMR & CAPGEMINI, IBM AND PAYPAL AUSTRALIA) So, what are the best holidays when you can expect a boost in sales for 2013? E-Commerce stores make 20-40% of their annual sales in November and December. The graph below shows us the weekly sales breakdown in the holiday seasons of 2011 and 2012 in the US (the last 9 weeks of the year as the holiday season) and also sales figures from certain holidays $8,000- I 2011 I 2012 $7,000 $6,000 2012 $5,000 22 Nov. Thanksgiving $633 M 23 Nov. Black Friday $1,042 M $4,000 24-25 Nov. Weekend $1,187 M $3,000- 26 Nov. Cyber Monday $1,465 M $2,000- 10 Dec. Green Monday $1,275 M 17 Dec. Free Shipping Day $1,013 M $1,000 25 Dec. Christmas Day $288 M $0 Week 2 (Nov. 11) Week 1 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 (Nov. 4) (Nov. 18) (Nov. 25) (Dec. 2) (Dec. 9) (Dec. 16) (Dec. 23) (Dec. 30) (SOURCE: COMSCORE) Cyber Monday is the busiest online shopping day in the US and UK, Click Frenzy is the biggest shopping day in Australia (SOURCES: COMSCORE AND IBM) 2013 This holiday calendar shows the corresponding high selling days for 2013. November December Sun Mon Tue Wed Thu Fri Sat Weekend Sun Mon Tue Wed Thu Fri Sat 6. 7. 10 12 13 14 Cyber Monday 13 14 15 16 17 18 19 20 21 * Click Frenzy 8 19 20 24 25 26 27 28 29 30 21 22 23 23 24 25 26 27 28 Green Monday 30. 29 Free 24 28 Shippin Christmas 30 Thanks Giving Day 26 Eve Weekend Boxing Day 29 Black Friday Paid Search Social Which are the most valuable marketing channels for Direct E-Commerce Merchants Email Referral Marketers rated the value of the following marketing channels on a scale of 1-10 in Multi Channel Merchant's E-Commerce survey 8.23% Email 8.46% 7.5% 7.83% SEO Paid Search 6.06% 6.31% Online Display Ads 5.03% 5.08% 4.97% Marketing to Shopping Carts Abandoners 4.72% Affiliate Marketing 4.03% 4.43% Social Media 6.06% 6.31% 4.93% Mobile 4.2% 3.38% SMS 2.80% Sending Offline Traffic Online 4,81% 4.79% 5.1% Retargeting DID NOT ASK 5.77% I 2013 I 2012 Personalization DID NOT ASK Which could be the most successful promotional tactics of 2013 Holiday Season? In 2012 for US Marketers, following were the most successful promotional tactics Free Standard Shipping (conditional and unconditional) 64.80% Coupons % Off on entire site 31.30% Coupons % Off on specific category 22.90% Only online sale 22.90% Coupons $ Off on entire cart 12.50% (SOURCE: PROSPER INSIGHTS AND ANALYTICS) Cracking the Omni-Channel code! TO DEAL WITH OMNI-CHANNEL RETAIL, MARKETERS NEED TO CREATE A "SYSTEM OF ENGAGEMENT" ACROSS CHANNELS Online Display, Email and Print will be the top 3 promotional channels used by merchants. (Source:Experian) Social 2 84% marketers worldwide consider consistent customer experience across all E-Commerce channels as very important. (Source: Retail Systems Research) Search Display ad System of engagement: Web 3 80% consider inventory visibility across all E-Commerce channels to be very important. (Source: Retail Systems Research) Mobile Email Mobile purchases will account for 16% of sales, with a value of $41.68 Coordinates all decisions across ATM/kiosk billion in 2013 and that said, merchants will focus on Mobile commerce, all channels to create an Phone In-store mobile and mobile point of sale systems. (Source:Emarketer) engaging relationship with each customer and prospect. Branch 5 88% of marketers plan to integrate social tactics into shopping experience this holiday season! ( Source:Experian) POS Mail 6 About 33% of the sampled E-Commerce site visits in Q2 came from search. (Source:Monetate) (SOURCE: IBM) E-Commerce Holiday Season Chechlist for 2013 Click here >> E-Commerce Holiday Season Checklist for 2013 Have identified best selling products of last season and current year. Have placed right product descriptions and images in right categories. Have taken into account the last season' s mistakes. Defined the promotional roadmap - Channels, Frequency, Remarketing etc. Have done a robust competitor analysis. Have designed the online store following design best practices. Have placed a simpler checkout process with easy modification options, real time support etc. Have taken into account Inventory Planning and Order Fulfilment. Have added social proof on the product pages. Have set up Advanced Google Analytics for e-commerce tracking with custom dashboards. Have optimized the site for mobile users. Have shipping strategy and estimates in place. Developed the holiday specific promotional materials. Have the alternative payment methods in place. Have a strong after sales and return policy in place. KEY TAKEAWAY MOBILE COMMERCE IS RISING AND WILL CONTINUE TO RISE FOR 2013 HOLIDAY SEASON. SOCIAL MEDIA IS BOOMING AND WITH THAT MERCHANTS WILL PLAN FOR MORE CONTESTS AND CAMPAIGNS IN 2013. SUPERIOR OMNI-CHANNEL CUSTOMER EXPERIENCE WILL BE THE KEY. HOLIDAY SALES WILL OUTPERFORM THE OVERALL ANNUAL SALES GROWTH. FREE SHIPPING, COUPONS AND EASY CHECKOUT WILL LURE THE CUSTOMERS FOR THE COMING TWO MONTHS. MORE STORES WILL FOCUS ON SPEEDY ORDER FULFILMENT AND ALTERNATIVE PAYMENT OPTIONS. * +1 213 674 MONK f facebook.com/commercemonks X [email protected] e twitter.com/commercemonks S Commercemonks in linkedin.com/commercemonks Commerce Monhs www.Commercemonks.com TTOT About Commerce Monks: Commerce Monks offer a wide range of services and dedicated resourcing through :A-La-Carte Service Model and Dedicated Team Model. Right from one off services like coupon code distribution to strategic services like market place management, you can find all your e-commerce needs at one place! Source: http://www.internetretailer.com/trends/sales http://www.ecommercereport.com.au/australian-online-commerce-to-hit-37billion-by-2013/ http://www.internetretailer.com/2013/01/22/uk-e-commerce-will-increase-12-2013 http://powerretail.com.au/wp-content/downloads/australia-2013-holiday-recap-report.pdf http://www.comscore.com/Insights/Press_Releases/2012/11/Cyber_Monday_Spending Soars_to_1.46_Billion http://multichannelmerchant.com/wp-content/uploads/2013/04/22023-MCM_Outlook_ECommerce.pdf http://www.clickfrenzy.com.au/ http://www.emarketer.com/Article/Omni-Channel-Key-2013-Holiday-Shopping-Season/1010200 http://www.marketingcharts.com/wp/topics/e-commerce/search-still-king-of-e-commerce-referrals-in-q2-but-email-traffic-converts-best-36704/ http://www.slideshare.net/ExperianMkt/holiday-marketing-plans-2013 http://www.shop.org/research/original/eholiday-2013-pre-holiday-consumer-retailer-study http://www.smartercommerceblog.com/articles/2012/11/13/smarter-commerce-holiday-shopping-trends-every-retailer-needs-to-know/ http://blog.kissmetrics.com/holidays-by-the-horns/ ИЛ Н- ((