Winning on Cyber Monday

WINNING ON CYBER MONDAY: "SELF" MOTIVATES FREQUENT ONLINE SHOPPERS Cyber Monday customers, specifically frequent online shoppers, are more focused on self when buying products, compared to their more casual online shopping counterparts. Therefore, brands must reposition their holiday marketing efforts to more aggressively target self-oriented purchase motivations of frequent online shoppers to maximize online ad campaigns, to increase retail revenue, and to promote consumer engagement in an abridged holiday shopping season. ATTENTION RETAILERS People's personal values and interests dictate their purchase behaviors. Frequent online shoppers' reliance on technology supports their self-centric view. They are more likely than infrequent online shoppers to VALUE SELF-ESTEEM 36% SELF-IMAGE 77% SENSE OF ACCOMPLISHMENT 37% PEACE OF MIND 47% PRIDE 62% *more likely than infrequent online shoppers and to be INTERESTED in 40% 55% Fashion Vacation 31% Sporting Events 32% 27% Home Improvement Art ATTENTION RETAILERS People don't need to be physically in the store to be driven to purchase products by certain brand features that appeal to them. Frequent online shoppers are more likely to appreciate these carefree and conscientious BRAND CHARACTERISTICS BEST LOOKING 11% HIGH QUALITY 15% FUN/POPULAR/EXCITING 34% INNOVATIVE/UNIQUE 57% SUSTAINABLE 27% *more likely than infrequent online shoppers and are MORE ENGAGED with and individually interact with the companies from where they purchase. 60% 71% Buy products before friends or family Research products through multiple 65% sources Recommend or criticize products or companies 45% 37% Buy or avoid products because of issues Use coupons important to them Survey of 54,000 online shoppers Frequent: Weekly Infrequent: Less than monthly Source: Resonate www.resonateinsights.com