Post on 08-Aug-2015
© CLAVIS INSIGHT
‘TAKING A CATEGORY VIEW OF THANKSGIVING HOLIDAY SHOPPING’
US PERSONAL CARE & FRAGRANCE GIFT PACKS WEDNESDAY, 21ST JANUARY 2015 1PM EST
CLAVIS INSIGHT INDEX, CI2
John Neilson is Marketing Director - Global Products & FMCG Thought Leadership at Clavis Insight.He has over 10 years experience and expertise in the fast moving consumer goods (CPG) retail and insight industries, having worked for Kerry Group, Unilever, and dunnhumby. In his current role, John is responsible for driving actionable insight and providing thought leadership to our CPG partner clients, helping them win online.
TODAY’S PRESENTER
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WHO WE ARE…
The Industry Leader of Online Retail Store Analytics forConsumer Packaged Goods Manufacturers & Retailers
…analyze everything the
customer sees…
…technology to visit online stores
around the world…
...deliver insight solutions, analytics and consultancy…
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HOLIDAY SHOPPING TRENDS
Thanksgiving is big business for online…Representing a massive opportunity for brands in the US!
NRF: Online Holiday Shopping Trends & Figures (US)
Thanksgiving represents the #1 Shopping Season
in the United States
>50% of all consumers planned to shop for gifts
online in 2014
2 in 5 shopped online between Black Friday &
Cyber Monday
Thanksgiving Online Sales grew 32% YoY, Black Friday +26%
$617bn+4%
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SCOPE & APPROACH
• Market: US
• Categories: Personal Care Gift Packs (Personal Wash, Bath & Body, Skincare, Fragrance Special Packs)
• Stores: Amazon, CVS, Drugstore, Target, Walgreens and Walmart
• Brands: 90+ brands, over 1000skus
• Time Period: ‘Pre’ Period Nov 3rd – 9th 2014. ‘Post’ Period 28th Nov -1st Dec (inclusive)
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PRE THANKSGIVING CI2 TOP 10 BRANDS
Brand Name Brand CI2 Rank CI2
Burt's Bees 1 107
Clinique 2 105
Philosophy 3 104
Aveeno 4 103
AXE 5 103
Dove 6 103
Hello Kitty 7 103
Dermalogica 8 103
Elizabeth Arden 9 103
Suave 10 103
Pre-Thanksgiving CI2 Personal Care & Fragrance Gift Packs
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‘POST’ THANKSGIVING CI2 TOP 10 BRANDS
Brand Name Brand CI2 Rank CI2
Burt's Bees 1 112
Vaseline 2 108
Giorgio 3 108
Lacoste 4 108
Rihanna 5 107
Justin Bieber 6 107
Neutrogena 7 107
Katy Perry 8 107
Goody 9 107
Guess 10 107
Post-Thanksgiving CI2 Personal Care & Fragrance Gift Packs
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• Continuous measurement, and monitoring of online presence is key to success
• Be aware of ‘pressure points’ (seasonality, metrics and stores)that can dictate your brand’s performance
• Set goals and targets, to beat the competition and drive uplift for your brands, & the category
RECOMMENDATIONS…
FOR FULL PRESENTATION
John Neilson Marketing Director -
Global Products & FMCG Thought Leadership
CLICK HERE TO ACCESS THE RECORDING AND FULL PRESENTATION