Data and the online retail landscape

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Data and the Online Retail Landscape

James Murray, Digital Insight Manager

Ecommerce Forum May 2013

2©2013 Experian Limited. All rights reserved.Experian Public.

Who are you??

WHO?


We often get this


We know

500 thingsAbout

49 million people

Across

24 million households

Why trust Experian?

Source: Experian Marketing Services 2012


Experian Hitwise methodologyThe leader in helping companies understand online consumer behaviour

million internet users25

million online businesses1+

CUSTOMERHITWISE

ACCOUNT MANAGER


If UK Internet usage was just 1 hour...

Source: Experian Hitwise


Christmas 2012 – the big numbers

2012 - Biggest Online Christmas Ever30% bigger than last year

2.85 billion visits in December 2012600 million more visits than December 2011

372 million hours shopping online29 million more hours than 2011

Source: Experian Hitwise data December 2012


So how do I benefit from this trend?


You need to know, get and keep your customers

Best customer

Engage them in their preferred channels

Identify and profile your best customer Find more of them

KNOW GET KEEP


This creates two problems for businesses

14Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/


Cognitive dissonance – we lie to make ourselves look good


The search bar doesn’t judge you


How to searches

Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo.


If you can’t trust people, you can trust data

“In God we Trust...

...All others bring data”Dr. W. Edwards Deming


Question

What was the most searched for gift this

Christmas?


Onesies!

Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html


How do people search for Onesies online?

Most popular animal onesies

5% 12%

12% of Onesie searches included the word ‘men’ or ‘mens’ more than twice as

many searches which included the word ‘womens’

or ‘ladies’

Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo.


Question

Which month of the year do people search for

contact lenses the most?


Why would people search for contact lenses in October?


O- Liberal Opinions

H- New Homemakers

C - Rural Solitude

L - Elderly Needs

B - Professional Rewards

A - Alpha Territory

G - Careers and Kids

F - Suburban Mindsets

M - Industrial Heritage

I - Ex-Council Community

J - ClaimantCultures

N - Terraced Melting Pot

E - Active Retirement

D - Small Town Diversity

K - Upper Floor Living

Experian MosaicA very brief overview


Type 2: Daytime Shoppers 2.6% Subscribers

People who are online during the day using the internet for shopping and managing family finances. This includes Mums with pre-school and primary school age children or older people with fewer local shopping options. They have an eye for an online bargain and will use discount vouchers to get the best deals. They don't want to waste time surfing so clear offers on an easy to use website are essential.

Key Features

Low usage (1 hour a day)

Daytime

Grocery shopping

Online banking

Searching for discounts and fashionUK Hot Spots

Time Spent Online

Number of Sessions

Pages Per Week

Facebook Usage

YouTube Usage

Twitter Usage

Mobile Usage

Comparison / Aggregator Sites

Credit Cards

Loans

Online Banking

Savings / Investments

Short Term Loans

Insurance

Grocery

Premium Foods

Fashion

Premium Fashion

Skype 0000

-030

0

0300

-060

0

0600

-090

0

0900

-120

0

1200

-150

0

1500

-180

0

1800

-210

0

2100

-240

0

B07 Distinctive Success

B10 Parish Guardians

C11 Squires Among Locals

G32 Childcare Years

B08 Dormitory Villagers

Bringing together data into a single customer view

Source: Experian Data & Analytics December 2012


Where do Daytime Shoppers shop online?

32% more likely than

average consumer to visit

John Lewis

Daytime shoppers favour the Department Stores as they are convenient one-stop shops – perfect for the casual online

shopper

Source: Experian Hitwise and MOSAIC UK data December 2012.


Dr Who

Big Brother

Emmerdale

Biggest Loser

Pointless

The Only Way is Essex

Coronation Street

Deal or No Deal

Primeval

Hollyoaks

This Morning

More Likely

Less Likely

TV Shows searched for

What do daytime shoppers watch on TV?

Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers are to search for the show compared to the UK population average.


Life is the channel and customers expect a seamless experience of your brand no matter the touch point


Integrate, Optimise, Interact


Key Takeaways

Online retail is growing. You can take advantage of this if you

Know, Get, Keep your customers

The future is all about

understanding the customer. Armed with this

knowledge you can start to be a lot smarter about how you

target and interact with them

Data is pointless

Insight is everything

Everybody Lies…just get used to that


Meet Lucy to find out more about how Experian brings together big data

www.experian.co.uk/lucy

33©2013 Experian Limited. All rights reserved.Experian Public. 33©2012 Experian Limited. All rights reserved.Experian Public.

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Data and the online retail landscape

Technology

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