#SMX #HolidaySuccess @OfficeDepot
Anticipate, Engage, and Activate for the Holiday Season
Planning for Holiday Success
#SMX #HolidaySuccess @OfficeDepot
*Google Holiday Trends 2014
GREY HOLIDAY Top In-Store Spending Days Top Online Spending Days
3
Black Friday is spreading across the entire week of Thanksgiving
Holiday shopping season is expanding and covering more days
U.S. holiday weekend store sales fall on early discounts, online growth.
Black Friday weekend slows down as allure fades.
29% of shoppers start holiday shopping before Halloween.
#SMX #HolidaySuccess @OfficeDepot
CHANGING SHOPPING BEHAVIOR
§ 2014 saw a shift in shopping to Thanksgiving and earlier § Pre-Thanksgiving week sales
§ Saw a better ROI § Drove nearly as many
sales as Thanksgiving and Black Friday
§ Were less expensive due to less competition
4 Source: Google queries across selection of retailers where queries are relevant
#SMX #HolidaySuccess @OfficeDepot
PRICE DROP PERFORMANCE § 2014 Testing showed that price drops in PLAs provide a substantial increase
in impressions and order volume § Demand for popular tech items over the holidays in 2014 were high in the
mobile space § Google continues to emphasize price point with their new promotional callouts
in PLAs
6
#SMX #HolidaySuccess @OfficeDepot
PRODUCT VS. CATEGORY LEVEL PROMOTIONS
§ Category level promotions allow better exposure across paid search and display § Generic category sale sitelinks saw higher CTR and CVR than product specific
sitelinks § There is simply more demand for category level queries
7 Source: Google Trends
• Laptops • Dell Laptops Ø 100
Ø 14
Black Friday
#SMX #HolidaySuccess @OfficeDepot
BUY BUTTONS § Google, Facebook, Twitter, and Pinterest
§ There are more opportunities than ever to improve conversion rates in mobile
#SMX #HolidaySuccess @OfficeDepot
DIGITAL INFLUENCED RETAIL SALES § Retailers are looking to measure online
to offline influence § Forester reports that more than 50% of
sales will at least be influenced by digital in 2015 § $1.9 trillion in revenue
§ A Deloitte study estimated that 25% of retail purchases are influenced by mobile.
§ Google’s LIA ads are an effective tool to measure online influence on digital
#SMX #HolidaySuccess @OfficeDepot
2015 PERFORMANCE & LEARNINGS Learnings § Consumers are looking earlier and earlier for deals and many retailers are
meeting that expectation
§ Perception is not always reality – high demand days do not always produce positive returns
§ Category promotions tend to produce a better return due to their reach
§ Digital is driving retail sales even if it is difficult to measure
#SMX #HolidaySuccess @OfficeDepot
2015 HOLIDAY OUTLOOK
Holiday 2015 § Continue to look for earlier opportunities to shift budget to meet changing
consumers behaviors
§ Leverage remarketing and segmentation to continue to cater messaging and offers based on the audience
§ Continue shift to mobile demand and evolution from research device to primary device
§ Look to leverage new sales opportunities like buy buttons that are being developed
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