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  • Amazon Trumps The Holiday Season 2015 and Key Advertising Trends

    Foodimgs
    Adobe reports mobile devices accounted for about 25 percent of sales and 45 percent of visits to retail websites from Nov. 1-Dec. 22. Adobe also reports that conversion rates have hovered between 3 percent and 3.5 percent since Thanksgiving, when it peaked at 5 percent. Out-of-stock rates are 10-15 percent higher than last year, indicating that retailers appear to be shifting more sales and inventory toward the start of the shopping season Adobe says.

    The highest out-of-stock days were Green Monday (16 percent), Dec. 7 (15 percent) and Dec. 21 (14 percent), Adobe reports. Top-grossing products through Dec. 22 are Samsung 4K TV sets, Xbox, iPad mini, PlayStation 4, gift cards and iPad Air 2 Adobe says. Free Shipping Day accounted for USD 1.48 billion in Online Sales, and Cyber Monday on Nov. 30, The Monday after Thanksgiving was the largest U.S. online sales day in history with USD 3.07 billion in sales, followed by Black Friday, the day after Thanksgiving, at USD 2.74 billion spent online, according to the Adobe Digital Index, which bases its estimates on the sales of Adobe’s online retailer clients.

    According to Internet Retailer, Data from e-commerce analytics provider Slice Intelligence shows that the online spending surge peaked on Monday Dec. 21, with revenues up 27 percent year-over-year. Slice bases its estimates by tracking receipts shoppers receive via email. According to Bloomberg, After getting online shoppers accustomed to two-day deliveries, the Web retailer is pushing to grab a bigger chunk of sales from brick-and-mortar stores. Amazon upped the ante this year by expanding its one-hour Prime Now delivery service to big cities. Total online shopping is on track to climb 11 percent in November and December to $95.5 billion, according to Forrester Research.

    Amazon

    Amazon Inc. was the most dominant retailer on what Slice calls Manic Monday with 55 percent of what Slice calls “relative market share,” the percentage of a retailer’s sales versus those of direct competitors. However, apparel retailers experienced the most growth, Slice reports. Carters Inc.  grew the most of any apparel retailer, seeing a year-over-year sales spike of 273 percent. Home goods e-retailer Wayfair LLC saw sales skyrocket by 158 percent, according to Slice. ChannelAdvisor clients selling on Amazon grew sales 18.1 percent from Dec. 15 through Dec. 21, down from the previous week’s 19.5 percent growth.

    According to Marin Software report the key trends in Search and Mobile advertising are :

    • Between Black Friday and Cyber Monday, smartphone clicks grew by 87 percent YOY almost equaling desktop clicks. This reflects a dramatic increase compared to 2014, when smartphone clicks accounted for only 28 percent of all clicks.
    • Clicks grew across smartphones, tablets, and desktops, with the large increase in smartphone click share being attributed to growing smartphone adoption. The increase in tablet and desktop clicks YoY shows that people are using their smartphones in addition to desktop and tablet devices, not instead of them.
    • Marin saw similar trends across spend, with the ad spend share for mobile growing by 66 percent  YoY.
    • Overall ad spend for mobile was up 101 percent with spend doubling on both Google and Bing YoY.
    • Cyber Monday beat Black Friday in terms of clicks and ad spend for both 2014 and 2015 with cost per click (CPC) prices markedly higher than any other day over the weekend.

    However according to comScore the key takeaways indicate that mobile and Desktop have different trends for site visits for retail with Mobile peaking on Black Friday and Desktop on Cyber Monday.

    RBF

     

    • Mobile traffic significantly outpaces desktop traffic every single day, including Cyber Monday.
    • Mobile traffic peaks on Black Friday, while desktop traffic peaks on Cyber Monday.
    • Cyber Monday is the peak day for overall multi-platform web traffic, but Black Friday is not far behind.
    • Desktop traffic has a distinct weekly pattern with troughs occurring during the weekends, while mobile traffic is much more consistent across different days of the week.

     

     

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  • Retail Trends For Post Holiday Sales Shopping

    According to NRF report, the retail sales have increased by 1.4 percent YOY, in the first half of Holiday Season. Sales in November according to the U.S. Commerce Department increased 0.2 percent seasonally adjusted over October and 1.4 percent unadjusted year-over-year. However, the sales momentum is seen to last post key shopping holidays. According to an American Express report, based on research by Ebiquity*, the retail frenzy does not end with Christmas. December 26 has arguably emerged as its own shopping holiday, outranking the number of people who expected to shop on Black Friday and Cyber Monday . This year, more respondents than ever before plan to get some retail therapy on the day after Christmas.

    ​A higher percentage of the survey’s respondents expected to shop on December 26 than on Black Friday and Cyber Monday this year: 66 percent for December 26 vs. 45 percent on Black Friday and 47 percent on Cyber Monday. The average spending expected by American shops on this day is expected to be an average of USD 186 (vs. Usd 192 in 2014). Among their reasons to shop December 26 include:

    • Taking advantage of post-holiday sales to buy things for themselves (38 percent vs. 34 percent in 2014)
    • Using gift cards received from others (25 percent vs. 26 percent in 2014)
    • Taking advantage of sales
    Regifting An Emerging Trend

    Regifting is seen as an acceptable practice with approximately four items regifted. The most refifted items are kitchenware, Sweaters, Gift Cards and Scarves.

    Regifting

    Retail Therapy

    Most consumers see post holiday sales as a good time to buy things for themselves and see it as a retail therapy. More than one-third (38 percent) among those who plan to shop the day after Christmas say it is to take advantage of post-holiday sales to buy things for themselves.

    Reasons

     

     

    Retailers making the most of eGifting trend have promoted messages on social media to inspire last-minute shoppers.

    To engage audiences post holiday sales promote your products with content ideas that audiences see appropriate for self-gifting.

    Partner with a brand that your customers are most likely to frequent to beat the holiday stress.

    Engage audiences with content ideas for Holidays.

    Introduce Referral programs and promote sign ups for Loyalty programs.

    For more ideas on targeting post holiday sales shopper,  click here.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    * The American Express Spending & Saving Tracker research was completed online among a random sample of 1,508 adults, including the general U.S. population, as well as an affluent demographic defined by a minimum annual household income of USD 100,000. Interviewing was conducted by Ebiquity between November 17 and 19, 2015.

  • Social Media Actions For Holiday Season

    Shareablee

    According to Shareablee, Sephora was the leading retail brand with the highest number of Social Media Actions followed by Nordstrom. Among Retailer Super Market and Department Store brands, Kohl’s took the lead for Social Media actions. Sephora’s social media actions are largely attributable to Instagram. 83 percent of Social Media Actions for Sephora were on Instagram.

    Retail Video Strategy

    According to  Social Bakers for the retail category, for the US market, Kohl’s YouTube strategy with a Holiday Campaign saw an increase in YouTube subscriber growth, with a rise in video views with a Holiday themed campaign. Walmart, Target and The Home Depot saw a similar increase in YouTube subscribers. Walmart with a retailtainment approach released a series of Holiday themed videos that engaged audiences with musical scores. Target followed a storytelling approach that required audiences to follow an adventure themed video series. The adventures series was coupled with product hauls and deal forecasts for viewer engagement.

     

    Kohls

     

    YTretail

    Facebook Engagement

    The most engaging Walmart’s  Facebook Video post was about the power of giving. The post generated highest number of Facebook Social media actions.  Macy’s Social Media Strategy engaging fans with  “Make-A-Wish” campaign and Target’s strategy focused on deals delivered on Facebook Fans growth.

     

    Walmart

    Facebookmacytarget

     

     

     

  • Say More Campaign From Hershey’s Kisses Brings Deluxe Cheer This Holiday Season

    Kisseshazelnut

    Hershey’s Kisses Deluxe launch was timed to market for Holiday Season when shoppers are looking for Gift ideas that will help them express themselves.

    “KISSES DELUXE Chocolates are the deliciously thoughtful way to show your affection this holiday season to those important to you,” said Melinda Lewis, Senior Director for the HERSHEY’S and KISSES Franchises. “We were inspired by our own fans who were looking for an exceptional gift to communicate their feelings. KISSES DELUXE Chocolates are a premium option from a brand that has supported holiday traditions for millions of American families over the years.”

    According to a survey conducted by Wakefield research, in September 2015:

    • Half – 50 percent of those surveyed believe that the most meaningful communication during the holidays happens while eating a meal together
    • A majority, 94 percent, of Americans said receiving a handwritten letter would make them feel special
    • 68 percent of Americans wish they had more in-person family conversations
    • 55 percent of parents who banned phone use by their children at the table admitted to texting or checking social media on their phones while at the Thanksgiving dinner table
    • Nearly 1 in 3 (30 percent) Americans believe a chocolate gift box as the most heartfelt gift to receive from a loved one during the holidays

     

    Considering the week of Christmas, is the largest for Candy sales, Hershey’s Kisses Deluxe launch gave gifting ideas for consumers generating significant buzz. Last Year, as high as 6.4 percent of all candy sales took place between December 20 and New Year’s.

    Salescandy

    Segmentation

    Hershey’s Holiday gifting landing Page targets gift givers with clear segmentation that is based on the end use, with a content experience that gives Holidays Ideas, and crafts such as wallpapers and gift tags to engage the audience. The Say More campaign with Free Giveaways targets different audience segments for Gift Ideas  with a store that features unique Gift Packs.

    Giftboxes

    Segmentation

    Tags

    Content Marketing Strategy

    Hershey’s Kisses designed Content experience based on Brand Content strategy that engages audiences with all that matters during the holidays. The Content that was devised to give an experience for everything that the whole family may find engaging to make holidays fun and memorable. Right from recipes for Cheesecakes to S’Mores Pops for camping out to DIY craft ideas. The social media posts were timed to season when audiences are most likely to be looking for ideas to gift and indulge their sweet cravings.

     

     

     

     

     

     

     

    The Brand Site features exclusive products that are popular as well as the content experience designed to make the brand experience rewarding for customers by staying updated with products and ideas by joining the mailing list.

    CME

    Brand Campaign 

    The brand campaign positioned Hershey’s Kisses as an ideal way to express gratitude for the people who matter the most. The brand campaign was based on the insight of expressing gratitude and appreciation for the people who matter the most in your lives with Hershey’s Kisses Deluxe being the token gift. The insight for the campaign is based on the research where people find it difficult to express gratitude.The research,  uncovered that a majority (85 percent) of Americans have difficulty expressing their gratitude during holiday gatherings, and nearly three in four (68 percent) struggle to find a holiday gift that accurately conveys how they feel.

     

    Brand Activation On Social Media

    Hershey’s Kisses planned activation for Say More Campaign that lets consumers use #SayMore on Social media channels for offers and newer consumer experiences.

    Consumers visiting Hershey’s Chocolate World stores in New York or Hershey, PA this holiday season who share their appreciation and gratitude with someone special on any of their social channels using the #SayMore and tagging @HersheysKISSES will receive a complimentary KISSES DELUXE 3 piece pouch.

     

     

    Brand Buzz

    The campaign “#Say More” earned more than a Million impressions from more than 500 posts, with iPhones being the lead source of Traffic. Twitter Ads contributed to majority of visibility with 80 percent of posts being retweets for the campaign.

     

    BuzzKissesDeluxe

     

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