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Online Holiday Shopping презентация
Содержание
- 1. Online Holiday Shopping
- 2. digital technologies challenge the relevancy of demographic
- 3. and yet we still think generationally…
- 4. …as we should.
- 5. millennials are posed to reshape the economy…
- 6. …but GenX and Baby Boomers still
- 7. data is everywhere yet actionable market-level, ecommerce data is elusive
- 8. the right ecommerce data is in ereceipts
- 9. let’s be honest (this is how
- 10. baby boomers dominate holiday spend share of
- 11. genX spent most per person in 2014
- 12. the online holiday shopping season breaks into
- 13. we all shop at similar times during
- 14. no one likes shipping fees Source: Slice Intelligence. 11/1/14 – 12/31/14. n=1,126,541
- 15. pure play retailers dominate online sales,
- 16. baby boomers and genX account for 68%
- 17. what are the similarities and
- 18. online holiday category and merchant preferences
- 19. millennial unique habits millenials are where
- 20. genX unique habits genXers are stretched
- 21. baby boomer unique habits boomers haven’t
- 22. while not all buy online, those
- 23. we have found evidence that personalization algos.
- 24. key takeaways
- 25. key takeaway #1 finding there are more
- 26. key takeaway #2 finding emerging ‘mobile first’
- 27. key takeaway #3 finding millennials generate the
- 28. key takeaway #4 finding boomers and silents
- 29. key takeaway #5 finding genX online holiday
- 30. questions on this presentation? ken@slice.com want the
- 31. Questions?
- 32. APPENDIX
- 33. Which generation accounts for the largest share
- 34. Which generation spends the least, per buyer,
- 35. Holiday Index v. Rest of Year*
Слайд 2digital technologies challenge the relevancy of demographic marketing
sophisticated ad targeting technology
powerful personalized recommendation engines drive additional sales
Слайд 4…as we should.
Millennials
Age 18-34
Born 1981-1997
Generation X
Age 35-50
Born 1965-1980
Silent Generation
Age
Born 1945 or earlier
Baby Boomers
Age 51-69
Born 1946-1964
Слайд 5millennials are posed to reshape the economy…
the boomers are no longer
millennials will be the dominant force shaping the marketplace for decades to come
Слайд 6
…but GenX and Baby Boomers still drive spending today
spending power will
In the meantime, genX and boomers have the spending power
Source: US Bureau of Labor Statistics, Feb 2015
Combined Average Annual Income and
Spend of GenX and Baby Boomers
Слайд 8the right ecommerce data is in ereceipts
receipt discovery
field extraction
data science
order date
merchant
merchant
item description
item price
units
shipping & handling price
sales tax
method of payment
shipper
origin warehouse/DC
shipment transit points
order date
ship-from warehouse date
delivery date
age
gender
household income
ethnicity
occupation
zip code
PII available for blind matches
Слайд 10baby boomers dominate holiday spend
share of holiday sales by generation
Source: Slice
Слайд 11genX spent most per person in
2014 holiday season
average merchants shopped
average
purchase frequency
spend per person
Source: Slice Intelligence. 11/1/14 – 12/31/14. n=1,126,541
Слайд 12the online holiday shopping season breaks into
four segments
sales by day (in
Black Friday
Manic Monday
Cyber Monday
November 1
December 23
Source: Slice Intelligence. 11/1/13 – 12/23/13, 11/1/14 – 12/23/14. n=1,270,367
Pre-Season
Peak Season
Late Peak
Last Minute
Слайд 13we all shop at similar times during the season
percent of holiday
11/1/14 – 11/26/14
11/27/14 – 12/1/14
12/2/14 – 12/14/14
12/15/14 – 12/31/14
Source: Slice Intelligence. 11/1/14 – 12/31/14. n=1,126,541
Слайд 15
pure play retailers dominate online sales, with big box retailers leading
top 10 Big Box retailers online
Best Buy
Walmart
Target
Home Depot
Costco
Old Navy
Toys R Us
Lowe’s
Staples
Sam’s Club
Source: Slice Intelligence. 11/1/14 – 12/31/14. n=1,126,541
Слайд 16baby boomers and genX account for 68% of big box retailers’
Source: Slice Intelligence. 11/1/14 – 12/31/14. n=1,126,541
Слайд 17
what are the similarities and differences between category and merchant preferences
which categories generate the most dollars during the holiday season?
which categories see the greatest increases during the holiday season?
which merchants generate the most dollars during the holiday season?
which merchants are uniquely appealing to each generation during the holiday season?
Слайд 18
online holiday category and merchant preferences are more similar than different
top categories based on holiday sales
“pop” categories during holidays
#1 electronics
#2 apparel
#3 home & kitchen
#1 photos and paper products
#2 toys and games
#3 gift cards
Слайд 19millennial unique habits
millenials are where new models first pop
key takeaways
mobile-first merchants
Emerging
subscription
key
unique categories shopped
unique merchants shopped
health & beauty
home improvement
baby products
tickets and events
Слайд 20
genX unique habits
genXers are stretched for time over the holidays
key takeaways
Kids
Full-service
key themes
unique categories shopped
unique merchants shopped
electronics
sports and outdoors
photo and paper products
Слайд 21
baby boomer unique habits
boomers haven’t really changed their shopping habits with
key takeaways
catalog/Mall merchants
pets
traditional gift categories
tv shopping merchants
app-based gaming
key themes
unique categories shopped
unique merchants shopped
apparel
flowers and gifts
Слайд 22
while not all buy online, those that do spend as much
key takeaways
neutraceuticals
traditional gift categories
off price/off brand
key themes
unique categories shopped
unique merchants shopped
movies and tv
appliances
gift cards
flowers and gifts
silent generation unique habits
Слайд 23we have found evidence that personalization algos. might act differently if
Boomer apparel brand affinities among Nike buyers
Millennial apparel brand affinities among Nike buyers
Слайд 25key takeaway #1
finding
there are more similarities than differences between generations’ online
implication
merchants and brands must not solely look at online as the channel where they cultivate younger shoppers.
older shoppers are just as likely to be driving sales today.
Слайд 26key takeaway #2
finding
emerging ‘mobile first’ and subscription businesses are driven by
implication
brands seeking to cultivate younger shoppers should build and support mobile first and subscription businesses.
those in that space today should seek to diversify to older audiences, particularly time starved genXers
Слайд 27key takeaway #3
finding
millennials generate the lowest average order sizes of all
implication
merchants that aspire to attract younger shoppers would benefit from lower minimum free shipping and handling thresholds.
Слайд 28key takeaway #4
finding
boomers and silents dominate sales of traditional holiday gift
implication
merchants in traditional gift shopping categories would uniquely benefit from age-based ad targeting.
Слайд 29key takeaway #5
finding
genX online holiday shopping behaviors reflect their scarcity of
implication
for those that uniquely sell to GenXers, focus on time saving features and functionality:
click and collect
gift suggestions
gift wrapping
holiday is a good time to acquire full service grocery customers
Слайд 30questions on this presentation? ken@slice.com
want the slides? steve@slice.com
want to learn about
check out our blog - http://intelligence.slice.com/blog/
thank you
Слайд 33Which generation accounts for the largest share of purchases during the
Millenial Generation (18-34)
Generation X (35-50)
Baby Boomers (51-69)
Silent Generation (70+)
Audience Question #1
Слайд 34Which generation spends the least, per buyer, during the holiday season?
Millenial
Generation X (35-50)
Baby Boomers (51-69)
Silent Generation (70+)
Audience Question #2
Слайд 35
Holiday Index v. Rest of Year*
Holiday Opportunity Matrix
* (Category Share of
