social media's influence on holiday sales
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Social media and retail insights
Head of retailing, Euromonitor InternationalMichelle GrantJJ HirschleRetail industry director, twitterConsulting Practice Manager Innovation, Euromonitor InternationalZandi Brehmer
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Social medias role in the digital revolutionTwitters connection to retailTwitters role in holiday shopping
Source: ThinkStock
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Still early innings for the digital revolution globallySocial medias role in the digital revolution
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but Asia Pacific is leading the waySocial medias role in the digital revolution
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Social media plays a key role in the digital revolution
Social medias role in the digital revolution
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Social medias role in the revolution varies greatly by countrySocial medias role in the digital revolution
Emerging MarketsDeveloped Markets
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Where is social media headed in the digital revolution?
Social medias role in the digital revolution
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Social medias role in the digital revolutionTwitters connection to retailTwitters role in holiday shopping
Source: ThinkStock
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Twitter is your connection to consumers
Reach x Relevance = Results
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Twitter is the ideal place to connect with shoppers that matter to retailersSource: Twitter Retail User Research, March 2015
$308vs. $253 for non-usersHigher shopping budgets for next 6 months6.9 timesvs. 4.3 times for non-usersHigher shopping frequencyin past month3.6 timesvs. 1.0 time for non-usersHigher online shopping frequencyin past month
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C2_RETAIL2. In the past month, about how many times have you?C2_RETAIL3. How much are you planning on spending on home goods (e.g. furniture, kitchen goods, dcor, etc.) in the next 6 months?A/B Significant difference at 95% confidence levelBase: Non Twitter Users (326), Twitter Users (771)
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Twitter drives in-store and online sales for retailersSource: Datalogix ROI Studies (N = 18), 2013 2015 Twitter has delivered 18 DLX ROI studies to date across apparel, big box, and specialty retailers
8.52AVERAGE ROAS
3.15%AVERAGESALES LIFT
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ROAS: Return on Ad Spend (full campaign incremental sales/ campaign cost)Sales Lift: % increase in $ spent per HH (control vs. exposed group)11
Social medias role in the digital revolutionTwitters connection to retailTwitters role in holiday shopping
Source: ThinkStock
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Euromonitor Consulting & Twitter PartnershipEuromonitor Consulting & Twitter PartnershipOBJECTIVECreate a roadmap of the Twitter holiday shoppers journey to identify insights for retailers during the 2015 holiday season.
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Euromonitor Consulting & Twitter SolutionEuromonitor Consulting & Twitter Partnership
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Twitter holiday shopping journeyEuromonitor Consulting & Twitter Partnership
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Two thirds of Twitter shoppers planned in-store purchases aheadImpulse purchases are increasingly led by mobile deals/coupons and social media inspiration especially as buying behavior shifts to more online purchases.IN-STORE PURCHASE PLANNINGEuromonitor Consulting & Twitter Partnership
INFLUENCERS OF IMPULSE PURCHASE
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Twitter was a critical tool for the majority of Twitter shoppersEuromonitor Consulting & Twitter Partnership84% of Twitter shoppers used Twitter while planning their holiday shopping1234Look for retailer deals / couponsRead product reviewsGather gift ideasCompare prices
In-store, the same activities are completed with a stronger focus on savings, primarily searching for retailer deals/coupons and comparing product prices.
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Shoppers revealed Twitter is used for much more than customer serviceEuromonitor Consulting & Twitter PartnershipFor the Fuji Instax camera my daughter wanted ... I perused several Fuji Twitter accounts for model details, where to buy, ideas for use and the great photos it takes! I was sold and she got it for Christmas. -KC
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Post-Holiday, Twitter shoppers shared out about gifts received, conducted gift/product research, and wrote reviewsEuromonitor Consulting & Twitter PartnershipPOST-HOLIDAY TWITTER ACTIVITIES
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Retailer tools still useful but compete for attention; social media already a part of daily lifeEuromonitor Consulting & Twitter PartnershipAPPS DOWNLOADED ON NEW DEVICE
23% of respondents received a new mobile phone or tablet as a gift
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Twitters unique real-time updates and search ability makes it a user-friendly social media tool for shoppersONE WORD THAT BEST DESCRIBES TWITTERS ROLE IN YOUR LIFEEuromonitor Consulting & Twitter Partnership
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Get ahead of the holidays in 2016Euromonitor Consulting & Twitter Partnership
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Leverage the power of partnerships to build your social media strategySHIFT FROM REACTIVE TO PROACTIVE
ACQUIRE INSIGHTS TO BUILD YOUR STRATEGY LEVERAGE TWITTER TO INTERACT DIRECTLYEuromonitor Consulting & Twitter Partnership
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general inquiriesFor general inquiries about this research or the affiliated release event, please contact:
Liz MillerInternational Business Development ExecTel: [email protected]
Head of retailing, Euromonitor [email protected]@EMI_MichelleG
Michelle GrantJJ HirschleRetail industry director, twitter@jjhirschle
Consulting Practice Manager Innovation, Euromonitor [email protected] BrehmerContact details
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