Presentation

Transcription

Presentation

DEPARTMENT STORES
MEMBER BREAKFAST | AUGUST 11, 2016
BENCHMARKING DIGITAL PERFORMANCE
RESEARCH
BENCHMARKING
EDUCATION
UPCOMING EVENTS
BRIEFING
BRIEFING
BRIEFING
BRIEFING
VIDEO
London, Geneva, Paris
DATA &
TARGETING
PERSONAL
CARE
DEATH OF THE
AD COMPLEX
September 13, 14, 15
New York
New York
London, Paris
September 22
September 29
October 4, 5
OCTOBER 20, 2016
The New School
New York
A clinic for L2 members spotlighting
the biggest winners & losers in digital
for retail, media, and social platforms.
UPCOMING RESEARCH
September
October
November
Digital IQ Index®:
Digital IQ Index®:
Digital IQ Index®:
FOOD
CONSUMER
ELECTRONICS
FASHION
Digital IQ Index®:
Digital IQ Index®:
Intelligence Report:
PERSONAL
CARE
SPECIALTY
RETAIL UK
DIGITAL
ORGANIZATION
Intelligence Report:
Digital IQ Index®:
Digital IQ Index®:
OMNICHANNEL
FINANCIAL
SERVICES
BEAUTY
DEPARTMENT STORES
INTRODUCTION
REVERSAL OF FORTUNE
Indexed Share Price Returns: Department Stores and S&P 500
March 2009–July 2016
Department Stores Index
S&P 500
800%
700%
600%
500%
400%
300%
200%
100%
0%
3/9/09
3/9/10
3/9/11
Source: L2 Analysis of Yahoo! Finance historical data.
3/9/12
3/9/13
3/9/14
3/9/15
3/9/16
MAJOR MILESTONE (FOR AMAZON)
US Sales of Apparel and Accessories
In USD Billions
2011–2020
Amazon
Macy's
TJ Maxx
Walmart
Nordstrom
$60
$50
$40
$30
$20
$10
$0
2011
2012
2013
2014
2015
Source: Quartz (original data from Cowen and Company), November 2015.
2016
2017
2018
2019
2020
SPECIALTY RETAIL: DEFECTING?
Total US Sales by Store Format
In USD Billions
2001–2013
Department stores
$200
$180
$160
$140
$120
$100
$80
$60
$40
$20
$0
2001
2002
2003
Discount stores
2004
2005
Specialty Apparel stores
2006
2007
2008
Source: Quartz (original data from American Apparel & Footwear Association), November 2015.
2009
2010
2011
2012
2013
EARLY BIFURCATION
Department Stores: Annual Comparable Sales Growth (Including Ecommerce)
2010–2014
Macy's
Nordstrom
10%
8%
6%
4%
2%
0%
-2%
-4%
2010
2011
2012
2013
2014
Note: Macy’s comparable sales growth reported on an owned basis; Nordstrom comparable sales growth includes Nordstrom Rack stores.
Source: L2 analysis of company 10-K filings.
2015
BUT NOT SUSTAINED
Department Stores: Quarterly Comparable Sales Growth (Including Ecommerce)
Q4 2014–Q1 2016
Macy's
Nordstrom
Macy’s Average -1.9%
Nordstrom Average +4.4%
Macy’s Average -4.9%
Nordstrom Average + 0.1%
6%
4%
2%
0%
-2%
-4%
-6%
-8%
Q4 2014
Q1 2015
Source: L2 analysis of company 10-K filings.
Q2 2015
Q3 2015
Q4 2015
Q1 2016
OMNICHANNEL DISCONNECT
Shopper Interest vs. Actual Use of Click-and-Collect, by Country
2016
Would Like to Use
26%
Actually Use
25%
21%
18%
17%
15%
13%
10%
10%
9%
8%
5%
UK
US
Australia
Source: Business Insider (original data from Deloitte), March 2016.
Canada
Netherlands
Germany
MIXED IMPLEMENTATION
Primary Reasons for a Negative Click-and-Collect Experience
Percent of Respondents Citing Specific Reason
United Kingdom
Holiday 2015
31%
31%
24%
Lack of Dedicated
Pickup Area In-Store
Long Wait Times
Due to Lack of Staff
Staff Inability
to Locate Items
More than a third of UK click-and-collect Christmas shoppers
experienced issues with their pickups
Source: SupplyChainBrain, January 2016.
INSTANT GRATIFICATION
Number of Markets With Same Day Delivery Availability
2015–2016
July
2015
July
2016
14
27
+
4
17
+
3
9
0
2
+
DEPARTMENT STORES
METHODOLOGY
METHODOLOGY
SITE &
ECOMMERCE
40%
DIGITAL
MARKETING
30%
SOCIAL
MEDIA
10%
MOBILE
20%
METHODOLOGY
DIMENSION:
SITE &
ECOMMERCE
TECHNOLOGY: Response Time from Home Region,
Analytics Packages
SEARCH & NAVIGATION: Guided Selling Tools, Videos, Quick View
Functionality, Keyword Search Sophistication, Filter & Sort Options
PRODUCT PAGES: Image Collateral, Product Videos, UGC, Editorial
Content Integration, User Reviews/Ratings, Support for Offline Path
to Purchase
ECOMMERCE & FULFILLMENT: Shopping Cart Sophistication,
DTC Checkout Experience, Cross-Selling, Expedited Payment
Options, Same Day/Scheduled Delivery
40%
OMNICHANNEL & STORE LOCATOR (if applicable): Click &
Collect, In-Store Inventory Status, In-Store Return Policy, Store
Locator Sophistication
CUSTOMER SERVICE: Contact Information, Live Chat Availability,
FAQs
ACCOUNT & LOYALTY: Explanation of Benefits, Wishlist, Registry,
Tiered Rewards Program, Credit Cart Integration
METHODOLOGY
DIMENSION:
DIGITAL
MARKETING
SEARCH: Traffic, Web Authority, Brand SEO & SEM on Google,
Brand Visibility Across 2600+ Non-Branded Search Terms in Nine
Geographic Regions (where applicable)
ADVERTISING: Desktop & Video Display Ad Impressions, Creative
Units, Share of Voice within Category
EMAIL MARKETING: Ease of Sign-up, Frequency, Employ of
Trigger Emails, Estimated List Size, Read Rate, Inbox Placement
30%
EARNED MEDIA: Mentions, Sentiment, and Brand Activity on
Industry-specific Outlets (ShopStyle, Polyvore, Lyst, Rstyle.me)
METHODOLOGY
DIMENSION:
SOCIAL
MEDIA
FACEBOOK: Reach, Growth, Total Post Engagement (12-months),
Average Interactions Per Post
INSTAGRAM: Reach, Growth, Total Post Engagement (12months), Average Interactions Per Post, Video, Social Commerce
YOUTUBE: Search Visibility, Channel Experience, Video Views
(12-months), Content Sponsorship, Video Paid Media Support
TWITTER: Reach, Engagement (12-months), Interactions Per
Tweet, Employ of Retweets, Brand Mentions, #Hashtag Visibility
10%
PINTEREST: Active Platform Presence, Reach, Support
for Buyable Pins from Mobile App
SNAPCHAT (if applicable): Active Platform Presence (May), Snap
Frequency, Ad Visibility in Discover
METHODOLOGY
DIMENSION:
MOBILE
SMARTPHONE EXPERIENCE: Load Time, Compatibility
& Functionality, Geolocation, Click-to-Call, Mobile-Optimized
Live Chat, Ease of Mobile Checkout, Support for Expedited
Payment Methods
MOBILE SEARCH: “Above-the-Fold” Visibility via
Organic or Paid Results, Site Identified as “Mobile-Friendly,”
Internal Site Links Sophistication, Brand Visibility in PLAs
(if applicable)
MOBILE ADVERTISING (if applicable): Mobile & Tablet Display
Ad Impressions, Creative Units, Share of Voice within Category
20%
MOBILE APPS (if applicable): Support for iOS & Android,
Featured Status, Location Services, Apple Pay Support,
Touch ID Support, In-App Commerce, In-Store Functionality,
Loyalty Integration
CATEGORIZING RESULTS
Brands are Parsed into Five Categories Based on Digital IQ Index® Score
GENIUS
140+
GIFTED
110–139
CHALLENGED
70–89
FEEBLE
<70
AVERAGE
90–109
DEPARTMENT STORES
RANKING
L2 DIGITAL IQ INDEX®:
RANK
BRAND
53
Digital IQ
65
Karstadt Warenhaus GmbH
54
60
J. Front Retailing
55
59
Aekyung Group
56
51
KaDeWe
57
43
La Rinascente Srl
FEEBLE
RANK
BRAND
41
Digital IQ
88
FEEBLE
RANK
88
48
87
50
73
Isetan Mitsukoshi Holdings Ltd.
86
51
Hyundai Department Store Group
68
Takashimaya
81
Shinsegae Co Ltd
78
Borletti Group
Selfridges Group Ltd.
46
78
48
El Puerto de Liverpool S.A.B. de C.V.
45
79
Wittington Investments
88
44
Digital IQ
Grupo Bal
Hudson's Bay Company
41
BRAND
47
Bon-Ton Stores, Inc.
41
CHALLENGED
52
66
Le Bon Marche S.A.
RANK
BRAND
28
Digital IQ
97
AVERAGE
RANK
35
Harrods Limited
28
97
35
95
37
91
Galeries Lafayette
95
37
Myer Holding Limited
91
Lotte Co.
93
Sears Holdings Corporation
91
E. Breuninger GmbH & Co.
Harvey Nichols
34
92
37
Selfridges Group Ltd.
31
92
Lord & Taylor
95
31
Digital IQ
Metro Group
Shop Direct Group
31
BRAND
40
90
Hanwha Group
RANK
BRAND
15
Digital IQ
112
AVERAGE
RANK
111
23
110
26
99
Lane Crawford Ltd.
110
27
Richemont
98
Dillard's, Inc.
109
Yoox Group
100
David Jones Limited
Debenhams plc
22
107
25
Otto GmbH
20
107
El Corte Ingles
111
20
Digital IQ
Neiman Marcus Group
Home Retail Group
18
BRAND
23
Next
18
GIFTED
28
97
Gilt Groupe
RANK
BRAND
5
Digital IQ
131
GIFTED
RANK
11
ASOS
6
130
12
130
14
114
Selfridges & Co.
129
15
Saks Inc.
112
Istithmar
128
Sears Holdings Corporation
119
House of Fraser
Neiman Marcus Group
10
124
13
Marks and Spencer
9
126
Richemont
130
6
Digital IQ
John Lewis Partnership
Macy's Inc.
6
BRAND
15
112
Belk Inc.
RANK
BRAND
4
2
3
PARENT
DIGITAL IQ
J.C. Penney Company, Inc.
1
1
IN THE COMPANY OF GENIUS
2
140
3
Mobile site integrates high quality branded blog content, a robust user account that offers personalized
recommendations, and geolocation that actually works.
Mobile app is updated frequently and offers seamless checkout in-app, in-store functionality
(SNAP2SHOP), and support for Apple Pay.
SEM efforts boost search visibility on non-branded terms.
RANK
BRAND
3
2
3
PARENT
DIGITAL IQ
143
Kohl's Department Stores, Inc.
1
1
2
3
Best-in-class omnichannel features on product pages include Find-in-Store with dynamic mapping
and filter options.
Solid content supported by healthy investment on Facebook paying dividends in terms of engagement.
Loyalty program features generous 5% rewards and aggressively solicits and displays UGC on program
page to boost consumer interest.
RANK
BRAND
2
2
3
DIGITAL IQ
151
Macy's, Inc.
1
1
PARENT
2
3
Leverages “Fashion’s Front Row” event featuring live performances from brand ambassadors
and influencers across channels to generate highest site traffic in Index.
MyStylist on site allows shoppers to quickly and easily book appointments with personal stylists
for all occasions.
Main brand shopping app landing page clearly communicates benefits of enabling mobile-specific
features such as Location Services, Push Notifications, and In-Store Messages.
RANK
BRAND
1
3
DIGITAL IQ
152
Nordstrom, Inc.
1
1
2
PARENT
2
3
Supports brand buzz by incentivizing UGC from influencers on rewardStyle.
Mobile app features robust in-store functionality include image search using the phone camera
and “N Style” editorial content section that features shoppable branded blog collateral, Instagram posts,
and videos.
High quality content on Instagram generates strong engagement despite below average post frequency.
DEPARTMENT STORES
KEY FINDINGS
BIGGEST WINNERS & LOSERS
Department Stores: Biggest Movers Year over Year
2015–2016 Digital IQ Index® Percentile Rank, n=52 Brands Present in Both Studies
29%
20%
18%
13%
11%
Average  Gifted
Feeble  Challenged
Challenged  Average
Average  Average
Average  Average
-43%
-31%
-30%
-29%
-21%
Gifted  Challenged
Average  Challenged
Gifted  Average
Average  Challenged Average  Challenged
ENTERPRISE VALUE
Department Stores: Average Digital IQ Index® Score by Parent Company
July 2016
GENIUS
141
GIFTED
119
117
111
AVERAGE
100
94
CHALLENGED
FEEBLE
47
Macy's, Inc. Neiman Marcus
n=2
Group
n=2
Richemont
n=2
Source: L2 Inc., Digital IQ Index®: Department Stores, 2016.
Sears Holding
Co
n=2
Hudon's Bay
Company
n=5
Selfridges
Group Ltd.
n=4
Central Group
n=2
KEY FINDINGS
SITE & ECOMMERCE
CONTENT VS. COMMERCE
Department Stores: Brand Site Investments
Percentage of Brands with Given Feature
July 2016, n=57 brands
Present "Shoppable"
68%
68%
54%
42%
39%
39%
32%
30%
4%
Lookbooks/Style Guides
Campaign Videos
Branded Blog
How-To/Tutorials
Diagnostic Quizzes
93 percent of brands with guided selling tools link them to specific product pages
Source: L2, Inc., Digital IQ Index®: Department Stores, 2016.
0%
EDITORIAL PATH TO PURCHASE
Bloomingdale’s editorial content features clickable images
that lead directly to the relevant product page
EDITORIAL PATH TO PURCHASE
House of Fraser’s content allow users to add an item to the Shopping Cart
without navigating away from the page
”SHOP THE LOOK” MADE EASIER
Intermix enables users to click on an image directly and add an item
to the cart via an overlay or add all items to the cart
UGC PATH TO PURCHASE
Saks Fifth Avenue hosts a dedicated UGC page (Index: 12%) where users can view
and share photos and shop items without navigating away from the page
VIDEO PATH TO PURCHASE
Marks & Spencer is one of only 16% of Index brands that link to product pages within the video
WHERE TO CROSS-SELL?
Department Stores: Implementation of Cross-Selling on Brand Site
July 2016, n=57 Brands
91%
54%
18%
Cross-Selling on Product Page
Cross-Selling in Shopping Cart
Source: L2 Inc., Digital IQ Index®: Department Stores 2016.
Cross-Selling During Checkout
BEST PRACTICES: CROSS-SELLING
Next product pages prominently feature related items and allow users to quickly and easily
add them to the Shopping Bag without navigating away form the page
OMNICHANNEL: BEST PRACTICES
2
3
Index
1
Check in-store availability at nearby stores
32%
2
Filter results by availability of selected item or new items
5%
3
Get directions to the store without leaving brand site
4%
1
OMNICHANNEL INVESTMENT
Department Stores: Click-and-Collect and Find-in-Store
2015–2016
2015
62%
2016
62%
62%
56%
33%
Return Policy for Online
Purchases
Click-and-Collect
33%
Find-in-Store
EXPEDITED SHIPPING THE ANSWER?
Department Stores: Same Day, Next Day, and Scheduled Delivery
2015–2016, n=52 Brands Present in Both Studies
2015
2016
69%
58%
37%
27%
25%
15%
Next Day Shipping
Same Day Shipping*
*In select markets.
Scheduled Delivery
(Date)*
21%
23%
Scheduled Delivery
(Hourly)*
KEY FINDINGS
DIGITAL MARKETING
BRAND LOYALTY FALTERS…
Department Stores: Branded and Non-branded Search Growth on Google, By Market
July 2015–June 2016, n= Top 50 Non-Branded Terms Per Market, by Volume
Branded
Non-branded
Non-Branded Terms: +15%
Branded Terms: +1%
23%
13%
12%
2%
5%
18%
17%
9%
3%
2%
-2%
# brands
Canada
Germany
UK
n=3
n=5
n=11
-8%
Japan
n=3
France
US
n=3
n=17
Consumers are increasingly becoming more product focused and less brand loyal
CATEGORY ORGANIC SEARCH
Ownership of Organic Search Real Estate on Google
n=24 Brands and 6,095 Organic Search Results on Non-Branded Terms
June 2016
0.0%
1
Index Brands
0.5%
Non-Index Brands
1.0%
1.5%
2.0%
HIGH RELEVANCE, HIGH FREQUENCY
2
Average First Page Rank
Share of Total Organic Search Results
2.5%
3.0%
3.5%
4.0%
3
4
5
Bergdorf Goodman
Saks 5th Avenue
Dillard’s
ASOS
6
Amazon
K-Mart
Sears
7
8
9
10
Overstock
Target
Nordstrom
Macy’s
Kohl’s
JCPenney
Net-A-Porter
LOW RELEVANCE, HIGH FREQUENCY
SQUEEZING OUT ORGANIC
Department Stores: Share of First Page Results on Google by Link Type
July 2016, n=611 Non-Branded Search Terms
◼Organic
◼ Adwords (Top)
◼ Adwords (Bottom)
FIRST PAGE RESULTS
◼ Product Listing Ads (PLAs)
SITE LINKS ONLY
SITE LINKS + PLAS
15%
18%
12%
67%
55%
18%
15%
Share of First Page Results
Share of First Page Results
CATEGORY SEARCH PERFORMANCE
First-Page Visibility: Organic, AdWords and PLAs on Google
First Page Search Visibility
July 2016, n=611 Non-Branded Search Terms (e.g. “dress shirt”)
40%
Nordstrom
Macy’s
35%
30%
25%
Kohl’s
20%
15%
Overstock
JCPenney
Amazon
ASOS
Walmart
Amazon
ASOS
Macy’s
Nordstrom
JCPenney
Dillard’s
Neiman Marcus
10%
5%
Kohl’s
Dillard’s
0%
0
0.5
ORGANIC
Macy’s
1
Overstock
ASOS
1.5
ADWORDS
Walmart
Kohl’s
Bergdorf Goodman
2
Barneys New York
Overstock
Nordstrom
Hudson’s Bay
2.5
PLAS
3
PAID STRATEGY VARIES
Number of AdWords vs. PLAs Bought on Google
AdWords Bought
July 2016, n=611 Non-Branded Search Terms (e.g. ”dress shoes”)
180
ADWORD FOCUSED
160
JCPenney
140
120
Amazon
100
Macy’s
80
60
Nordstrom
40
Sears
Kohl’s
Bloomingdale’s
20
PLA FOCUSED
Overstock
Barneys
0
0
10
20
30
ASOS
40
50
60
70
80
90
100
PLAs Bought
PLA SPEND HIGHLY FRAGMENTED
Share of PLAs Bought on Google, by Retailer
For PLAs Appearing on Non-Branded Search Terms
July 2016, n=2,895 PLAs for 611 Generic Shopping Queries (e.g. “men’s shoes”)
Jet.com
Walmart
3%
1%
Overstock
1%
Index Brands
12%
Other
82%
Target
1% Nordstrom
7%
Hudson's Bay
9%
Barneys
New York
9%
Other
23%
Macy's
29%
ASOS
14%
Kohl's
9%
EMAIL: WHEN IS TOO MUCH?
Department Stores: Email Campaign Frequency vs. Estimated Read Rate
n=37,235 Campaigns by 37 Brands Executing One or More Campaigns per Week
Estimated Read Rate
July 2015–2016
45%
40%
35%
30%
Debenhams Macy’s
25%
Nordstrom
Saks 5th Avenue
JCPenney
20%
15%
Gilt
Lord & Taylor
Harrods
10%
Neiman Marcus
Sears
Bon Ton
5%
0%
0
10
Source: L2 analysis of eDataSource data.
20
30
40
50
60
70
80
90
Average Campaigns Per Week
TARGETING INCREASES INTEREST
Department Stores: Use of Email Targeting vs. Estimated Read Rate
n=37,235 Campaigns by 37 Brands Executing One or More Campaigns per Week
July 2015–2016
Marks & Spencer
Printemps
Selfridges
Holt Renfrew
Myer
Nordstrom
Macy’s
Hudson’s Bay
Barneys
25%
20%
ASOS
Sears
Lord & Taylor
Galeria Kaufhof
Harrods
Bon Ton
15%
10%
5%
0%
70%
60%
50%
40%
30%
20%
10%
0%
Average Email Segment (Percentage of Total List Size)
Read Rate
30%
DISCOUNTING’S LONG TAIL
Department Stores: Percentage of Emails Containing Specific
Discounts in Subject Line
July 2015–2016, n=40,261 Campaigns by 43 Brands With Complete Data
10.5%
6.0%
5.2%
2.4%
0.8%
0–19%
20–39%
40–59%
60–79%
80–99%
Brands are still reliant on discounts, including specific discount mentions in 25% of subject lines
DESKTOP VS. MOBILE SPREAD
Department Stores: Ad Impressions by Publisher & Device Type
July 2015–2016, n=14.0B Impressions from 4,977 Unique Publishers
Desktop Impressions
Both Device Types
Desktop Only
Mobile Only
250,000,000
espn.go.com
200,000,000
yahoo.com (1.4B, 162M)
msn.com (1.0B, 185M)
drudgereport.com
150,000,000
wunderground.com
answers.com
100,000,000
weather.com
50,000,000
refinery29.com
nytimes.com
accuweather.com
bustle.com
0
0
Source: L2 analysis of Pathmatics data.
10,000,000
20,000,000
30,000,000
Mobile Impressions
DESKTOP ADVERTISING
Department Stores: Relative Ad Impressions (Desktop)
July 2015–2016, 14.0B Impressions, n=31 Brands
Relative Impressions
US
UK
Canada
100%
Australia
Argos
Kohl’s
75%
Macy’s
Marks & Spencer
50%
John Lewis JCPenney
25%
Belk
Sears
Nordstrom Neiman Marcus
Saks
0%
0
2,000
4,000
6,000
8,000
10,000
12,000
Creative Units
MOBILE ADVERTISING
Department Stores: Relative Ad Impressions (Mobile)
July 2015–2016, 2.1B Impressions, n=31 brands
US
UK
Canada
Australia
Relative Impressions
100%
Argos
Kohl’s
75%
Macy’s
50%
John Lewis
Marks & Spencer
Sears
25%
Neiman Marcus
Nordstrom
JCPenney
Belk
0%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Creative Units
KEY FINDINGS
SOCIAL MEDIA
INSTAGRAM DOMINATES
Department Stores: Share of Total Interactions, by Platform
n=186,581,678 Interactions, 163 URLs (57 Facebook, 52 Instagram, 54 Twitter) Across 57 Unique Brands
July 2015–2016
Twitter
2%
Platform
Facebook
29%
Instagram
69%
Interactions
Likes + Comments
Likes + Comments + Shares
Favorites + Retweets
Source: L2, Inc. Digital IQ Index®: Department Stores, 2016.
FACEBOOK: A CUSTOMER SERVICE TOOL
Department Stores: Share of Interactions and Brand Posts on Facebook
July 2015–2016, n=57 Brands with Active Facebook Accounts
SHARE OF POSTS
n=34,989 Total Posts
El Corte Inglés
6%
Mr. Porter
6%
El Palacio de Hierro
5%
Net-A-Porter
4%
Neiman Marcus
Other
4%
69%
ASOS
3%
Isetan Mitsukoshi
3%
SHARE OF INTERACTIONS
n=53,932,033 Interactions
Kohl’s
Nordstrom 16%
31%
Macy’s
12%
Other
23%
Liverpool
2%
El Palacio de
Hierro 9%
Belk
4%
El Corte Inglés
3%
TOP 7 = 77% OF ALL ENGAGEMENT
Department Stores: Share of Interactions and Brand Posts on Instagram
July 2015–2016, n=52 Brands with Active Instagram Accounts
SHARE OF POSTS
SHARE OF INTERACTIONS
n=317,982 Total Posts
n=128,956,664 Interactions
Net-A-Porter
Selfridges
5%
5%
Other
69%
Barneys New York
5%
Neiman
Marcus
4%
Net-A-Porter
11%
Nordstorm
9%
Barneys
New York
6%
ASOS
34%
Harrods
4%
Holt Renfrew
4%
ASOS
4%
Other
23%
Neiman Marcus
6%
Harrods
6%
Bergdorf Goodman
5%
INSTAGRAM: CONTENT STILL MATTERS
Department Stores: Engagement, Post Frequency, and Reach on Instagram
(Millions)
Absolute Engagement
July 2015–2016, n=52 Brands
Community Size
INDEX Average
45
40
35
@ASOS
Community Size
389,991
Post Frequency
13.8 per week
Total Interactions
2,479,936
30
@NetAPorter
25
20
@Bergdorfs
15
@Harrods
@Nordstrom
10
@BarneysNY
@Macys
5
@TheOfficialSelfridges
0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
Posts Per Week
NOT ONE SIZE FITS ALL
Department Stores: Content Analysis of Brand Posts on Instagram
July 2015–May 2016, n=50 Top Posts from Each Brand
Celebrity/Influencer
6%
Contest
4%
Styling Event
2%
2%
Fashion Week
8%
Product
30%
Lifestyle
64%
Editorial
12%
Celebrity/Influencer
16%
Lifestyle
36%
Product
20%
IT’S ASOS’ WORLD
Instagram: ASOS Dominates Share of Interactions with Best Practices
71.4K interactions
In-bio CTA makes
feed shoppable
Index Average:
261.5 Interactions per Post
68.5K interactions
Actively solicits UGC
with #AsSeenOnMe
@asos Average:
3.9K Interactions per Post
INSTASHOPPING
Department Stores: Shoppable Features on Instagram
July 2015–2016, n=49 Brands with Instagram Accounts in Both Years
INSTASHOP
45%
27%
2015
2016
Brand Adoption of Shoppable Features
Source: L2, Inc. Digital IQ Index®: Department Stores 2016.
getcandid.com
PINTEREST SHOPPING LAGS
87% of brands with active Pinterest accounts link to product or category pages,
but only 11% are optimizing the path to purchase by utilizing “Shop Pins” or “Buy It”
Source: L2, Inc. Digital IQ Index®: Department Stores 2016.
INSTAGRAM BUSINESS PROFILES
BRAND-FACING
Instagram Insights provides measurability while
Promote functionality enables brands to expand visibility
CONSUMER-FACING
Contact button allows Click-to-Call, Email,
and Directions (via Apple Maps)
Only 4% of Index brands have enabled Business Profiles thus far
HARNESSING INFLUENCER POWER
67% of US & UK Index brands are advertisers
Chriselle Lim
709K FB Likes
700K Instagram Followers
622K Youtube Subscribers
From Head to Toe
447K FB Likes
374K Instagram Followers
1.2M Youtube Subscribers
EXPERIMENTING ON SNAPCHAT
Department Stores: Share of Snaps, by Brand
June–July 2016, n=17 Active Accounts
Mr. Porter
2%
Gilt Groupe
3%
Macy's
2%
37% of Index brands maintain a presence
on Snapchat
Neiman Marcus
4%
ASOS
9%
de Bijenkorf
10%
Harrods
12%
Lane
Crawford
1%
Selfridges
26%
Bloomingdale's
17%
Next
14%
SHARE OF SNAPS
19% of brands with accounts are inactive
62% of brands with Snapchat presence
promote their channel via their Instagram bio
Only 4% activated ads
SNAPCHAT: AUTHENTICITY IS KEY
Department Stores: Share of Snapchat Posts by Content Type
June–July 2016, n=1,511 Snapchat Posts
Influencer/Celebrity
4%
Other
5%
CTA
6%
Product
30%
Styling
6%
Behind-theScenes
7%
Lifestyle
3%
Event
19%
Fashion
Week
20%
BEST PRACTICES: SELFRIDGES
CTAs driving traffic
in-store
Custom geofilters
for events
Assessing
engagement
Partnering
with brands
KEY FINDINGS
MOBILE
THE MARCH TO OPTIMIZATION
Department Stores: Adoption of Mobile-Optimized Sites
Percent of Brands with Mobile Optimized Sites
n=47 Brands Present in All Studies
2014–2016
81%
2014
87%
91%
2015
2016
MOBILE SITE SOPHISTICATION
Department Stores: Adoption of Mobile Site Features
July 2015–2016, n=52 Brands Present in Both Studies
2015
2016
90%
79%
77%
73%
73%
65%
58%
35%
19%
4%
Hamburger Menus
Accordion Menus
Store Locator
Mobile Optimized
Live Chat
Checkout Remains
Mobile Optimized
US LAGS IN CLICK-AND-COLLECT
Department Stores: Adoption of Mobile Site Features by Geography
July 2016, n=51 Brands with Mobile Optimized Sites in Listed Geographies
North America (n=18)
European Union (n=24)
Asia (n=9)
67%
63%
50%
44%
39%
33%
22%
21%
11%
22%
8%
0%
Store Locator
with Geolocation
Check Inventory In Store
Source: L2 Inc., Digital IQ Index®: Department Stores, 2016
Buy Online
Pick Up In Store
Video Content
EXPEDITED PAYMENT OPTIONS
Department Stores: Expedited Payment Adoption on Mobile Sites
June 2016, n=53 Brands with Mobile-Optimized Sites
Support for Payment Service
Brands
Without
36%
PayPal
Expedited
Payment
Support
Brands
With
64%
Source: L2 Inc., Digital IQ Index®: Department Stores, 2016
85%
Visa Checkout
9%
MasterPass
9%
MOBILE APPS
Department Stores: iOS App Adoption
July 2016, n=57 Brands
Feature Implementation
n=81 iOS Apps
Brands
Without
14%
M-Commerce Support
Brand iOS
App
Store Locator
Camera Access
Brands
With
86%
Click-to-Call
63%
44%
37%
30%
BEST PRACTICES: NEIMAN MARCUS APP
Houses Instagram
content in-app
Users can upload photos
of products and the app
will find matching or
similar items
In-store and in-app
experience combined
with ability to access
Memory Mirror videos
Gifting made easy:
browse and save
products seamlessly
KEY FINDINGS
CONCLUSIONS
CONCLUSIONS
 Only halfway there in omnichannel
 Fast and flexible shipping expensive but necessary
 Review effectiveness of SEM (and PLAs) as customer search behavior broadens
 Opportunities in email through data capture and targeting
 Leverage the power of influencers
 Digital IQ = shareholder value

Presentation

Transcription

Similar documents

I`m helping to end MS by participating in the 2016 Jayman BUILT MS

The Board of Directors of Qatar Fuel (WOQOD) is pleased to invite

5 `S` Training Program at ABV-IIITM, Gwalior on 21.07.2016

Porky Expo Flyer

The NeuLion Report

Sept 30-Oct 2, 2016 Nov 4-6, 2016 @Camp Tadmor

4 star ALOE HOTEL, PAPHOS

the Guidelines for the registration on

Ticket plus hotel packages for the Chelsea Flower Show 2016

loyola institute for ministry on-campus open house thursday, may 12