2017假日购物季简讯：美国及全球品牌和零售商洞察（英文版）_15页

Holiday Wrap-up Summary

Core Content

The document provides an overview of the 2017 holiday shopping season from the perspective of Criteo, a global commerce platform. It highlights the evolution of retail and consumer behavior during the period from 1 November to 31 December 2017, emphasizing the impact of omnishopping and the rise of mobile commerce. The report also discusses key trends in product demand, the performance of Black Friday and Cyber Monday, and the emergence of new shopping days like Black Thursday and Cyber Week II.

Main Points

1. Retail Sector Revitalization

• Black Friday and Cyber Monday broke sales records.
• The holiday season saw a shift in consumer behavior, with shoppers able to buy anytime and anywhere, leading to a more flexible and dynamic shopping experience.
• Retailers optimized their store footprints, improving merchandise mix, aesthetic displays, and customer service.
• Stores began to function more like showrooms, with limited stock and fulfillment via Click & Collect or shipping.

2. Omnishopping and Consumer Behavior

• Omnishopping (Click & Collect, Showrooming, Webrooming, Click & Ship) became a major trend.
• Shoppers used multiple devices and channels to research and purchase goods.
• Mobile commerce rose significantly, especially on key holidays like Christmas.
• December 23 saw the highest mobile transaction rate of the season, with nearly 48% of purchases made on phones.

3. Breakout Gifts

• High-tech products and cozy clothing were the top categories.
• Key breakout gifts included:
  • Fingerling (a toy and also a type of potato)
  • Nintendo Switch
  • Google Home Minis
  • UHDTVs
  • Instant Pots
  • Legos
  • PS4s
  • Apple Watches
  • Family pajamas & adult onesies
• These items were researched early and remained popular throughout the holiday season.

4. eGrocery Growth in the US

• eGrocery began to take off in the US, with Walmart and Target leading the charge.
• Click & Collect was a success, and Peapod, Fresh Direct, and Boxed expanded delivery coverage.
• The highest eGrocery cart values were seen on the three days before Thanksgiving and around Christmas.

5. Global Holiday Trends

Key Insights

• Mobile commerce became a dominant force, with 40–50% of purchases made on phones during key shopping days.
• Pre-shopping was common, with many shoppers researching online in October but purchasing in November.
• Cyber Week II (between Christmas and New Year's) saw a surge in shoppers and purchasers, particularly driven by gift cards.
• Omnishopping is now the norm, and retailers must adopt a collaborative marketing approach that integrates online and offline data.
• Early marketing is crucial, as new shopping patterns emerge throughout the season.
• Mobile optimization is no longer optional; it is essential for modern commerce.
• Brands and retailers must support online sales and optimize digital shelves.

Takeaways

1. Collaborative Marketing: Use the largest data sets to connect online and offline marketing efforts.
2. Start Early: Adjust marketing spend throughout the season based on evolving market dynamics.
3. Optimize for Mobile: Ensure your digital presence is mobile-friendly with responsive design and persistent carts.
4. Omnichannel Experience: Focus on creating the best, most personalized experience across all channels and devices.
5. Omnishopping Defined: It refers to the use of multiple devices and channels for shopping and purchasing. Retailers must adapt to this behavior by offering seamless integration between online and in-store experiences.

About the Data

• Shoppers are unique users seen on Criteo's network.
• Purchasers are unique users who completed a transaction.
• The data includes billions of product searches and millions of completed transactions.
• US data is from the Criteo Sponsored Products network, including retailers like Walmart, Target, Best Buy, and Macy's.
• Sponsored Products are ads for specific items, bought on a CPC model and bid on keyword terms.
• Non-personally identifiable data is used for analysis, and all data is in aggregate form.

Contact

For shopper insights, visit criteo.com/insights.
For more information on the Criteo Commerce Marketing Ecosystem, visit criteo.com/about.