Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada

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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
2020

Everyday is Prime Day:
How Smart Marketers are
Leveraging the Middle
Ground in the Consumer
Decision Journey

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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
Agenda                      Deals
                            The RFD team has complete control of their content to
                            ensure only the best and most relevant deals are
                            featured.

                                                           Engaged
                                                           Community
1. Prime Day Is Every Day   UGC
                                                           5K posts daily from over
                                                           1.2M registered users.

2. The Middle Ground and
                            User generated content         The average RFD user
                            and discussions about          spends 4 min 22 sec on
                            a wide range of topics.        site and views about
                            Provides unique                4 pages per session.

   The Undecided Shopper    experience reinforcing
                            research and validation
                            happens on our sites.
                                                           This represents 11%
                                                           of total Canadian digital
                                                           population.

3. Retail Strategies and
   Tactics                                                Ready-To-Buy
                                                          Audience
                                                          Reach in-market shoppers
                            Spending Power                ready to make informed
                            36% HHI of $100K.             purchasing decisions. RFD
                            RFD users ARE buyers;         users are affluent,
                            $37MM in 2019 online          educated, and more prone
                            affiliate partner sales.      to discussion.

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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
The picture can't be displayed.

                        44%
   Would you take part in a
   petition to make Black Friday
   a national or provincial
   holiday in Canada?

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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
Source: Think with Google
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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
The Journey Begins…

HOW USERS FIND OUR CONTENT:

      72%     Organic Google

      19%     Direct

       5%    Referral

       2%     Bing

       1%    Yahoo

       0%     Other

                        Source: Google Analytics, All VS Sites 2019

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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
The Undecided Shopper Journey…
               PASSIVE                ACTIVE RESEARCH
                                                                                     BUYING                                   OWNING
             CONSUMPTION        GENERAL, OEM, EXPERT/PEER OPINON REVIEW

                                                                          VALIDATION LOOP

                                                                                      spec looks fine, dunno what price you
                                       Seems like a pretty solid
                                                                                      have it at, keep in mind not all
                                       deal
                                                                                      gaming is the same, some may choke
 Loyalists                                                                            on a 960

                                                                                                                              Ah that seems like a great
                                                                                                                              deal I'll definitely pick that
                                                                                                                              up. Again thanks for the
                           Looking to buy a new computer for                                                                  help.
                           gaming. What do you guys think
    Open                   about this deal?

Detractors
                                                                              Would save up for a laptop with a gt 1050ti.

                                                                                                                                              Source: VerticalScope Data
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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
Unpacking The Messy Middle
Recently, we studied over 5000 conversations                Price/Comparison
around a major retail brand.
                                                              Order/Purchase
We found that (86%) focused on the product and
                                                                  Retail Brand
product experience specifically: product advice;
price comparison; product experience and reviews;          Product Experience
trying to locate the product, rather than the retail
                                                                        Locate
brand itself.
                                                       Product Quality / Issues
Smart shoppers are clearly looking for the best

                                                                                             86%
                                                                  Competition
product to address their needs at the best price.
Community members share their opinions and help                Product Review
guide their decisioning with their own personal
experience and share their advice.                             Product Advice
                                                                                  Source: RedFlagDeals.com
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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
• How do consumers
  decide what they want
  to buy and who they
  want to buy it from?

• Why a shopper ended
  up making the decision
  they did?

• A simple search on
  RFD.com can reveal a
  lot about the receptivity
  of your offers in real
  time.

          Source: RedFlagDeals.com
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Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
Retail Strategies and
Tactics

                        9
Retail Strategies and Tactics

  Accelerate
 Demand Using     Managing Brand      Sanctioned      Affiliate + Paid
                      Safety          Code Leaks            Media
    UGC

                  Top Deals, Price
   Pulse of the       Points,                           Off Prime
    Consumer       Merchandise       Share of Voice    Experiments
                    assortment

                     Product
                  Clearance and      RFD Exclusive
                                        Offers
                     Sell Offs

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Thank You!
Let’s talk about your digital plans

Jeff Novak | Jason Brilant
416-263-6635                  416-341-7173
jeff.novak@redflagdeals.com   jbrilant@verticalscope.com

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