Everyday is Prime Day: How Smart Marketers are Leveraging the Middle Ground in the Consumer Decision Journey 2020 - IAB Canada
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2020
Everyday is Prime Day:
How Smart Marketers are
Leveraging the Middle
Ground in the Consumer
Decision Journey
1
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.
2
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?
33
Source: Think with Google
44
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
5
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
6
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
7
• 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
88
Retail Strategies and
Tactics
9Retail 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
10Thank 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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