Questions and Answers
What was the global online sales figure for Black Friday last year?
What is the estimated total opportunity for international online sales during the Peak season?
Which mindset do customers shift into as they approach the Peak period?
What percentage of holiday shoppers know what gifts they want to buy as December approaches?
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What does the Road to Peak strategy aim to capitalize on?
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What research statistic was noted regarding purchases made from October to January?
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What characterizes a competitive operational strategy during the Peak season?
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What is the primary focus of the Think Global miniseries as led by Aoife?
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Why is it important to build brand awareness early, even if actual conversions won’t happen until later?
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What is a suggested strategy to inspire shoppers during gift buying seasons?
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What is one operational area crucial for effective shopper conversion during Peak?
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How can local payment preferences impact ecommerce success?
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What is an essential consideration when planning for delivery expectations?
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What is a defining characteristic of Singles’ Day in the current market?
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What strategy is recommended for maximizing results during the holiday shopping season?
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What complementary strategy is highlighted for driving incremental performance across Google’s Ad inventory?
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Study Notes
Introduction to Peak Season
- Mariah Carey’s ‘All I Want For Christmas’ signals the start of Peak Season, driving Black Friday and winter holiday shopping.
- Peak Season represents a crucial opportunity for businesses to maximize sales globally.
Black Friday and Market Potential
- Black Friday generated over $9.8 billion in global online sales last year, a 7.5% increase year-on-year.
- Planning for the entire Peak Season can unlock a $1.17 trillion opportunity in international online sales.
International Road to Peak Strategy
- The International Road to Peak strategy focuses on four shopper behavioral mindsets during the Peak period.
- Emphasis on leveraging AI solutions and Ads strategies to convert these behaviors into sales.
- Operational strategies are designed for lean and competitive growth in global ecommerce.
Importance of Early Planning
- Current period is ideal for establishing international plans to gain a competitive edge.
- Customers enter a Deliberate mindset, researching and planning purchases ahead of time.
- 59% of holiday shoppers have predetermined gift ideas as December approaches.
Brand Awareness and First-Party Data
- Prioritize building brand awareness early, even if conversions occur later.
- Collect first-party data to strengthen Ads Strategy and enhance audience conversion.
Effective Advertising Strategies
- Utilize YouTube Video View and Video Reach Campaigns to inspire deliberate shoppers.
- Apply Broad match targeting to extend outreach beyond exact queries for effective customer engagement.
Operational Essentials for Peak
- User Experience: Display clear seasonal offers, payment methods, and delivery policies to reduce potential revenue loss by 50%.
- Payment Methods: Provide local preferred payment options, establish fraud prevention measures, and have backup systems to handle transaction spikes.
- Delivery Expectations: Align local delivery timings and costs with market realities; plan capacity and contingency for demand forecasting.
Singles’ Day Overview
- Singles’ Day occurs on November 11, originally a celebration of being single, now a significant shopping event.
- Growing interest in EMEA markets, particularly in Germany and the Netherlands.
Shift to Deal-Seeking Mindset
- As Singles’ Day approaches, shoppers begin to focus on deals; 75% of holiday shoppers seek promotions throughout the season.
- Activate Performance and Search Campaigns utilizing AI to enhance returns on investment.
- Performance Max and Value Based Bidding Search Campaigns can optimize results across Google’s Ad inventory.
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Description
Explore the dynamics of Peak Season, focusing on Black Friday and international shopping behaviors. This quiz covers the significance of early planning and leveraging AI to maximize sales opportunities. Delve into strategies that can lead to competitive growth in global ecommerce.
