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In This Report:
Executive Summary
The Spring Apparel 2010 Rewind study, based on aggregated and indexed performance data, shows that seasonal
patterns for apparel marketers are largely knowable. The second and final weeks of February were the two
strongest for sales, the former likely being influenced by Valentine’s and President’s Days promotions. We’ve
further observed that Spring Apparel sales typically peak near the end of all three months, March and April included.
This was once again the case in 2010, whether measuring by demand, orders or conversion.
Key Findings
The top two sales weeks for Spring Apparel occurred in February. Sun 2/21–Sat 2/27 indexed highest for
demand. Coming just prior to Valentine’s and President’s Days, Sun 2/7-Sat 2/13 indexed highest for order
volume. (see Sales - Orders & Demand, page 2)
Thursday 3/25 was the top single day for paid search sales. For the second consequent year, this seasonal
peak occurred roughly 10-12 days before Easter. (see Sales - Orders & Demand, page 2)
Conversion followed similar ups and downs to sales metrics, being strongest at key points towards the end of
each month. Sat 4/24 was the best single day for conversion. (see Conversion, page 4)
Sundays were the top day of week for demand and conversion, while Tuesdays indexed highest for order
volume. Mondays were strongest for clicks in this category. (see Top Days of the Week, page 5)
Rewind
Spring Apparel 2010
The charts below show indexed data representing the number of paid search orders and the total paid search
demand during the 2010 Spring Apparel season.
Both key February weeks were strong overall—the top week for demand was the second-best week for orders,
and vice-versa. We’ve further observed that the weeks near the end of each month are typically strong for
Spring Apparel sales, and this was once again the case in 2010.
Daily data shows similar upticks in Spring Apparel sales near the end of each month.
PM Digital’s products are a unique blend of its services, people, systems, technology and tools.
This information is highly CONFIDENTIAL. © Copyright 2010 PM Digital. All rights reserved.
2
Rewind
Spring Apparel 2010
Spend
The chart below shows indexed data representing total spend for paid search on any given day during the 2010
Spring Apparel season.
Mon 2/8
Indexes representing total paid (124)
search spend followed a similar trend 125
as orders, demand and clicks. The
first and largest spend peak occurred
Index
on Mon 2/8 (124), anticipating the 100
peak in sales two days later. Other
peak spend days similarly
75
anticipated subsequent sales peaks
in March and April.
50
Clicks
The chart below shows indexed data representing the number of paid search clicks for each individual date during the
2010 Spring Apparel season.
PM Digital’s products are a unique blend of its services, people, systems, technology and tools.
This information is highly CONFIDENTIAL. © Copyright 2010 PM Digital. All rights reserved.
3
Rewind
Spring Apparel 2010
Conversion
The charts below show indexed data representing paid search conversion, or the ratio of same-day orders to clicks,
by individual date and by week during the 2010 Spring Apparel season.
Top Week: Week Ending 2/13 Paid Search: Conversion (by Week)
125
Other Key Weeks: Week Ending
2/7-2/13
2/27, Week Ending 4/24, Week (108)
Ending 3/27
100
[Weeks Ending]
25
PM Digital’s products are a unique blend of its services, people, systems, technology and tools.
This information is highly CONFIDENTIAL. © Copyright 2010 PM Digital. All rights reserved.
4
Rewind
Spring Apparel 2010
The charts below show how each day of the week fared for paid search campaigns during the 2010 Spring Apparel
season, as measured by various indexed metrics.
Orders Demand
120 120
(107) (108)
110 110
Index
Index
100 100
90 90
80 80
Clicks Conversion
120 120
(108)
110 110
(102)
Index
Index
100 100
90 90
80 80
Sundays indexed the highest for demand and conversion for Spring Apparel retailers, while Tuesdays indexed
the highest for the number of orders.
While Mondays were the strongest day of the week for clicks, lower conversion on that day meant it was not the
top day of week for sales (though it remains so at other times of year). This scenario suggests that strategic
opportunities exist, with options ranging from trying to boost conversion on that day of week to trying to shift
those Monday clicks to better-converting days.
PM Digital’s products are a unique blend of its services, people, systems, technology and tools.
This information is highly CONFIDENTIAL. © Copyright 2010 PM Digital. All rights reserved.
5
Rewind
Spring Apparel 2010
Rewind is a product of PM Digital Research that analyzes recent sales patterns within a given online media channel,
market category and time frame. This edition focuses on paid search campaigns for online merchants during the
Spring Apparel 2010 season (February-April).
Our goal is to provide PM Digital clients with actionable intelligence and perspective, to aid strategic planning and to
help benchmark success.
MediaHarbor® is PM Digital’s suite of search engine marketing tools, analytics and research. The suite not only
improves workflow efficiency and program performance; it also drives strategy, planning, optimization and execution.
Methodology
Rewind examines performance data from PM Digital clients after it has been aggregated and indexed to ensure
confidentiality as well as maximum statistical relevance. Data presented in all charts and analyses are drawn from
the MediaHarbor® proprietary Online Media Tracking and Reporting Tool, combined with data reported by Google,
Yahoo and MSN. All data has been indexed within the context of each type of program (in this context, paid search
campaigns) to allow fair comparisons across marketers. Each marketer's average performance during the Spring
Apparel shopping period of 2/1-4/30 served as its own baseline (index = 100). Each marketer's daily performance
was compared to its own baseline to calculate an index value. Index values below 100 indicate below-average
performance; index values above 100 indicate above-average performance. The average of all marketers'
performance metrics are reported in the graphs of this report.
Staff
Contact Us
If you have any questions about this Rewind report or suggestions for future editions, please contact us at
info@pmdigital.com.
PM Digital’s products are a unique blend of its services, people, systems, technology and tools.
This information is highly CONFIDENTIAL. © Copyright 2010 PM Digital. All rights reserved.