Latest Experian Marketing Services report reveals customer reactivation will be on the rise this holiday season


Latest Experian Marketing Services report reveals customer reactivation will be on the rise this holiday season
Inactive email subscribers again expected to re-engage during holiday season, following a
28 percent increase in 2009

Schaumburg, Ill., Aug. 10, 2010 — Experian Marketing Services, a leading provider of data, analytics and marketing technologies to help organizations target and engage their customers more effectively, today announced the launch of its highly anticipated annual holiday benchmark report.

Based on the data, the report identifies two key themes for the holiday season: timing and targeting. The report also contains trend information, predictive benchmark data and analytical insight from across the marketing landscape, giving marketers a more accurate and complete understanding of consumers, how they respond to holiday offers and when they begin thinking about their holiday shopping. Channels such as email, mobile, search, direct mail and social media are analyzed in the report, which also provides insight on the multichannel attitudes and behaviors of consumers in the United States and across the globe.

“Companies must make every dollar count this holiday season. Campaigns need to be affordable, executable, measurable and effective,” said Bill Tancer, general manager of Global Research for Experian. “Segmentation systems will be key to sorting and making sense of the myriad of consumer data needed to understand buyers and their behaviors. By leveraging the data and best practices in the holiday marketer report, marketers can better align offers to their customers and engage them more effectively. “

Key findings from the report include:
• Twenty-six percent (the majority of American consumers) use the Internet to find bargains and discounts. America’s Wealthiest is one of the highest segments behind these searches.
• While the number of U.S. adults who have ordered from a catalog has remained relatively stable over the past few years, 61 percent of catalog orders are placed online, compared with 50 percent in 2006.
• The promotion of gift cards in holiday email marketing messages more than tripled transaction rates for multichannel retailers last year.
• Twenty-four percent of online consumers (with or without Web-enabled phones) say they expect to be comparing prices, and 22 percent expect to be purchasing items from their mobile phones in the next 12 months.
• Customers are more likely to open emails that promote in-store-only offers, illustrating the powerful impact that online communications can have on offline sales.
• The term “gift card” was extremely popular during the 2009 holidays, while searches for “discounted gift cards” experienced the highest increase, compared with 2008.

To download Experian Marketing Services’ 2010 holiday marketer: Benchmark and trend report, visit

Jennifer Marshall
Experian Public Relations
1 224 698 8798

About Experian Marketing Services
Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.

About Experian
Experian® is the leading global information services company, providing data and analytical tools to clients in more than 90 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2010, was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.

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