The Retailer Autumn Edition 2022

AUTUMN 202 2

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• Power your performance with AI using the new Advantage + Shopping Campaigns (ASC), leveraging machine learning to help you reach valuable audiences with less setup time and greater efficiency, ASC is designed to be the most efficient solution for performance-focused advertisers looking to drive online sales and it is already showing an average of 17% improvement in cost per acquisition and an average of 32% increase in return on ad spend compared with business-as-usual only campaigns 8 . Make retail advertising seamless with Meta technologies. Explore more here: https:/ www.facebook.com/business/industries/retail

As we’ve emerged from the pandemic, affinity to digital will continue to rise, as it meets consumer needs. With the cost of living crisis on consumers’ minds, 42% of adults globally plan to start their shopping earlier due to inflation2 and 44% of UK shoppers say they’ll have com pleted their Christmas shopping before Black Friday3. With only two pay cheques before Christmas, the time is now for retailers to secure share of the squeezed customer wallet. With peak just around the corner, how can retailers navigate through these turbulent times? Brands should respondwithwarmth and understanding, using messaging that humanises the brand and matches the times, while targeting audi ences based on new customer behaviours and telling impactful stories that feature real people and community members. • The more diverse connections you make with customers, the more effective campaigns you can drive, for example, AR, Reels, branded content and in-stream. We see that connected multipliers shift deeper brand metrics by up to 139%4 . • Use digital circulars to communicate offers, 66% of users who discover new brands or products online discover them on Meta technologies 5 and 74% are willing to postpone a purchase decision until they find an attractive promotion or offer6. While consumer confidence in the economy is low, Facebook groups are helping consumers to stay informed. When asked where consum ers find offers, Facebook was the predominant response7 .

Katy Clark

Sources 1: Hashtags are based on Instagram data, global, Jan 2020–Dec 2021. Conversation topics are based on Facebook data, global, Jul 2020–Sep 2021. 2: Our Predictions for the 2022 Peak Season. HowWill Inflation Shape Holiday Shopping This Year? Research by Salesforce. July 7 2022. 3: IPA survey reveals Christmas shopping plans. Survey commissioned by the Institute of Practitioners in Advertising (IPA), among a sample of 2,000 UK adults aged 18+. The research was undertaken by Opinium and fielded between the 24th of June and the 2nd of July 2022. 4: Meta internal data; Analysis of ~7,000 Facebook brand lift studies conducted between Jan 2020 and Jun 2021 in EMEA, across all verticals. 5: ‘Digital Circular’ Study by YouGov (Meta-commissioned online study of 22,149 people, Australia, Brazil, Canada, France, Germany, Japan, Mexico, Poland, Sweden, Thailand, Turkey, UK, US, June 2022). 6: “Discovery-Led Shopping Study” by GFK (Meta-commissioned online survey of 3,221 people ages 18+ in UK, France and Germany, Q3 2020). 7: On A Budget (Electric House Publishing Group), 2022 8: https:/ www.facebook.com/business/news/helping-businesses-grow-with-ai-messaging-and-video