A merchant's guide to capturing competitive landscape of Cyber Monday. This is a short summary of decoding retail data for your category performance, decoding consumer behavior and creating a foundation for future planning. Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail

1. Cyber-
Monday
How to Conduct Cyber-Monday
Comp Shop
Joan Braatz, VP Merchandising

2. Cyber
Monday 2021
$10.7B sales
OBJECTIVE: Capture competitive
notes for future promotional and
assortment planning for your
category

3. Decode the
Data
Predict consumer behavior, anticipate resource
needs and drive operational efficiencies by
knowing what worked and what didn’t for cyber-
Monday promotions.

4. 5 Key Questions
1. Where there offers that sold out prematurely,
and lost sales due to inadequate stock?
2. What cyber-Monday promotions drove
significant revenue for the day?
3. What were the lowest contributing cyber-
Monday deals from seasons past?
4. How did shipping methods impact margins?
Will this be repeated in 2021?
5. What did the competition do well? Can you
steal market share with a better offer?

5. Study the
Competition
Track competitor’s landing pages, promotions, and shipping
methods

6. 5 Key
Questions
1. What was the overarching
promotional discount? Higher?
Lower?
2. What did the landing page look
like?
3. Where there on-line only
promos? Or also promoted in
store?
4. Did the event extend beyond
Monday?
5. What shipping methods were
of fered? BOPIS? Free shipping?
Expedited?

7. Check
Mobile
The screen size is limited real estate.
Competitors will dial down to the most
critical promotional message for cyber-
Monday shoppers. Capture the edits to
decipher the competitor’s promotional
priorities.

8. Complete a SWOT Analysis
Strengths
Weakness
Opportunities
Threats

9. Summary
• Create clarity of focus with questions
• Observe landing page product prioritization
• Examine the 5 P’s important to every merchant
• Find inspiration in the aspirational
• Survey mobile for congruency
• Summarize and record key findings

10. Thank You
Reach Me
Joan Braatz
Vice President Merchandising
Retail | B2C | B2B
braatzjoan@gmail.com
214-733-9677
https://www.linkedin.com/in/joanbraatz/
https://joanbraatz.com/