EP248 - Cyber 5 with Salesforce's Rob Garf
EP248 - Cyber 5 with Salesforce's Rob Garf
Rob Garf (@retailrobgarf) the VP of Strategy and Insights, Retail and Consumer goods at Salesforce. Rob also earned a 10/10 from @ratemyskyperoom which makes me extremely jealous.
Cyber Week online sales unfolded in the pattern we expected after the first three quarters of the year. Digital sales surged an unprecedented 71% in Q2 globally and significantly grew 55% in Q3 globally. We forecast 30% growth for the entire holiday season, November 1 – December 26. For the largest two digital days of the season, specifically, Black Friday came in right on target with 30% growth and Cyber Monday grew at a lower rate of 18% year-over-year (YoY) globally.
* Salesforce Holiday Portal
* Blog Post for Cyber Five
* LinkedIn Livestream from Rob and Jason discussing Cyber Five.
We cover key trends, including changes to holiday behavior due to Covid-19, winners and losers, mobile trends, promotion trends, and omni-channel tactics.
Episode 248 of the Jason & Scot show was recorded live on Tuesday, December 1st, 2020.
Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Transcript
[0:24] Welcome to the Jason and Scott show this is episode 248 being recorded on Tuesday December 20
twenty that’s December 1st I can’t believe it’s already December I’m your host Jason retailgeek Goldberg and as usual I’m here with your clothes Scot Wingo.
[0:42] Hey Jason and welcome back Jason Scott’s show listeners.
It’s the day after Cyber Monday Jason’s on his 10th venti latte so he’s a little jumpy he’s a little excited this is a big day for him this is where he really,
really earns this keep over at big company he works for earns every letter of that title that he has there.
Jason it is after Cyber Monday and we are here to help listeners dig into what happened with the Cyber five turkey five or it seems like the Hipster thing this year is be fcm not sure what that stands for but that’s what everyone is saying.
Join us on the show and walk us through what they saw and their data is Rob Garth he is the VP of strategy and insights of retail and consumer goods at a little software company called salesforce.com.
[1:31] Hey Scott hey Jason such a pleasure to be here happy I guess cyber we khash sorta kinda happy holidays anyways.
[1:38] Happy giving Tuesday.
[1:40] There you go good call.
[1:44] Scot always has to take the high road doesn’t he.
[1:47] I know he’s so good he’s so good.
[1:48] It’s awesome to have you on the show Rob part of me I’m debating whether we should pretend that we haven’t been talking all day all ready or not.
[1:56] Yeah I don’t know how do you want to play that off but it’s good to talk to you as always and I still what we’re going to talk about today I wonder.
[2:04] Yeah I don’t know there’s anything going on in the industry but before we jump into it one of the things we always like to do on the show is give listeners a little bit of background about our guests so can you give us the
the recap about how you got into the digital Commerce Basin and what you do at Salesforce.
[2:21] Yeah sure absolutely it again,
thank you so much such a privilege to be on your show and certainly during this crazy time of the holidays to be able to share some data share some stories and get all of our,
perspective so as you mentioned I head up our strategy and insights team for retail and consumer goods I came to Salesforce by way of the,
demandware acquisition which is coming up on about five years but been in around retail for gosh quite some,
time including practitioner back in the day leading
e-commerce for Lids I then moved to the analyst world where LED retail for am our research which got acquired by Gartner and then prior to joining demandware I led retail strategy yet
IBM so kind of sat on,
all sides of the table and it’s kind of fun in my role now I kind of put all the hats on that I’ve learned throughout the 20 25 years and,
certainly I can get into that when it’s appropriate but I have one of the coolest jobs just behind Jason in the industry.
[3:31] I dispute that last point but I feel like you’ve forgotten your most important qualification you are also holder of a 10 out of 10 score on rate my room.
[3:43] Yeah you know that’s right and I take that with a lot of gratitude and humility because you know what – was struggling as a lot of us have been,
for last eight months to get the perfect rig and,
the perfect background and certainly outdone by the way by my 14 year old but I try to at least keep Pace as best as I can and pretty sight to not only get rated but did pretty darn well as well.
[4:12] Yeah congrats on that that’s that’s awesome the let’s dig into the data maybe we’ll start it kind of the days so this all kicks off with Thanksgiving and culminates and Cyber Monday what,
what did you guys see either absolute value wise or growth wise through the five days and how did that match up to kind of what you were thinking what happened.
[4:30] Yeah absolutely it’s probably worth setting the context about how we get the data because I think that’s an important way to substantiate what I’m going to talk about I’ll still make a lot of stuff up don’t get me wrong no took.
Can blind that’s Jason’s line I’m sorry I stole that from me.
[4:46] He was supposed to ask you that and he dropped the ball so he’s yeah he’s a hot mess over there.
[4:52] There you go but no but seriously so as I mention really cool job in terms of my team’s Charter for staying out in the industry and understanding where,
the market is going and we do that Based on data and much of that data actually comes from the Commerce cloud,
platform because we’re in the cloud.
We are able to aggregate all the data that’s flowing through the Platforms in which we manage across,
the world and we bubble that up.
We obviously strip out all the personally identifiable information but that that aggregate becomes the de facto standard of,
happening in retail it’s the amount of billions and billions of Shoppers every tap every swipe,
every click and we get to report on that based on same site sale so we look at it the same way that any retailer would look at,
their business and so we do this all through the year with our shopping index but of course it gets a lot of attention,
during the holiday so that’s that’s my long Preamble Scott to answer your question around what did we see,
over over side or 5 or actually we look at it slightly different so I’ll give you the growth which will be.
[6:14] Somewhat the same if you will apples-to-apples to the Cyber pie but we look at Cyber week so it’s the Tuesday before Thanksgiving all the way through Cyber Monday and what we saw was a really.
Healthy cyber week despite an earlier and earlier holiday season so globally we saw a 36 percent year-over-year growth in the US we saw,
a 29 percent year-over-year growth that’s actually pretty much in line with what we project for the entire,
holiday which people say gosh that seems or some people anyways my without any contacts say mmm,
you know given that we saw 55 percent year-over-year growth in Q3 and we saw 71 percent year-over-year growth in Q2,
that seems like it’s faded off or soften but that’s not that’s not the case I mean,
we were dealing with a really large Baseline and we’re dealing with growth that certainly we haven’t seen during the holidays since gosh.
You know for a long time let’s put it that way.
[7:28] Yeah I think it’s I don’t track the in…