Cyber 5 Favours the Bold: How Did Former Finalists Win the Holidays?

Cyber 5 weekend is a critical launchpad into a must-win three-month period for Television brand manufacturers when not having the correct strategy can cost them millions.

Arrow point up with Level Up written in the neon icon against a dark brick wall for Cyber 5 campaign

Cyber 5 weekend is a critical launchpad into a must-win three-month period for Television brand manufacturers when not having the correct strategy can cost them millions.

The retail holiday event is a perfect confluence: shoppers are eager to purchase big ticket items, providing the discount is right, and Television brand manufacturers need to clear the way for new models being introduced in the next year.

New TV models tend to be introduced between February and April, often first displayed in January with great fanfare at CES.

Black Friday 2018: Samsung Success

Cyber 5 proved very fruitful last year with Television sales on Amazon quadrupling compared to the previous week. This boost in sales commenced the week of November 25 in line with expected Cyber Monday performance.

Samsung capitalized the most during this period with its market share topping out at 70% to the detriment of other leading brands, including LG who lost 7% of its market share.

*Sales data for week commencing November 25, 2018
 

While Samsung prominently promoted discounts on its more premium QLED TV range, the real winner of Black Friday was its NU7100 value TV range.

The five different sizes between 40” and 58” accounted for almost 30% of the entire Television category sales over the week of November 25. The “Samsung UN65NU8000FXZA Flat 65" 4K UHD” also sold very well accounting for more than 10% of the category’s sales. Its success driven in part due to its discounted price tag of $997.99, just under $1,000.

Samsung’s NU7100 range proved to be a more accessible price point to the shopper and saw the greatest sales increase despite a smaller discount vs. the more premium QLED range.  

However, too much reliance on a brand’s value range, whether intentional or unintentional, can leave a manufacturer vulnerable to more rival value players with lower barrier to entry. This proved true on Prime Day 2019.

Prime Day 2019: TCL’s Revenge

Sales of Televisions over Prime Day increased by a similar amount to Black Friday, almost quadrupling week-on-week. TCL and Samsung again led the way in terms of market share; however, this time around, TCL managed to best Samsung.

In the week of July 14, inclusive of the first-ever 48-hour Prime Day, TCL’s market share increased by 4%, while Samsung’s declined. 
 

TCL’s Roku-enabled 2019 range saw a significant share increase. The four top product models grew from a 9% market share to 12% over the Prime Day week. Specifically, the 32” and 49” models were the true stars of the show, with both their market shares almost doubling. 

On the contrary, the market share of the 40” model halved and the 43” model also saw very little growth in market share over the Prime Day week. Looking at the pricing of these models on Prime Day, we can see that TCL’s promotion of the 49” model cannibalized sales from the 40” and 43” as it was the same price or cheaper.

The best-selling Television over the Prime Day week was the TCL 50S425 50” 4K Roku TV. On Prime Day, it cost just $279.99.

On the first day of the event, it was difficult for any manufacturer to distinguish itself from rival promotions. This was particularly true for TCL as Amazon put a lot of merchandising focus behind promoting Fire TV-powered TV’s from TCL’s rivals vs. its Roku-powered smart Televisions. 

However, on the second day of Prime Day, TCL reduced the price of this 50” model by just $1.99 to $278. While this reduction was small, there were considerably fewer category deals remaining on Amazon.com and therefore, this deal became disproportionately visible. The prominence and lowest ever price on this product was clearly enough to convert those shoppers who did not purchase a television on Prime Day itself.

Key Takeaway:

This goes to show that depth of promotion on key retail events like Black Friday and Prime Day is not always enough to outperform your rivals. 

Ensuring that the right range of products and the right timing for promotions, even outside of the event itself, can prove a more effective to win the holiday. 

Cyber 5 Front Runners

While category leadership pre-Cyber 5 doesn’t guarantee leadership during and post Cyber 5, it is certainly the most favorable position to drive going into the holiday season, especially in light of the increasing number of challenger brands from D2C, digitally native, specialty channel, private label and exclusive brands all surging and chipping away at the market leaders’ share. 
 

Source: Edge by Ascential Market Share & Jumpshot: L12 Category Rankings w/c 10/20

We are tracking online performance of top brands in 18 different categories across the US and UK, including Coffee & Expresso Makers above, across their respective top category retailers so to spotlight the Cyber 5 Front Runners in the days leading up to Thanksgiving.  We will then have real time coverage during Cyber 5 and will recap the Cyber 5 Finalists afterwards!

Cyber 5 Front Runners: Featured Categories
Category Reports

Cyber 5 Front Runners: Featured Categories

Check out the Cyber 5 Front Runners in your favorite categories and download the category snapshots and our Digital Commerce 2020 planning guide to help you further jumpstart your brand’s performance in the year.

Visit Our Cyber 5 Hub

Check back weekly for more insights, analysis and updates throughout the holiday season now upon us!

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Chris Elliott
Article by:
Chris Elliott
Senior Insight Analyst, Edge by Ascential
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