How to drive mobile traffic to your local stores? - Bruno Berthezene, Solocal Group

transcript

HOW TO DRIVE MOBILE TRAFFIC

TO YOUR LOCAL STORES?

Wednesday 18th of June 2014

Internet World – Mobile Theatre

As the market specialist in cost effective multichannel marketing, Solocal

Group supports businesses with the online to in-store customer journey

by connecting customers with brands.

ABOUT US

1 Group

€1 billion in revenues (£822 million)

63% digital

17 powerful digital brands

5,000 team members in Europe

700,000 customer businesses

We are

local, online and mobile

@SolocalGroupUK #drive2store

WHAT ARE WE TALKING ABOUT?

Driving the increasing digital traffic to stores – Bridging the gap

Setting a great omnichannel customer experience

Maximizing conversion and growing your revenues

STORES

In-store purchases: 10.7 billion

Conversion rate: 40%

Revenues: 275 billion

Share of revenues: 88%

Visitors: 16 billion

Conversion rate: 2.4%

Revenues: 36 billion

Share of revenues: 12%

88% of consumers research

online before purchasing

offline

53% of mobile searches

have local intent

RESEARCH ONLINE

PURCHASE OFFLINE

ECOMMERCE

DIGITAL TOOLS DRIVE

ADDITIONAL IN-STORE REVENUES

Source: Capgemini Consulting Analysis

SOLOCAL SOLUTIONS

Source: Capgemini Consulting Analysis

BEING PRESENT AT ANY STAGE OF THE CUSTOMER’S

OMNICHANNEL CUSTOMER JOURNEY

Solocal Group’s solutions presence in each stage of the path to purchase

He looks for information Books an appointment or

orders

The consumer has a need

SOME CLIENTS AMONG LARGE BRANDS

STAGE 1:

REACH YOUR CUSTOMERS’ ATTENTION

Solocal Group’s solutions presence in each stage of the customer journey

orders

IN-STORE TRAFFIC ACTIVATION

Store locator and collection of contacts 3

Identification of the internet user:

Geolocation of the IP address 1 2 Display of a customized banner in real time

Increased traffic in the store 4

HORYZON MEDIA WORLDWIDE

International coverage &

mobile

Help advertisers build impressive and dynamic global online campaigns.

UK 60 websites

20 million unique users

40% reach

500+ million mobile impressions/month

7 targeting options

France Germany Europe USA

Websites 80 40 500 500

Million UU 27 33 200 60

Reach (%) 80 60 56 31

National or multinational, sweeping or

focused tailor-made campaigns

5 major partner sites: eBay, The Weather

Channel, Homelidays, Monster, Shopzilla,

“One contact, one report, one invoice”

4 major global media company partners:

Axel Springer, Glam Media, Groupe M6,

LeGuide Group

HORYZON MEDIA WORLDWIDE - Mobile

Our mobile offer consists of two business models tailored to your needs:

branding and performance.

BRANDING OFFER

500+ million impressions/month

More than 100,000 affinity sites & 7

targeting options

Standard formats: banner & expand

banner

Interstitial formats: Interactive HTML5 & re-

direction to App store

In App engaging ads: icon ads, App wall,

landing page, dialogue ad

In App interactive ads: video, rich media,

advanced overlay

PERFORMANCE OFFER

+1 million clicks/month

Various possibilities of targeting: themes,

temporal, language, seamless Internet,

geographic, seamless operator, device

A unique tool to manage your campaign:

Orbit Interactive (fast programming, self-

service platform & transparency)

CPM, CPC & CPD

a business model for every solution

STAGE 2 : BE THERE WHEN CUSTOMERS ARE RESEARCHING AND

PROVIDE THEM A GREAT MULTICHANNEL EXPERIENCE

orders

Source : IAB UK Mobile Retail Audit 2013

BE THERE WHEN YOUR CUSTOMERS

ARE RESEARCHING

52% of the

Top 50 UK

retailers don’t

have a store

locator on their

mobile site.

A GREAT CUSTOMER EXPERIENCE

A FULLY RESPONSIVE DESIGN FOR AN

OPTIMIZED MOBILE USER EXPERIENCE

Store Locator

Product Locator

Coupons

Lead Generation

Click & Collect

Pick up in-store

Clearance sales

Private sales

PROVIDE THEM WITH THE RIGHT

CALL TO ACTIONS

PRODUCT INVENTORY AND CLICK&COLLECT

FEATURES ARE SMARTPHONE FRIENDLY

x10 in 1 year

*Mean values observed for our clients

Variation from M+1, with M+1 = first full month live BRIDGE local pages

1 3 6 9 12 15 18 21 24

ONLINE TRAFFIC INCREASE

Source : Converteo

Store Locator visits translate into

revenues for your stores

1 4 7 10 13 16 19 25 28 31 34 37 40 43 46 49 52

Source : Havas Voyage

Offline sales

Store Locator visits

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

IN-STORE REVENUES INCREASE

counts on 11% of total ecommerce revenues

for Gitem EURONICS

E-COMMERCE REVENUES INCREASE

Web 2 Shop

21 *Source : Wordstream 2012

offers the most attractive customer

acquisition cost

on the market

Google Search £0.34 Google Display £0.23*

Web 2 Shop

A CHEAP SOLUTION

£ 0.025

LEADFORMANCE

Solutions for your multichannel strategies. Convert your web visitors into

local customers.

Key figures

170 Million page views

140 clients

150,000 retail locations

In 110 countries

80 Million visitors

redirected to your stores

By generating a microsite

per retail location,

LEADFORMANCE increases

online visibility for each of

your outlets

It facilitates the visitor’s

multichannel experience

and conversion

Fully customisable

solution

Web & mobile

STAGE 3: CONVERT YOUR VISITORS INTO ACTUAL

CUSTOMERS THROUGH BOOKINGS

orders

We add a ‘plugin’ to your website enabling your web

visitors to book appointments directly online

Confirmed appointments!

WHAT WE DO

CASE STUDY

Once an online appointment booking installed,

30% of appointments are booked directly online.

More time for your staff to take care of in-store visitors

KEY FACTS: OPTIMISE YOUR BUSINESS

40% of online appointments are booked

outside opening hours!

KEY FACTS: GIVE CUSTOMERS CONTROL

AND CONVERT VISITORS

40% of online appointments are booked using a mobile device

KEY FACTS: MOBILE FRIENDLY

We achieved an 80% reduction in no shows for

KEY FACTS: NO-SHOW’S & DNA’s

TIMENDO

Timendo is the European leader in Online Appointment Booking Software.

Fully customisable

solution

Real-time appointment

booking

Web & mobile

Key figures

1 million users

34 million

appointments booked

8 years of market

experience

Market share (FR)

1 appointment booked every

2 seconds

SUMMARY

Optimize the customer journey

Generate additional revenues cost-effectively

orders

THANK YOU!

Bruno BERTHEZENE

Solocal Group UK Country Manager

bberthezene@solocal.com

T: +44 (0)203 740 7015

M: +33 (0)6 08 49 54 91

Wahid OMER

Director – UK Sales

womer@horyzon-media.com

T: +44 (0)203 740 7019

M: +44 (0)7 415 866 589

Victor CUQUEMELLE

Business Development Manager

vcuquemelle@solocal.com

T: +44 (0)203 740 7014

M: +33 (0)6 73 11 84 93

Jamie A. COWAN

Senior Development Manager

jamiea.cowan@timendo.com

T: +33 (0)1 58 05 18 30

M: +33 (0)6 70 48 53 01

Coralie FERRARA

Business Development Manager

cferrara@solocal.com

T: +44 (0)203 740 7013

M: +44 (0)7 857 489 500

John James ABADOM

Head of Sales and Business Development

jjabadom@leadformance.com

T: +44 (0)203 740 7020

M: +44 (0)7 577 441 883

www.solocalgroup.com/en | www.solocalgroupuk.tel | T: +44 (0)203 740 7015| 320 City Road, EC1V 2NZ London – United Kingdom

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