Date post: | 14-Jul-2015 |
Category: |
Retail |
Upload: | michaelmire1 |
View: | 64 times |
Download: | 1 times |
Build your
O2O
funnel
Local Search Clearest Expression of Intent
93% of retail purchases
are still happening in-store
72% of mobile
local searches lead to
an in-store visit
4/5 consumers conduct
local searches
54% Looking for
of Operation
53% Getting
Directions
50% looking for
an address
45% looking for
product availability
51% will make a
purchase within 24
hours
Be Visible in Local Search
Have a strong presence
Manage your Reputation
Create vertical & geography-specific
incentives
Distribute to local search and mobile
channels
Measure online conversions
Measure offline conversions
Capture Consumer Intent Drive Behavior Increase foot-traffic
Retailers can drive offline foot traffic through local search Build your
O2O
funnel
Local Search is highly under-utilized Build your
O2O
funnel
Most brands are just doing the bare minimum, while many don’t do anything at all.
• Fix listings
• Create missing listings
• Answer reviews
• Optimize for keywords
But local technology is moving quickly Build your
O2O
funnel
Location Specific Advertising / Geo Targeting / Social Targeting
Don’t miss out – Build your O2O funnel now Build your
O2O
funnel
Online Local Search Presence
Visibility Optimization
Local Marketing Campaigns & Innovation
Promotions / Incentives / Loyalty
Tracking online conversions
Track offline in-store
conversions
T1
T2
T3
T4
T5
Increase in local Impressions &
reviews
Increase in organic ranks, local &
organic impressions, and reviews
Increase in paid & organic
impressions, ranks, reviews,
loyalty, & coupon redemptions
Increase in leads
Increase in offline in-store sales
Step 1 – Build your local foundation Build your
O2O
funnel
Build your data storeClean up your data and
build a process to manage it
Syndicate your local content & gain control of
your listingsOptimize your listings
Respond to your reviews
Build Citations
Step 2 – Collect online & in-store metrics Build your
O2O
funnel
Listings PerformanceKeyword Ranking
Performance & Share of Voice
Reviews & SentimentCompetitor & Industry
Benchmarking
Impressions generated to listings & local
landing pages
In-Store visitors, phone calls, purchases, loyalty
redemptions
Step 3 – Create creative engaging local campaigns Build your
O2O
funnel
Loyalty Programs Coupons & Promotions Mobile ApplicationsBeacon Easter Egg
HuntEmail / Call to Win
Order online & Pick up in-store
That always tie-in user data
• Email Address
• Phone Number
• Mobile Application
• Downloaded Coupon
• Photo
• Online order number
268 eggs generated 17,000 downloads
Step 4 – Measure conversions and financial impact Build your
O2O
funnel
Increase in KPIs Increase in ImpressionsIncrease in online
Conversions & Engagement
Increase in offline Conversions & Engagement
Dollar Value Optimize your funnel
Local Search Traffic
×
3% Click Through Rate
×
30% O2O Campaign Conversion
×
$104.76 Average In-Store
Purchase
=
In-Store Sales
103,680,000
3,110,400
933,120
×
$104.76
=
$97,753,651