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What were somekey challenges & opportunities you saw last holiday 2016?
Proprietary + Confidential
Shoppers today are more informed, purposeful, and better prepared than ever before.
The role of the store is changing In-store traffic is decreasing...
2010
2015 16B
40B
Footsteps
60%
Source: MasterCard SpendingPulse (Nov -Dec 2016)Google data, U.S., Median percent difference comparing in-store purchase per visit and spend value
between merchants’ search ad click-attributed and unattributed subgroups, Oct-Nov 2016, Advertisers = 25
The role of the store is changing
Source: MasterCard SpendingPulse (Nov -Dec 2016)Google data, U.S., Median percent difference comparing in-store purchase per visit and spend value
between merchants’ search ad click-attributed and unattributed subgroups, Oct-Nov 2016, Advertisers = 25
Consumers who clicked on a retailer’s Google Search ad before visiting the store are over 25% more likely to buy something in-store.
They spend 10% more on average.
...but when shoppers go in-store,they’re spending more.
25%
10%
Shoppers move fluidly between online and offline
81% of shoppers checked whether a product was in-stock
before heading to the store to buy.
Google Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games; Oct-Dec. 2016.Google/Kelton: How digital innovations influence consumer expectations, U.S., December 2016, n = 3,119 U.S. adults 18+.
Local searches on mobile devices are growing
50% faster than mobile searches overall.
Mobile searches related to store pickup grew
more than 3x in 2016.
34
Black Friday
-2 2
Days to Thanksgiving Y2015Y2016
Christmas 2016
Christmas 2015
Mobile research took off on Black Friday
YoY growth in mobilesearch on Black Friday
25%
Google Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games; Oct-Dec. 2016.
Holiday 2015 vs 2016
1 in 3of all holiday
ecommerce sales will come from mobile
35%+ YoY growth
Mobile is now the center of the holiday shopping journey
Source: emarketer
Trends driving the behavior of today’s consumer
Mass Messages are Meaningless
Friction Means Failure
Discoverability Drives Loyalty
Discoverability drives loyalty 1
smartphone users are certain about the specific brand they want to buy when they first begin looking for information online.
of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of brand.
1 in 10
2/3
Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 2016 n=1,516 US online smartphone users, A18+
Shoppers are becoming loyal to their immediate needs
Comscore mobile panel, Q4 2016 vs Q4 2015. Including top 200 retailers
Search helps drive discovery and offer assistance
holiday shoppers were influenced by online sources before purchasing.+13% since 2015
of people start with Google when using retail sites and apps on mobile
8 in 10
~70%Search Engines
#1 Most Influential Media Source
Mass messages are meaningless 2
Today’s shoppers expect personalization, relevancy
Source: Bloomreach
consumers would buy from a company that best predicts their
intent and suggests products
9 of 10
Friction means failure 3
1.2 1.5 1.8 2.1 2.7 3.0 3.6 4.2
Mobile site speed table stakes to seamless experience
Source: SOASTA Case study (September 1st, 2015)
Conversion rate (%)Sessions
Sess
ions
1.9% conversion rate
1.5% conversion rate
180k
160k
140k
120k
100k
80k
60k
40k
20k
02.4 3.3
of users will leave a site that takes longer than 3 seconds to load.
Mobile pages that load 1 second faster see up to a 27% increase in conversion rate.
53%
27%
Sess
ions
Load time (seconds) Conversion rate (%)Sessions
1.9% conversion rate
1.5% conversion rate180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1.2 1.5 1.8 2.1 2.4 3.32.7 3.0 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9
Load time (seconds)
These expectations go beyond site speed
Source: Google/SOASTA Research, 2017Google/Kelton: How digital innovations influence consumer expectations, U.S. Wave 2, April 2017, Adults 18+ n=3,033
32% of people want to speak to a device instead of type on it because it helps them accomplish tasks faster.
1 in 5 searches on Android are voice.
Almost half of people want automated services to save time, and 44% expect brands to allow them to reorder items with a single click.
How can retailers use Google Shopping to meet these challenges?
Be present to drive discovery
Source: Google Internal Data, Google Shopping 2017
DISCOVERABILITY DRIVES LOYALTY
25%
of shopping clicks go to the most prominent ads on mobile.
Identify when your customers are ready to buy
DISCOVERABILITY DRIVES LOYALTY
Highlight your products when shoppers search during the holiday season
Use Google Trends Data to highlight “Sales” and “Deals” searches during November 2016.
Plan Ahead and Anticipate Holiday Traffic
DISCOVERABILITY DRIVES LOYALTY
JANUARY
19
26
3
10
17
24
31
20
27
4
11
18
25
1
21
28
5
12
19
26
2
22
29
6
13
20
27
3
23
30
7
14
21
28
4
24
1
8
15
22
29
5
25
2
9
16
23
30
6
Thanksgiving Black Friday1Small Business Saturday
Cyber Monday
Green MondayHanukkah Begins
Free Shipping Day
2-Day Shipping Cutoff
Christmas Eve Christmas DayClearance Sales Begin
New Year’s Day
NOVEMBER
DECEMBERNov. 24Black Friday
Nov. 27Cyber Monday
Dec. 16Free Shipping Day
Dec. 222-Day Shipping Cutoff
Key Dates SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
Plan Ahead and Anticipate Holiday Traffic
DISCOVERABILITY DRIVES LOYALTY
19
26
3
10
17
24
31
20
27
4
11
18
25
1
21
28
5
12
19
26
2
22
29
6
13
20
27
3
23
30
7
14
21
28
4
24
1
8
15
22
29
5
25
2
9
16
23
30
6
Thanksgiving Black Friday1Small Business Saturday
Cyber Monday
Green MondayHanukkah Begins
Free Shipping Day
2-Day Shipping Cutoff
Christmas Eve Christmas DayClearance Sales Begin
New Year’s DayJANUARY
NOVEMBER
DECEMBER
Top expected peak online days
Top expected peak in-store days
Holiday Peaks SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
Plan Ahead and Anticipate Holiday Traffic
DISCOVERABILITY DRIVES LOYALTY
of shoppers planed to start shopping
the day after Halloween5
2016 online retail sales on Black Friday
grew by 21%1
US Cyber Monday mobile sales up 34%3
of shoppers say free shipping/shipping promos
are deciding factors on where they shop4
54% 21% 34% 46%
Tier campaigns based on profit impact
Prof
its
0% Percentage of your inventory 100%
Low priorityIncludes all products
High priorityExcludes everything else
Medium priorityExcludes everything else
Tail - Core
Medium - Top performers
Head - Holiday
DISCOVERABILITY DRIVES LOYALTY
Make your entire inventory available
DISCOVERABILITY DRIVES LOYALTY
Increase the potential to show products to more customers by including your entire store inventory in your product feed.
Use the Google Sheets add-on with your product feed as an easy method for creating, validating and updating
your product data.
Use diagnostics in Merchant Center to fix issues
DISCOVERABILITY DRIVES LOYALTY
The diagnostics tab is the best place to identify reasons behind why products aren’t eligible.
Source: Google Consumer Survey, June 2016, U.S. Online population aged 18+ n=1,513
Stand out with free shipping and promotions
MASS MESSAGES ARE MEANINGLESS
Internet users look for promotions or discounts
before visiting a store.
7 of 10
MASS MESSAGES ARE MEANINGLESS
Develop a comprehensive audience strategy
Remarketing ListsRe-engage higher value audiences
Customer MatchTarget customers
that you know
Similar AudiencesReach users similar to best customers
Develop a comprehensive audience strategy
Customer Match
Remarketing Lists
MASS MESSAGES ARE MEANINGLESS
GameStop uses Similar Audiences to find new customers
MASS MESSAGES ARE MEANINGLESS
GameStop used similar audiences to find like-minded gamers to their customers to improve conversion rates.
increase in conversion rates with customers using similar audiences.
30%
Source: blogpost https://goo.gl/aeO3tI
Match shopping intent with smart bidding strategies
MASS MESSAGES ARE MEANINGLESS
Reach shoppers in the moments where they’re ready to buy by bidding at the query-level using Enhanced Cost Per Click and Target Return on Ad Spend.
Bose Soundtrue In-Ear Headphones $129.99My Shop
Bose Soundtrue In-Ear Headphones $129.99My Shop
Follow context and behavior to reach your audience. Shoppers may be more likely visit your store during daytime hours.
FRICTION MEANS FAILURE
Meet shoppers everywhere, at anytime
Use Location Targeting
Bid more for customers near your store
Enable Time-of-Day Bid Adjustments
Push ads during open hours
Highlight Local Inventory
Send customers to your stores
testmysite.thinkwithgoogle.com
Source: Akamai, “The State of Online Retail Performance.” April 2017
Do you have a seamless experience across devices?
FRICTION MEANS FAILURE
For every 1 second delay in mobile site load time, conversions fall 20%.
MOBILE FRIENDLINESS MOBILE SPEED DESKTOP SPEED
100/100 100/100 100/100GOOD GOOD GOOD
Accelerated Mobile Pages
FRICTION MEANS FAILURE
Fast content + distribution on the web for better brand experiences
of publishers are experiencing higher CTR90%
of publishers experiencing higher viewability
80%
Plan to win this holiday season
FRICTION MEANS FAILURE
1
2
3
4
Start with a plan
Leverage winning strategies
Plan ahead and anticipate holiday traffic
Continue to keep the lights on after holiday
Discoverability Drives LoyaltyAdd all SKUs, send high-quality imagesFix all disapprovals and warningsSet-up campaign structure for holiday
Mass Messages are MeaninglessPlan for promotions in your feedUse RLSA, Similar Audiences & Customer Match
Friction Means FailureStart using modifiersTest your site speedImplement AMP on mobile pages with location modifiers
CONCLUSION
Get the help you need from a Google Partner
LEAD GENERATION
BUSINESSCALLS
CRM INTEGRATIONS
CROSS-DEVICE
APP DOWNLOADS
SHOWROOM VISITS
SITE TRAFFIC
USER ENGAGEMENT
Many Google Partners have Retail market knowledge and have served people like you.
Google Partners follow Google’s advertising best practices and are AdWords certified.
Google Partners have proven their ability to help businesses like yours succeed online.
Thank You
Appendix
Black Friday became a week-long event
Black Friday was the anchor in-store shopping day
Concentration of store traffic the week before Black Friday on the rise
2014S M T W Th F Sa
2016S M T W Th F Sa
Proprietary + Confidential
Today’s shoppers expect personalization, relevancy
Proprietary + Confidential
49%
of smartphone owners prefer to shop on a mobile site or
app that recommends brands or products based on their
past views, sales, and purchases.
42%
of people expect brands to send a notification to
their phone when a product they’re interested
in goes on sale.
91%
of smartphone owners purchased or plan to
purchase something after seeing an ad they
described as relevant.
91%
Rising Consumer Expectations Q8. Base size: Rising Consumer Expectations Total (n=3,119)
Merchant Promotions
● Utilize merchant promotions if you have special promotions such as a sale or discount on specific products.
● Start by filling out the merchant promotions interest form today.
MASS MESSAGES ARE MEANINGLESS
Google Shopping dynamically surfaces free shipping/price drops
with automatic extensions.
A free feature that allows you to distribute online promotions with your Product Shopping ads on Google.com and Google Shopping
Stay on Track with Handy Holiday Guides
https://goo.gl/YrRBEr
