Google Confidential and Proprietary
New Realities of Retail
Fransje Mous
Account Manager Retail, Google Netherlands
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WHEREWE ARE TODAYWHEREWE ARE TODAY
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The majority of people and businesses are now connected
Google Confidential and Proprietary
The majority of people and businesses are now connected
€8b2010 NL Internet sales
(+25% growth)of Dutch population has a
Smartphone
36%27%of media consumption on average is spent online
(NL)
over over
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The Internet is at the heart of daily life
3.6bsearches conducted per
day worldwide
Research
over 2.4mdaily visitors on
YouTube.nl
Entertainment
over85%online reach social
networking sites in NL
over
Socialising
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The Internet has transformed the Retail landscape
Google Confidential and Proprietary
The Internet has transformed the Retail landscape
2
Of sales in NL in 2009 were online
7%Rising share of spend for online retail channels
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The Internet has transformed the Retail landscape
Traditional retailers are now among biggest online players in the UK
25/10
of top online shops in the UK are high street brands
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The Internet has transformed the Retail landscape
The ROPO effect is everywhere 2
uses the Internet in the product orientation phase
41%
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WHAT’SCOMING NEXTWHAT’SCOMING NEXT
Four key trends in RetailFour key trends in Retail
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1. Think multi-channel
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Halo effect
Impact of online advertising on offline sales in non-tested categories
Up to 3.5%
Offline sales lift
Increase in offline sales revenues in tested categories
1.5% – 4.4%
12
40+ studies show that Online advertising drives offline sales
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Mobiles & Contracts
4:1 ROAS
Apparel
3:1 ROAS
Consumer Electronics
12:1 ROAS
Home & Garden
6:1 ROAS13
…delivering strong ROI across different categories
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2. The “non-line” effect
ONLINE
OFFLINE
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Mobile brings Internet to the high street
24 web site visits/day for average European smartphone user
1/3 US smartphone users have used to compare products/prices while in a store
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Mobile brings Internet to the high streetEg: Barcode scanners
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Mobile brings Internet to the high streetEg: Google Shopping
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3. Becoming Social
Nearly a quarter of
viewers watch YouTube
videos outside the site
(Source: google internal)
180+ video responses to questions from Twitter, Facebook, YouTube etc. in close to real-time
670.000 Members for ‘HowTo’ videos
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4. Love the Data
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See what the world is searching forEg: Fastest rising searches, NL, 12/2010
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Insights for search
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Spot opportunitiesEg: Gardening category searches, 12/2010
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Compare search patternsEg: Brand searches, 2010
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Online media delivers
Proven Results
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Recommendations
Align your marketing efforts across channels
Don’t forget mobile
Engage your customer
Rely on the data - Be visible when people search for you
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Thank you