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B com 2014 | La Digital Shopping Experience e il ruolo del Mobile_Simone Zucca, Google
 

B com 2014 | La Digital Shopping Experience e il ruolo del Mobile_Simone Zucca, Google

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Conferenza plenaria_26 marzo 2014

Conferenza plenaria_26 marzo 2014

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    B com 2014 | La Digital Shopping Experience e il ruolo del Mobile_Simone Zucca, Google B com 2014 | La Digital Shopping Experience e il ruolo del Mobile_Simone Zucca, Google Presentation Transcript

    • Google Confidential and Proprietary 1Google Confidential and Proprietary 1 La Digital Shopping Experience e il ruolo del Mobile Simone Zucca Industry Head Retail Google Italia B com – 26 marzo 2014 Lingotto Fiere Torino
    • Google Confidential and Proprietary 2Google Confidential and Proprietary 2 Second Moment of Truth Stimulus First Moment of Truth The Zero Moment of Truth Il nuovo modello di marketing
    • Google Confidential and Proprietary 3Google Confidential and Proprietary 3 Research Online Purchase Offline (ROPO) Il digitale influenza le vendite offline 68% 79% 65% 50% 70% 62% 45% 49% 63% 59% 69% Personal appliances Domestic appliances Books Clothing & accessories CDs/DVDs Toys Footwear DYI, Tools, Garden Home furnishing Home & Household Sports equipment % RESEARCHED ONLINE BEFORE PURCHASING Base: People who purchased the product/service and are part of the online population SOURCE: TNS/Google Consumer Barometer 2013 UK
    • Google Confidential and Proprietary 4Google Confidential and Proprietary 4 Il ruolo del mobile Daily companion & personal shopping assistant When do you usually shop or search for shopping information on your smartphone? Base: Purchasers in the last 12 months who use a smartphone Home On-The-Go Work Public Transport In Store Café or coffee shop Restaurant SOURCE: TNS/Google, Mobile in the Purchase Journey - Retail, UK 2013
    • Google Confidential and Proprietary 5Google Confidential and Proprietary 5 Of all the shopping events we observed In-home 47% In-home 89% Out of home 53% Out of home11% Smartphone PC/Laptop Base: Total Primary Device Shop/Buy Occasions - PC/Laptop (100); Smartphone (45). Q. Were you... Note: Out-of-Home represents net of the following: on-the go, in-store, at work and somewhere else. Smartphone shopping Più delle metà delle attività sono svolte out of home
    • Google Confidential and Proprietary 6Google Confidential and Proprietary 6 of us start shopping on one device and continue on another 43% Base: Have Started Activity on One Device & Continued on Another (484). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. Digital Shopping experience Multi-screen & multi-device
    • Google Confidential and Proprietary 7Google Confidential and Proprietary 7 Con$nue  on     a  PC/Laptop     22%   Con$nue  on     a  Tablet   3%   Con$nue  on     a  Tablet   4%   Con$nue  on     a  PC/Laptop     6%   28%   Start  on  a     Smartphone   7%   Start  on  a     Tablet   33%   Start  on  a     PC/Laptop   Con$nue  on     a  Smartphone   7%   Base:  Have  Started  Shopping  On  One  Device  &  Con$nued  on  Another  (209).  Q.  For  the  ac$vi$es  listed  below,  think  about  the  last  $me  you  started  each  ac$vity  on  one   device  and  then  con$nued  or  finished  the  same  ac$vity  on  another  device.  Please  select  which  device  you  started  and  then  con$nued  on.    If  you  have  not  done  this,  select   “I  have  not  done  this”.     Con$nue  on     Smartphone   0,4%   Digital Shopping experience Mobile smartphone diventerà il punto di partenza
    • Google Confidential and Proprietary 8Google Confidential and Proprietary 8 92% Have used smartphone to look up local info 84% Have taken an action after a local research (e.g. visit to store, purchase, etc.) 18% Have bought offline after a local research Source: : OurMobilePlanet Research 2013 Google-Ipsos-Mobile Marketing Association-Iab Italian smartphone owners... Mobile experience Il ponte tra il mondo digitale ed il mondo fisico
    • Google Confidential and Proprietary 9Google Confidential and Proprietary 9 Frequent smartphone shoppers, defined as: 1. Use mobile to assist in shopping at least once a week. 2. Agree highly: “Use my mobile to make everyday tasks easier.” “Use my mobile to research products.” “Routinely look for new mobile apps.” 17% 79% of smartphone owners are ‘smartphone shoppers’ Standard smartphone shoppers, defined as: Using a smartphone to assist with shopping at least once a month or more. 62% Mobile Smartphone Il personal shopping assistant Source: Mobile In-Store Research: Google Shopper Marketing Agency Council and M/A/R/C Research
    • Google Confidential and Proprietary 10Google Confidential and Proprietary 10 Please check how you used your smartphone for pre-shopping. N=1507 of smartphone shoppers use their phone for pre-shopping activities 58% Find location /directions 57% Browse 44% Make price comparisons 44% Find hours 43% 32% 31% 30% Find where specific products are sold 19% Find product availability in-store 31% Find product reviews Find promo offers Find product information Use to make A purchase 90% Source: Mobile In-Store Research: Google Shopper Marketing Agency Council and M/A/R/C Research
    • Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Base: smartphone shoppers (n=1,507) Please check how you used your [smartphone] while shopping inside the physical store. 84%of smartphone shoppers use their devices to help shop while in a store Source: Mobile In-Store Research: Google Shopper Marketing Agency Council and M/A/R/C Research
    • Google Confidential and Proprietary 12Google Confidential and Proprietary 12 Base: smartphone shoppers (n-1,507) Please check how you used your smartphone while shopping inside the physical store. Cost savings are important to in-store consumers and so is finding your business 53%Make price comparisons Find hours 35%39% Find promotional Cost savings are important to consumers 16 Make price comparisons 53% Find location /directions 36% Find hours 35%39% Find promotional Cost savings are important to consumers 16 Make price comparisons 53% Find location /directions 36% 39% Find promotional offers Find hours 35%39% Find promotional Cost savings are important to consumers 16 Make price comparisons 53% Find location /directions 36% 35% Find hours 36% Find location / directions % e important to consumers ons Find location /directions 36% Source: Mobile In-Store Research: Google Shopper Marketing Agency Council and M/A/R/C Research
    • Google Confidential and Proprietary 13Google Confidential and Proprietary 13 P3Q200/P3Q300/P3Q400. Please check how you used your smartphone [in store].. N=206 Shoppers use mobile phones in-store when shopping for electronics 70% Make price comparisons 51% Browse 45% Find product reviews 45% Find hours 42% Find product information 42% Find location / directions 40% Find promo offers 35% Find where specific products are sold 32% Find product availability in-store Source: Mobile In-Store Research: Google Shopper Marketing Agency Council and M/A/R/C Research
    • Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Base: use smartphone in-store (n-1,480) At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee? “Self-help” is becoming the new norm 1in3shoppers use their smartphones to find information instead of asking store employees Source: Mobile In-Store Research: Google Shopper Marketing Agency Council and M/A/R/C Research
    • Google Confidential and Proprietary 15Google Confidential and Proprietary 15 Mobile marketing isn’t an option; it’s an imperative Mobile can be used to get customers to the Store & can help keep them there Meet the showrooming challenge head-on Recognize the pivotal role of mobile to your overall marketing strategy 2 3 4 1 Mobile In Store Experience Implications for businesses Source: Mobile In-Store Research: Google Shopper Marketing Agency Council and M/A/R/C Research
    • Google Confidential and Proprietary 16Google Confidential and Proprietary 16 Thanks! B com – 26 marzo 2014 Lingotto Fiere Torino