How to Drive In-Store Sales in Today’s Search Marketing World - RevTrax and Kenshoo Webinar

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Presentation from the May 29th webinar delivered by RevTrax and Kenshoo, How to Drive In-Store Sales in Today’s Search Marketing World. Paul Wicker, Director of Product for Kenshoo Local, and Matthew Killough, Senior Account Manager at RevTrax, shared the challenges and opportunities for marketers connecting online and offline activity.

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How to Drive In-Store Sales in Today’s Search Marketing World - RevTrax and Kenshoo Webinar

  1. 1. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. How to Drive In-Store Sales in Today’s Search Marketing World + ©
  2. 2. Matthew Killough Senior Account Manager, Client Services RevTrax mkillough@revtrax.com Paul Wicker Director of Product Kenshoo Local paul.wicker@kenshoo.com © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  3. 3. Agenda 1. Company Overview 1. RevTrax 2. Kenshoo 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  4. 4. RevTrax © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Digital Media Insights Consumer Insights Redemption Insights Trusted by:
  5. 5. Kenshoo • Global software company: digital marketing solutions & predictive media optimization technology • Only Facebook sPMD with native API solutions for ads across Facebook, FBX, Twitter, Google, Bing, Yahoo, Yahoo Japan, Baidu, & CityGrid Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13 SEARCH SOCIAL © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  6. 6. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  7. 7. Today’s Digital Marketers Must Be Data- Driven Less than half of all marketers surveyed believe they are ahead of the curve when it comes to data-driven optimization decisions. Technology and innovation are allowing marketers to leverage data – both online and offline – in meaningful ways. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  8. 8. Estimated Total Conversions – Moving towards a multi-device mindset and thinking beyond online Mobile – Promoting app downloads and re-engagement in response to shifting consumer trends PLAs and Shopping Campaigns – More retail-centric approach to campaigns with new functionality tying to local availability Examples of O2O Data Evolution in Search: © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Changing SEM Landscape
  9. 9. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape Competing with online pure plays Tailor the Experience 1. Data-Driven Attribution 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  10. 10. Competing with online pure plays If Amazon maintains its current growth trajectory, it will be the world’s 6th largest retailer by 2015, with revenues of more than US$100 billion Source: Kantar Retail 2011 Almost 94% of all retail sales are currently happening in-store Source: U.S. Census Bureau 2014 Digital technologies are expected to influence 50% of in-store sales, accounting for $1.52 trillion, by the end of 2014 Source: Deloitte Digital 2014 © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  11. 11. Challenges Where does that leave Retailers? © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.  Larger Ranges  Lower Prices  Innovating quickly and flexible to customer needs
  12. 12. Opportunities If 94% of retail sales still in-store, convert digital purchase research to an in-store conversion © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Offer personalized and multichannel promotions, across all channels and devices Engage consumers with targeted campaigns for unique or private label goods available in-store only
  13. 13. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape Competing with online pure plays Tailor the Experience Data-Driven Attribution 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  14. 14. Tailor the Experience 7% of consumers are satisfied with the ability of most brands to offer a high-quality omnichannel experience (Source: Zendesk 2014) 70% of buying experiences are based on how the customer feels they are being treated (Source: McKinsey 2014) 94% of marketers know how valuable personalization is (Source: eConsultancy 2013) 95% of marketers struggle to mine their customer data (Source: eConsultancy 2013) © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  15. 15. Tailor the Experience © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  16. 16. Tailor the Experience © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  17. 17. Challenges 1. Creating 1:1 consumer experiences, regardless of device or channel 2. Meeting consumers’ expectations when it comes to channel integration 3. Providing a seamless experience across all channels and platforms © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  18. 18. Opportunities © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Build and optimize mobile and PC-specific strategies Tailor ad copy and bids Measure mobile search activity and the keywords that drive in-store revenue Mobile-friendly landing pages or engaging apps
  19. 19. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape Competing with online pure plays Tailor the Experience Data-Driven Attribution 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  20. 20. 60% of consumers start by visiting a search engine, then go to the retailer’s website, and ultimately, 88% made their final purchase in store. (Source: GE Major Purchase Shopper Study 2013) Paid search audience segments which were exposed to Facebook advertising generated 30% more Return on Ad Spend (ROAS). (Source: Kenshoo 2013) © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Data-Driven Attribution Conversions increase 40% when customers use digital before and during shopping in-store (Source: Deloitte Digital 2014)
  21. 21. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Data-Driven Attribution Conversion in Store 19% 37%23%15%6%
  22. 22.  Acquiring new customers while connecting across multiple locations, at scale  Following consumers through the complex path-to-purchase, spanning multiple touch points that influence the final conversion  Making the transition from the online marketing message to the offline purchase without consumers getting lost  Accessing real-time data, both online and in-store, and converting into actionable insights © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Challenges
  23. 23. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Opportunities RevTrax/Kenshoo integration helps customers acquire higher ROI, but can prove where ROI is coming from (keywords, channels) and marketers can then adjust and optimize campaigns accordingly. 1. Leverage dynamic attribution to properly credit touch points along the path to conversion 2. Integrate offline POS or partner data and take action on the data collected 3. Capture customer information in order to build database and start measuring lifetime value
  24. 24. Capture Online-to-Offline Conversions Consumer searches and clicks on ad. Consumer is taken to Retailer website and views an offer. RevTrax generates unique bar code with embedded keyword ID. Consumer redeems offer in- store at POS. Retailer sends redemption data to RevTrax to match keywords to in-store transactions. Kenshoo receives keyword level conversion data and applies to bid policy to drive more coupon redemptions. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  25. 25. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  26. 26. Staples Canada Copy and Print Program Objectives:  Drive online and in-store sales  Optimize search performance using RevTrax and Kenshoo technologies © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  27. 27. Staples Canada Copy and Print Program Execution: Three major factors measured: 1. Campaign Performance 2. Keyword Performance 3. Mobile vs Desktop © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  28. 28. 68% 66% 60% 32% 34% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits Branded Non-Branded Brand v. Non-Brand Terms © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  29. 29. 27% 31% 38% 48% 42% 43% 26% 28% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits Broad Exact Phrase Terms by Match Type © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  30. 30. 46% 40% 40% 12% 16% 23% 14% 14% 15% 18% 15% 15% 8% 12% 4% 1% 2% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits Branded Exact Match Non-Branded Broad Match Branded Broad Match Non-Branded Phrase Match Branded Phrase Match Non-Branded Exact Match Performance By Campaign © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  31. 31. 32% 25% 26% 28% 34% 27% 7% 4% 3% 5% 4% 4% 4% 5% 6% 25% 28% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits staples copy and print staples printing copy and print copy print printing services All Other Keywords Top 5 Redeemed Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  32. 32. 91% 93% 89% 84% 87% 88% 82% 92% 89% 92% 91% 9% 7% 11% 16% 13% 12% 18% 8% 11% 8% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total staples copy and print staples printing copy and print copy print printing services colour printing staples print centre copy centre print centre print and copy PC Mobile Sales Dollars by Device Type (Top 10 Redeemed Keywords) © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  33. 33. 2% -6% -1% 3% -6% 29% 53% 28% 60% -14% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% staples copy and print staples printing copy and print copy print printing services colour printing staples print centre copy centre print centre print and copy Average Order Value per Top 10 Redeemed Keywords Compared to Average © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  34. 34. 11% 7% 15% 11% 7% 8% 8% 11% 12% 12% 7% 0% 2% 4% 6% 8% 10% 12% 14% 16% staples copy and print staples printing copy and print copy print printing services colour printing staples print centre copy centre print centre print and copy All Other Keywords ‘Copy and Print’ was the 3rd most redeemed keyword yet the 6th most visited. Redemption Rate of Top 10 Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  35. 35. -68% -67% 55% 268% 4001% 5534% -1000% 0% 1000% 2000% 3000% 4000% 5000% 6000% Non-Branded Broad Match Non-Branded Exact Match Non-Branded Phrase Match Branded Broad Match Branded Exact Match Branded Phrase Match ROI by Campaign © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  36. 36. -66% -32% 132% 166% 552% 801% 1696% 2620% 3405% 5409% -1000% 0% 1000% 2000% 3000% 4000% 5000% 6000% printing services colour printing copy print copy centre staples printing print centre print and copy copy and print staples print centre staples copy and print ROI of the Top 10 Redeemed Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  37. 37.  Branded keywords performed better than non branded  Desktop outperformed mobile by a significant margin  Two specific keywords drove half of the transactions for this campaign. Takeaways © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  38. 38. Next Steps Provide two different customer experiences based on Branded vs Non-Branded Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  39. 39. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  40. 40. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
  41. 41. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. ThankYou Matthew Killough Senior Account Manager, Client Services RevTrax mkillough@revtrax.com Paul Wicker Director of Product Kenshoo Local paul.wicker@kenshoo.com

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