Google Guide to online shopping (Monaco 10/2009)

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Google Guide to online shopping (Monaco 10/2009)

  1. 1. Darwin’s Guide to Shopping Peter Fitzgerald Industry Leader, Retail Google UK/EIRE
  2. 2. Makers of Teflon and other scientific miracles,  what was their first bright spark?
  3. 3. Cutlery? Golf clubs? Gunpowder? Glass blowing plant?
  4. 4. Cutlery? Golf clubs? Gunpowder? Glass blowing plant? Founder Eleuthere du Pont saw a need for gunpowder in the US whilst fleeing the  French Revolution
  5. 5. Video game kings, Nintendo were around  before the computer. Selling what? 
  6. 6. Plumbing equipment? Gourmet mushrooms? TV antennas? Playing Cards?
  7. 7. Plumbing equipment? Gourmet mushrooms? TV antennas? Playing Cards? Founded in 1889 to make handmade “Hanafuda” cards
  8. 8. Leading mobile phone brand, what were  they up to in the wired‐phone era?
  9. 9. Toys? Rubber boots? Furniture? Ceramics?
  10. 10. Toys? Rubber boots? Furniture? Ceramics? Nokia started as a pulp mill in 1865, then made rubber hence the boots
  11. 11. ‘If we want things to stay as they are, things will have to change’ Giuseppe di Lampedusa 11
  12. 12. Evolution of the Shopper Google Confidential and Proprietary
  13. 13. 13
  14. 14. 64% of UK adults used the internet to find information about goods and services in the past 3 months (Eurostat) Google Confidential and Proprietary
  15. 15. 70% of UK web users will make at least one purchase online in 2009 (Emarketer) £31bn spent in the UK online Jan through Aug 2009 (IMRG CapGemini) Google Confidential and Proprietary
  16. 16. 50% of UK internet users in the past three months have researched a product online and purchased in-store 17% of Argos sales to year end Feb 2009 came through their Click and Reserve Service Google Confidential and Proprietary
  17. 17. Always On Google Confidential and Proprietary
  18. 18. Boxing Day Christmas Day £102m spent online on Christmas day Google Confidential and Proprietary
  19. 19. ShopSavvy™: Making smarter decisions
  20. 20. Internet not real life...huh? 20
  21. 21. 1,000 UK Retailers Went Under last year 22
  22. 22. Stores Catalogues Pure Plays
  23. 23. 26
  24. 24. Google Confidential and Proprietary
  25. 25. We take Cash Only 28
  26. 26. WHERE ARE WE HEADING Google Confidential and Proprietary
  27. 27. Let the consumer win
  28. 28. 31
  29. 29. 2X more spend from Multi-channel customers (Best Buy, John Lewis)
  30. 30. 38% collecting in store buy 51% start on website, 18% web 33
  31. 31. Moving from data-rich to data-driven new tools and techniques enhanced targeting get the most from data
  32. 32. maxi dress Interest over time 100 80 60 40 20 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  33. 33. Agility 37
  34. 34. Real Time Insights 38
  35. 35. Efficiency 40
  36. 36. Give me the right results when I search boys socks Before After 20% reduction in bounce rate 7% increase in conversion rate TOP  Check quality of results  Allow customers to sort results TIPS  Make site search visible  Lay out search results clearly
  37. 37. Pace 42
  38. 38. +7% Conversion
  39. 39. “Big will not beat small anymore – it will be the fast beating the slow” - Rupert Murdoch Google Confidential and Proprietary
  40. 40. Reassure me 1.8% increase in conversion  TOP   Be open about cancellations/returns  Offer security TIPS  Offer transparency on price  Clarify what happens after purchase Google Confidential and Proprietary
  41. 41. Appendix Google Confidential and Proprietary

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