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How to Market Where Online Consumers are Shopping


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  • 1. How to Market Where Online Consumers are SearchingResults of a new research study
    Tuesday, August 3, 2010 - 1 PM EDT
    Speakers: Kim Rome, comScore
    Rob Murray, iProspect
    John Federman, Searchandise Commerce
  • 2. SearchandiseCommerce:
    Simple, next-generation search solution that empowers-
    Retailersto transform on-site search into a profit center
    Manufacturers to assert greater control over product placement across their online retail channel
    $1.00 CPC Bid
  • 3. Kim Rome, Senior Director of Research, comScore
    Kim Rome is Senior Director of Research at comScore, heading the custom survey team for the Retail and Travel division. 
    15 years of experience in consulting and market research design
    Specializes in brand and competitive strategic assessment, customer satisfaction, advertising effectiveness and multi-channel & website optimization. 
  • 4. Rob Murray, CEO, iProspect
    Robert J. Murray is Chief Executive Officer of iProspect. He is responsible for formulating the firm's corporate strategy as well as managing the company's operations.
    20 years of strategic consulting and financial analysis expertise,
    He has served as the President of iProspect from 2000 to 2006 and CEO since 2007
    In the past two years, iProspect has opened offices worldwide
  • 5. John Federman, President and CEO, Searchandise Commerce
    • As president and chief executive officer, John Federman is responsible for Searchandise Commerce's strategic direction, growth and corporate vision. Mr. Federman brings more than 20 years of experience with innovative information technology and media companies to Searchandise Commerce.
  • How to Market Where Online Consumers are SearchingResults of a new research study
    Tuesday, August 3, 2010 - 1 PM EDT
    Speakers: Kim Rome, comScore
    Rob Murray, iProspect
    John Federman, Searchandise Commerce
  • 6. A Study On The Role of Retail Site Search
    BACKGROUND: comScore collaborated with Searchandise and iProspect to conduct research on the current usage of retail website search and the perceptions of products within the search results pages
    Identify the step-by-step purchase path and information sought
    Determine key drivers for shopping online versus offline
    Provide retail websites with tools to optimize their placement and communications strategies for the purpose of increasing satisfaction and conversion
    METHODOLOGY: Two-part research approach conducted in May, 2010:
    Online FocusSite Groups: 2 Groups with 25 participants each
    Email Survey: 1,167 comScore panelists
    CRITERIA: Have researched, shopped or purchased the following in the past 6 months:
    Computer and/or related products
    Consumer electronics
  • 7. Online Research Is A Critical Step In The Purchase Process
    Consumer Electronics
    comScore Survey, May 2010. Base=have researched, browsed and/or purchased computers or consumer electronics in the past 6 months (N=1,167). Q: Please select the steps you have taken to research or browse the category.
  • 8. Retail Website Research Leads To Both Offline And Online Sales
    Retail Websites
  • 9. Consumer Electronics Shoppers Who Begin With Search, End at Retail Websites
    Retail Website
  • 10. Computer Shoppers Are More Likely To Be Influenced On A Manufacturer Site
  • 11. Offline Shoppers Turn To Their Friends & Family For Advice
    Friends & Family
    Physical Store
    Retail Website
  • 12. Information Sought at Each Source is Unique
  • 13. Three in Four Shoppers Use The Retail Website Search Box
    5 Clicks
    75% of the Shoppers
    Retail Website Activity
  • 14. Premium Listing = First Results Page! Other Success Factors Include…
    Top Section
    Information Click Drivers
    No Clutter
    • 39% See Items As Popular
    • 15. 37% Feel Items Are Most Relevant
    • 16. 37% Cite Items as High Quality
    • 17. Willing to Scroll
    • 18. Brand
    • 19. Features
    • 20. Image
    • 21. Price
    • 22. 10 to 15 Products On A Page
    • 23. Option To Show More
    • 24. Comparison Feature to View More Details
  • Polling Question 1
    If you are an Internet retailer, are search engine users delivered to landing pages on your website containing the specific brands and models of the products they seek?
    No, never
    Only sometimes, it’s usually a more generic page
    Typically yes, it’s usually brand and model-specific
    Yes, always
    Question doesn’t apply to me
  • 25. Shopping Continuum Length
    Findings: Majority of sales cycles are >1 week and average 4.1 shopping resources
    Implications/Recommendations: Marketers must engage shoppers everywhere they research
    Display Ads
    Listening and responding via social media
  • 26. Shopping Online – Buying Offline
    Findings: Two-thirds of shoppers start online, but nearly half buy in-store
    Implications/Recommendations: Marketers are under-valuing the contribution of online channels to offline purchases
    Develop an attribution modeling process to measure impact of various channels on each other
    Put processing in place to track influence of online research to offline purchases
    Electronic Coupons/Discount Codes
    Point-of-Sale Surveys
    Post-Sale Surveys
    Click to Call Tracking
  • 27. Barriers to Online Purchasing
    Findings: “Pricing Factors” are most frequent barrier to online purchase. “Convenience” most common advantage for online purchase
    Implications/Recommendations: Marketers must lower pricing as barrier enough that “convenience” outweighs “price” as a factor
    More Competitive Online Pricing
    Free Shipping
    Buy Online With In-Store Pick-Up
    Enhanced Online Research Tools to Answer “Tough Questions”
    Enhanced Product Images/Videos
    More Detailed Product Descriptions
    Product Comparison Tools
    Buyer/Expert Product Reviews
  • 28. Use of Site Search vs. Browsing
    Findings: Twice as many shoppers use site search than browse the website from the landing page
    Implications/Recommendations: Marketers must craft landing pages that better match the specificity of the shopper’s search
    Specific Brands
    Specified Models
    Specific Features
    And provide most relevant/specific products at top of site search results as well
    Specific Brands
    Specified Models
    Specific Features
  • 29. Search Engines & Site Search: 1-2 Punch
    Findings: Search engines and retailer websites are the 1st or 2nd stop in the shopping process for more shoppers than any other resources.
    Search engines are #1 driver of traffic to retailer sites
    Search engines #1 tool for product reviews and recommendations
    Implications/Recommendations: Marketers must ensure products, brands, models, product reviews, comparisons, images & videos appear
    Top of search engine results (Universal Search)
    Top of site search results
  • 30. Polling Question 2
    If you are a product marketer, who allocates the budget earmarked for increasing visibility with your retail channel partners ?
    We don’t run any programs with our retailers.
    Product marketing.
    Corporate marketing.
    Digital/interactive marketing.
    Our ad/search/branding agency.
    Our internal co-op or MDF group.
    Question doesn’t apply to me
  • 31. Retailers are Trusted Advisors
    Select the steps you have taken to research or browse; and in the order in which you have completed them.
    The Value of Retail Search and Position, comScore, July 2010
  • 32. Retailers are Trusted Advisors
    Select the steps you have taken to research or browse; and in the order in which you have completed them.
    The Value of Retail Search and Position, comScore, July 2010
  • 33. Shopper Preferences
    Findings: Shoppers using retail websites for brand details, price options, promotions/sales, customer reviews
    Implications/Recommendations for retailers:
    Present most relevant search results within the top 3 – 5 products listed
    Offer product comparison tool or feature
    Include pictures of every item
    Include relevant warranty details
    Present pricing information clearly
  • 34. Shopper Preferences
    Findings: Majority of shoppers go online for ease of comparison (61%), breadth of information (47%) and convenience (51%).
    Implications/Recommendations for retailers: As such, shoppers are clear on what they find less than desirable or disruptive on retail websites:
    Sites should be free of pop-ups and advertising
    Searches should return 10 – 15 listings
    Search landing pages/product detail pages must be relevant to the search
  • 35. Premium Position
    Findings: Shoppers value the products they see within the first page of site search listings.
    Implications/Recommendations: Whether paid search or on site, shoppers attribute more value with products in premium position.
    Perceive top products as being most relevant to search.
    Associate top products with higher quality and value.
    Attribute top products as being better fit with needs.
    Confirms earlier findings that 70% of clicks happen in premium positions.
  • 36. Implications for Product Marketers
    Findings: Over two-thirds of shoppers start out online where the challenge is getting your product seen by the most engaged shoppers.
    Implications/Recommendations: Marketers should evaluate new solutions that make premium position on retail sites available.
    Combine the strategy of in-store marketing with the tactics of search marketing
    Build brand and boost visibility leveraging premium position
  • 37. Attaining Premium Position
    Digital Cameras + Camcorders Landing Page
    Digital Cameras + Camcorders Landing Page
  • 38. Attaining Premium Position
    Electronics Landing Page
    Electronics Landing Page
  • 39. Attaining Premium Position
    Pre-Campaign Position
    Campaign Position
  • 40. Search Engines and Retail Sites
    Lessons Learned:
    Position matters
    One-two punch for reaching the most engaged buyers
  • 41. Questions?
    Upcoming SMN webcast:
    June TBD