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Net Media Planet - Going Global event - Google trends and tools May 2013

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  • 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1Britain’s Retail e-mpireMartijn Bertisen
  • 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
  • 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3UK  is  the  leader  in  the  world  for  e-­‐commerce    Internet  economy  has  an  export  surplus  13%  of  all  purchases  done  online  £120bn  internet  economy  Highest  e-­‐Commerce  spend  per  capita  Source:  The  Boston  Consul1ng  Group,  “The  Internet  Economy  in  the  G20”  
  • 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4UK  retailers  are  gaining  trac5on  interna5onally  Interna5onal  Searches  for  UK  Retail  Brands1  (Indexed  –  Rebased  to  2010)  Europe            +39%  N  America    +44%  Asia                        +49%  Oceania          +83%  Others              +63%  2012  212  2011  152  2010  100  2x  growth  rate  of  searches  by  UK  consumers  Source: Google, StatCounter, Civic Consulting Survey (2011) for EU DG Health & Consumers, OC&C analysis68%    of  leading  UK  apparel  retailer  traffic  comes  from  interna5onal  markets  
  • 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5Retailers  Delivering  Outside  the  UK  (%  Retailers)  Languages  other  than  English  Offered  by  Retailers    (%  Offering  Languages,  %  Offering  Specific  Language)  21%21%22%10%26%<  5  Countries  Not  Offered  >100  Countries  5-­‐40  Countries  74%  eg  House  of  Fraser,  Dorothy  Perkins  19%5%10%13%53%More  than  10  7  to  10  4  to  6  1  to  3  None  47%  eg  Sports  Direct  17%18%22%24%31%40%43%Chinese  Russian  Japanese  Portuguese  Spanish  French  German  eg  Mothercare,  Wiggle  eg  Chain  Reac5on,  Next  Interna5onal  capabili5es  have  become  the  norm  40-­‐100  Countries  
  • 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6Total Score(100)Indexed Shareof InternationalQueries(100)IndexedVolumeofInternationalQueries (100)Indexed GrowthRateofInternationalQueries (100)26 Specsavers 57 39 54 2427 JPBoden& Co 57 35 60 2228 SimplyElectronics 56 55 26 3329 Mothercare 52 20 60 2630 AllSaints 52 50 37 2031 The Savile Row Company 49 56 23 2032 MatchesFashion 49 48 20 3233 Kitbag 48 51 34 1334 Watchshop 47 26 14 5635 CathKidston 45 23 47 2236 Mamas& Papas 44 20 45 2537 Monsoon UK 44 22 55 1238 Overclockers 44 32 36 2139 Surfdome 43 20 22 4540 Reiss 43 22 40 2541 Hobbs 39 18 36 2642 TM Lewin 39 30 32 1643 SweatyBetty 31 18 12 3444 Links ofLondon 30 25 34 345 Holland &Barrett 28 23 6 2946 CorsetsUK 27 26 1 2947 Aspinal of London 25 20 5 2648 Isabella Oliver 22 31 12 149 Sofa.com 21 18 1 2550 DV247 19 25 13 0Total Score(100)Indexed Shareof InternationalQueries (100)IndexedVolume ofInternationalQueries (100)Indexed GrowthRate ofInternationalQueries (100)1 ASOS 100 58 100 462 Farfetch 99 92 45 663 Book Depository 98 96 63 414 Burberry 96 100 83 125 Boohoo 93 26 64 1006 Net a Porter / The Outnet 89 75 78 307 Beauty Bay 86 60 21 948 Photobox 83 72 72 249 Jimmy Choo 81 88 64 1310 Chain Reaction Cycles 76 65 65 2511 Topshop / Topman 72 35 88 2412 Pro-Direct Soccer 72 68 60 1813 Wiggle 72 55 62 2914 Agent Provocateur 71 75 52 1815 Clarks 70 51 73 1916 Superdry 69 40 61 4117 Endclothing 68 47 31 6018 Mulberry 63 54 58 1719 Ted Baker 62 33 53 4020 FeelUnique 61 41 43 4121 Charles Tyrwhitt 61 56 43 2622 Karen Millen 60 43 57 2223 Dorothy Perkins 60 18 62 4124 Harrods 58 42 58 1825 River Island 58 17 72 28Internationalisation Index: Top 50Indexed Scores Based on Consumer Searches1The  Jewels  of  Britain’s  Retail  e-­‐mpire  Source: OC&C Website Checks, December 2012, ComScore ,OC&C analysis
  • 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7Interna5onal  ecommerce  set  to  be  28Bn  by  2020  Sales  from  UK  eRetailers1,  UK  &  Interna5onal  (£bn,  %  Total,  %  CAGR)  28(40%)20196339(61%)24(39%)20185637(65%)20(35%)20175034(68%)16(32%)20164533(72%)13(28%)20154031(76%)10(24%)20143628(79%)8(21%)20133227(83%)5(17%)20122824(86%)4(14%)202041(60%)69Forecast7x  growth  rate  of  interna5onal  ecommerce  Source: IMRG, Euromonitor, Forrester, Google Queries, OC&C analysis1.  Excludes grocery, 2man fulfilled and click and collect orders
  • 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Europe  and  Asia  will  be  the  engines  of  growth  UK  ecommerce  InternaDonal  Sales  Growth  by  Region  (2012-­‐20,  £bn,  %  CAGR)  Source: IMRG, Euromonitor, Forrester, OC&C analysis1.  “Other”  includes  South  America  ,  Middle  East  &  Africa  2020  27.9  9.8  6.9  4.5  2.7  2.4  1.5  Other1  1.3  Oceania  1.9  North  America  2.0  Asia  4.1  Central  /  Eastern  Europe  6.5  Western  Europe  8.3  2012  3.8  1.5  Poland and Sloveniadrive 17% of growthin Eastern EuropeChina,  Singapore,  Hong  Kong,  Philippines  to  grow  by  £2bn  Australia  is  largest  single  growth  market  at  £1.32bn  US  is  key  driver  of  growth  at  £1.1bn  Ireland, France,Spain & Germanydrive 35% ofgrowth in WesternEurope2/3  growth  from  Europe    1/4  growth  from  APAC  
  • 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9We  believe  winning  retailers  will  share  5  traits    No  subs5tute  for  a  great  proposi5on  (range,  price,  service  advantage)    Ability  to  spot  and  respond  fast  to  evolving  demand  
  • 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10A  number  of  markets  are  ready  Market  Readiness  Framework  Forecast  £bn  2020  MacedoniaAzerbaijanUzbekistanBosnia-HerzegovinaUruguayGeorgiaIndonesiaSouth KoreaAustraliaJapanFranceGermanyChinaUSAPeruEcuadorLatviaKazakhstanEstoniaSerbiaMoroccoEgyptColombiaCroatiaUAEPhilippinesVenezuelaSloveniaMalaysiaSaudiArabiaNigeriaLithuaniaIsraelChileUkraineArgentinaHong KongNewZealandSouth AfricaSlovakiaRomaniaGreece SingaporeTaiwanPortugalIrelandHungaryTurkeyIndiaNorwayMexicoSwitzerlandCzechRepublicAustriaSwedenBelgiumSpainFinlandCanadaDenmarkBrazilRussiaItalyPolandNetherlandsIncreasing Strategic ReadinessIncreasingOperationalReadinessMajor  Markets  £180bn  Accessible  Anglophones  £30bn  Big  But  Challenging  £175bn  Nascent  Neighbours  £20bn  Source: Euromonitor, Forrester, Mintel, World Bank, WTO, Crystal 2003, Parcel Force, OC&C analysis1.  Excludes 2man and grocery
  • 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11Find  the  right  audience  with  Google  Trends  
  • 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12We  believe  winning  retailers  will  share  5  traits    No  subs5tute  for  a  great  proposi5on  (range,  price,  service  advantage)    Ability  to  spot  and  respond  fast  to  evolving  demand    Cost  effec5ve  routes  to  build  awareness  and  customer  volumes  
  • 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13Find  the  right  audience  with  Global  Market  Finder  
  • 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14We  believe  winning  retailers  will  share  5  traits    No  subs5tute  for  a  great  proposi5on  (range,  price,  service  advantage)    Ability  to  spot  and  respond  fast  to  evolving  demand    Cost  effec5ve  routes  to  build  awareness  and  customer  volumes    ‘Selec5ve’  and  resource-­‐light  localisa5on  
  • 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15Get  Local  with  Google  Translator  Toolkit  
  • 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16We  believe  winning  retailers  will  share  5  traits    No  subs5tute  for  a  great  proposi5on  (range,  price,  service  advantage)    Ability  to  spot  and  respond  fast  to  evolving  demand    Cost  effec5ve  routes  to  build  awareness  and  customer  volumes    ‘Selec5ve’  and  resource-­‐light  localisa5on    Mastery  of  the  order  economics  and  mechanics  to  create  profitable  customer  behaviour  
  • 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17Thank you!
  • 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18We  believe  winning  retailers  will  share  5  traits    No  subs5tute  for  a  great  proposi5on  (range,  price,  service  advantage)    Ability  to  spot  and  respond  fast  to  evolving  demand    Cost  effec5ve  routes  to  build  awareness  and  customer  volumes    ‘Selec5ve’  and  resource-­‐light  localisa5on    Mastery  of  the  order  economics  and  mechanics  to  create  profitable  customer  behaviour