1) The document discusses how smartphones and mobile devices are changing the digital shopping experience, with people using mobile devices to research products online and compare prices both before and during shopping in physical stores. 2) It provides data showing that a large percentage of smartphone owners use their phones to look up information about local businesses and products. Many then take actions like visiting stores or making purchases after using their phones for local research. 3) The document emphasizes that retailers need to recognize mobile as an integral part of customers' shopping journeys and digital marketing strategies, as smartphones are enabling "self-help" comparisons and information-gathering in stores.

1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Thanks!
B com – 26 marzo 2014
Lingotto Fiere Torino