eRetail 2011 - Fransje Mous - Google


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  • Bron media spend: Forrester 2010 researchBron €8b schatting 2010 Internet sales, schatting thuiswinkel.orgLaatstebron is van het CBS eind 2010 geupdateUit thuiswinkel.orgWijnand Jongen, directeur “De thuiswinkelbranche heeft nog beter gepresteerd dan verwacht. Het slechte weer in de maand december heeft ons daarbij zeker in de kaart gespeeld en online retailers hebben met deze 40% stijging bovenop de reguliere weekomzet nog betere weken gedraaid dan verwacht. Dat is opmerkelijk goed nieuws waarmee het nog fragiele herstel van de Nederlandse economie een positieve duw in de goede richting krijgt. Hetzelfde geldt voor de omzet van de online thuiswinkelmarkt die in 2010 naar verwachting boven de € 8 miljard zal uitkomen.”
  • Comscore whitepaper Feb 2011Comscore media metrix Feb 2011
  • De omzet van de totale detailhandel is in 2009 gedaald met 4,9% (bron CBS). “We zien dat online shopping een steeds grotere plaats inneemt binnen de totale detailhandel,” vertelt Wijnand Jongen,directeur ”De markt voor online shopping is binnen de totale detailhandel nu al goed voor 7% van de omzet.
  • Uit multichannel monitor 2010, thuiswinkel.orgHet kanaal Internet wordtvakergeraadpleegdterorientatiedan de winkelvloer, bij 41% van de aankoopmomenten is het Internet gebruiktterwijl de winkel(verkoper) bij 34% en het printkanaalbij 33% van de aankoopmomentenalsInformatiebrondiende.Levensmiddelen: 16%Kleding/schoenen: 30%Computer hardware: 61%
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  • Key takeaway: you can engage with them troughout the web as more videos are embeddedcomScore reveals that nearly a quarter of viewers watch YouTube videos outside the site (1)1 ComScoreVideoMatrix, Apr 2009
  • Forbes, nr 3 best ever social campaigns: Spice spokesman Isaiah Mustafa was popular in TV commercials, but what really made this campaign an interactive hit was the recent Web-based element with Mustafa responding to questions submitted by fans on Twitter and other social media outlets in as many as 180 Web videos this summer. He proposed marriage to one fan's girlfriend. She accepted.Best practice: build your audience with advertising, then leverage on the bought media with earned media. Most interactive campaign everOld Spice Responses is one of the fastest growing online video campaigns ever, surpassing Obama’s Victory Speech, Bush Dodges Shoes and Susan Boyle all within the first 24 hoursThe Old Spice Man responded with YouTube videos to many well-known people, who re-tweet the videos and spread them virallyActresses Alyssa Milano & Justine BatemenOlympic Skater, ApoloOhnoHimself, Isaiah MustafaCeleb blogger, Perez HiltonThe Ellen ShowDemi Moore & Ashton KutcherDigg Founder, Kevin RoseThe Old Spice Man even recorded an audio clip for a user to construct a site with personalized Old Spice voicemail recordingsOld Spice videos took four of 10 spots on the AdAge Viral Video Chart, including positions one through threeThe Old Spice YouTube channel has over 9.6MM views and 145K subscribers. It became the #1 viewed channel during the week and month of the campaign and #2 most subscribed sponsor channel of all time!Old Spice was a trending topic on Twitter, with over 94K followersOld Spice gained popularity on Facebook with over 706K likes
  • Best practice: interesting content in a branded environment or branded content that is useful to your audience
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  • eRetail 2011 - Fransje Mous - Google

    1. 1. New Realities of Retail<br />FransjeMous<br />Account Manager Retail, Google Netherlands<br />
    2. 2. WHEREWE ARE TODAY<br />
    3. 3. The majority of people and businesses <br />are now connected<br />
    4. 4. €8b<br />2010 NL Internet sales<br />(+25% growth)<br />The majority of people and businesses <br />are now connected<br />27%<br />of media consumption on average is spent online (NL)<br />over<br />over<br />36%<br />of Dutch population has a Smartphone<br />
    5. 5. The Internet is at the heart of daily life<br />Entertainment<br />Research<br />Socialising<br />3.6b<br />searches conducted per day worldwide<br />85%<br />online reach social networking sites in NL <br />2.4mdaily visitors on<br />over<br />over<br />over<br />
    6. 6. The Internet has transformed the Retail landscape<br />
    7. 7. The Internet has transformed the Retail landscape<br />7%<br />2<br />Rising share of spend for online retail channels<br />Of sales in NL in 2009 were online<br />
    8. 8. The Internet has transformed the Retail landscape<br />5/10<br />2<br />Traditional retailers are now among biggest online players in the UK<br />of top online shops in the UK are high street brands<br />
    9. 9. The Internet has transformed the Retail landscape<br />41%<br />2<br />The ROPO effect is everywhere<br />uses the Internet in the product orientation phase<br />
    10. 10. WHAT’SCOMING NEXT<br />Four key trends in Retail<br />
    11. 11. 1. Think multi-channel<br />
    12. 12. Halo effect<br />Impact of online advertising on offline sales in non-tested categories<br />Offline sales lift<br />Increase in offline sales revenues in tested categories<br />Up to 3.5%<br />1.5% – 4.4%<br />12<br />40+ studies show that Online advertising drives offline sales<br />
    13. 13. Apparel<br />Mobiles & Contracts<br />4:1 ROAS<br />3:1 ROAS<br />Home & Garden<br />Consumer Electronics<br />12:1 ROAS<br />6:1 ROAS<br />13<br />…delivering strong ROI across different categories<br />
    14. 14. 2. The “non-line” effect<br />ONLINE<br />OFFLINE<br />
    15. 15. Mobile brings Internet to the high street<br />24<br />web site visits/day for average European smartphone user<br /> 1/3<br />US smartphone users have used to compare products/prices while in a store<br />
    16. 16. Mobile brings Internet to the high street<br />Eg: Barcode scanners<br />
    17. 17. Mobile brings Internet to the high street<br />Eg: Google Shopping<br />
    18. 18. 3. Becoming Social<br />
    19. 19. Nearly a quarter of viewers watch YouTube videos outside the site<br />(Source: google internal)<br />
    20. 20. 180+ video responses to questions from Twitter, Facebook, YouTube etc. in close to real-time<br />
    21. 21. 670.000 Members for ‘HowTo’ videos<br />
    22. 22. 4. Love the Data<br />
    23. 23. See what the world is searching for<br />Eg: Fastest rising searches, NL, 12/2010<br />
    24. 24. Insights for search<br />
    25. 25. Spot opportunities<br />Eg: Gardening category searches, 12/2010<br />
    26. 26. Compare search patterns<br />Eg: Brand searches, 2010<br />
    27. 27. Online media delivers<br />Proven Results<br />
    28. 28. Recommendations<br />Align your marketing efforts across channels<br />Don’t forget mobile<br />Engage your customer<br />Rely on the data - Be visible when people search for you<br />
    29. 29. Thank you<br />