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5. Retail and the digital assistant - Alastair Stirling Google - Screen Pages Ecommerce Forum May 2017


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How to keep valuable customers in a mobile-first world

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5. Retail and the digital assistant - Alastair Stirling Google - Screen Pages Ecommerce Forum May 2017

  1. 1. Retail & the digital assistant: How to find & keep valuable customers in a mobile-first world Alastair Stirling, Google Retail
  2. 2. 53% Searches are now on a mobile device
  3. 3. Proprietary & Confidential 82% Ecommerce sales will involve a smartphone by 2020
  4. 4. In the last decade we went from going online to living online.
  5. 5. Confidential + Proprietary ConverseAnswer Anticipate
  6. 6. Proprietary & Confidential
  7. 7. 2010 Consumer experience
  8. 8. Confidential + Proprietary ConverseAnswer Anticipate
  9. 9. Proprietary & Confidential
  10. 10. Proprietary & Confidential
  11. 11. Proprietary & Confidential “Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything.” – Sundar Pichai
  12. 12. So... Where to focus?
  13. 13. Wise Up Show UpSpeed Up
  14. 14. How does mobile influence total sales? How does digital influence offline revenue ? How do I find my audience across the web? Some key questions for your business.
  15. 15. +204% year-on-year increase in mobile conversions +21% increase in overall conversions powered by mobile sales +263% increase in mobile traffic along with a ~30% decrease in cost-per-click +105% increase in mobile return-on-ad-spend when looking at “total conversions” “One of the biggest surprises for us was that the percentage of cross-device users was much more significant than we expected. (...) mobile traffic to our site has overtaken desktop, so seeing the real value of mobile has been eye-opening.” ~ Tom Kay, Senior Online Acquisition Manager, +21% Increase in overall conversions powered by mobile sales +105% Increase in mobile ROAS when looking at ‘total conversions’
  16. 16. IKEA used Store Visits to determine the store impact of paid ads & found that 10% of ad clicks also led to a store visit Proprietary & Confidential
  17. 17. Wholistic Audience strategy: + 503% average monthly revenue + 191% ROI increase Proprietary & Confidential
  18. 18. - Be clear on what question you want to answer. - What data do you need to drive action? - There is no perfect solution. - Be illuminated by the data not restricted by it. Tips for success
  19. 19. Wise Up Show UpSpeed Up
  20. 20. Proprietary & Confidential We have high expectations of mobile sites Will abandon a site that takes >3 seconds to load 40% Expect a page to load in <2 seconds 47%
  21. 21. Proprietary & Confidential Speed 3.8s Usability 67% GOOD POOR CRITICAL 2 second benchmark 0% 100% 77 principles Retailer mobile sites perform poorly for speed, as well as usability
  22. 22. Progressive Web App led to a 70% increase in conversion Source: Google case study
  23. 23. Wise Up Show UpSpeed Up
  24. 24. per day At bus stop, listen to new music playlist 8:30am Buy new bag for Glastonbury 11:15am Browse festival styles on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Use flashlight app to find dropped earring 11:09pm Use maps to get directions to new street food place 1:13pm At work, book train tickets for the weekend 11:36am Wake up and read news online 6:50am On the bus, read Glastonbury lineup annoucements 8:42am 150x
  25. 25. Confidential + Proprietary
  26. 26. Confidential + Proprietary
  27. 27. Proprietary & Confidential “We were able to target people who were within a 25-metre radius of a Costa store or a competitor store. We served them ads to give our range top of mind, to drive them into our stores and also make them consider coming to Costa when they may be passing a competitor.” ~ Kirstey Elston, Head of Marketing at Costa Coffee
  28. 28. Wise Up Show UpSpeed Up