#TDCGlobal 2019, Martijn Bertisen, UK Sales Director, Google

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Morning Plenary Session Title: Sustainable growth in an unstable time: the businesses that best leverage technology today are those that will emerge as the winners of tomorrow Martijn Bertisen, UK Sales Director, Google, will talk about what is required to compete in the maturing digital ecosystem and how partnering along the retail value chain is setting up businesses for profitable growth into the future. He’ll take us through practical ways in which adopting data and technology throughout the retail organisation is delivering growth and commercial efficiencies back to Google’s partners.

P O W E R E D B Y :
MorningPlenary–
Ballroom
Sustainable growth in an unstable time: the
businesses that best leverage technology today are
those that will emerge as the winners of tomorrow
MARTIJN BERTISEN
UK Sales Director

Sustainable growth in an unstable
time: the businesses that leverage
technology today are those that will
emerge as the winners of tomorrow
Martijn Bertisen
Sales Director, Google UKI

Source: Google Data, UK, Jan - Jun 2015 vs. Jan - Jun 2017.
Local searches without ‘near me’ outgrown
comparable searches that include ‘near me’
Same day shipping
best paper towels
open now
best doorbells
+173%
+185%
+145%
+156%

80%
Of adult
population in UK
buy online
Of all shopping
spend is still in
physical stores
Source: emarketer, Dec 2018

“The access story is reaching
the end ... but the use story is
just starting to begin”
- Benedict Evans, Partner at Andreessen Horowitz

Search
Search Ranking
Speech Recognition
Gmail
Smart Reply
Spam Classification
Photos
Photos Search
Translate
Text, Graphic and
Speech Translations
Android
Keyboard and
Speech Input
Drive
Intelligence in Apps
YouTube
Video Recommendations
Better Thumbnails
Cardboard
Smart Stitching
Play
App Recommendations
Game Developer Experience
Chrome
Search by Image
Maps
Street View Image
Parsing Local Search
Ads
Richer Text Ads
Automated Bidding
Machine Learning creates better product experiences for our users

test10.png
google_tags snout (62), dog breed group (58)

Proprietary + Confidential
Accelerate
by making data and machine
intelligence the foundation of what
you do

faster at responding
to urgent emails
4X

Proprietary + Confidential
Connect
with your customers across their
shopping journey.

Build delightful experiences that bring users
and retailers & manufacturers together,
throughout the shopping journey
S H O P P I N G PRODUCT M I S S I O N

Used Store Visits & bidding by proximity in
omnichannel
Every £1 spent on Google mobile ads delivered
£46 in sales - of which £31 in-store

Proprietary + Confidential
Drive action
on-site, in-store, and across
the web with assistive experiences

Frictionless, personalized shopping
Seamless shopping on the Google
Assistant
Buy with Google across surfaces Merchant specific basket building
& fast checkout
“OK Google, buy Up & Up laundry
detergent”
Okay, I found something from Target
on Google Shopping. I can get Up &
Up liquid laundry detergent for
$6.99. Should I add that to your cart?
“Yes, please.”
I've added it to your Google
Shopping cart.
“OK Google, add toner to
my shopping list.”
Added.

31% uplift in mobile conversion since upgrading to PWA
(Functions Offline, Can Add To Home Screen, Send Push
Notifications)
1.71X faster site speed

Launched 1.4M AMP pages in under 6 months - faster than
any other UK retailer.
Resulting in 29% uplift in mobile conversion

What Google brings
Strong Stores
and logistics assets
Offering / Merchandising
experience
Customer knowledge
(1st party data)
Media : Broad knowledge
of consumer intents
Technology : Cloud/AI/ML
best in class capabilities
Data : rich data insight and
intelligence across platforms
Where
the magic
happens
What Retailers bring

Thank you!
Martijn Bertisen
Sales Director, Google UKI

The fourth industrial revolution involves technology convergence that is changing customer expectations and behaviors. Customers are increasingly curious, impatient, and demanding. They conduct more mobile searches for immediate purchasing options. Retailers need to shift from store-centered to customer-centered models to meet these changing expectations through digital transformation, agile operations, and using data and AI to personalize the customer experience across channels. Nordstrom has created a Chief Innovation Officer role to help evolve its full-line stores and integrate digital and mobile further to better serve customers. To succeed, companies must focus relentlessly on the customer through experience-based transformation and leveraging technology to scale customer-centric operations.

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