Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic: SweetIQ
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A copy of Mohannad El-Barachi's (SweetIQ's Co-founder and CEO) presentation slides from The LBMA event in Montreal on December 2, 2014 at the SweetIQ headquarters.
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Similar to Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic: SweetIQ
Similar to Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic: SweetIQ (20)
Part 3 Online to Offline How Local Mobile Search Drives In-Store Foot Traffic: SweetIQ
- 1. Online to Offline How local mobile search drives in-store traffic #LBMAmtl
- 2. #LBMAmtl Build your O2O Funnel MohannadEl-Barachi Co-founder and CEO
- 3. Build your O2O funnel Local Search Clearest Expression of Intent 93%of retail purchases are still happening in-store 72%of mobile local searches lead to an in- store visit 4/5 consumers conduct local searches 54% Looking for of Operation 53% Getting Directions 50% looking for an address 45% looking for product availability 51%will make a purchase within 24 hours
- 4. Be Visible in Local Search Have a strong presence Manage your Reputation Create vertical & geography-specific incentives Distribute to local search and mobile channels Measure online conversions Measure offline conversions Capture Consumer Intent Drive Behavior Increase foot-traffic Retailers can drive offline foot traffic through local search Build your O2O funnel
- 5. Local Search is highly under-utilized Build your O2O funnel Most brands are just doing the bare minimum, while many don’t do anything at all. •Fix listings •Create missing listings •Answer reviews •Optimize for keywords
- 6. But localtechnology is moving quickly Build your O2O funnel Location Specific Advertising / Geo Targeting / Social Targeting
- 7. But localtechnology is moving quickly –Cont’d Build your O2O funnel
- 8. And soon enough, direct targeting will become reality Build your O2O funnel
- 9. Don’t miss out –Build your O2O funnel now Build your O2O funnel Online Local Search Presence Visibility Optimization Local Marketing Campaigns & Innovation Promotions / Incentives / Loyalty Tracking online conversions Track offline in-store conversions T1 T2 T3 T4 T5 Increase in local Impressions & reviews Increase in organic ranks, local & organic impressions, and reviews Increase in paid & organic impressions, ranks, reviews, loyalty, & coupon redemptions Increase in leads Increase in offline in-store sales
- 10. Step 1 –Build your local foundation Build your O2O funnel Build your data store Clean up your data and build a process to manage it Syndicate your local content & gain control of your listings Optimize your listings Respond to your reviews Build Citations
- 11. Step 2 –Collect online & in-store metrics Build your O2O funnel Listings Performance Keyword Ranking Performance & Share of Voice Reviews & Sentiment Competitor & Industry Benchmarking Impressions generated to listings & local landing pages In-Store visitors, phone calls, purchases, loyalty redemptions
- 12. Step 3 –Create creative engaging localcampaigns Build your O2O funnel Loyalty Programs Coupons & Promotions Mobile Applications Beacon Easter Egg Hunt Email / Call to Win Order online & Pick up in-store That always tie-in user data •Email Address •Phone Number •Mobile Application •Downloaded Coupon •Photo •Online order number268 eggs generated 17,000 downloads
- 13. Step 4 –Measure conversions and financial impact Build your O2O funnel Increase in KPIs Increase in Impressions Increase in online Conversions & Engagement Increase in offline Conversions & Engagement Dollar Value Optimize your funnel Local Search Traffic × 3% Click Through Rate × 30% O2O Campaign Conversion × $104.76 Average In-Store Purchase = In-Store Sales 103,680,000 3,110,400 933,120 × $104.76 = $97,753,651
- 14. #LBMAmtl Thank You MohannadEl-Barachi Co-founder and CEO
- 15. #LBMAmtl Download resources from:sweetiq.com/lbma