The Shopping Transformation: How to Strengthen Your Digital Backbone - - PowerPoint PPT Presentation

The Shopping Transformation:

How to Strengthen Your Digital Backbone

Ari Kurtz Head of Industry, Retail

$4,568 $3,000 $2,953

Apple Warby Parker Tiffany & Co.

Sales per square foot

Traditional Brick & Mortar Retailers are Adapting

1) Redefine traffic 2) Be everything; Be relevant 3) Surprise and Delight Strengthen Your Digital Backbone

1) Redefine traffic 2) Be everything; Be relevant 3) Surprise and Delight Strengthen Your Digital Backbone

93%

(% of sales in-store)

86%

(% of sales digitally influenced)

Where are your sales happening?

Consult a professional ...Ask store attendant Go to store... Consumer Reports Expert Reviews Ask a friend

Then (1999)…

KNOWLEDGE TIME

Ask a friend TIME ...Ask store attendant Go to store... Consumer Reports Expert Reviews Consult a professional

Now

KNOWLEDGE

Measure today’s meaning of traffic

$1

Investment in Google AdWords

$8

.Com Revenue

$8

In-Store Revenue

+ = $16

Total Revenue

It’s more than just ROAS for online spend

$1

Investment in Google AdWords

$8

.Com Revenue

$4

In-Store Revenue

+ = $12

Total Revenue

It’s more than just ROAS for online spend

• 1. Digital channels have a heavy influence on nearly all sales, not just

sales that happen online.

• 2. Retailers must measure and understand the impact of online traffic not

just online but also in store – and the impact of store traffic online.

• 3. KPIs should align with the new definition of traffic, and retailers must
• rganize properly to avoid creating bad internal incentives.

Key Takeaways

1) Redefine traffic 2) Be everything; be relevant 3) Surprise and Delight Strengthen Your Digital Backbone

27%

Micro Moment:

Home Depot

• 1. Does your organizational structure support a channel agnostic

customer experience allowing you to be everywhere your customer is?

• 2. Are you making it dramatically easier for your consumers to quickly

and easily find what they are looking for?

• 3. Do you meet your customers where they are or do you wait for them to

come to you?

Key Takeaways

1) Redefine traffic 2) Be everything; be relevant 3) Surprise and Delight Strengthen Your Digital Backbone

“We don’t make money when we sell things. We make money when we help customers make purchase decisions.” - Jeff Bezos

Surprise and Delight pays off in the end

• 1. Are you providing customers with engaging digital brand

experiences, strengthening relationships?

• 2. Does your content sit somewhere other than your brand site? And

are you reaching new audiences with it?

• 3. Are you making connections with people? Or are you just selling

stuff?

Key Takeaways

AdWords Performance Summit 2015

AdWords Performance Summit Announcements

Ad experiences that win the moment Automation for relevance in every moment Measure every moment that matters

App Promo in the Play Store

Google Play reaches more than 1 billion people on Android devices in more than 190 countries. App discovery plays a critical role in building a successful app business. Initial beta: Search ads on Google Play is a limited beta that brings sponsored results to Google Play. For this pilot test, existing search app install advertisers will begin to show for a subset of queries.

Dynamic Search Ads V2

DSA v2 is a new campaign creation flow for a more simplistic and transparent way to setup the new categories. These new categories offer more granular category suggestions logically grouped to maximize advertisers’ traffic & conversions relevant, tailored bid recommendations for each individual category Example queries, sample URLs and creatives for each individual category. An simplified set up process for Dynamic Search Ads

Measure Every Moment that Matters

• AdWords attribution: You’ll be able to select an attribution model for each
• f your conversion types. The choice you make will be reflected in your

AdWords reporting and integrated into your automated bidding.

• Cross-device conversions integrated with automated bidding: Later this

year, you’ll be able to take action on cross-device conversions are integrated into automated bidding. This is part of a broader update that will give you the

• ption to include cross-device conversions as part of the Conversions

column

Automated bidding announcements within AdWords

Shopping Enhancements

• PLAs in Gmail
• Flexible bid strategies

Mobile Shopping Enhancements

• Hands free shopping
• Expandable shopping card
• Local inventory ads

Questions?

#MRKGSummit15

Thank you!

#MRKGSummit15