2016 Place Conf: Case Study - Shoe Carnival -- from Search to Store
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Transcript of 2016 Place Conf: Case Study - Shoe Carnival -- from Search to Store
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Case Study/
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SOURCE: “I-Want-To-Go Moents: From Search to Store,” April 2015, Thinkwithgoogle.com
Google search interest in"near me” has increased
34X since 2011.
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Mobile makes up 88% of all "near me" searches, with those
mobile searches growing at 146% year over year.
SOURCE: “When the Small Screen is the First Choice: Finding Your Mobile-Centric Sources,” March 2016, Thinkwithgoogle.com
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Be visible in the near me moments…And deliver contextually relevant content and experiences that spark the next moments…
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STRATEGY AND OBJECTIVESHarness the Power of Location to Turn “Near Me” Searches into Purchases
› Create a comprehensive location data management strategy
› Publish contextually relevant store location pages
› Enhance the customer journey on mobile devices
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SEO Best Practices
Make Location Data Actionable and Contextual Content Scalable
Velocity keeps the consumer at the center of your strategy by leveraging location data and contextual content, supported by SEO best practices.
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MANAGEBuild local data assets by consolidating, cleansing, categorizing, and optimizing data
MONITORUnderstand your location data health and how you can improve
DISTRIBUTEUnleash your location data by distributing to data amplifiers to increase visibility
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Locator and Store Pages
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0
50,000
100,000
150,000
200,000
250,000
Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16Desktop Mobile Tablet
Store Location Pages Traffic
Desktop Mobile Tablet
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C O N V E R T S E A R C H E R S I N TO C U S TO M E R SVELOCITY
25:1 ROI
51%INCREASE IN ECOMMERCE
REVENUE
44%INCREASE IN ONLINE
ORDERSDATAPOINTS SPECIFIC TO ORGANIC TRAFFIC
76%LIFT IN ORGANIC
SITE VISITS
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Total On Page Actions
82%
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3%CLICK-TO-CALL
8%GET
DIRECTIONS
5%LOCAL
CIRCULAR
30%CLICK ON
PROMO BOX
37%SHOP BY
CATEGORY
On Page Actions by Type
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SOURCE: Forrester, Enhancing The Retail Omnichannel Customer Experience
44% of consumers want to see coupons, discounts and special offers in mobile wallets
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What is Mobile Wallet?
In addition to being able to pay with your phone, mobile wallet:
Is an app which allows consumers to store loyalty cards, offers, boarding passes, tickets, gift cards, and more, making them accessible via the mobile phone.
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Benefits of Mobile Wallet
FOR THE CONSUMER
• Convenience • Valuable, updated offers and content• Timely reminders (expiring offers/location)• App-like functionality without the need for an app
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Benefits of Mobile Wallet
FOR THE MARKETER
• Great way to drive foot traffic• Higher conversion vs mobile web coupon • Ability to update content and offers• Measurable at POS – close the loop• Unlimited retargeting and notifications/reminders• App-like functionality without the need for an app
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Velocity Wallet Offers: From Search to Store
Location pages drive visibility in “near me” mobile moments Featured offers can be downloaded via Velocity Wallet
19%O F C O N S U M E R S
W H O C L I C K E D O N T H E P R O M O O F F E R S A V E D T O M O B I L E
W A L L E T .
Stop in and save 20% today.
Trigger location-based notifications near store locations
More brands, more ways to save.
Save 20% on back-to-school shoes.
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Mobile Wallet Retargeting via Beacons
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KEY TAKE AWAYS
› Near me is the new normal -- marketers must now think about "next moments" to drive better experiences and results
› Mobile wallet offers provide an opportunity to move beyond "local" into location-based proximity marketing
› Consumers want connected experiences, from "search to store" --this requires technology as well as store-level engagement
Test and learn (rinse and repeat)...