Case Study: Famous Proprietary + Confidential · Case Study: Famous Proprietary + Confidential...
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Proprietary + Confidential
Case Study: Famous Footwear
14-17%of search clicks result in a store visit
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When folks are searching on Google, we can see that 14% to 17% of them make it to our store. The more we know about what people search on, the more we can tailor the merchandise in the store.
Will SmithChief Marketing OfficerFamous Footwear
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We know that mobile drives visits and transactions, but tying those events back to a mobile [ad] investment is tricky.
Bindu ShahVice President, Digital MarketingSephora
Case Study: Sephora
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”By leveraging Store Visits data, Sephora saw:
18% higherstore visit rate from mobile ads vs. desktop ads
25% higher ROIfrom mobile search ads, as a result of changing bidding strategy
“
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For Target, Mobile is the New Front Door
It’s not a store experience or an online experience; it’s a mobile-first experience.
Casey CarlChief Strategy & Innovation Officer for Target
“Target’s omni-channel shoppers
spend 3X more on average
Three-quarters of Target’s digital shoppers start their experience on a
mobile device
Think Article:link
Subtitles coming
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Target’s omni-channel shoppers are more valuable
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Additional Target quotes on Store Visits
● “Google data show people who have clicked on mobile-search ads spend more in its stores than those who click on desktop search ads.”
● “One-third of Target’s mobile-search ads led to a user visiting one of its stores during the 2014 holiday season,”
Source: WSJ article, Google says New Store Data Help Mobile Ads
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Media-Saturn Pivots Its Marketing Mix
Our customers were shopping across channels, particularly on mobile, and always on digital. We knew we had to change.
Martin WildChief Digital Officer for Media-Saturn
“Media-Saturn reshaped media strategy to reach customers researching online
and buying in-store, using local inventory ads
Now, two-third of its sales are digitally influenced. Overall sales increased by
5% in 6 months.
Think Article:link
Subtitles coming
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Macy’s Reorganizes for Omnichannel Success
Our goal is to provide our shopper with the best experience in… mobile, desktop, store, or all of them together.
R.B. HarrisonChief Omnichannel Officer for Macy’s
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Macy’s customers who shop across channels are 8X more valuable.
Macy’s make major organizational changes to keep up.
Think Article:link
Subtitles coming
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Rebecca Minkoff Empowers Millennial Shoppers
The new definition of luxury...select the service level that she wants, when she wants, on the device she wants.
Emily CulpSVP of Omnichannel & eCommerce for
Rebecca Minkoff
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Rebecca Minkoff uses a “connected store” approach to
empower millennials to select their own level of service.
Think Article:link
Subtitles coming
Google Confidential and Proprietary
“We’ve been able to show that for every dollar we invest in search, we’re able to drive $6 in in-store
sales.”- Serena Potter, Macy’s GVP
“We used to have two separate siloed budgets,
we now have one marketing budget.”
- Serena Potter, Macy’s GVP
Macy’s Goes OmnichannelNow updated with translated subtitles
Google Confidential and Proprietary
Sephora's initial testing of Google's Local Inventory ads saw a $8 return in store sales
for each dollar spent, and they continue to expand their
testing.
Sephora turns smartphones into local store magnetsNow updated with translated subtitles
Google Confidential and Proprietary
With Local Inventory Ads, REI sees “double or triple the
results” of normal product listing ads on in-store
conversions.
REI Uses Digital to Bring Outdoor Consumers Inside Now updated with translated subtitles
Google Confidential and Proprietary
“90%+ of consumers in the wireless category are shopping online or on
mobile, but the majority of them are going to buy in retail”
- Scott Zalaznik, VP Digital Media, Sprint
1 out of 4 people who click on their mobile search banners will end up
in a retail store
Sprint Builds a Mobile Bridge to Local RetailNow updated with translated subtitles
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Case Study: Office Depot
3Xomni-channel return generated by digital spend
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The Store Visit data has helped bridge the gap between customers who clicked, were interested in the product, and actually visited one of our stores. We knew that our online ads were influencing store purchases, but we lacked adequate metrics to accurately calculate it. Once we saw our Store Visits reports, we were able to attribute a 3X return on spend to our digital campaigns.
Christine BuscarinoVice President of eCommerce MarketingOffice Depot
“
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Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
The Store Visit data has helped bridge the gap between customers who clicked, were interested in the product, and actually visited one of our stores. We knew that our online ads were influencing store purchases, but we lacked adequate metrics to accurately calculate it. Once we saw our Store Visits reports, we were able to attribute a 3X return on spend to our digital campaigns.
Office Depot attracts On-The-Go Shoppers with Local Inventory Ads
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- Emphasized mobile and omni-channel advertising- Began using Local Inventory Ads from Google- Added Store Visits reports to learn more about store foot traffic
Office Depot is a global retailer of workplace products & solutions
- Reach the omni-channel consumer
- Send customers to local stores- Understand how mobile ads drive sale
Approach
◉ Generated 3X return on digital spending◉ Gained new insights into on-the-go shoppers◉ Developed a clear bridge between customer clicks & store visits
Goals
About
Results
Christine Buscarino1
Vice President of eCommerce MarketingOffice Depot
Google. Office Depot Case Study. Q1 2015.
Translations:see “Localized” section (end of deck)
GermanFrenchJapanesePortuguese
INTERNAL: Google Confidential and Proprietary
Office Depot Case Study - additional resources
Summary Link
Case Study 2-page recap of case study one-sheeter
Case Study (localized)
Translated versions: DE, FR, JP, BR go/localretail-hub
ArticleThink with Google:“Office Depot attracts on-the-go Shoppers with LIAs”
link
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
We measured offline return on ad spend (ROAS) using store visits, and found that Google local inventory ads performed toward the top of our offline marketing vehicles. Store Visits make tracking
the performance of our LIAs easy, compared with surveys and benchmarks for other offline media.
Sears Outlet drives in-store traffic with Google Local Inventory Ads
“Google. Sears Outlet Case Study. Q1 2015.
- Ran Local Inventory Ads from Google AdWords- Brought store-level inventory data to shoppers in real time- Measured offline return on ad spend (ROAS) from digital ads
Sears Hometown and Outlet Stores is a national retailer focused on selling home appliances, hardware, tools, sporting goods, and lawn and garden equipment.
- Reach local customers on mobile with targeted messages- Improve sales in brick-and-mortar stores- Measure and quantify the impact of digital marketing
Approach
◉ Every dollar in paid search drove $8 in in-store sales◉ LIAs drove 122% higher store visit rate & 16% higher CTR ◉ LIAs surpassed other offline channels, including 5x the return on TV advertising campaigns
Goals
About
Results
David BuckleyCMOSears Hometown & Outlet Stores
key points: every dollar they put in paid search drives $8 in in-store sales
when CMO David Buckley and team looked at the value of LIAs, they surpassed other offline channels, including 5x the return of their tv advertising campaigns
INTERNAL: Google Confidential and Proprietary
Sears Outlet Case Study - additional resources
Summary Link
Case Study 2-page recap of case study 1-sheeter
Case Study (localized)
Translated versions: DE, FR, JP, BR go/localretail-hub
ArticleThink with Google:“Sears Outlet drives in-store traffic with Google LIA”
link
ArticleAdweek:“Has Google perfected the retail search ad with its LIAs?”
link
ArticleSearch Engine Land:“Google cites LIA successes after Walmart drops out”
link
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
Historically, we've relied on numerous approximations to tell us how our search ads were driving store visits, but this data has validated our estimates. It helps us understand the full picture of where our customers are going after clicking on a search ad.
Phil Bowman Executive Vice PresidentPetSmart
PetSmart uses Adwords Store Visits data to measure how its Google search advertising affects in-store traffic “
Google. PetSmart Case Study. Q1 2015.
Implemented AdWords Store Visits to see the influence of search investment on in-store visits.
PetSmart is the largest specialty retailer of pet
supplies and solutions.
Better understand the full value of paid search investment. Improve customer experiences online and in-store.
Approach
◉ Confirmed that search ads drive store visits to local stores and provided a specific store visit rate that can calculate the full return on its search investment.◉ More comprehensive data has allowed PetSmart to better understand its customer journey from online to in store as well as optimize its budget.◉ 10 – 18% of all clicks on PetSmart’s search ads resulted in an in-store visit within 30 days.
Goals
About
Results
Translations:see “Localized” section (end of deck)
GermanFrenchJapanesePortuguese
INTERNAL: Google Confidential and Proprietary
PetSmart Case Study - additional resources
Summary Link
Case Study 2-page recap of case study 1-Sheeter
Case Study (localized)
Translated versions: DE, FR, JP, BR go/localretail-hub
ArticleThink with Google:“Adwords store visits helps PetSmart measure how Google search advertising affects in-store traffic”
link
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
RONA sees more mobile conversions
Google Think Insights, Nov 2013
+400%mobile search bids
20xmore conversions when
including store visits
20%
of in-store transactions
were preceded by an online visit
of those visits were performed from a mobile device
50% of them happened on the same day of the in-store transaction
20%
Galeries Lafayette Case Study – Insights Internal Case Study:link
Think article (FR)
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
$1 online ad spend yields $14.40 in-store sales
Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary
Online search ads boost offline store sales
Google Think Insights, Nov 2013
+1.5%Store Sales
2x-14xReturn on Ad Spend
+5.8%Category Sales
of all US offline retail sales will be influenced by the web by 2017
50%
INTERNAL: Google Confidential and Proprietary
External Articles & Press
Summary Date Link
AdWeek Sears store visits jumped 122% (also mentions Sprint) Mar 2015 link
Search Engine Land
Google cites LIA success after Walmart drops out (mentions Sears, Sprint) Mar 2015 link
Macys Macy’s reorgs internally to fix online/offline silo and move to omnichannel structure Jan 2015 link
Facebook Facebook’s “Conversion Lift” measurement tool Jan 2015AdExchangerAdweek
AdWeek Famous Footwear quote: "Since beginning to test the ads a year ago, roughly 15 to 17 percent of the clicks on Famous Footwear's ads result in an in-store visit, the company said."
Dec 2014 link
INTERNAL: Google Confidential and Proprietary
Google-hosted Articles
Summary Date Link
Think article
Omni-channel shoppers: an emerging retail reality Mar 2015 link
Adwords Blog
The new shopping assistant: 5 ways retailers can drive foot traffic with smartphones Mar 2015 link
Adwords Blog
How will your store reach omni-channel shoppers all year? Mar 2015 link
Think article
Most mobile users near stores can’t find basic info they want from retailers Oct 2014 link
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Proprietary + ConfidentialOverview of how Store Visits works