How to Drive In-Store Sales in Today’s Search Marketing World

© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.


How to Drive In-Store Sales in Today’s

Search Marketing World

+©

Matthew KilloughSenior Account Manager, Client Services

RevTrax

[email protected]

Paul WickerDirector of Product

Kenshoo Local

[email protected]


Agenda

1. Company Overview1. RevTrax2. Kenshoo

2. The Changing Landscape

3. Opportunities in the O2O Landscape

4. Case Study – Staples Canada

5. Q&A


RevTrax


Digital Media Insights Consumer Insights Redemption Insights

Trusted by:

Kenshoo

• Global software company: digital marketing solutions & predictive media optimization technology

• Only Facebook sPMD with native API solutions for ads across Facebook, FBX, Twitter, Google, Bing, Yahoo, Yahoo Japan, Baidu, & CityGrid

Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13

SEARCH SOCIAL


Agenda

1. Company Overview




5. Q&A


Today’s Digital Marketers Must Be Data-Driven

Less than half of all marketers surveyed believe they are ahead of the curve when it comes to data-driven optimization decisions.

Technology and innovation are allowing marketers to leverage data – both online and offline – in meaningful ways.


Estimated Total Conversions – Moving towards a multi-device mindset and thinking beyond online

Mobile – Promoting app downloads and re-engagement in response to shifting consumer trends

PLAs and Shopping Campaigns – More retail-centric approach to campaigns with new functionality tying to local availability

Examples of O2O Data Evolution in Search:


Changing SEM Landscape

Agenda

1. Company Overview


3. Opportunities in the O2O LandscapeCompeting with online pure playsTailor the Experience

1. Data-Driven Attribution


5. Q&A


Competing with online pure plays

If Amazon maintains its current growth trajectory, it will be the world’s 6th largest retailer by 2015, with revenues of more

than US$100 billionSource: Kantar Retail 2011

Almost 94% of all retail sales are currently happening in-store

Source: U.S. Census Bureau 2014

Digital technologies are expected to influence 50% of in-store sales, accounting for

$1.52 trillion, by the end of 2014Source: Deloitte Digital 2014


Challenges

Where does that leave Retailers?


Larger Ranges Lower Prices Innovating quickly and flexible to

customer needs

Opportunities

If 94% of retail sales still in-store,

convert digital purchase research

to an in-store conversion


Offer personalized and multichannel

promotions,across all

channels and devices

Engage consumers with

targeted campaigns for

unique or private label goods

available in-store only

Agenda

1. Company Overview


3. Opportunities in the O2O LandscapeCompeting with online pure playsTailor the ExperienceData-Driven Attribution


5. Q&A


Tailor the Experience

7% of consumers are satisfied with the ability of most brands to offer a high-quality omnichannel experience (Source: Zendesk 2014)

70% of buying experiences are based on how the customer feels they are being treated(Source: McKinsey 2014)

94% of marketers know how valuable personalization is(Source: eConsultancy 2013)

95% of marketers struggle to mine their customer data(Source: eConsultancy 2013)


Tailor the Experience


Challenges

1. Creating 1:1 consumer experiences, regardless of device or channel

2. Meeting consumers’ expectations when it comes to channel integration

3. Providing a seamless experience across all channels and platforms


Opportunities


Build and optimize mobile and PC-specific

strategies

Tailor ad copy and bids

Measure mobile search activity and the keywords that

drive in-store revenue

Mobile-friendly landing pages or engaging apps

Agenda

1. Company Overview


3. Opportunities in the O2O LandscapeCompeting with online pure playsTailor the ExperienceData-Driven Attribution


5. Q&A


60% of consumers start by visiting a search engine, then go to the retailer’s website, and ultimately, 88% made their final purchase in store.(Source: GE Major Purchase Shopper Study 2013)

Paid search audience segments which were exposed to Facebook advertising generated 30% more Return on Ad Spend (ROAS). (Source: Kenshoo 2013)


Data-Driven Attribution

Conversions increase 40% when customers use digital before and during shopping in-store (Source: Deloitte Digital 2014)


Data-Driven Attribution

Conversionin Store

19% 37%23%15%6%

Acquiring new customers while connecting across multiple locations, at scale

Following consumers through the complex path-to-purchase, spanning multiple touch points that influence the final conversion

Making the transition from the online marketing message to the offline purchase

without consumers getting lost

Accessing real-time data, both online and in-store, and converting into actionable

insights


Challenges


Opportunities

RevTrax/Kenshoo integration helps customers acquire higher ROI, but can prove where ROI is coming from (keywords, channels) and marketers can then adjust

and optimize campaigns accordingly.

1. Leverage dynamic attribution to properly credit touch points along the path to conversion

2. Integrate offline POS or partner data and take action on the data collected

3. Capture customer information in order to build database and start measuring lifetime value

Capture Online-to-Offline Conversions

Consumer searches and clicks on ad.

Consumer is taken to Retailer website and views an offer. RevTrax generates unique bar code with embedded keyword ID.

Consumer redeems offer in-store at POS.

Retailer sends redemption data to RevTrax to match keywords to in-store transactions.

Kenshoo receives keyword level conversion data and applies to bid policy to drive more coupon redemptions.


Agenda

1. Company Overview




5. Q&A


Staples Canada Copy and Print Program

Objectives:

Drive online and in-store sales

Optimize search performance using RevTrax and Kenshoo technologies


Staples Canada Copy and Print Program

Execution:

Three major factors measured:

1. Campaign Performance 2. Keyword Performance3. Mobile vs Desktop


Transactions

Offers Distributed

Landing Page Visits

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

68%

66%

60%

32%

34%

40%

Branded Non-Branded

Brand v. Non-Brand Terms


Transactions

Offers Distributed

Landing Page Visits

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

27%

31%

38%

48%

42%

43%

26%

28%

19%

Broad Exact Phrase

Terms by Match Type


Transactions

Offers Distributed

Landing Page Visits

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

46%

40%

40%

12%

16%

23%

14%

14%

15%

18%

15%

15%

8%

12%

4%

1%

2%

3%

Branded Exact Match Non-Branded Broad Match Branded Broad Match Non-Branded Phrase Match Branded Phrase MatchNon-Branded Exact Match

Performance By Campaign


Transactions

Offers Distributed

Landing Page Visits

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

32%

25%

26%

28%

34%

27%

7%

4%

3%

5%

4%

4%

4%

5%

6%

25%

28%

34%

staples copy and print staples printing copy and printcopy print printing services All Other Keywords

Top 5 Redeemed Keywords


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

91% 93% 89% 84% 87% 88%82%

92% 89% 92% 91%

9% 7% 11% 16% 13% 12%18%

8% 11% 8% 9%

PC Mobile

Sales Dollars by Device Type (Top 10 Redeemed Keywords)


staples copy and print

staples printing

copy and print

copy print

printing services

colour printing

staples print centre

copy centre

print centre

print and copy

-20% -10% 0% 10% 20% 30% 40% 50% 60% 70%

2%

-6%

-1%

3%

-6%

29%

53%

28%

60%

-14%

Average Order Value per Top 10 Redeemed Keywords Compared to Average


stapl

es co

py a

nd p

rint

stapl

es p

rintin

g

copy

and

prin

t

copy

prin

t

prin

ting

serv

ices

colo

ur p

rintin

g

stapl

es p

rint c

entre

copy

cent

re

prin

t cen

tre

prin

t and

copy

All Oth

er K

eywor

ds0%

2%

4%

6%

8%

10%

12%

14%

16%

11%

7%

15%

11%

7%8%

8%

11%

12% 12%

7%

‘Copy and Print’ was the 3rd most redeemed keyword yet

the 6th most visited.

Redemption Rate of Top 10 Keywords


Non-Branded Broad Match

Non-Branded Exact Match

Non-Branded Phrase Match

Branded Broad Match

Branded Exact Match

Branded Phrase Match

-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%

-68%

-67%

55%

268%

4001%

5534%

ROI by Campaign


printing services

colour printing

copy print

copy centre

staples printing

print centre

print and copy

copy and print

staples print centre

staples copy and print

-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%

-66%

-32%

132%

166%

552%

801%

1696%

2620%

3405%

5409%

ROI of the Top 10 Redeemed Keywords


Branded keywords performed better than non branded

Desktop outperformed mobile by a significant margin

Two specific keywords drove half of the transactions for this campaign.

Takeaways


Next Steps

Provide two different customer experiences based on

Branded vs Non-Branded Keywords


Agenda

1. Company Overview




5. Q&A


Q&A




Thank You

Matthew KilloughSenior Account Manager, Client Services

RevTrax

[email protected]

Paul WickerDirector of Product

Kenshoo Local

[email protected]

How to Drive In-Store Sales in Today’s Search Marketing World

Marketing

Transcript of How to Drive In-Store Sales in Today’s Search Marketing World