This research, “From Intent to In-Store: Search’sRole in the New Retail Shopper Profile,” focuses onthe role search plays in a consumer’s shoppingbehavior across three categories with distinct retailprofiles – Automotive, Consumer Electronics andEntertainment. (See Retail Profiles of BrandsStudied.) Participating brands include: consumer electronics retailer RadioShack, luxury automotivebrand Audi, and a national entertainment brand.The research was designed to understand:•What role search plays in driving consumersto make an in-store or online purchase•Factors that drive the decision to purchasein-store versus online•The role upper funnel (discovery) searchingplays compared to lower funnel(destination) queriesThe research paints a clear picturethat shows shoppers haveestablished search as their lifelineto the buying decisions they make.Not only is search the most-usedonline channel in the shoppingprocess, it is often used more thanonce in that process. Ninety-threepercent of all buyers, online or in-store, use search – with nearly80 percent rating search as very or extremely useful. Search is usedthroughout the different stages of the process, with the most frequentpath being a single, generic query. However, when consumers conductmultiple searches and move down the funnel, searches shift to whatand where to buy. In these follow-up queries, shoppers use explicitqueries to inform the specific decisions they are looking to make.Three key findings on consumer usage of search for in-store shopping came to theforeground:1.For in-store buyers, search is about discovery via generic keywords.2.In-store buyers click on organic listings.3.There is increased store locator visitation among buyers who use search andpurchase in-store.These themes form a profile of the intent-driven shopper that will dramatically challengepreconception of search’s role in retail and may very well usher in a change of strategyfor many retail brands.
From Intent toIn-Store: Search’sRole in the NewRetail Shopper Profile
Retail Profilesof Brands Studied
Brands included in the studywere selected to representdifferent profiles across theretail sector:
represents a brandwithout brick-and-mortar locations, whose primarychannel for their products isother retail outlets.
represents a brandwith brick-and-mortar locations, which primarily sellsproducts of other brands.
represents a brandwith both brick-and-mortar locations and same-namebranded products.
Source: GroupM Search and Compete Study:From Intent to In-Store: Search’s Role In theNew Retail Shopper Profile, October 2011.
Usage of Search AmongBuyers In The ShoppingProcess
National Entertainment Brand