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From Intent to In-store: Search's Role In The New Retail Shopper Profile

From Intent to In-store: Search's Role In The New Retail Shopper Profile

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Published by GroupM_Next
Connecting online activity to in-store purchase is a challenge many retailers and marketers continue to face. GroupM Search, together with Kantar Media Compete, conducted a 13-month study taking a close look at the impact search marketing and a consumer’s use of search have on informing and driving a purchase decision. The study includes key brands with distinct retail profiles across the automotive, consumer electronics and entertainment categories.

The research shows search is a lifeline of today’s shopper. 93% of buyers use search in the shopping process. Most compelling from the data, however, is the significant role generic queries and organic listings play in driving purchases in-store. As advertisers think about owned and earned media, and how to further propel both online and in-store sales, this white paper explores search activity and sentiment of buyers, and provides marketers with a profile of the new retail shopper.
Connecting online activity to in-store purchase is a challenge many retailers and marketers continue to face. GroupM Search, together with Kantar Media Compete, conducted a 13-month study taking a close look at the impact search marketing and a consumer’s use of search have on informing and driving a purchase decision. The study includes key brands with distinct retail profiles across the automotive, consumer electronics and entertainment categories.

The research shows search is a lifeline of today’s shopper. 93% of buyers use search in the shopping process. Most compelling from the data, however, is the significant role generic queries and organic listings play in driving purchases in-store. As advertisers think about owned and earned media, and how to further propel both online and in-store sales, this white paper explores search activity and sentiment of buyers, and provides marketers with a profile of the new retail shopper.

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Categories:Types, Research
Published by: GroupM_Next on Oct 13, 2011
Copyright:Attribution Non-commercial

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11/19/2012

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Author: Chris Copeland, CEO, GroupM SearchProprietary research conducted by GroupM Search, together with Kantar Media CompeteOctober2011
 
How entwined is the Web in consumers’ path-to-purchase for retail goods?Understanding the full impact of online requires looking beyond the obviousmetrics. Market analysts Forrester Research projected online retail revenues to be$173 billion in 2010, growing over 40 percent to reach nearly $250 billion by 2014. Yet for all the projected growth, the online channel will account for just 8 percentof total retail sales revenue. A deeper look at the numbers confirms that thisdrastically undervalues the role of the Web in the retail industry.
The same Forrester study found that in2011 more than $1.1 trillion in retail salescould be attributed to what they refer toas “Web-influenced” purchases.Web-influenced retail purchases aredefined by Forrester as offline retail salesthat are influenced by online research.Combined with measured online sales,48 percent of all retail sales are either online purchases or Web-influencedpurchases. This trend will continue; by2014, this number is forecasted to increaseto 53 percent – or $1.4 trillion. Both directlyand indirectly, the online channel is trulyan inseparable component of consumers’path to purchase.Given the obvious influence that the online channel has on retail purchases, GroupMSearch, together with online measurement company Kantar Media Compete, conductedresearch to understand the exact role search engine marketing plays in in-store sales.Shining new light onto Web-influenced purchases, the research found that already morethan half of all buyers analyzed in the study made their purchase in-store, outpacingeven the bullish estimates referenced above.
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From Intent toIn-Store: Search’sRole in the NewRetail Shopper Profile
October 2011
US Online and Web-Influenced Retail Sales
($ billions)
Web-influenced retail salesOnline retail sales20092010201120122013201442%46%48%50%51%53%$155$173$192$210$230$249$917$1,021$1,115$1,213$1,312$1,409US online andWeb-influencedretail sales as a% of total sales
Source: Forrester Research Web-Influenced Retail Sales, Forecast (12/09)
 
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 purchaseFactors that drive the decision to purchasein-store versus onlineThe 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.
2
From Intent toIn-Store: Search’sRole in the NewRetail Shopper Profile
October 2011
Retail Profilesof Brands Studied
Brands included in the studywere selected to representdifferent profiles across theretail sector:
Brand A
represents a brandwithout brick-and-mortar locations, whose primarychannel for their products isother retail outlets.
Brand B
represents a brandwith brick-and-mortar locations, which primarily sellsproducts of other brands.
Brand C
represents a brandwith both brick-and-mortar locations and same-namebranded products.
 
93%
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
Participating Brands

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