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21 October 2016
With less than 6 weeks to Black Friday, discover big retail trends which are set to impact us during the busy shopping season ahead!
Last week, the Loud Mouth Media team joined business leaders from Ireland's largest retailers and media agencies at the Retail Excellence event at Google headquarters in Dublin. Our clients, Avoca and Excel Clothing came along to hear from Google subject experts and discover some of the big retail trends which are set to impact us during the busy shopping season ahead!
With less than 6 weeks to Black Friday, the biggest online shopping day of the year, we're already working closely with our E-commerce clients to get our Christmas PPC strategies in place. Throughout our day at Google we took an in-depth look into the world of online retail, exploring how we can use mobile traffic to influence our relevant customers in their buying behaviour and to ensure our clients are ready to capitalise on the busy Christmas season.
We asked William Gilliland from Excel Clothing to tell us about his 3 main points from the Retail Excellence Event:
Mobile, mobile, mobile!
'The growth in consumers using smartphones during shopping has grown at a phenomenal rate and as an e-commerce retailer a key part of our Excel Clothing strategy has been to prioritise mobile as a key communication and engagement channel. Mobile has become an extension of who we are, and we have found it is especially prevalent during the buying process. Consumers use mobile when looking for inspiration, research, and during the purchase - it is vital our strategy reflects this shift in buyer behaviour.
The Google Retail Excellence Event really highlighted how important it is to capture this 'mobile moment'. The Christmas shopping period is fast approaching, and with 140% more mobile clicks on shopping during the holidays, it is imperative that we capitalise in this area.'
*Don't forget - You can test how mobile friendly your website is for consumers by searching for testmysite.withgoogle.com*
2. The consumer buying process
'As much as I would be delighted if they did, unfortunately consumers don't typically go from blissful ignorance to paying customer in one great leap. Our customers go through several stages, weighing up options and looking up alternatives. I was fascinated to discover that 75% of online adults start an activity on one device, but continue or finish it on another. Therefore, it is important not to only measure the last click attribution model as it can vastly overvalue the end conversion. It is important to measure and place value on the overall journey the consumer takes.'
The image below shows the cross-device clickstream data of one person's purchase journey:
3. Google Shopping in Ireland
'One of the most positive points I took from the Google Retail Excellence Event was the introduction of Google Shopping in Ireland, meaning a wider reach for our target clients. Digital shopping has evolved so much within 5 years and Google shopping has been attributed to increased revenue performance for many e-commerce sites.
We have always had great success with our shopping ads in the UK, where we have found shopping ad conversion rates are 37% higher than for text based advertisements. I am looking forward to the prospect of replicating that success in the ROI market. As a client of Loud Mouth Media, it's a great position that we will be one of the first to avail of the Google Shopping Beta in Ireland.'