How to drive mobile traffic to your local stores? - Bruno Berthezene, Solocal Group

HOW TO DRIVE MOBILE TRAFFIC
TO YOUR LOCAL STORES?
Wednesday 18th of June 2014
Internet World – Mobile Theatre

2
As the market specialist in cost effective multichannel marketing, Solocal
Group supports businesses with the online to in-store customer journey
by connecting customers with brands.
ABOUT US
1 Group
€1 billion in revenues (£822 million)
63% digital
17 powerful digital brands
5,000 team members in Europe
700,000 customer businesses
We are
local, online and mobile
@SolocalGroupUK #drive2store

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WHAT ARE WE TALKING ABOUT?
Driving the increasing digital traffic to stores – Bridging the gap
Setting a great omnichannel customer experience
Maximizing conversion and growing your revenues
STORES
In-store purchases: 10.7 billion
Conversion rate: 40%
Revenues: 275 billion
Share of revenues: 88%
Visitors: 16 billion
Conversion rate: 2.4%
Revenues: 36 billion
Share of revenues: 12%
88% of consumers research
online before purchasing
offline
53% of mobile searches
have local intent
RESEARCH ONLINE
PURCHASE OFFLINE
ECOMMERCE

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DIGITAL TOOLS DRIVE
ADDITIONAL IN-STORE REVENUES
Source: Capgemini Consulting Analysis

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SOLOCAL SOLUTIONS
Source: Capgemini Consulting Analysis

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BEING PRESENT AT ANY STAGE OF THE CUSTOMER’S
OMNICHANNEL CUSTOMER JOURNEY
Solocal Group’s solutions presence in each stage of the path to purchase
He looks for information Books an appointment or
orders
The consumer has a need

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SOME CLIENTS AMONG LARGE BRANDS

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STAGE 1:
REACH YOUR CUSTOMERS’ ATTENTION
Solocal Group’s solutions presence in each stage of the customer journey
orders

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IN-STORE TRAFFIC ACTIVATION
Store locator and collection of contacts3
Identification of the internet user:
Geolocation of the IP address
1 2 Display of a customized banner in real time
SHOP
Increased traffic in the store4

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HORYZON MEDIA WORLDWIDE
International coverage &
mobile
Help advertisers build impressive and dynamic global online campaigns.
UK
60 websites
20 million unique users
40% reach
500+ million mobile impressions/month
7 targeting options
France Germany Europe USA
Websites 80 40 500 500
Million UU 27 33 200 60
Reach (%) 80 60 56 31
Offer
National or multinational, sweeping or
focused tailor-made campaigns
5 major partner sites: eBay, The Weather
Channel, Homelidays, Monster, Shopzilla,
“One contact, one report, one invoice”
4 major global media company partners:
Axel Springer, Glam Media, Groupe M6,
LeGuide Group

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HORYZON MEDIA WORLDWIDE - Mobile
Our mobile offer consists of two business models tailored to your needs:
branding and performance.
BRANDING OFFER
500+ million impressions/month
More than 100,000 affinity sites & 7
targeting options
Standard formats: banner & expand
banner
Interstitial formats: Interactive HTML5 & re-
direction to App store
In App engaging ads: icon ads, App wall,
landing page, dialogue ad
In App interactive ads: video, rich media,
advanced overlay
PERFORMANCE OFFER
+1 million clicks/month
Various possibilities of targeting: themes,
temporal, language, seamless Internet,
geographic, seamless operator, device
A unique tool to manage your campaign:
Orbit Interactive (fast programming, self-
service platform & transparency)
CPM, CPC & CPD
a business model for every solution

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STAGE 2 : BE THERE WHEN CUSTOMERS ARE RESEARCHING AND
PROVIDE THEM A GREAT MULTICHANNEL EXPERIENCE
orders

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Source : IAB UK Mobile Retail Audit 2013
BE THERE WHEN YOUR CUSTOMERS
ARE RESEARCHING
52% of the
Top 50 UK
retailers don’t
have a store
locator on their
mobile site.

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A GREAT CUSTOMER EXPERIENCE

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A FULLY RESPONSIVE DESIGN FOR AN
OPTIMIZED MOBILE USER EXPERIENCE

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Store Locator
Product Locator
Coupons
Lead Generation
Click & Collect
Pick up in-store
Clearance sales
Private sales
PROVIDE THEM WITH THE RIGHT
CALL TO ACTIONS

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PRODUCT INVENTORY AND CLICK&COLLECT
FEATURES ARE SMARTPHONE FRIENDLY

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x10in 1 year
*Mean values observed for our clients
Variation from M+1, with M+1 = first full month live BRIDGE local pages
1 3 6 9 12 15 18 21 24
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ONLINE TRAFFIC INCREASE

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Source : Converteo
Store Locator visits translate into
revenues for your stores
1 4 7 10 13 16 19 25 28 31 34 37 40 43 46 49 52
Source : Havas Voyage
Offline sales
Store Locator visits
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
IN-STORE REVENUES INCREASE

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counts on 11%
of total ecommerce revenues
for Gitem EURONICS
E-COMMERCE REVENUES INCREASE
Web 2 Shop

21*Source : Wordstream 2012
offers the most attractive customer
acquisition cost
on the market
Google Search £0.34 Google Display £0.23*
Web 2 Shop
A CHEAP SOLUTION
£ 0.025

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LEADFORMANCE
Solutions for your multichannel strategies. Convert your web visitors into
local customers.
Key figures
170 Million page views
140 clients
150,000 retail locations
In 110 countries
80 Million visitors
redirected to your stores
Offer
By generating a microsite
per retail location,
LEADFORMANCE increases
online visibility for each of
your outlets
It facilitates the visitor’s
multichannel experience
and conversion
Fully customisable
solution
Web & mobile

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STAGE 3: CONVERT YOUR VISITORS INTO ACTUAL
CUSTOMERS THROUGH BOOKINGS
orders

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We add a ‘plugin’ to your website enabling your web
visitors to book appointments directly online
Confirmed appointments!
WHAT WE DO

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CASE STUDY

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CASE STUDY

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CASE STUDY

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CASE STUDY

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Once an online appointment booking installed,
30% of appointments are booked directly online.
More time for your staff to take care of in-store visitors
KEY FACTS: OPTIMISE YOUR BUSINESS

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40% of online appointments are booked
outside opening hours!
KEY FACTS: GIVE CUSTOMERS CONTROL
AND CONVERT VISITORS

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40% of online appointments are booked using a mobile device
KEY FACTS: MOBILE FRIENDLY

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We achieved an 80% reduction in no shows for
KEY FACTS: NO-SHOW’S & DNA’s

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TIMENDO
Timendo is the European leader in Online Appointment Booking Software.
Offer
Fully customisable
solution
Real-time appointment
booking
Web & mobile
Key figures
1 million users
34 million
appointments booked
8 years of market
experience
Market share (FR)
80%
1 appointment booked every
2 seconds

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SUMMARY
Optimize the customer journey
Generate additional revenues cost-effectively
orders

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THANK YOU!
Bruno BERTHEZENE
Solocal Group UK Country Manager
bberthezene@solocal.com
T: +44 (0)203 740 7015
M: +33 (0)6 08 49 54 91
Wahid OMER
Director – UK Sales
womer@horyzon-media.com
T: +44 (0)203 740 7019
M: +44 (0)7 415 866 589
Victor CUQUEMELLE
Business Development Manager
vcuquemelle@solocal.com
T: +44 (0)203 740 7014
M: +33 (0)6 73 11 84 93
Jamie A. COWAN
Senior Development Manager
jamiea.cowan@timendo.com
T: +33 (0)1 58 05 18 30
M: +33 (0)6 70 48 53 01
Coralie FERRARA
Business Development Manager
cferrara@solocal.com
T: +44 (0)203 740 7013
M: +44 (0)7 857 489 500
John James ABADOM
Head of Sales and Business Development
jjabadom@leadformance.com
T: +44 (0)203 740 7020
M: +44 (0)7 577 441 883
www.solocalgroup.com/en |www.solocalgroupuk.tel| T: +44 (0)203 740 7015| 320 City Road, EC1V 2NZ London – United Kingdom
MEET US STAND IW726

How to drive mobile traffic to your local stores? - Bruno Berthezene, Solocal Group

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How to drive mobile traffic to your local stores? - Bruno Berthezene, Solocal Group