How Online consumer behaviour influences online and offline sales Online became the most important medium where consumers learn about brands and products, also in Belgium. The role of online goes thus way beyond driving ‘ecommerce’ but is directly affecting in-store sales. Insight into latest Google consumer study and solutions to stimulate and measure ‘omnichannel’ commerce.

1. Digital drives online and in-store sales
in Belgium
Annik Vandendriessche, Google Industry Manager Retail
2 Dec 2014

2. 2020

3. THE NEXT 5 BN
consumers expected to come online over next 5 years
2014 World
Population
7 BILLION
2014 Internet
Population
2 BILLION

4. ENABLER: Hyper-acceleration of technology
Since 2006
Global bandwidth
usage increased
12x 2020
Will grow
another 12x

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6. Augmented reality - Buy on the fly

7. 2014

8. A fundamental shift has happened
with consumers - multi-screen
connected world

9. Smartphones strongly influence online and
in-store sales - their effect will only increase
MOBILE COMMERCE MATTERS

10. Full Value of Mobile
mCommerce
App download
& in-app
purchases
In-store
Call
Cross-device

11. Also in Belgium, Smartphones are always-on ,
always with us
25%
of all queries
are on Mobile
40%*
use smartphones
*Consumer barometer 2014

12. But many Belgian businesses are still under-serving
this shift in consumer behaviour

13. SO WHAT?
Market to people, not devices

14. 30% purchase online, Belgian is still lacking
behind in ecommerce

15. Electronics and fashion still the most popular
retail categories bought online
Where did you make purchase? - Online by category

16. Highest Belgian income demographics spent
larger share of their total shopping baskets
online

17. Role of digital goes far beyond ecommerce -
27% in-store purchases are influenced by
online research

18. 46% of people in Belgium who researched
online bought online, while 43% of them
completed purchase in-store

19. Searches become increasingly product-focused
when a user is in or near a store
90% of
smartphone users
conducted pre-shopping
activities before going
to the store
Likelihood that a search is
product-related when a
user is in-store
for key product category
searches when a user is in-store
Everywhere
else
Near
store
In store
2
1.5
1
0.5
Product searches (indexed)
+86%
+800%
Google Internal Data, Jan 2014

20. 10% of people who researched in-store
purchased the product on-line

21. Online consumer behaviour in Belgium along
the full online and in-store purchase funnel

22. Not suprisingly, higher income demographics
are most active in online research

23. On-line is where most people hear about new
products first

24. SO WHAT?
Be where consumer is - Invest in digital assets
and communication to protect and drive both
online and in-store sales
“The power of
eCommerce extends far
beyond the keyboard
and onto the sales floor.
Every $1 spent online
influences $5.77 spent
in the store”
— Terry Lundgren, CEO
Typical paths to purchase
At
home
On the
go
At the
store

25. IT IS NOT TOO LATE TO BE EARLY!
I

26. HOW GOOGLE CAN HELP
I
annikv@google.com

27. Thank You!