How to Drive In-Store Sales in Today’s Search Marketing World
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How to Drive In-Store Sales in Today’s Search Marketing World
- 1. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. How to Drive In-Store Sales in Today’s Search Marketing World + ©
- 2. Matthew Killough Senior Account Manager, Client Services RevTrax mkillough@revtrax.com Paul Wicker Director of Product Kenshoo Local paul.wicker@kenshoo.com © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 3. Agenda 1. Company Overview 1. RevTrax 2. Kenshoo 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 4. RevTrax © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Digital Media Insights Consumer Insights Redemption Insights Trusted by:
- 5. Kenshoo • Global software company: digital marketing solutions & predictive media optimization technology • Only Facebook sPMD with native API solutions for ads across Facebook, FBX, Twitter, Google, Bing, Yahoo, Yahoo Japan, Baidu, & CityGrid Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13 SEARCH SOCIAL © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 6. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 7. Today’s Digital Marketers Must Be Data- Driven Less than half of all marketers surveyed believe they are ahead of the curve when it comes to data-driven optimization decisions. Technology and innovation are allowing marketers to leverage data – both online and offline – in meaningful ways. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 8. Estimated Total Conversions – Moving towards a multi-device mindset and thinking beyond online Mobile – Promoting app downloads and re-engagement in response to shifting consumer trends PLAs and Shopping Campaigns – More retail-centric approach to campaigns with new functionality tying to local availability Examples of O2O Data Evolution in Search: © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Changing SEM Landscape
- 9. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape Competing with online pure plays Tailor the Experience 1. Data-Driven Attribution 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 10. Competing with online pure plays If Amazon maintains its current growth trajectory, it will be the world’s 6th largest retailer by 2015, with revenues of more than US$100 billion Source: Kantar Retail 2011 Almost 94% of all retail sales are currently happening in-store Source: U.S. Census Bureau 2014 Digital technologies are expected to influence 50% of in-store sales, accounting for $1.52 trillion, by the end of 2014 Source: Deloitte Digital 2014 © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 11. Challenges Where does that leave Retailers? © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Larger Ranges Lower Prices Innovating quickly and flexible to customer needs
- 12. Opportunities If 94% of retail sales still in-store, convert digital purchase research to an in-store conversion © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Offer personalized and multichannel promotions, across all channels and devices Engage consumers with targeted campaigns for unique or private label goods available in-store only
- 13. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape Competing with online pure plays Tailor the Experience Data-Driven Attribution 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 14. Tailor the Experience 7% of consumers are satisfied with the ability of most brands to offer a high-quality omnichannel experience (Source: Zendesk 2014) 70% of buying experiences are based on how the customer feels they are being treated (Source: McKinsey 2014) 94% of marketers know how valuable personalization is (Source: eConsultancy 2013) 95% of marketers struggle to mine their customer data (Source: eConsultancy 2013) © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 15. Tailor the Experience © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 16. Tailor the Experience © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 17. Challenges 1. Creating 1:1 consumer experiences, regardless of device or channel 2. Meeting consumers’ expectations when it comes to channel integration 3. Providing a seamless experience across all channels and platforms © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 18. Opportunities © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Build and optimize mobile and PC-specific strategies Tailor ad copy and bids Measure mobile search activity and the keywords that drive in-store revenue Mobile-friendly landing pages or engaging apps
- 19. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape Competing with online pure plays Tailor the Experience Data-Driven Attribution 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 20. 60% of consumers start by visiting a search engine, then go to the retailer’s website, and ultimately, 88% made their final purchase in store. (Source: GE Major Purchase Shopper Study 2013) Paid search audience segments which were exposed to Facebook advertising generated 30% more Return on Ad Spend (ROAS). (Source: Kenshoo 2013) © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Data-Driven Attribution Conversions increase 40% when customers use digital before and during shopping in-store (Source: Deloitte Digital 2014)
- 21. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Data-Driven Attribution Conversion in Store 19% 37%23%15%6%
- 22. Acquiring new customers while connecting across multiple locations, at scale Following consumers through the complex path-to-purchase, spanning multiple touch points that influence the final conversion Making the transition from the online marketing message to the offline purchase without consumers getting lost Accessing real-time data, both online and in-store, and converting into actionable insights © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Challenges
- 23. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. Opportunities RevTrax/Kenshoo integration helps customers acquire higher ROI, but can prove where ROI is coming from (keywords, channels) and marketers can then adjust and optimize campaigns accordingly. 1. Leverage dynamic attribution to properly credit touch points along the path to conversion 2. Integrate offline POS or partner data and take action on the data collected 3. Capture customer information in order to build database and start measuring lifetime value
- 24. Capture Online-to-Offline Conversions Consumer searches and clicks on ad. Consumer is taken to Retailer website and views an offer. RevTrax generates unique bar code with embedded keyword ID. Consumer redeems offer in- store at POS. Retailer sends redemption data to RevTrax to match keywords to in-store transactions. Kenshoo receives keyword level conversion data and applies to bid policy to drive more coupon redemptions. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 25. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 26. Staples Canada Copy and Print Program Objectives: Drive online and in-store sales Optimize search performance using RevTrax and Kenshoo technologies © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 27. Staples Canada Copy and Print Program Execution: Three major factors measured: 1. Campaign Performance 2. Keyword Performance 3. Mobile vs Desktop © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 28. 68% 66% 60% 32% 34% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits Branded Non-Branded Brand v. Non-Brand Terms © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 29. 27% 31% 38% 48% 42% 43% 26% 28% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits Broad Exact Phrase Terms by Match Type © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 30. 46% 40% 40% 12% 16% 23% 14% 14% 15% 18% 15% 15% 8% 12% 4% 1% 2% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits Branded Exact Match Non-Branded Broad Match Branded Broad Match Non-Branded Phrase Match Branded Phrase Match Non-Branded Exact Match Performance By Campaign © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 31. 32% 25% 26% 28% 34% 27% 7% 4% 3% 5% 4% 4% 4% 5% 6% 25% 28% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Transactions Offers Distributed Landing Page Visits staples copy and print staples printing copy and print copy print printing services All Other Keywords Top 5 Redeemed Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 32. 91% 93% 89% 84% 87% 88% 82% 92% 89% 92% 91% 9% 7% 11% 16% 13% 12% 18% 8% 11% 8% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total staples copy and print staples printing copy and print copy print printing services colour printing staples print centre copy centre print centre print and copy PC Mobile Sales Dollars by Device Type (Top 10 Redeemed Keywords) © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 33. 2% -6% -1% 3% -6% 29% 53% 28% 60% -14% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% staples copy and print staples printing copy and print copy print printing services colour printing staples print centre copy centre print centre print and copy Average Order Value per Top 10 Redeemed Keywords Compared to Average © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 34. 11% 7% 15% 11% 7% 8% 8% 11% 12% 12% 7% 0% 2% 4% 6% 8% 10% 12% 14% 16% staples copy and print staples printing copy and print copy print printing services colour printing staples print centre copy centre print centre print and copy All Other Keywords ‘Copy and Print’ was the 3rd most redeemed keyword yet the 6th most visited. Redemption Rate of Top 10 Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 35. -68% -67% 55% 268% 4001% 5534% -1000% 0% 1000% 2000% 3000% 4000% 5000% 6000% Non-Branded Broad Match Non-Branded Exact Match Non-Branded Phrase Match Branded Broad Match Branded Exact Match Branded Phrase Match ROI by Campaign © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 36. -66% -32% 132% 166% 552% 801% 1696% 2620% 3405% 5409% -1000% 0% 1000% 2000% 3000% 4000% 5000% 6000% printing services colour printing copy print copy centre staples printing print centre print and copy copy and print staples print centre staples copy and print ROI of the Top 10 Redeemed Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 37. Branded keywords performed better than non branded Desktop outperformed mobile by a significant margin Two specific keywords drove half of the transactions for this campaign. Takeaways © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 38. Next Steps Provide two different customer experiences based on Branded vs Non-Branded Keywords © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 39. Agenda 1. Company Overview 2. The Changing Landscape 3. Opportunities in the O2O Landscape 4. Case Study – Staples Canada 5. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 40. Q&A © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
- 41. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved. ThankYou Matthew Killough Senior Account Manager, Client Services RevTrax mkillough@revtrax.com Paul Wicker Director of Product Kenshoo Local paul.wicker@kenshoo.com
Notes de l'éditeur
- Stephanie to introduce Matt and Paul – discuss how we’ve integrated our technologies with various retailers?? in the past to optimize our programs…(http://www.kenshoo.com/author/paulw/)
- - Enterprise promotions platform empowering marketers to drive and measure ONLINE TO OFFLINE sales using cross-channel digital coupons and offers. Enterprise promotions platform Connect online engagement to in-store sales Digital coupon technology for all channels and devices Actionable marketing and customer insights
- Campaigns running in more than 190 countries for nearly half the Fortune 50 and all 10 top global ad agency networks
- The concept of online to offline isn’t new but for the first time large firms are actually connecting the data and making use of it. Many folks are still getting the systems in place to track offline events like phone calls and in-store visits, but the early adopters have that figured out and moved on to using that data for things like optimization and budgeting. When it comes to agencies managing small/medium sized businesses (SMBs), this concept is far from new. Agencies helping SMBs with their marketing have been tracking phone calls, for example, and attributing them back to marketing activities, like search, for years. Now, the Fortune 500 types started asking what they could do with their inbound call data or other offline data sources to impact optimization decisions. Large retailers and the agencies that serve them are especially interested given the evolution of the role of the storefront in the buying cycle.
- Conversion tracking is critical for all sophisticated marketers, particularly retailers, so we are pleased to see continued investment from Google in this area. We will be exploring ways to incorporate Google’s data to augment our significant current capabilities in tracking online to offline. We currently work with a number of customers to track online to offline through 3rd-party platforms RevTrax, and through our industry leading call conversion optimization solution. Based on enormous client interest, Kenshoo has been making significant investments to enable marketers to measure and attribute the value of mobile relative to other marketing mix possibilities. Via our offerings in the areas of ad buying, measurement, and reporting on the go, we are encouraged that Google is putting significant focus in mobile that will allow us to provide even more sophisticated functionality. At Kenshoo we believe it’s a temporary phenomenon that 12% of media consumption happens on mobile while at the same time mobile only constitutes 3% of total ad spend. Over the next few years we’ll see tremendous mobile ad growth, and it’s great for the industry that Google is doing its part to enable advertisers. Google’s Product Listing Ads have evolved greatly in the past year, with marketer performance and usage informing each update and change. Recently, Google announced a few new features: local availability, local storefronts, and mobile PLAs. Local availability and local storefronts tell customers when a product is available for purchase in a local physical store and mobile PLAs appear when a consumer is searching on a mobile device. Shopping campaigns will allow for more retail-centric campaign management and offer advanced reporting capabilities and competitive landscape data.
- Setting the landscape. Matt – maybe speak to how Digital technologies are expected to influence 50% of in-store sales, accounting for $1.52 trillion, by the end of 2014 Source: Deloitte Digital 2014 http://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
- Competing with other online retailers on range and price alone Online only retailers are innovating quickly and are flexible to the needs of their customers
- Consumers still want access to the social contact of shopping. If 94% of retail is still happening in-store, use that critical mass of purchasing to your advantage by converting digital purchase research to an in-store conversion Offer personalized and multichannel promotions across all channels and devices to fit the consumers needs at any time, in any place Engage consumers with targeted campaigns that reach consumers looking for unique or private label goods available in-store only
- Emotions drive purchase decisions. There is a strong correlation between customer experience and loyalty. Loyalty is based on an emotional connection that develops between a consumer and a brand.
- 30% of search marketers Kenshoo survey said they basically take the same approach across all devices when writing ad copy. The shift to enhanced campaigns and mobile bid adjustments is likely causing more variation when it comes to bidding strategies across devices
- 30% of search marketers Kenshoo survey said they basically take the same approach across all devices when writing ad copy. The shift to enhanced campaigns and mobile bid adjustments is likely causing more variation when it comes to bidding strategies across devices
- This all relates to Loyalty, Customer Retention… not only do we want to tailor the experience to acquire new customers, we want them to stay loyal to our brand and stay a customer. “Retailers understand that it costs more to acquire new customers than it does to keep their existing ones happy.” [Epsilon, 2014].
- Kenshoo and RevTrax integrations provide the consistent experience across all channels and platforms Account for on-the-go consumers Build and optimize mobile and PC-specific strategies to suit the digital needs of your consumers Measure mobile search activity and the keywords that drive in-store revenue Provide tailored experiences with mobile-friendly landing pages or engaging apps
- 61.7% of DDM budgets and activities target customer acquisition. Paid search investments continue to grow, paid search ad spend increased by 24% in the US (Kenshoo) In 2016, 52% of total retail sales will be influenced by online activity, accounting for $1.67 trillion (Forrester) - 81% research online before making big purchases (Retailing Today 2013) - 40% of retailers report they are having difficulty integrating back-office technology across all of their channels (fierce retail it)
- - The entire purchase path that has evolved, become longer, and more complex with each piece of media (online and offline) contributing to the customer acquisition process. The Evolution of advertising channels, media formats, consumer media consumption The events that caused the consumer purchase may not have been your online ad and digital coupon combo: it could be different media interactions with your campaigns across multiple channels. Measure and optimize the performance of online campaigns driving offline conversions and sales -Connecting the digital spend to the in-store purchase without data along the full path-to-purchase is nearly impossible Measuring ROI to justify marketing investments and understand impact of a specific campaign
- Challenge Sharing across social media provides opportunity to increase brand visibility, pinpoint brand advocates and increase reach of the campaign Email acquisition – provide gated promotion that customer needs to provide email address to access. Provide promotions across all touch points and channels Provides intel on top performing channels and devices Locates brand advocates via sharing option Integrating offline POS or partner data – using advanced attribution techniques to link sales that have occurred online and offline to ads that customers were exposed to on online channels prior to the sale. This can help gain understanding into how a channel influences conversions and whether it is better at driving online versus offline conversions, and use this knowledge to adjust your online media spend to drive more sales. Not only can the RevTrax/Kenshoo integration help customers acquire higher ROI, but can prove where ROI is coming from (keywords, channels) and marketers can then adjust and optimize campaigns accordingly.
- Integrating offline POS or partner data – using advanced attribution techniques to link sales that have occurred online and offline to ads that customers were exposed to on online channels prior to the sale. This can help gain understanding into how a channel influences conversions and whether it is better at driving online versus offline conversions, and use this knowledge to adjust your online media spend to drive more sales. Not only can the RevTrax/Kenshoo integration help customers acquire higher ROI, but can prove where ROI is coming from (keywords, channels) and marketers can then adjust and optimize campaigns accordingly. The existing RevTrax integration with Kenshoo provides turnkey implementation and a short turn-around time Bids can be optimized in real time – given clients feed redemption data in real time to RevTrax Optimize search budgets to drive maximum revenue at the lowest cost real-time Integration provides discovery of most effective channels for search campaign
- Specify though – that results may differ per campaign Takeaways from Kenshoo?
- Next Steps from Kenshoo?
- Thank you – deck will be available post-webinar.