C M O B R I E F I N G j u l y 2 0 1 4

D R I V I N G A N D T R A C K I N Gs e a r c h - t o - s t o r e

p e r f o r m a n c e

T o d a y shoppers move fluidly across online and offline channels: search, social, content, TV, catalog, in-store. Shoppers use the web to help them find stores; they’re even “show-rooming”, searching in the aisles of stores for product info, prices and reviews on mobile. Multi-channel retailers must focus on uncovering the relationship between online and offline:

Mobile-LocalAs more shoppers turn to mobile (comScore predicts that mobile usage will overtake desktop this year), retailers must be visible to shoppers looking for stores:

Mobile Search InvestmentRetailers are increasing smartphone paid search spend (for Performics clients, smartphone spend is up 90% Y/Y in Q2, and is now 18.5% of all paid search spend). Investment has been driven, in particular, by retailers bidding on brand - to engage shoppers searching for their brand names while walking down the street.

start on search engines.

48%

start on branded websites.

33%

start on branded apps.26%

42%Automotive

41%Home & Garden

38%Apparel & Beauty

31%Finance

31%Apparel & Beauty

27%Automotive

36%Finance

22%Electronics

21%Apparel & Beauty

S e a r c h - t o - S t o r e B e s t P r a c t i c e s

How can you use online media to impact offline sales?

How can I use online media to

impact offline sales?

How can I make the connection between online and offline to allocate budget more effectively?

Source: Google/Nielsen Mobile Path to Purchase custom study, November 2013

e n g a g e

s h o p p e r s

s e a r c h i n g f o r

Y O U R b r a n d

n a m e w h i l e

w a l k i n g d o w n

t h e s t r e e t .

How can you use online media to impact offline sales?

B e t t e r

a l l o c a t e

m e d i a w e i g h t

a c r o s s

c h a n n e l s ,

i n r e a l - t i m e

Mobile-Local ContinuedLocal InfoRetailers have more opportunity for engaging shoppers with info on location, hours, in-ventory and promos. For instance, the new Google My Business enables brands to update location, hours and news seamlessly across multiple Google properties, as well as add pho-tos and virtual tours.

Geo-TargetingNewer search enhancements (like geo-fencing in Google Enhanced Campaigns or mobile Product Listing Ads) are making it easy for retailers to connect with local shoppers. Retail-ers are even engaging show-roomers with product info, price and service, all geo-targeted as shoppers search from competitive stores.

Click-to-CallCall extensions within mobile search can help you generate in-store traffic, as well as make the conversion connection from online to offline. In fact, Google reports that 70% of mo-bile searchers use click-to-call (amounting to 40M+ calls from search ads each month).

Online-Offline AttributionAttribution can be used to measure the impact of online ads on in-store sales, thus influencing budget-ing and media mix models. There’s a variety of flavors of online-offline attribution, including:

Panel MatchMatching transaction data from the brand’s in-store credit card purchasers who match comScore’s online panel to identify the offline lift from search, display or social. Performics utilized Panel Match to understand this offline lift for a large multi-channel retailer. The research demonstrated that paid search influenced $12 in offline sales for every $1 spent by buyers online. As a result of this research, the retailer invested 176% more Y/Y in paid search during holiday, which helped generated a 98% Y/Y increase in offline sales.

Matched-Market TestingDesigning and executing experiments on a regional basis to measure offline lift caused by changes in online marketing activity

ModelingIdentifying correlations between online and offline sales by leveraging historical data

A s y o u c a n s e e effective attribution hinges on your ability to collect, and derive insights from, large volumes of cross-chan-nel data. By developing a strategic attribution framework, you’ll understand the relationship between various online and offline touchpoints. Armed with this knowledge, you’ll be better able to allocate media weight between channels, plan synergistic campaigns and optimize across channels, in real-time.

f o r m o r e

i n f o r m a t i o n o n

d r i v i n g a n d

t r a c k i n g

s e a r c h - t o - s t o r e

p e r f o r m a n c e ,

c o n t a c t

p e r f o r m i c s

t o d a y .

Lindsay LandsbergSVP, Business Development

Lindsay.Landsberg@performics.com+1 312 739 0670

www.performics.com