e commerce trends 2015
TRANSCRIPT
Ecommerce Trends
By: Chris Middings
Chris Middings
Marketing
Indri.co
Some Recent Observations
How Weather Affects Consumer Behavior
Google Shopping Amazon's Strategies Digital Drive to Retail Retargeting
How Weather Affects Consumer Behavior
How Weather Affects Consumer Behavior
How Weather Affects Consumer Behavior
How Weather Affects Consumer Behavior
Both winters and summers are getting more unpredictable
Larger numbers of people are affected by storms
Weather influences consumer behavior more than ever
More “event level” storms
How Weather Affects Consumer Behavior
Weather impacts the types of products people search for ice scrapers, winter coats, snow day activities sunscreen, air conditioners, umbrellas
Could you improve sales if you included weather in your marketing mix?
How Weather Affects Consumer Behavior
Run promotions on seasonal items: mention the storm as the reason for the promo
Increase bids based on the weather, and follow the weather pattern geographically
How Weather Affects Consumer Behavior
Consider advertising on weather-related sites when the conditions are perfect for demand to peak
Increase in impressions can deplete budgets quickly — be sure you budget enough for the duration of the weather event
How Weather Affects Consumer Behavior
Make Remarketing lists based on weather — crank up exposure when appropriate
After the storm, drive foot traffic back to brick-and-mortar stores and be sure to prominently display any changes in store hours
How Weather Affects Consumer Behavior
Categorize Google Shopping products related to weather and deploy when appropriate
With people stuck in their homes, amplify search and display to tablets and mobile (especially if your stores are closed or unreachable)
How Weather Affects Consumer Behavior
Use a weather-related event to provide tips and promotions on social media Listen for potential consumer touchpoints like
hashtags that might provide more opportunity for engagement
Customer Service – be ready for shipping delays and questions on delivery (especially on social)
Google Shopping
Google Shopping
Why is Google Shopping so successful? Much more visually compelling than a
text ad or organic search result Click-through rates are 130% higher
than non-brand text ads
Google Shopping
Google Shopping
Shopping drives over 50% of non-brand Google paid search clicks Brand terms seem to be on the
horizon
Google has long dreamed of showing ads with no keyword buying
Google Shopping
How should you think about Google Shopping? Think of it as a separate channel
Not really search Not really display Not really a comparison shopping
engine
Google Shopping
How do you win on Google Shopping? Only an algorithm determines
placements Clever product description writers will
win the game Keep a watchful eye on negative
keywords
Google Shopping
Will Shopping become Google’s Marketplace? Competing with Amazon Shopping ads already show on
Walmart.com AdSense for Shopping will expand
their reach to millions more
Google Shopping
Will Google add a “Buy” button to Shopping Ads? Will it add 2-Day Shipping?
Something to think about: “Why can’t I buy a product directly
from an ad without ever leaving the site I’m on?”
Amazon’s Strategies
Amazon's Strategies
Amazon.com sells more than its 12 biggest competitors combined
Amazon's Strategies
80% of online shoppers say free shipping is “very important” to them when making a purchase online 45% said “most important”
68% of e-commerce transactions now receive free shipping
49% of consumers have walked away from a purchase due to shipping costs
Amazon's Strategies
Amazon's Strategies
Cross Selling
Amazon's Strategies
Upselling
Amazon's Strategies
Creating a sense of scarcity
Amazon's Strategies
Creating a sense of urgency
Amazon's Strategies Other consumer thoughts
More Information Makes My Experience Better
Images Matter (and I Want Lots of Them) What Other Customers Say is More
Important than What You Say 77% of consumers read reviews before
purchasing online
Mobile Needs to Work As Well as My Computer Nearly 60 percent of Amazon.com customers
shopped using a mobile device last holiday
Amazon's Strategies
How do you compete? Brand yourself as a specialist Develop exclusive products Provide the kind of experience that supersedes
price Consumers look for authenticity, sustainability,
uniqueness Marketing used to be about creating a myth &
selling it, now it’s about finding a truth & sharing it Amazon doesn’t do anything like that (and never will)
Make precise promises to customers If all else fails, use Amazon’s Marketplace to out-
David Goliath
Digital Drive to Retail
Digital Drive to Retail
94% of retail sales still happen in person
32% of consumers say location-based search ads have led them to visit a store or make a purchase
There’s a direct correlation between someone seeing an online ad and then going into a brick-and-mortar store
Digital Drive to Retail
4 in 5 consumers use search engines to find local information
74% of shoppers want to see how much inventory there is for a product at a nearby store
70% say it’s important to have directions and a call button in ads
18% of local smartphone searches led to a purchase within a day
Digital Drive to Retail
Store-level focused geolocated display advertising
Retargeting ecommerce shoppers who didn’t convert and driving them to their local Retail store
Retargeting
Retargeting
Retargeting — showing ads to people who have visited your website or other online property — is a huge opportunity
88% of marketers use it 56% of those who don’t plan to
Retargeting
Google is at the top of the retargeting ecosystem, with 91.5% of market share
Retargeting
Track products or product categories in separate cookie pools Feature those same products/
categories in ads and on the landing pages
Retargeting
Use Google Shopping to target ads based on products viewed Combining Google Shopping with
Remarketing gives you the best of both worlds
Retargeting
Set Frequency Caps Without setting how often ads will
show to each visitor, you may create a negative view of your brand
Be strategic with how, how often, and when you serve retargeting ads
Retargeting
Retarget to customers differently than prospects Some decide to stop showing
retargeting ads to people who convert But you can still use retargeting to:
Cross-sell Upsell For replenishment of consumable
products To introduce new products to existing
customers
Retargeting
Bid more on shopping cart abandoners Chances are, these visitors are
further down the conversion pipeline
Bid less on visitors who didn’t view products General website visitors might just be
browsing for a vendor, not (yet) picking a product out to buy
Retargeting
Adjust bids based on: Gender Age Parental Status Device Geo Website
You might notice conversion rate differences along any of these variables
