google guide to online shopping (monaco 10/2009)
TRANSCRIPT
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Peter Fitzgerald
Industry Leader, Retail Google UK/EIRE
Darwin’s Guide to Shopping
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Makers of Teflon and other scientific miracles, what was their first bright spark?
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Cutlery? Golf clubs? Gunpowder? Glass blowing plant?
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Cutlery? Golf clubs? Gunpowder? Glass blowing plant?
Founder Eleuthere du Pont saw a need for gunpowder in the US whilst fleeing the French Revolution
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Video game kings, Nintendo were around before the computer. Selling what?
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Plumbing equipment? Gourmet mushrooms? TV antennas? Playing Cards?
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Plumbing equipment? Gourmet mushrooms? TV antennas?
Playing Cards?
Founded in 1889 to make handmade “Hanafuda”
cards
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Leading mobile phone brand, what were they up to in the wired‐phone era?
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Toys? Rubber boots? Furniture? Ceramics?
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Toys? Rubber boots? Furniture? Ceramics?
Nokia started as a pulp mill in 1865, then made rubber hence the
boots
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‘If we want things to stay as they are, things will have to change’
Giuseppe di Lampedusa
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Google Confidential and Proprietary
Evolution of the Shopper
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Google Confidential and Proprietary
64% of UK adults used the internet to find information about goods and services in the past 3 months (Eurostat)
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Google Confidential and Proprietary
70% of UK web users will make at least one purchase online in 2009
(Emarketer)
£31bn spent in the UK online Jan through Aug 2009(IMRG CapGemini)
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Google Confidential and Proprietary
50% of UK internet users in the past three months have researched a product online and purchased in-store
17% of Argos sales to year end Feb 2009 came through their Click and Reserve Service
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Google Confidential and Proprietary
Always On
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Google Confidential and Proprietary
Christmas Day
Boxing Day
£102m spent online on Christmas day
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ShopSavvy™: Making smarter decisions
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Internet not real life...huh?
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1,000 UK Retailers Went Under last year
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Stores
Pure Plays
Catalogues
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Google Confidential and Proprietary
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Cash Only
We take
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Google Confidential and Proprietary
WHERE ARE WE HEADING
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Let the consumer win
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2X more spend from Multi-channel customers
(Best Buy, John Lewis)
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38% collecting in store buy
51% start on website, 18% web
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Moving from data-rich to data-driven
new tools and techniques
enhanced targeting
get the most from data
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
maxi dress
Interest over time100
80
60
40
20
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Agility
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38Real Time Insights
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Efficiency
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Give me the right results when I searchboys socks
Before After
20% reduction in bounce rate
7% increase in conversion rate
TOP TIPSTOP TIPS
Check quality of results
Make site search visible
Allow customers to sort results
Lay out search results clearly
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Pace
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+7% Conversion
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Google Confidential and Proprietary
“Big will not beat small anymore –
it will be the fast beating the slow”- Rupert Murdoch
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Google Confidential and Proprietary
Reassure me
1.8% increase in conversion
TOP TIPSTOP TIPS
Be open about cancellations/returns
Offer transparency on price
Clarify what happens after purchase
Offer security
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Google Confidential and Proprietary
Appendix