The summer period is getting closer and with it the sunny days. From a commercial point of view, the summer is mainly driven by two highlights, balances and periods spent on vacation. A third point is often forgotten: holidays. Indeed, whether in France or Belgium, at least two days are holidays: the national holiday (July 14 in France, July 21 in Belgium) and August 15.
In order to access the O2O metrics (In-store visits, in-store sales,...) of your business, you have to put 2 Google products into work. Google My Business, in which you can manage your location properly and Adwords for the launch of your local campaigns. Then we can extrapolate those results and start making conclusions.
One of the main challenges of Retail organisation is the ability to measure in store traffic and assess where it is coming from. It is often hard to attribute an in-store visit to a specific marketing action. It is thus complicated to understand and optimize O2O (online-to-Offline) conversions.
Have you ever searched for online information before you physically went to a store? In 2018, the answer to this question is probably yes. Indeed, multiple analyses and studies have proven that this is a habit for more than 75% of consumers : Searching information online and purchasing in the physical store afterwards (source: http::/www.consumerbarometer.com).
If you decided to let your local store managers handle their online reviews, you have to make sure they follow a set of rules and use the right tone of voice to avoid putting the brand name in harm’s way.
Recent studies show us that the customers use online ratings to determine which shop they will go to. In this study , you will find intresting figures. One of which tells us that 90% of the customers will read less than 10 reviews to make up his mind when looking online.
In digital marketing, micro-moments are defined by the likes of Google as short specific periods of time which consumers spend on their mobile phones or tablets during the day.
The year 2016 provided us with some very useful information on the likely evolution of web-to-store over the coming years. In particular, we saw Google announce the introduction of a new function offering consumers a new way of getting into contact with points of sale: by way of instant messaging.
Now that 2016 is almost over, we can draw some conclusions from a year that was full of web-to-store developments in Europe. This year was marked by the onset of a growth phase that should continue over the next five years.
Holidays are an intense period for Web-to-store activity. Two factors have a positive impact on Web-to-store traffic.
- Consumers are on holiday, so they have more time to go to points of sale. Whether it is in a shop or a restaurant, they will go out and enjoy their free time.
- They are often outside of their comfort zone, which means they know less about where they are and will search more about their environment on their smartphones.