A particular context
In recent days, it's been a bit of a stampede on Google My Business. Independent outlets and retailers have taken over the platform made available by Google to publish adaptations to their schedules and posts explaining the situation of their points of sale.
It is clear that we cannot escape, the Coronavirus brings us a crisis that will last a few weeks, even months. Yesterday evening, instructions were given by the French and Belgian governments and they have an impact on the opening of your points of sale. Whether you are active in a chain of restaurants, supermarkets or pharmaceutical agencies or your network offers bank branches or telecom shops, you must react to this crisis.
In the context of consumer feedback, two things are important for consumers acting in RoPo mode (Research Online, Purchase Offline): the quality of the opinions they find on the local pages of the establishments, as well as the quality of the responses to these reviews. It has become a necessity to answer the online reviews your customers leave behind.
Web-to-Store has become a common expression for businesses with retail networks. Whether the stores are company-run or operated by franchisees, it's cool to talk about Web-to-Store or to do Web-to-Store. However, this expression remains vague, vast and poorly understood by most marketers working in retail sales networks. We are receiving more and more questions such as: “what is Web-to-Store exactly?” and “How do we go about doing Web-to-Store?”
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.
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.
In the past few years, consumer behaviour has evolved significantly thanks to the increased use of the Internet and smartphones in particular. Not a month goes by without a new study showing the importance of local searches in consumer patterns. However, many retailers with large brick-and-mortar networks have still not integrated this aspect into their thinking. Thanks to the studies we’ve carried out in recent years, we have been able to show that the reliability of point-of-sale data on the Web is only 34%.
Having correct data is one of the most overlooked issues in Web-to-Store initiatives for retail brands. Web-to-Store providers often don’t take the necessary time to explain what’s at stake in good data management. In this article, we will mainly discuss point-of-sale data, which may extend to other types of data, such as promotions, event information, etc.
Web-to-Store is the branch of digital marketing aimed at using the Web to generate traffic in brick-and-mortar stores. This branch is becoming increasingly important, since according to many recent studies, the searches performed by consumers to find products or services are increasingly being done with a local intent. According to Google, nearly a third of searches on mobile devices have a local orientation (more info here). Since we know that half of all searches are done on smartphones, this gives us an idea of the potential of Web-to-Store.
Since early 2015, Mobilosoft has been collecting Google statistics for its clients.
Using these statistics, we have built a mathematical model that enables us to estimate the traffic Google generates at points of sales. This model has been validated by several retailers and is used on a monthly basis to identify the actions to deploy in order to improve the local listing of retailers.
At the same time, this collection of statistics enables us to monitor Google usage trends among consumers. That's the subject of this article and the figures quoted come from a sample of more than 2,000 of our clients' points of sale, analysed monthly, and cover the first four months of the year.
Developed by Stanford students, Snapchat is an app for sharing pictures & videos to your friends. The special feature is that there is a time limit to see the picture that your friends has sent you. Every picture or video is only available during a short period of time (1 to 10 sec).
Since the Facebook Developer Conference (F8), it is what everybody is talking about. How and why robots created by the Social Media Genius are going to revolutionize the way retailers communicate with their customers?
On Facebook, pages for places/businesses with at least 50 Likes can create offers. It may not be Facebook's best-known function, but it can still be a very useful one.
The creation of local offers is a boon for businesses wishing to develop an online community of followers by offering them discounts. What’s more, these offers can be used to validate a web-to-store strategy developed on Facebook: what better evidence of return on investment than seeing prospects come into your points of sale with a coupon from your Facebook page?
In May, Google plans on reinforcing the obligation for websites to be mobile friendly. What do you need to remember? Will your web-to-store policy be impacted?
A few days ago, Google announced its intention to launch a new update of its ranking algorithms in order to better account for the compatibility of websites with smartphones.
A good web-to-store strategy consists in attracting Internet users to your stores. But did you know many companies simply cannot achieve this?
Nowadays, consumers aren't just using the Internet to make online purchases. More and more often, they are gathering information online and then going to a physical point of sale. Medi-Market is working with Mobilosoft to develop a targeted approach to this new purchasing behaviour.
The Medi-Market Group currently includes four parapharmacies in Belgium, with the ambition of reaching 10 points of sale by the end of 2016. Their specificities?
When you have more than one review for your business, your average review score is displayed in the local results. And this has an obvious effect on your visibility. An example? We conducted a search with the terms "Thai restaurant Paris 11" on Google. Which restaurant attracted your attention the most?
Google changes that impact web-to-store
In early December, Google announced an important change in the ranking criteria for local search results. How will the new rules affect your web-to-store strategy?
The presence of your stores on Google My Business has long been one of the pillars of a good web-to-store strategy. Google's decision this week to include the Google My Business page "search history" - we'll look at this concept more closely in just a bit - in the ranking criteria for local search results is a development that deserves our attention.
We are very happy and proud to announce that Mobilosoft has acquired its French counterpart e-wego, a company specialised in presence management. We welcome Nicolas and Stéphane into the Mobilosoft family.
We are convinced that the combination of our technologies, our solutions and our approaches will be an enormous plus for the web-to-store market and for our customers!
Below you will find a press release announcing this event in the web-to-store world.
Two additional functions allow businesses that manage multiple points of sale to better connect with the closest consumers.
You are considering launching a nation-wide media campaign for your business. But is it the right choice? And what if other options were more cost-effective?
Of course, a well-designed "above-the-line" campaign will increase your business' notoriety. Also, it will undeniably flatter your ego: seeing your brand displayed everywhere around town and in national magazines, hearing your radio ads and seeing television ads in prime time will certainly give you the impression of having spent your marketing budget well. But is it really the case? Here are a few questions which will help you make the right choice.
The end of the year is approaching, special opening hours as well ...
The presence of your points of sale on local review sites and in online directories is crucial in order to get a good position in search results. Reviews can enhance this presence.
We saw this last week. Among the factors that influence these results, the reviews published on local review sites and in online directories play a special role: according to , they account for nearly 10% of Google's overall ranking, and 12.3% of the ranking to get in the Snack Pack.
Between 2011 and 2012, Fiat's sales increased by 120% in the United States. This was the result of a well-thought-out and well-executed web-to-store strategy.
Searching for a way to boost its sales in the land of Uncle Sam, particularly for the famed Fiat 500, the Italian auto giant decided to launch an ambitious campaign to buy key words on Google. Their goal? To increase sales by improving the brand's positioning in consumers' minds.
Geo-targeted pay-per-click (PPC) advertising is an essential part of your web-to-store strategy. But what is it exactly?
If you have laid the foundations for your web-to-store strategy, each of your points of sale will have at least three channels to reach Internet users:
A bad experience for one of our colleagues perfectly illustrates the importance of updating practical information for your points of sale.
I can't resist the urge to tell you about the unfortunate experience which just happened to me. With the start of the school year approaching, my wife called the stationery store a few blocks from our house to order school supplies for the kids. The salesperson was very professional — at least at first, suggesting that my wife send him the list by email and he would prepare the order, so that I could come pick it up later at the store. This solution really made things easier for us. My wife gladly accepted.
Since the beginning of August, Google is displaying the results of local searches differently. What has changed, and what impact will this new display have on your points of sale?
The change introduced by Google affects the "Snack Pack" in the local search results. This window, which opened below the sponsored links, used to include the top seven (organic) search results under a small map. Each result included the store's name, its address, its telephone numbers and its business hours, as well as two small, clickable icons to go to the company's website and to find directions on Google Maps.
I had a little misadventure this past week-end, and it illustrates the absolute necessity of having your business listed on Google My Business.
Launched this past June 17, the Waitrose initiative sets off a new battle in the merciless war between British retailers trying to attract customers into their stores. The idea is quite simple: customers with a loyalty card can choose 10 items from a list of 250 products on which they will benefit from a 20% discount. Estimated cost of this operation: up to 260 million pounds. The company reached an agreement with its suppliers to equitably split up the cost.
The latest edition of Google's consumer barometer confirms how useful web-to-store and mobile-to-store strategies can be to bring customers into stores.
The publication of numbers specific to the and markets gives us the opportunity to observe the emergence of behaviours already well established in the United States: the increasing importance of the smartphone as a browsing tool, and the consumer's tendency to do research online before buying…in store !
"Sometimes, real life gives us the funniest demonstration of just how effective a store's online presence can be. Too bad about the user experience though. :-").
If you want to use your online presence to generate more traffic at your points of sale, Google My Business is just the first step. Good local listing starts with...the top listing sites.
Your points of sale already exist on your website and on Google My Business. Congratulations! That's an excellent starting point. But now the goal is to boost your online mobile presence and generate web-to-store traffic. To do that, local listing sites are your best allies.
Thanks to Mobilosoft, Touring Glass was able to increase the online visibility of its points of sale by 97% in just three months. The secret: a complete overhaul of its presence on Google My Business.
In 2014, Touring made an ambitious bet: starting a windscreen repair and replacement centre, on a market where Carglass reigns supreme.
Actively managing your stores' online presence is a first step in your web-to-store strategy to convert mobile users into real-life shoppers. Here's why and how.
For many of us, the summer holidays are a time to venture far from home and from our daily routines. This is when smartphones become an essential tool in helping us get around.
With the rise of smartphones, and in particular flat-rate data plans, it is well known that the mobile web is widely used by people on holiday. What do you do when you're in an unfamiliar city, and you want to find a restaurant? To know when the bank opens? The address for an auto mechanic? Or a pharmacy?
The behaviour of Internet users has changed drastically these past few years. To the point that Internet has become a tool to increase sales in your stores.
For a long time, "brick and mortar" retailers felt that online shopping diverted customers away from their stores, and that the use of smartphones was heading in the same direction. However, they could not have been more wrong.
E-tickets are more and more used. Indeed, e-tickets allow consumers to gain a certain amount of time before events such as cinema and concerts or before travelling by plane, train or bus. E-Tickets are different from traditional tickets. They provide a wide range of advantages that traditional don't offer. An E-ticket can be directly printed at home for example. Consumers do not need anymore to wait days or weeks before receiving the tickets in their mailboxes. Every ticket is unique, personal and controlled before attending the event or traveling with a specific company.
We get more and more issus with point of sales duplicates inside Google. This article will help you better understand this situation.
In this context, I invite you to read the following article around the implementation of Google My Business for multiple point-of-sales Retailers.