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.
Waze?Waze is an application owned by Google: it is a GPS-based geographical navigation application program for smartphones. The advantage for users is not so much the navigation part, which is very similar to other applications such as Google Maps and TomTom. The main advantage is that the application is also a social network . A bit like Coyote, Waze also encourages users to share situations they encounter on the road, such as bottlenecks, road works or even police checks.
Reliability of point-of-sale data is only 34%!
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.
What is Snapchat ?
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).
A good web-to-store strategy consists in attracting Internet users to your stores. But did you know many companies simply cannot achieve this?
Why a web-to-store strategy?
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:
- one (or more) dedicated page(s) on your chain's website
- a Google Plus page
- a Facebook page