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?
An ultra-connected user
"2015 is the year of the mobile!" It's a reality (see infographic here), and shopping is one of the main levers. If we look back at a Google study which we have talked about previously, four out of five Internet users make "localized" searches, and here is what they search for first and foremost:
- the store's business hours
- its address
- the best way to get there.
Far from home, holiday-goers don't hesitate a second before reaching for their smartphones: to find a good restaurant, the business hours for the nearest bank, the location of an auto mechanic, etc.
...with a smartphone in your pocket, life gets a bit easier, as long as...
- the information being searched for is accessible online and easy to find
- the content is correct (e.g. correct opening and closing times)
With nearly 90 million tourists in France, businesses with a retail network, a web-to-store strategy in place and visible points of sale will be the big winners this summer!
What do you need to avoid when consumers search for you online? .....
- After they have searched for a store, they go to the address they found on the search engine, only to discover it's no longer there...
- After they have looked up the store's hours, they get to the store, only to find it closed, because its summer hours weren't updated...
87% of consumers use Internet before going to a point of sale, in order to look for information about opening hours, addresses, services, etc. as well as about promotions and news. They want the right information right away; otherwise, they're likely to go elsewhere. That's what 41% of people said during a Google/Ipsos study conducted in October 2014.
What about your business? Are you ready?
How can you attract consumers to your points of sale via their mobiles? We have identified two scenarios for you:
- GPS is a navigation tool which everyone uses, holiday-goers probably more so than anyone else, whether onboard[VS1] , on a smartphone or with a dedicated device. In France, this affects more than 28 million users, as well as all the tourists who visit and pass through our country. Is your business present on this media? Imagine the number of potential customers who might come to see you if this was the case...
- Whether I'm driving a car, riding a bike or motorcycle, or just walking, I'm going to reach for my smartphone if I want to find a restaurant, a bank or a pharmacy. What search engine do I use first and foremost? Google in the majority of cases! Are your points of sale visible on this search engine? Is your information up-to-date?
Compare these situations with the behaviours described above, and you'll quickly see the interest in deploying a solution that will help you benefit fully from this tourist audience, in order to generate traffic in your points of sale:
- Add your points of sale to the main GPS platforms: TomTom & Garmin are the references for handheld GPS, HERE and TomTom for onboard GPS, Apple Maps and Google Maps for GPS on smartphones.
- Add your points of sale to Google: it's the most widely used web-based search engine in Europe (market share of more than 90%).
Would you like to learn more?
- Get to know how to add your stores to Google
- Ask us your geolocation audit: