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This document includes the slides that where presented during the SoLoMo Accademy organised by Mobilosoft & by theSoLoMoRetail. By reading it, you'll get an overview of how to best list your points of sales through the web and how to use this positioning to drive traffic to your stores.
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SoLoMo Academy
Get ready for geolocation marketing!
SoLoMo Academy
How important is it for physical stores to have a
coherent virtual identity on the web ?
3
My name is Georges-Alexandre
4
Who am I ?
5
Different sources ?
6
And there are stuffs you won’t find
7
Why such an intro ?
Because as a Retailer, you must just do the opposite !
8
You must be sure that
everyone has the same
info about your stores
whatever media is
used to get the info!
9
And that is probably not the case !
99.9% of POS are
poorly listed
10
Agenda
• Why should you take care of the virtual presence of your physical stores ?
• What is a listing ?• Which platforms to cover?
11
Phonebook is not anymore used !
12
92% 20% 40%
Search the web before making a purchase !
Of searches are local: find a local product / service
Of Mobile searches are local !!
… the web is extensively used
13
But not to buy : RoBo - RoPo
« RoPo » « Robo » « Research Online - Purchase Offline/Buy
Offline ».
85% of Belgians prefer to buy inside the stores !
Deloitte, 2012
14
You must then be sure to correctly manage the virtual identity of your physical stores !
15
And be aware that customers have many info sources
16
When not properly managed, it leads to mistakes
Google’s database
Website’s database
Foursquare’s database
17
When not properly managed, it leads to mistakes
Website’s database is
correct !
18
But…
99.9% of Points of Sale Have a Bad Virtual Identity
Website Google Maps Foursquare Facebook
On these media
19
Companies are not keeping up with the cross-channel trend
Website
Google Maps
Foursquare
Facebook 0
50
10094% of POS don’t efficiently use Facebook
64% of POS are properly listed on the site
95% of POS mis-use or neglect Foursquare
19% of POS en-joy all the fea-tures of Google Maps
20
On retailers’ websites, information is inconsistent!
Number
Street
GPS pointPhone
Business hours
0
20
40
60
80
100
20% of POS don’t have their busi-ness hours dis-played 7% of POS
have an incor-rect GPS point
21
31% of POS are not on Google Maps
Number
Street
GPS pointPhone
Business hours
0
50
100
73% of POS don’t have their business hours displayed
67% of POS show the correct ad-dress
22
Foursquare is not managed by retailers!
Number
Street
GPS pointPhone
Business hours
0
50
100
72% of POS don’t have their business hours displayed
Still, 38.5% of GPS points are not displayed and 6% are incorrect
The listings for most locations are created by their customers
23
Facebook, poor or non-existent data
Number
Street
GPS pointPhone
Business hours
0
50
100Only 9% of POS have their busi-ness hours dis-played
20% of GPS points displayed are incorrect
24
It is then time to react !
25
Agenda
• Why should you take care of the virtual presence of your physical stores ?
• What is a listing ?• Which platforms to cover?
26
A listing is the virtual identity of your store on Google + Local!
27
Some info are mandatory
Name: just what it is in the Real life. Ex: Total and not Total Etterbek
Location information: your physical address• No PO Box• No cross streetEx: Rue de Linthout 194, 1040 Etterbeek
Phone number: must be unique• No call-centerEx: 02/736.05.41
Business websiteEx: http://www.total.be
Business Category & DescriptionEx: tankstation – we sell petrol products
GPS coordinateEx: 50.842668,4.400926
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Other give a plus
Store Code: for your internal analyticsEx: nb000483
Address Line 2: more detailsEx: Shopping center, cross street, etc.
Alternative phone / mobile / Fax / EmailEx: call center, shop manager’s phone, etc.
Local website pageEx: http://www.total.be/Etterbeek/linthout
Payment typeEx: mastercard, visa, …
Opening hoursEx: 7/7 days, 24h with bank card
Photos & Videos
29
You can manage it from Google Places
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From a places dashboard
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And can review all your listing data
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Google+ Local - Google Places – Google Maps Kesako?
Customer
Maps + Local
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Google+ Local - Google Places – Google Maps Kesako?
Business
Maps
+ Local
MapsPlaces
34
Why should you specifically manage your places on Google ?
When your listings are managed on Google, you
come up in first position on the search results !
35
Agenda
• Why should you take care of the virtual presence of your physical stores ?
• What is a listing ?• Which platforms to cover?
36
1 – Your own media !
Number
Street
GPS pointPhone
Business hours
020406080100
(WebsiteOnly)
37
2 - Google
Number
Street
GPS pointPhone
Business hours
0
50
100
38
3 - Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100
39
4 - Facebook
Number
Street
GPS pointPhone
Business hours
0
50
100
40
5 – Other search-oriented media
41
Basically, you must be everywhere your customers might be looking for you !
42
TagTagCity
Click the City
1/2 50%
1/10Phone is a
SmartphoneOf local search
via smartphone
Website Is mobile
Helping brands to communicate on mobile
Key facts
43
Offering an effective SOcial – LOcal – MObile solution
Solomo solution
MOBILE USERSWants to discover new things in the
city
Wants to generate more traffic and
sales
CITIES&LOCATION
44
How does it work?
What's around me ?
45
Competitors
Lack of content
Pain to claimYour place
No description
Focus to hotel and restaurant
No recurrence
High costs for merchants
+ Partnerships+ Connection to existing DB and official content.
46
Technologies
47
Bridge the Gap
Culture
TagTagCity
Business
48
Why TagTagCity?
Digitalize your signals.Customers are mobile.
Use what already exist.Benefit from technical update. (Paas)
Modify your information.Control your information anywhere, in real time. (cloud)
Benefit from communication and networks.We create relevant data for business.
49
Before / AfterBefore
After
Not optimized for mobile
Full mobile website
50
Freemium
Upload 1 pictures.
Add your contact details.Add a description (250 caract.
max.).Use the Audio Guide.Get the directions.
Geolocalize yourself on the map.
51
Modify your content
Give every location the opportunity to modify their own mobile website with their own content.
1 Rue de l'exemple,1111, Belgium
00321233456
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Customized buttons
Where is the nearest location you are looking for ?See and order products from the location.
Questions about location.
Upload brochures according to customers interest.
Where to find us ?
Products
Documentation
Any question ?
1 Rue de l'exemple,1111, Belgium
00321233456
53
Our Network
7500 POI referenced
Agreement with the 3 Regions86.304 tags scanned
3000 tags sold (all over the country)
You can find 1.200locations with tag.
Belgium Brussels
54
HOW DOES GOOGLE BOOST THE SALES
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How Am I
Amazing !
56
How Am I
1° Chose your KW
2° Define your message
3° Analyse the results
57
Do you know it?
58
The phone evolution
2000Successfull business man
2013Big looser
59
The actual prospect
60
And the winner is?
Campaign 1
Campaign 2
Campaign 3
€
61
Attribution model
Last click First click Linear
Position based Time decay Custom
62
How Google can…
63
The www.orld is changing
64
Actual situation
Campaign 1
Campaign 2
Campaign 3
€
65
Cross-device
That guy is a session breaker !66
Cross-device tracking !
Not anymore !67
What’s new
68
GOOGLE ADWORDS FOR RETAIL
69
My last search queries
70
Purchase behavior
71
How Google can…
72
Account structure
73
Adwords targeting
74
Google Merchant center• Up to 2 PLA’s can show in the Top Ad Placement • Up to 3 PLA’s on the Right Hand Side
75
Purchase behavior
76
Google Address
77
Learning
78
Learning
79
Click to map
What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store.
80
Click to map
What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store.
81
What to analyse?
Amount of sales, Revenue, cost per aqcuisition
Per KW / by Location / per device / per ad / by day/hour, etc…
Analyse, measure, action
82
Stay please !
88% of online customers abondoned their basket recently
97% of internet users don’t convert the first time !
83
4/11
9/11
14/1
1
19/1
1
24/1
1
29/1
14/
129/
12
14/1
2
19/1
2
24/1
2
29/1
23/
018/
01
13/0
1
18/0
1
23/0
1
28/0
12/
027/
02
12/0
2
17/0
2
22/0
2
27/0
2
Conversion rate evolution
Conversion rate Average weekly sales Nov - Dec Average weekly sales Jan-Mar
No remarketing Remarketing
Average Conv rate average
Average conversion rate
= average + 20%
84
45%
50%
55%
60%
65%
70%
9/09 16/09 23/09 30/09 7/10 14/10 21/10 28/10 4/11 11/11 18/11 25/11 2/12 9/12 16/12 23/12 30/12 6/01 13/01 20/01 27/01 3/02 10/02 17/02 24/02 3/03
Weekly Abandonned Cart %
Abandonned carts% Average Abandonned Before remarketing% Average Abandonned AFTER remarketing%
Cart Abandonnement=
Average –6%
Average Cart Abandonnement
No remarketing Remarketing85
4/11
9/11
14/1
1
19/1
1
24/1
1
29/1
14/
129/
12
14/1
2
19/1
2
24/1
2
29/1
23/
018/
01
13/0
1
18/0
1
23/0
1
28/0
12/
027/
02
12/0
2
17/0
2
22/0
2
27/0
2
Average Weekly Sales evolution @ comparable pick up point number
Revenue Average weekly sales Nov - Dec Average weekly sales Jan-Mar
No remarketing Remarketing
Average weekly sales
weekly sales = average + 10%
86
The ROPO effect
87
Conclusion
Offline Online
The right message, on the right device, @ the right moment.
Dri
ve s
ale
s
Dri
ve s
ale
s
88
