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HOW BRANDS CAN ENGAGE

THE OMNICHANNEL SHOPPER

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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf

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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf

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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf

About Clavis Insight – The Global Hub of eCommerce Intelligence

Our technology visits online retailers anywhere in the world…

…captures anything the shopper might see…

…and delivers actionable insights to drive sales, protect brands and increase share

Technology Excellence

Comprehensive

Analytics

Global Footprint

Thought Leadership

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About Google Manufacturer Center

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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf

Today’s Speaker

Anand Vora is a Strategic Partner Development Manager for Google’s emerging Shopping products. During his time at Google, Anand has worked with both manufacturers and omnichannel retailers to improve performance in the digital channel.

How Brands Can Engage the Omnichannel ShopperAnand VoraStrategic Partnerships - Google Shopping

CONFIDENTIAL

Confidential & Proprietary

Agenda

Shifting consumer behavior

Being useful on mobile

Beyond mobile

Investing in brands and manufacturers

We no longer go onlineWe live online

+10% Overall time spent on mobile

-5% Decrease in time per mobile session (apps + web)

34% of all U.S. online retail purchases happen on mobile

Source: eMarketer, 18, includes all time spent with non-voice activities on smartphones regardless of multitasking, U.S., April 2016;Google Data, Aggregated, anonymized data from Google Analytics for US retailers, April 2016

Google Confidential and Proprietary

7 properties with +1B users

Source: Google Data, Aggregated, anonymized mobile searches that are eligible for a Product Listing Ad, Global, May 10, 2015 - May 9, 2016

growth in mobile shopping searches

+30%

of Prime members visit Google to shop

70%Source: Google Consumer Surveys, January 2016, U.S. Online Population, n = 2,018

Be there, be useful on mobile

Confidential & Proprietary

Google Shopping AdsBe everywhere your shoppers are

living room furniture ideas

Shopping Ads on YouTube & Image Search

US internet users checked online reviews at least half of the time before making a purchase

74%

Source: eMarketer, http://www.emarketer.com/Article/Consumers-Like-Reading-Online-Reviews-Not-Writing-Them/1014242

Seller Ratings

Product Ratings

Expert reviews more effective at lifting purchase considerations than user reviews

83%

Source: Nielsen

Editorial Reviews

Searches with local intent

2xSource: Google Trends, Search for “near me”, U.S., 2015 vs. 2014

Local Inventory Ads & Beta with Store

Pick-up link

Beyond Mobile

Confidential + ProprietaryConfidential + Proprietary

Longer term vision:

Messaging apps and AI

In-Home Devices

Investing in brands and manufacturers

Confidential & Proprietary

The Digital Future of Consumer Packaged Goods Companies - Oct 2015, McKinsey & Company

Better data means better experiences

“The best performing CPG companies are pushing the

boundaries of the “perfect page” online by providing rich

product information and content...which give consumers

all they need to know at the point of purchase.”

Returned online purchases due to poor product content

Have abandoned a sale due to limited product information

Unlikely to make repeat purchases from retailers with incorrect product information

Source: Shotfarm

44%

66%

86%

Of online shoppers:

Proprietary + Confidential

Introducing Manufacturer Center

+25%Average conversionuplift

Product data

Bosch: +4% uplift in purchase conversions

Speakman: +8.1% uplift in purchase conversions

JanSport: +13% uplift in purchase conversions

Shopping Knowledge on Google

Confidential & Proprietary

Shopping Insights

Confidential & Proprietary

2xIncrease in mobile searches for Burberry rainboots in Nov, YoY

4x More searches for scarves than boots in LA, but slightly more searches for boots than scarves in New York

http://shopping.thinkwithgoogle.com

Brands

Confidential & Proprietary

Next Steps

Invest in your structured

product data

Test with us Provide Feedback

Thank you

Anand Voraavora@google.com

#omnichannelshopper

Questions and Answers

Anand Vora Strategic Partner Development Manager

Google

Confidential & Proprietary

How Manufacturer Center Works

Confidential & Proprietary

The Manufacturer Center Overview page

Confidential & Proprietary

Create your brands

Confidential & Proprietary

Then upload your products

Confidential & Proprietary

And access data

Confidential & Proprietary

How Manufacturer Center Data is Used

Confidential & Proprietary

Where Manufacturer Center Data is UsedWithin Google Shopping

Title is displayed here

Additional Images & Videos are accessed by clicking on the primary image

Compiled using Descriptions and Product Details.

Description is displayed here

Variants are constructed using Color, ProductDetails, and Item Group ID

Confidential & Proprietary

Where Manufacturer Center Data is UsedOn mobile

Confidential & Proprietary

Where Manufacturer Center Data is UsedDirectly onGoogle.comSearch Results

Brand, Title, Product Name

Images & Video

Title, Product Line, Description, Color, & Product Detail

Variants using Item Group ID, & Color

Confidential & Proprietary

Thank you!

Become a partner in 3 easy steps:

1. Create your Manufacturer Center account

2. Prepare & upload your product data

3. Provide feedback

Learn More: http://manufacturers.google.com

Questions: Contact avora@google.com

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Insights via web-based solution…delivering actionable data, analysis & insights to drive sales and share.

Audit + Analysis…captures anything theshopper might see…

Portfolio/Availability

Content

Search & Menu Placement

Rating, Reviews & Sentiment

Media

Price/Promotions

Advanced Modules

(e.g. POS Correlation)

TechnologyVisits online retailers on desktop, mobile web and mobile app, anywhere in the world…

About Clavis Insight

#omnichannelshopper

Questions and Answers

Anand Vora Strategic Partner Development Manager

Google

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Upcoming Events

Best Practices in Establishing Your eCommerce Program

Tuesday, November 15

My Digital Shelf Online and Digital Grocery Summit

November 3Chicago, IL

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