2016 place conf: case study - shoe carnival -- from search to store

@ S I M P a r t n e r s @ s l e e s t a k k # P l a c e C o n f

Case Study/


SOURCE: “I-Want-To-Go Moents: From Search to Store,” April 2015, Thinkwithgoogle.com

Google search interest in"near me” has increased

34X since 2011.


Mobile makes up 88% of all "near me" searches, with those

mobile searches growing at 146% year over year.

SOURCE: “When the Small Screen is the First Choice: Finding Your Mobile-Centric Sources,” March 2016, Thinkwithgoogle.com


Be visible in the near me moments…And deliver contextually relevant content and experiences that spark the next moments…


STRATEGY AND OBJECTIVESHarness the Power of Location to Turn “Near Me” Searches into Purchases

› Create a comprehensive location data management strategy

› Publish contextually relevant store location pages

› Enhance the customer journey on mobile devices


SEO Best Practices

Make Location Data Actionable and Contextual Content Scalable

Velocity keeps the consumer at the center of your strategy by leveraging location data and contextual content, supported by SEO best practices.


MANAGEBuild local data assets by consolidating, cleansing, categorizing, and optimizing data

MONITORUnderstand your location data health and how you can improve

DISTRIBUTEUnleash your location data by distributing to data amplifiers to increase visibility


Locator and Store Pages


0

50,000

100,000

150,000

200,000

250,000

Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16Desktop Mobile Tablet

Store Location Pages Traffic

Desktop Mobile Tablet


C O N V E R T S E A R C H E R S I N TO C U S TO M E R SVELOCITY

25:1 ROI

51%INCREASE IN ECOMMERCE

REVENUE

44%INCREASE IN ONLINE

ORDERSDATAPOINTS SPECIFIC TO ORGANIC TRAFFIC

76%LIFT IN ORGANIC

SITE VISITS


Total On Page Actions

82%


3%CLICK-TO-CALL

8%GET

DIRECTIONS

5%LOCAL

CIRCULAR

30%CLICK ON

PROMO BOX

37%SHOP BY

CATEGORY

On Page Actions by Type


SOURCE: Forrester, Enhancing The Retail Omnichannel Customer Experience

44% of consumers want to see coupons, discounts and special offers in mobile wallets


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What is Mobile Wallet?

In addition to being able to pay with your phone, mobile wallet:

Is an app which allows consumers to store loyalty cards, offers, boarding passes, tickets, gift cards, and more, making them accessible via the mobile phone.


Benefits of Mobile Wallet

FOR THE CONSUMER

• Convenience • Valuable, updated offers and content• Timely reminders (expiring offers/location)• App-like functionality without the need for an app


Benefits of Mobile Wallet

FOR THE MARKETER

• Great way to drive foot traffic• Higher conversion vs mobile web coupon • Ability to update content and offers• Measurable at POS – close the loop• Unlimited retargeting and notifications/reminders• App-like functionality without the need for an app


Velocity Wallet Offers: From Search to Store

Location pages drive visibility in “near me” mobile moments Featured offers can be downloaded via Velocity Wallet

19%O F C O N S U M E R S

W H O C L I C K E D O N T H E P R O M O O F F E R S A V E D T O M O B I L E

W A L L E T .

Stop in and save 20% today.

Trigger location-based notifications near store locations

More brands, more ways to save.

Save 20% on back-to-school shoes.


Mobile Wallet Retargeting via Beacons


KEY TAKE AWAYS

› Near me is the new normal -- marketers must now think about "next moments" to drive better experiences and results

› Mobile wallet offers provide an opportunity to move beyond "local" into location-based proximity marketing

› Consumers want connected experiences, from "search to store" --this requires technology as well as store-level engagement

Test and learn (rinse and repeat)...

2016 place conf: case study - shoe carnival -- from search to store

Marketing