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Case Study: Famous Footwear

14-17%of search clicks result in a store visit

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When folks are searching on Google, we can see that 14% to 17% of them make it to our store. The more we know about what people search on, the more we can tailor the merchandise in the store.

Will SmithChief Marketing OfficerFamous Footwear

“”

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We know that mobile drives visits and transactions, but tying those events back to a mobile [ad] investment is tricky.

Bindu ShahVice President, Digital MarketingSephora

Case Study: Sephora

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”By leveraging Store Visits data, Sephora saw:

18% higherstore visit rate from mobile ads vs. desktop ads

25% higher ROIfrom mobile search ads, as a result of changing bidding strategy

“

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For Target, Mobile is the New Front Door

It’s not a store experience or an online experience; it’s a mobile-first experience.

Casey CarlChief Strategy & Innovation Officer for Target

“Target’s omni-channel shoppers

spend 3X more on average

Three-quarters of Target’s digital shoppers start their experience on a

mobile device

Think Article:link

Subtitles coming

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Target’s omni-channel shoppers are more valuable

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Additional Target quotes on Store Visits

● “Google data show people who have clicked on mobile-search ads spend more in its stores than those who click on desktop search ads.”

● “One-third of Target’s mobile-search ads led to a user visiting one of its stores during the 2014 holiday season,”

Source: WSJ article, Google says New Store Data Help Mobile Ads

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Media-Saturn Pivots Its Marketing Mix

Our customers were shopping across channels, particularly on mobile, and always on digital. We knew we had to change.

Martin WildChief Digital Officer for Media-Saturn

“Media-Saturn reshaped media strategy to reach customers researching online

and buying in-store, using local inventory ads

Now, two-third of its sales are digitally influenced. Overall sales increased by

5% in 6 months.

Think Article:link

Subtitles coming

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Macy’s Reorganizes for Omnichannel Success

Our goal is to provide our shopper with the best experience in… mobile, desktop, store, or all of them together.

R.B. HarrisonChief Omnichannel Officer for Macy’s

“

Macy’s customers who shop across channels are 8X more valuable.

Macy’s make major organizational changes to keep up.

Think Article:link

Subtitles coming

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Rebecca Minkoff Empowers Millennial Shoppers

The new definition of luxury...select the service level that she wants, when she wants, on the device she wants.

Emily CulpSVP of Omnichannel & eCommerce for

Rebecca Minkoff

“

Rebecca Minkoff uses a “connected store” approach to

empower millennials to select their own level of service.

Think Article:link

Subtitles coming

Google Confidential and Proprietary

“We’ve been able to show that for every dollar we invest in search, we’re able to drive $6 in in-store

sales.”- Serena Potter, Macy’s GVP

“We used to have two separate siloed budgets,

we now have one marketing budget.”

- Serena Potter, Macy’s GVP

Macy’s Goes OmnichannelNow updated with translated subtitles

Google Confidential and Proprietary

Sephora's initial testing of Google's Local Inventory ads saw a $8 return in store sales

for each dollar spent, and they continue to expand their

testing.

Sephora turns smartphones into local store magnetsNow updated with translated subtitles

Google Confidential and Proprietary

With Local Inventory Ads, REI sees “double or triple the

results” of normal product listing ads on in-store

conversions.

REI Uses Digital to Bring Outdoor Consumers Inside Now updated with translated subtitles

Google Confidential and Proprietary

“90%+ of consumers in the wireless category are shopping online or on

mobile, but the majority of them are going to buy in retail”

- Scott Zalaznik, VP Digital Media, Sprint

1 out of 4 people who click on their mobile search banners will end up

in a retail store

Sprint Builds a Mobile Bridge to Local RetailNow updated with translated subtitles

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Case Study: Office Depot

3Xomni-channel return generated by digital spend

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The Store Visit data has helped bridge the gap between customers who clicked, were interested in the product, and actually visited one of our stores. We knew that our online ads were influencing store purchases, but we lacked adequate metrics to accurately calculate it. Once we saw our Store Visits reports, we were able to attribute a 3X return on spend to our digital campaigns.

Christine BuscarinoVice President of eCommerce MarketingOffice Depot

“

”

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary

The Store Visit data has helped bridge the gap between customers who clicked, were interested in the product, and actually visited one of our stores. We knew that our online ads were influencing store purchases, but we lacked adequate metrics to accurately calculate it. Once we saw our Store Visits reports, we were able to attribute a 3X return on spend to our digital campaigns.

Office Depot attracts On-The-Go Shoppers with Local Inventory Ads

“

- Emphasized mobile and omni-channel advertising- Began using Local Inventory Ads from Google- Added Store Visits reports to learn more about store foot traffic

Office Depot is a global retailer of workplace products & solutions

- Reach the omni-channel consumer

- Send customers to local stores- Understand how mobile ads drive sale

Approach

◉ Generated 3X return on digital spending◉ Gained new insights into on-the-go shoppers◉ Developed a clear bridge between customer clicks & store visits

Goals

About

Results

Christine Buscarino1

Vice President of eCommerce MarketingOffice Depot

Google. Office Depot Case Study. Q1 2015.

Translations:see “Localized” section (end of deck)

GermanFrenchJapanesePortuguese

INTERNAL: Google Confidential and Proprietary

Office Depot Case Study - additional resources

Summary Link

Case Study 2-page recap of case study one-sheeter

Case Study (localized)

Translated versions: DE, FR, JP, BR go/localretail-hub

ArticleThink with Google:“Office Depot attracts on-the-go Shoppers with LIAs”

link

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary

We measured offline return on ad spend (ROAS) using store visits, and found that Google local inventory ads performed toward the top of our offline marketing vehicles. Store Visits make tracking

the performance of our LIAs easy, compared with surveys and benchmarks for other offline media.

Sears Outlet drives in-store traffic with Google Local Inventory Ads

“Google. Sears Outlet Case Study. Q1 2015.

- Ran Local Inventory Ads from Google AdWords- Brought store-level inventory data to shoppers in real time- Measured offline return on ad spend (ROAS) from digital ads

Sears Hometown and Outlet Stores is a national retailer focused on selling home appliances, hardware, tools, sporting goods, and lawn and garden equipment.

- Reach local customers on mobile with targeted messages- Improve sales in brick-and-mortar stores- Measure and quantify the impact of digital marketing

Approach

◉ Every dollar in paid search drove $8 in in-store sales◉ LIAs drove 122% higher store visit rate & 16% higher CTR ◉ LIAs surpassed other offline channels, including 5x the return on TV advertising campaigns

Goals

About

Results

David BuckleyCMOSears Hometown & Outlet Stores

key points: every dollar they put in paid search drives $8 in in-store sales

when CMO David Buckley and team looked at the value of LIAs, they surpassed other offline channels, including 5x the return of their tv advertising campaigns

INTERNAL: Google Confidential and Proprietary

Sears Outlet Case Study - additional resources

Summary Link

Case Study 2-page recap of case study 1-sheeter

Case Study (localized)

Translated versions: DE, FR, JP, BR go/localretail-hub

ArticleThink with Google:“Sears Outlet drives in-store traffic with Google LIA”

link

ArticleAdweek:“Has Google perfected the retail search ad with its LIAs?”

link

ArticleSearch Engine Land:“Google cites LIA successes after Walmart drops out”

link

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Historically, we've relied on numerous approximations to tell us how our search ads were driving store visits, but this data has validated our estimates. It helps us understand the full picture of where our customers are going after clicking on a search ad.

Phil Bowman Executive Vice PresidentPetSmart

PetSmart uses Adwords Store Visits data to measure how its Google search advertising affects in-store traffic “

Google. PetSmart Case Study. Q1 2015.

Implemented AdWords Store Visits to see the influence of search investment on in-store visits.

PetSmart is the largest specialty retailer of pet

supplies and solutions.

Better understand the full value of paid search investment. Improve customer experiences online and in-store.

Approach

◉ Confirmed that search ads drive store visits to local stores and provided a specific store visit rate that can calculate the full return on its search investment.◉ More comprehensive data has allowed PetSmart to better understand its customer journey from online to in store as well as optimize its budget.◉ 10 – 18% of all clicks on PetSmart’s search ads resulted in an in-store visit within 30 days.

Goals

About

Results

Translations:see “Localized” section (end of deck)

GermanFrenchJapanesePortuguese

INTERNAL: Google Confidential and Proprietary

PetSmart Case Study - additional resources

Summary Link

Case Study 2-page recap of case study 1-Sheeter

Case Study (localized)

Translated versions: DE, FR, JP, BR go/localretail-hub

ArticleThink with Google:“Adwords store visits helps PetSmart measure how Google search advertising affects in-store traffic”

link

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RONA sees more mobile conversions

Google Think Insights, Nov 2013

+400%mobile search bids

20xmore conversions when

including store visits

20%

of in-store transactions

were preceded by an online visit

of those visits were performed from a mobile device

50% of them happened on the same day of the in-store transaction

20%

Galeries Lafayette Case Study – Insights Internal Case Study:link

Think article (FR)

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$1 online ad spend yields $14.40 in-store sales

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Online search ads boost offline store sales

Google Think Insights, Nov 2013

+1.5%Store Sales

2x-14xReturn on Ad Spend

+5.8%Category Sales

of all US offline retail sales will be influenced by the web by 2017

50%

INTERNAL: Google Confidential and Proprietary

External Articles & Press

Summary Date Link

AdWeek Sears store visits jumped 122% (also mentions Sprint) Mar 2015 link

Search Engine Land

Google cites LIA success after Walmart drops out (mentions Sears, Sprint) Mar 2015 link

Macys Macy’s reorgs internally to fix online/offline silo and move to omnichannel structure Jan 2015 link

Facebook Facebook’s “Conversion Lift” measurement tool Jan 2015AdExchangerAdweek

AdWeek Famous Footwear quote: "Since beginning to test the ads a year ago, roughly 15 to 17 percent of the clicks on Famous Footwear's ads result in an in-store visit, the company said."

Dec 2014 link

INTERNAL: Google Confidential and Proprietary

Google-hosted Articles

Summary Date Link

Think article

Omni-channel shoppers: an emerging retail reality Mar 2015 link

Adwords Blog

The new shopping assistant: 5 ways retailers can drive foot traffic with smartphones Mar 2015 link

Adwords Blog

How will your store reach omni-channel shoppers all year? Mar 2015 link

Think article

Most mobile users near stores can’t find basic info they want from retailers Oct 2014 link

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Proprietary + ConfidentialOverview of how Store Visits works