Retail
Access the latest research and thoughts from leaders in the retail space. Whether your business is focused on in-store sales or online eCommerce, we provide multi-channel insights and case studies to help you evolve your retail strategy and connect with consumers in the moments that matter.
Studies
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The Role of Search in IKEA's sales
The objective of the study was to understand the effect of marketing on IKEA's sales in Italy, with a particular focus on the synergy between online and offline media activity and the effectiveness of paid search. IKEA's sales ...
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Influencing Offline, The New Digital Frontier
This white paper looks at the impact of online research on offline sales. Four out of ten people prefer to research online before purchasing offline (ROPO). This seven page paper will help you understand what impact ROPO is having on ...
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Online Shopping in Finland
This study will help you understand more about how consumers in Finland research and shop online. We have looked at behaviour when researching and buying a range of products from furniture to sport equipment, to clothes and TVs.
Key findings ...
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Media Usage Study Denmark
This study will help you understand more about how consumers in Denmark use various forms of mediaKey findings:
- Internet and TV are the lead media for Danish onliners: They are considered as the most important media sources in daily ...
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Beyond Last Click
This paper summarises the key findings and insights from Google’s research into the important area of clickstream attribution. It will give you the facts to answer key questions such as: how long is the typical path to purchase and ...
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Sony Ericsson YouTube and the Media Mix Case Study
A case study into the performance of Sony Ericsson’s YouTube campaign for their Xperia Play. This study could be of interest to you if you work in the telco sector, if you’re considering launching a YouTube campaign, or ...
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Eye Tracking Study Comparing Mobile and Desktop
In this study we show a series of visually striking eye tracking hotspot-maps to highlight the differences between where people look on a desktop and mobile screen. We think this research will be of interest to anyone working on mobile ...
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The role of the internet on the path to purchase, Germany
This study aims to understand the role of the internet in path to purchase in Germany.
Key findings:
- 50% of internet users have researched and compared products online
- 40% of offline buyers have conducted online research prior to purchase.
- 40 ...
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Researching and Shopping for Retail Products Online in Ukraine
This study will help you understand more about how consumers in Ukraine research and purchase retail products online.
Key findings:
- Offline shopping is still the prevailing purchase method in the retail categories under analysis - however, visible growth potential for online ...
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Researching and Shopping Online in Portugal
This study will help you understand more about how consumers in Portugal use various information sources, including the internet, when making retail purchases.
Key findings:
- Online research drives offline sales: online research prior to offline purchase is very popular across ...
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The Role of Online in Polish Home and Garden Purchases
Based on face-to-face interviews, this study explores the role of the internet in Polish home and garden purchases.
Main findings include:- Online is a commonly used source throughout the process – significantly ahead of traditional media and store/manufacturer information.
- Search ...
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The impact of YouTube Pre-rolls and TV
This ambitious and ground-breaking study combines a number of leading-edge research techniques to help you better understand the emotional and brand impact of YouTube Pre-rolls and TV. Twelve advertisers participated in the study across the FMCG, automotive, tech and telco ...
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Videos
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Understanding the Total Marketing ROI
Case Study
Understanding the Total Marketing ROI
See how Pc City (part of the DSGi group), used Google search query volume to understand their total media and marketing effectiveness.
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Google Multi-Platform Case Study: Reebok & Carat
Case Study
Google Multi-Platform Case Study: Reebok & Carat
Reebok extended its video creative across all digital screens - PCs, mobile phones and tablets - to promote RealFlex, a lineup of lightweight, high-performance shoes. The result? Over 131% lift in brand response conversions, 27% higher than average video ad ...
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Groupon's Success with Google Display
Case Study
Groupon's Success with Google Display
With help from a high-performing campaign on the Google Display Network, Groupon expanded from being in one city to 43 countries in less than 3 years.
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Animal Planet's Success With Google Display
Case Study
Animal Planet's Success With Google Display
Discovery Channel's innovative display ad campaign attracted millions of viewers for the River Monsters premiere.
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Airbnb's Success with Google Display
Case Study
Airbnb's Success with Google Display
The Google Display Network helps Airbnb grow from 1 to 80,000 worldwide rental accommodations.
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ShoeDazzle's Success with Google Display
Case Study
ShoeDazzle's Success with Google Display
To date, the Google Display Network has delivered 45% of ShoeDazzle's conversions with Google.
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The Evolution of the Consumer
Interview
The Evolution of the Consumer
Kyle Keogh, Industry Director of the Technology sector at Google, discusses how the consumer has changed over time because the consumer has more choice. He recommends focusing on your consumer strategy, rather than digital, mobile or social, to get them ...
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Mobile's Importance for Retailers
Interview
Mobile's Importance for Retailers
Ramy Mora, VP of Interactive Marketing at Macy's, talks about the importance of mobile for retailers today. He discusses how it helps the retailer reach the consumer at the perfect point of interaction and allows the retailer to personalize the ...
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Good is the Enemy of Great
Interview
Good is the Enemy of Great
Brandon Proctor, VP of Marketing at Build.com, talks about how he fosters innovation at Build.com. Additionally, he discusses how they use data to create a personalized, exceptional experience to the consumer, which only provides them with information they're looking for.
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Business Growth
Interview
Business Growth
Christian Friedland, CEO & founder of Build.com, talks about the importance of internationalizing your business and how it grows over time.
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Consumer Intent
Interview
Consumer Intent
Scott Linzer, Director of SEM at AKQA, discusses the importance of understanding what the intent of the consumer is and ensuring advertisers are serving the best experience.
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Metrics & Tracking
Interview
Metrics & Tracking
Avinash Kaushik, Digital Marketing Evangelist at Google, describes the three key metrics he believes it's critical for all business to track online. They are task completion rate, economic value and bounce rate.