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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Holiday 2010: Consumer Intentions
Insights from Google and OTX on what trends emerged during the 2010 holiday shopping season, including:
- 50% of shoppers say they started early to beat the rush
- "Black Friday" searches in 2010 began to rise in July, compared to September ...
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The Smart Shopper
According to a survey by Google/Ipsos/OTX, in addition to in-store components the shopping experience for millions of people now includes online and mobile elements. Among the survey's findings:
- The Internet is a top source for shopping information ...
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Digital Back to School Shopper
A survey with OTX found that 55% of American consumers will go back-to-school shopping this year. Of those shopping:
- 49% plan to shop both online & in-store
- A majority of them will begin purchasing in July, with 41% of them buying ...
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State of Online Shopping 2010
What did we learn from the 2009 holiday shopping season, and how do we use it to assess the groundwork for the next one? Google and OTX found:
- 44% of those surveyed had already started holiday shopping by the end ...
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The Role of Search in the Tech and Home Entertainment Market
The objective of this study is to map the role of search in the purchasing process of Italian tech and home entertainment products.
Key Findings- The results show that search is an important part of the customer journey, with over ...
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PC City Increases Revenue 6% by Reallocating its Media Mix
PC City – the European computer superstore – increased sales 6% without any additional media expenditure by optimizing its offline and online marketing mix. Google asked DSG International to analyze this accomplishment. We found:
- Optimizing the offline/online media mix increased sales ...
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The Role of Search in Spanish Apparel Purchase Journey
This study maps the role of seach in purchasing of apparel in the Spanish retail market
Key findings:
- There are 9.9 million people in the Spanish retail (apparel) market.
- Search is an important part of the customer journey. 3 ...
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Offline Shoppers who Research Online Spend More
Fnac, a leading electronics retailer in Spain, wanted to know how the Internet was affecting the TV purchasing decisions of its in-store shoppers. Google asked Nielsen to help us analyze these shoppers' online behavior. We found:
- 52% of in-store TV ...
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Role of Online Advertising in Carrefour's PC Sales
The objective of this study was to gain an understanding of what drives Carrefour PC sales in France and analyse the impact of Carrefour's media investment, with a particular focus on online activity. Key findings
1 in 4 of ...
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Winning the 2010 World Cup in the Digital Space
In the summer of 2010, Adidas had the key objective to "win the World Cup‟ in core digital channels that were heavily consumed by the target audience, and to become the most talked about sports brand of the 2010 World ...
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El Corte Ingles Multimedia Campaign Effectiveness
Spain's largest department store chain invested in YouTube and experienced these results:
- YouTube delivers incremental net reach over TV
- YouTube was highly effective in delivering against brand KPIs
- YouTube and TV work better together
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The Apparel Purchasing Process in the UK Online Retail Market
Clothes shoppers are spending more time–and making more purchases–online. Google and Nielsen explored the role of search in the online apparel purchase process in the retail market of the United Kingdom. We found:
- 57% of apparel shoppers use ...
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Videos
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Regional & Personal
Case Study
Regional & Personal
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, discusses the importance of personalized, relevant communication. Part of the My Macy's effort is to be local and relevant by region. The website will be customized according to customer ...
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Believe Campaign
Case Study
Believe Campaign
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, describes the holiday campaign that donates a dollar to Make-A-Wish foundation for ever letter to Santa Claus mailed from a Macys store. The campaign has been engaging and positive, ...
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In-Store Sales
Case Study
In-Store Sales
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, explains that on-line and off-line marketing is focused on driving in-store traffic. Macy's uses Google to help customers track in-store product availability.
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Consumer Testimonials
Interview
Consumer Testimonials
Liz Cahill, VP of Marketing for Lee Jeans, discusses a recent trend that uses consumer testimonials. Marketers have to be careful not to cross the line into overproduced and inauthentic. Consumers will know if actors are being used.
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Levi's
Case Study
Levi's
Andy Murray, CEO of Saatchi & Saatchi X, admired the Levi's campaign with the pop-up shops in San Francisco, where fans could design and customize jeans. This approach engages people.
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Personalization Offline
Interview
Personalization Offline
Sameer Samat, Director of Product Management at Google, describes the future of commerce as the web catching up with how people live their lives. Marketers can create a value proposition that makes customers feel good about sharing content. Shared information ...
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National vs. Local
Case Study
National vs. Local
Rich Lesperance, Director of Online Marketing at Walgreens, talks about national and local marketing. National campaigns are important, but Walgreens is known for its local in-store experiences. They are experimenting with balancing the two, and a key element of this ...
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Co-op Marketing Online
Case Study
Co-op Marketing Online
Rich Lesperance, Director of Online Marketing at Walgreens, talks about co-op marketing. Walgreens is trying to move co-op marketing online by, for example, creating a L'Oreal site within Walgreens.com.
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Hyper-Locality
Case Study
Hyper-Locality
Julie Dexter Berg, EVP/CMO of Supervalu, describes the challenges of branding in a broad middle market with niche markets one one side and large retailers like Wal-Mart on the other. Supervalu competes as a hyper-local business, which necessitates deep knowledge ...
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Cautious with Mobile
Interview
Cautious with Mobile
Kim Feil, CMO of Walgreens, recommends being cautious and thoughtful in the use of mobile marketing. if real-time intrusion is not deeply relevant, it can damage the relationship.
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Digital Facets
Case Study
Digital Facets
Kim Feil, CMO of Walgreens, explains that digital is not a program in itself but a part of all programs. As Walgreens becomes more proficient at incorporating digital into larger campaigns, there will be more focus on digital-only campaigns.
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Scrutiny of Results
Interview
Scrutiny of Results
Kim Feil, CMO of Walgreens, believes that the changing face of marketing is characterized by more scrutiny of marketing results, in terms of both long- and short-term impact.