Increase Offline Sales / studies
Marketers with a brick and mortar presence often want to know the million dollar question - can online media help drive offline sales? Access our insights explaining how consumers research online and purchase offline (ROPO), and how online marketing can lead to more products sold in store.
39% of smartphone shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's smartphone research process and purchase journey and found that as a direct result of viewing smartphone product videos:
- 64% of smartphone shoppers became interested in specific smartphone models
- 44% were introduced to smartphone brands not previously considered
- 36% heard about the smartphone product for the first time
- 51% looked for promotions or coupons on mobile
- 61% visited a store as a result of watching a product video
More than half of all tablet shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in the tablet research process and purchase journey and found:
- As a direct result of viewing tablet product videos, 71% became interested in specific tablet models and 56% were introduced to tablet brands not previously considered
- 72% of viewers said tablet videos were useful in the purchase process and 44% visited a store as a result of watching
- 80% of tablet shoppers are likely to watch videos again the next time they are shopping for tablets
42% of TV shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's TV research process and purchase journey and found:
- Of those that watch TV videos in the research process, 81% watch for more than 10 minutes
- As a direct result of viewing TV product videos, 59% became interested in specific TV models and 61% were introduced to TV brands not previously considered
- Mobile has a significant role in the process. After viewing a TV product video, 72% looked up a store’s location on their mobile phone. 57% researched and shopped on mobile device while in retail store
We partnered with Compete to understand the role of video in today's tech research process and purchase journey. We studied across TV, smartphone, and tablet shoppers and found the following behavior surfaced as a direct result of viewing product videos:
- Overall, 44% of technology shoppers used videos while researching and shopping, of which 81% watch for more than 10 minutes
- Among those who viewed tech product videos, 64% became interested in specific technology product models and 55% were introduced to brands not previously considered
- 72% looked up a store’s location on their mobile phone and 57% researched and shopped on mobile while in a retail store
The purpose of this 2011 Google/Compete study is to quantify consumers' use of the online channel for automotive services research and shopping. Today's vehicle service shoppers:
- Typically purchase for routine maintenance or repair prefer to buy in-person when they need service quickly
- Buy online for price, selection and convenience.
- Compare two or more brands across sites.
- Increasingly watch videos to educate themselves
Marketers are stoked around the official start of the holiday shopping season - door buster deals and early store openings resulted in a 6.6 percent sales increase over last year. Online outlets scored double-digit increases and Cyber Monday sales total exceeded $1.2 billion. Shopper Sciences collaborated with Affectiva and the MIT’s Media Lab to get at some biometrics using a wrist sensor to understand exactly just how shoppers feel during shopping frenzies. Here's what they found:
- Despite the crowds, pushing, shoving and retailer out-of-stocks – shoppers are generally really excited about the overall experience
- Peak moments of shopper excitement include 1) moments before entering the store, 2) the process of navigating and finding the on-sale items, 3) when the shopper located and claimed one of the key sale items on their list
- The long lines to check out were in fact the source of greatest stress to shoppers
- Shoppers who prepared with online research before heading to the stores had the lowest stress curves of any of the groups. Additionally, those who first browsed deals online and then shopped in stores spent the most – more than $400 on average
A great deal of footwear retailers still rely on sales in the brick and mortar stores. What kind of role does search have on the cash register ring in the store?
- Offline footwear purchasers actually spend more time online researching their offline choices than online purchasers
- About 1 out of 3 footwear shoppers that use their mobile devices during the shopping process are using their devices to price compare and search for coupons.
- 43% of searchers purchase in the store, versus 36% of non-searchers. Targeting searchers with compelling messaging can help drive more customers into the store.
Google and Compete partnered to understand how shoppers and applicants arrive at an auto insurance policy. Further, we look to quantify the relationship between types of searching activity and subsequent online conversion rates. Here are some topline findings:
- Search is opportunity for connection with consumers - new or old.
- Auto insurance searchers are more profitable than non-searchers.
- Online research leads to online and offline conversions.
- Mobile is an increasingly important point of contact with a variety of customers.
Are online searchers a valuable behavior for beverage advertisers? We worked with Compete on a new online to offline study to find:
- Searchers spend more than non-searchers on beverage, driven by more frequent rips and more spending per trip
- Search engines drive 1 out of 3 visits to beverage branded sites
- Searchers visit more often and spend more time on beverage sites than non-searchers
Google and Compete wanted to understand how applicants utilize search and media during their research and purchase process to apply for an investment product. Further, we wanted to link the the relationship between types of searching activity and subsequent online conversion rates. Our topline findings yielded:
- Internet & search are key resources in investment account research.
- Mobile is a growing research medium, especially among youth.
- Investment account searchers are more valuable than non-searchers.
- Online ads are an important tool to attract investment account shoppers.
What happens when a consumer tech brand teams up with a retailer on search marketing? A case study by Google, research partner APT and HP for a "digital co-op" campaign to boost in-store sales found:
- 530% return-on-ad-spend
- Branded and non-branded keywords were effective in reaching customers at all steps of the purchasing process
This study will help you understand more about how consumers in Sweden use various information sources, including the internet, when making tech purchases.
- Online purchase is an established purchase method in the tech vertical
- Mobile commerce is growing fast: 8% of all onliners have already made a purchase via smartphone
- Online research drives offline sales: 60% of the shoppers who researched online made their purchase offline (ROPO effect)