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.
SpotCo, the Search Engine Marketing agency for Sister Act the Musical's website "SisterActBroadway.com", is re-inventing the Broadway marketing space. Since 29% of its ticket purchases occur online, SpotCo knew how important it was for to stand apart from ticket brokers' sites and showcase that it was the official website for the musical.
SpotCo stood out from the competition with the use of Google Media Ads, a new ad format that runs on Google.com. Media Ads are guaranteed to run in the top position on the page, and offer more real estate and messaging opportunities, including a thumbnail that can expand when clicked into HD video for full-page immersive viewing. Media Ads are sold on a fixed cost-per-click, allowing for greater budgeting certainty.
As a result, SpotCo saw a 20% increase in ticket sales from SisterActBroadway.com. On top of the improved ticket sales, SpotCo was also impressed by users' interactions with the video in the ad. 13.73% of users clicked on the ad, and it received many video plays. A true testament to show how engagement leads to an increase in ticket sales.
Google studied tire shoppers' use of different types of queries within the 6 months prior to conversion to better understand how tire purchasers approach the shopping process. Here are the key findings:
- 34% of maintenance shoppers start with a non-branded term and 33% of shoppers switch from the first brand searched to the brand they ultimately purchase.
- While 60% of maintenance search volume is related to the brand purchased, shoppers continue to investigate alternatives, with 40% of query volume related to non-branded terms and competitor brands.
- 55% of maintenance schedulers' final searches involve the brand they buy. Actual maintenance scheduler query paths indicate that late brand queries are used to locate, price and confirm brand choice.
Google studied new vehicle purchasers' use of different types of queries within the 6 months prior to purchase to better understand how vehicle purchasers approach the research process. Here are the key findings:
- Shoppers enter the market with an initial consideration set, and an open mind: 37% start with a non-branded term and 43% of shoppers switch from their first brand searched to the brand they ultimately purchase.
- Vehicle research involves heavy cross shopping: A third of vehicle research involves competitors to the brand ultimately purchased.
- Shoppers compare to the very end: While most (35%) of purchasers' final searches involve the brand they buy, 33% last search for a competitive brand and 32% last search for a non-branded term.
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