The trends turning curious shoppers into customers this season

The trends turning curious shoppers into customers this season Discover the three trends , influencing shoppers and learn how to move customers from inspiration , to action.

Shopping habits have changed in the last two years Shifts in consumer demand and uncertainties like supply chain disruptions continue to shape the way people shop. But throughout all this uncertainty, one thing remains the same.

Every purchase starts with a moment of curiosity That holds true whether you’re searching for holiday gift ideas or buying a television for your new home.

Whenever, wherever, and however curiosity sparks, your brand should be ready with a message Here are the three key trends to expect this season and how to use them to turn curious shoppers into customers.

People are shopping earlier than ever Turn early holiday shoppers into customers. 35% of Australians shoppers have already begun their holiday shopping. 1

Many people research and shop months in advance of events, and this year’s holiday season will be no exception Those who have already begun their holiday shopping want help with: And 34% have already made a purchase . 4 55 % 48 %

Unboxing videos, written recipes, home improvement blogs, and more all help to inform buying decisions 8 out of 10 shoppers in Australia agree that advertising on YouTube makes them more aware of new brands. 5

When featuring Rothy’s products on Search and YouTube, we not only highlight the thoughtful design details, but we also showcase our shoes and bags styled for different occasions. This helps our customers visualise themselves wearing Rothy’s in everyday life. We want to build creative that resonates with the prospective customer and makes them feel part of our community. Anthony McLoughlin Vice President, E-Commerce and Growth Marketing Rothy’s

There’s a new kind of shopper in town Turn omnibuyers into customers. Google Maps searches for “shopping near me” have grown globally by over 100% YoY. 6

With more customers returning to in-store shopping, this has given rise to omnichannel shopping behaviour 7 67% of shoppers say , they tend to research products online even if they intend to buy in store . 8

These habits are built around convenience and spontaneity. Shopping inspiration can strike anytime, anywhere Across channels, searches containing “store open” have grown globally by over 400% YoY. 9 These habits are built around convenience and spontaneity. Shopping inspiration can strike anytime, anywhere

Scale and speed are the keys to reaching more holiday shoppers, no matter where they are in their journeys

Performance Max’s goal-based campaign helps us meet consumers at the right moment in their purchase journey when they are looking for our coffee machines and capsules. Sutthipan Watcharaplakornkul Digital & Social Media Manager, Nespresso

Conscious spending is on the rise amid inflationary pressures Turn window shoppers into loyal customers. 32% of shoppers purchased a brand that was different from their preferred brand to get a better price. 10

While price is important, shoppers are also spending more time researching and seeking value from their purchases 62% of shoppers are more likely to buy for durability versus affordable products that may need to be replaced more frequently. 11

Whatever makes your business unique, showcase it when people are making their purchase decisions Promote your deals, shipping and return benefits, in-store inventory, and store pickup options in your messaging and on Search.

Shopping ads have helped enhance users’ online shopping experience by allowing them to better visualise Castlery’s products and make more informed decisions on reviews. What’s more, shopping ads are able to feature Castlery's unique offerings like price discounts and delivery fees, which helps to improve our conversion rate. Yan Huang Head Of Growth & Marketing, Castlery

Whether they’re early shoppers, omnibuyers, rigorous researchers, or all three, Google’s tools, insights, and automated solutions can help you understand what your shoppers want and need Prepare for a successful holiday shopping season with our guide. Reach more holiday shoppers, no matter where they are in their journeys. Dive into our Retail Marketing Guide

Credits

Editor: Marianna Nash Design & Production: Grow (Agency) Production Lead: Jenny Maughan Video Shape your retail strategy for digital-first shopping Story by the Global Retail Ads Marketing team 1. Google-commissioned Ipsos Consumer Continuous, Australia, ~n=500–1,000 online consumers 18+, Oct. 2022. 2. Google-commissioned Ipsos Consumer Continuous, Australia, ~n=500–1,000 online consumers 18+, Oct. 2022. 3. Ibid. 4. Ibid. 5. Google/Talk Shoppe, Australia, Shopping at the Speed of Culture study, n=2,000 A18-64 GenPop video users, Survey in field Jan. 19–Feb. 17, 2022. 6. Google Data, Global English, Dec, 14, 2021–Feb. 11, 2022 vs. Dec. 14, 2020–Feb. 11, 2021. 7. Ipsos Essentials Report, Australia, Sept. 8–12, 2022. 8. Ipsos Essentials Report, Australia, Sept. 8–12, 2022. 9. Google Data, Global English, March 22, 2022–May 20, 2022 vs. March 22, 2021–May 20, 2021. 10. Google commissioned Ipsos Consumer Continuous, Australia, n=501 online consumers 18+, July 7–10, 2022. 11. Google commissioned Ipsos Consumer Continuous, Australia, n=501 online consumers 18+, Aug. 4–7, 2022.

Credits

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