Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
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Connecting the Online and Offline Shopping Experience<br />
Rob Goulding<br />
Head <strong>of</strong> Channel Solutions, Google Inc.<br />
O2S is Already Large and Accelerating<br />
Today’s Shopping Experience<br />
100% = $5.0T $6.2T CAGR<br />
Online 8%<br />
15% 8%<br />
O2S 24%<br />
Media<br />
Consumption<br />
41% is online<br />
Purchase<br />
Process<br />
Non-linear<br />
Google<br />
Purchase<br />
Location<br />
93% <strong>of</strong> sales<br />
occur <strong>of</strong>fline<br />
64%<br />
12%<br />
(11-19%)<br />
Friends<br />
TV<br />
Traditional<br />
Channels to<br />
in-store<br />
68%<br />
Magazines<br />
21%<br />
-3%<br />
Websites<br />
2009 2019<br />
Price comparison<br />
*Source: Ipsos Reid “<strong>The</strong> Inter@ctive Reid Report”, March 2010, - Outdoor was not mentioned in the study results<br />
Sources: Forrester, Morgan Stanley, US Census<br />
Google Confidential and Proprietary<br />
*Spend data comes from Group M Report “this Year, Next Year”, 2009 data<br />
Google Confidential and Proprietary<br />
Online-to-Store North America Results<br />
Summary<br />
• 40 Completed Programs<br />
• 70% Big Box retailers have tested*<br />
• Return-on-Ad Spend: 3:1 – 15:1<br />
• Overall Store Lift: 1.6% – 2.5%<br />
Across Categories & Industries<br />
Apparel Home Improvement Toys<br />
Home Furnishings Jewelry Electronics<br />
Findings<br />
• Impressions and clicks can be<br />
strong proxies for <strong>of</strong>fline impact<br />
• Driving high share-<strong>of</strong>-voice is<br />
important to generate sufficient<br />
awareness<br />
• Urban markets with large store<br />
footprints perform better<br />
• Higher consideration items have<br />
strong sales performance<br />
• Running on non-brand terms can<br />
create additional demand for<br />
brand terms<br />
Retail<br />
Tech<br />
Commerce<br />
Consumer<br />
Packaged Goods<br />
Google Confidential and Proprietary 3<br />
* Based on 2010 Advertising Spend with Google<br />
Conference Report<br />
25
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