The uncertain economic outlook is top of mind for retailers and shoppers as the holidays approach. Many factors will continue to create unpredictability in the market this year – from supply chain issues to inflation. But Google’s data shows that people are still searching and looking to buy — they’re just considering their purchases more. And buying isn’t just based on price. A great customer experience is key to closing a sale.
To adapt, retailers have relied on technology to level the playing field and enable smoother shopping experiences. Omni retailers changed their storefronts and created new purchases, catching up with e-commerce players who were well positioned at the start of the pandemic to capture the dramatic shift in demand. Today, omni and e-commerce retailers must exceed the expectations of a new intuitive shopper – a consumer who already expects a seamless and personalized experience based on their needs.
So what does this mean for this upcoming holiday season? It’s time to make changes to your retail holiday playbook. Below are three holiday must-haves for retailers this coming season:
- Meet the holiday moment with machine learning. Automation improves efficiency throughout the customer journey to deliver meaningful business results. In fact, retailers who bid with advanced measurement see on average a 15% revenue get up1. However, with 80% of Google partners now use automated bidding solutions2, automating alone is no longer a differentiator. Maximum performanceincreasing search coverage on high-performing, valuable keywords with broad match and leveraging new customer acquisition goals in Performance Max are critical levers for delivering the right message, to the right buyer, to the good time.
- Capture the intention of the first vacation. Wi76% of shoppers agree that YouTube improves the traditional shopping journey by providing unexpected inspiration3 and 70% of YouTube users say they bought a brand after seeing it on YouTube4, Retailers must be ready to capture and convert purchase intent at any time. To do this, harness the magic of digital on all screens to generate impact with CTV and add product feeds to make all buyable media.
- Amplify your differentiated vacation offers. Today’s shopper values the ability to shop seamlessly across multiple channels, whenever it suits them, whether online or offline, in-store or curbside. They buy where they want, when they want, how they want. In response, product availability from retailers must be present and visible to all shopper needs as they arise. Provide purchasing flexibility while maintaining a holistic view of performance, Indicate local availability, available execution options, and power with Google Automation and Local Signals. For a more omnicentric approach to your marketing strategy, use Performance Max for in-store goals with store visits or local actions to determine the optimal ad mix and sequencing to reach shoppers when they are most likely to be enticed to visit your store, triggered by local queries, distance to store location, and location. purchaser’s device.
Ready to know more? join us for Think in detail, a virtual event focused on getting your business ready for the holidays. Tune in to hear industry experts and Google product specialists share the latest holiday shopping insights, trends and strategies to help you turn curiosity into customers this holiday season.