#STORE2016 #STORE2016 Drive Store-Level Sales Through Digital Domination STEVE BUORS CEO & CO-FOUNDER, RESHIFT MEDIA JUNE 2016
#STORE2016
#STORE2016
Drive Store-Level Sales Through Digital Domination
STEVE BUORS
CEO & CO-FOUNDER, RESHIFT MEDIA
J U N E 2 0 1 6
#STORE2016
#STORE2016
ABOUT RESHIFT MEDIA
D I G I T A L M A R K E T I N G O R G A N I Z A T I O N S P E C I A L I Z I N G I N R E T A I L & M U L T I - L O C A T I O N B U S I N E S S E S W I T H S P E C I F I C E X P E R T I S E I N
S O C I A L M E D I A , S E A R C H A N D W E B S I T E / M O B I L E D E V E L O P M E N T
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#STORE2016 Sources: PricewaterhouseCoopersLLP, Total Retail 2015: Retailing in the age of disruption; Google, Digital Impact on In-Store Shopping: Research Debunks Common Myths, Oct 2014
What people are looking for when researching a product or service
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Search advertising can be targeted by:
› Geography
› Search terms / keywords
› Language
› Device
#STORE2016 Source: google.com/think
People purchase at a higher rate after a local search
18% of local searches led to a purchase within a day compared to 7% of non-local searches
#STORE2016 Source: google.com/think
% of people who visit a store within a day of their local search:
People act quickly after a local search
searches on a smartphone occur right before people visit a store
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Create targeted ads that are relevant to both the search term and geography
Direct people to landing pages that are tailored to both the term & geography to dramatically increase relevance and close the deal
Research terms that prospective customers in your area(s) are searching for; explicitly target local terms
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Social advertising can be targeted by:
› Geography
› Demographics
› Interest
› Behaviours
› Connections
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47% Facebook 12% Pinterest
29% Google/Google Plus 8% Instagram
23% YouTube 4% LinkedIn
13% Twitter 1% What’s app
Sources: PricewaterhouseCoopersLLP, Total Retail 2015: Retailing in the age of disruption
60% of Canadian
customers have interacted with products and brands on social media
46% say such action
has led them to make a purchase
Social media is used regularly by Canadians as part of their shopping experience:
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14M Canadians visit Facebook
every day
People spend 50mins a day on
Facebook, Instagram and Messenger
8 billion average daily video
views on Facebook
6,000 tweets are sent every second
Source: Comscore, Cross-Platform Future in Focus, 2016 ; Facebook; Other sources
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Create defined customer segments to target
Serve ads locally, using geography to increase relevance
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Create unique ads tailored to those segments
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Programmatic display advertising can be targeted by a myriad of factors:
› Geography
› Demographics / personas
› Interests / behaviours
› Context
› Platform / ad type
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Knowing your target customers is critical
› There is an incredible amount of display inventory available, so your budget can be quickly depleted
› Pinpoint targeting based on geography and customer segmentation will increase effectiveness
› Retargeting can be very effective
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› Always start with the customer
Avoid thinking platform-first; use multiple platforms to reach your target customers
› Your retail footprint is your strength – put it to use to gain a competitive advantage
Increase relevance through a combination of geographic & customer targeting
People are looking for locally-relevant information
› Don’t “spray and pray” – be targeted and deliberate
Summary
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#STORE2016
Steve Buors, CEO & Co-Founder, Reshift Media
416.616.3046
RESHIFTMEDIA.COM
G O O G L E . C O M / + R E S H I F T M E D I A
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