how to drive in-store sales in today’s search marketing world - revtrax and kenshoo webinar

© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written

consent. All rights reserved.

© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.

How to Drive In-Store Sales in Today’s

Search Marketing World

+©

Matthew KilloughSenior Account Manager, Client Services

RevTrax

[email protected]

Paul WickerDirector of Product

Kenshoo Local

[email protected]


Agenda

1. Company Overview1. RevTrax

2. Kenshoo

2. The Changing Landscape

3. Opportunities in the O2O Landscape

4. Case Study – Staples Canada

5. Q&A

© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients

and may not be used without their prior written consent. All rights reserved.

RevTrax



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Trusted by:

Kenshoo

• Global software company:digital marketing solutions & predictive media optimization technology

• Only Facebook sPMD with native API solutions for ads across Facebook, FBX, Twitter, Google, Bing, Yahoo, Yahoo Japan, Baidu, & CityGrid

Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13

SEARCH SOCIAL



Agenda

1. Company Overview




5. Q&A



Today’s Digital Marketers Must Be Data-Driven

Less than half of all marketers

surveyed believe they are ahead

of the curve when it comes to

data-driven optimization

decisions.

Technology and innovation are

allowing marketers to leverage

data – both online and offline –

in meaningful ways.



Estimated Total Conversions – Moving towards a multi-device mindset and thinking beyond online

Mobile – Promoting app downloads and re-engagement in response to shifting consumer trends

PLAs and Shopping Campaigns – More retail-centric approach to campaigns with new functionality tying to local availability

Examples of O2O Data Evolution in Search:



Changing SEM Landscape

Agenda

1. Company Overview


3. Opportunities in the O2O LandscapeCompeting with online pure plays

Tailor the Experience

1. Data-Driven Attribution


5. Q&A



Competing with online pure plays

If Amazon maintains its current growth trajectory, it will be the world’s 6th largest retailer by 2015, with revenues of more

than US$100 billionSource: Kantar Retail 2011

Almost 94% of all retail sales are

currently happening in-store

Source: U.S. Census Bureau 2014

Digital technologies are

expected to influence 50% of

in-store sales, accounting for

$1.52 trillion, by the end of 2014

Source: Deloitte Digital 2014



Challenges

Where does that leave Retailers?



Larger Ranges

Lower Prices

Innovating quickly and flexible to

customer needs

Opportunities

If 94% of retail sales still in-store,

convert digital purchase research

to an in-store conversion



Offer personalizedand multichannel

promotions,across all

channels and devices

Engageconsumers with

targetedcampaigns for

unique or private label goods

available in-store only

Agenda

1. Company Overview




Data-Driven Attribution


5. Q&A




7% of consumers are satisfied

with the ability of most brands to

offer a high-quality omnichannel

experience (Source: Zendesk 2014)

70% of buying experiences are

based on how the customer

feels they are being treated(Source: McKinsey 2014)

94% of marketers know how

valuable personalization is(Source: eConsultancy 2013)

95% of marketers struggle

to mine their customer data(Source: eConsultancy 2013)



Challenges

1. Creating 1:1 consumer experiences, regardless of device or channel

2. Meeting consumers’ expectations when it comes to channel integration

3. Providing a seamless experience across all channels and platforms



Opportunities



Build and

optimize mobile

and PC-specific

strategies

Tailor ad copy

and bids

Measure mobile search

activity and the keywords that

drive in-store revenue

Mobile-friendly

landing pages or

engaging apps

Agenda

1. Company Overview






5. Q&A



60% of consumers start by

visiting a search engine, then

go to the retailer’s website,

and ultimately, 88% made their

final purchase in store.(Source: GE Major Purchase Shopper Study 2013)

Paid search audience segments

which were exposed to

Facebook advertising generated

30% more Return on Ad Spend

(ROAS). (Source: Kenshoo 2013)




Conversions increase 40% when customers use digital before and during shopping in-store (Source: Deloitte Digital 2014)




Conversion

in Store

19% 37%23%15%6%

Acquiring new customers while connecting across multiple locations, at scale

Following consumers through the complex path-to-purchase, spanning multiple

touch points that influence the final conversion

Making the transition from the online marketing message to the offline purchase

without consumers getting lost

Accessing real-time data, both online and in-store, and converting into actionable

insights



Challenges



Opportunities

RevTrax/Kenshoo integration helps customers acquire higher ROI, but can prove where ROI is coming from (keywords, channels) and marketers can then adjust

and optimize campaigns accordingly.

1. Leverage dynamic attribution to properly credit touch points along the path to

conversion

2. Integrate offline POS or partner data and take action on the data collected

3. Capture customer information in order to build database and start measuring

lifetime value

Capture Online-to-Offline Conversions

Consumer searches and

clicks on ad.

Consumer is taken to Retailer

website and views an offer.

RevTrax generates unique bar

code with embedded keyword

ID.

Consumer redeems offer in-

store at POS.

Retailer sends redemption data to

RevTrax to match keywords to

in-store transactions.

Kenshoo receives keyword level conversion data and

applies to bid policy to drive more coupon

redemptions.



Agenda

1. Company Overview




5. Q&A



Staples Canada Copy and Print Program

Objectives:

Drive online and in-store sales

Optimize search performance using RevTraxand Kenshoo technologies



Staples Canada Copy and Print Program

Execution:

Three major factors measured:

1. Campaign Performance

2. Keyword Performance

3. Mobile vs Desktop



68%

66%

60%

32%

34%

40%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Transactions

OffersDistributed

Landing PageVisits

Branded Non-Branded

Brand v. Non-Brand Terms



27%

31%

38%

48%

42%

43%

26%

28%

19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Transactions

OffersDistributed

Landing PageVisits

Broad Exact Phrase

Terms by Match Type



46%

40%

40%

12%

16%

23%

14%

14%

15%

18%

15%

15%

8%

12%

4%

1%

2%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Transactions

OffersDistributed

Landing PageVisits

Branded Exact Match Non-Branded Broad Match Branded Broad Match

Non-Branded Phrase Match Branded Phrase Match Non-Branded Exact Match

Performance By Campaign



32%

25%

26%

28%

34%

27%

7%

4%

3%

5%

4%

4%

4%

5%

6%

25%

28%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Transactions

OffersDistributed

Landing PageVisits

staples copy and print staples printing copy and print copy print printing services All Other Keywords

Top 5 Redeemed Keywords



91% 93% 89%84% 87% 88%

82%92% 89% 92% 91%

9% 7% 11%16% 13% 12%

18%8% 11% 8% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total staples copyand print

staplesprinting

copy and print copy print printingservices

colour printing staples printcentre

copy centre print centre print and copy

PC Mobile

Sales Dollars by Device Type (Top 10 Redeemed Keywords)



2%

-6%

-1%

3%

-6%

29%

53%

28%

60%

-14%

-20% -10% 0% 10% 20% 30% 40% 50% 60% 70%

staples copy and print

staples printing

copy and print

copy print

printing services

colour printing

staples print centre

copy centre

print centre

print and copy

Average Order Value per Top 10 Redeemed Keywords Compared to Average



11%

7%

15%

11%

7%

8%8%

11%

12% 12%

7%

0%

2%

4%

6%

8%

10%

12%

14%

16%

staples copyand print

staplesprinting

copy and print copy print printingservices

colour printing staples printcentre

copy centre print centre print and copy All OtherKeywords

‘Copy and Print’ was the 3rd most

redeemed keyword yet the 6th

most visited.

Redemption Rate of Top 10 Keywords



-68%

-67%

55%

268%

4001%

5534%

-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%

Non-Branded Broad Match

Non-Branded Exact Match

Non-Branded Phrase Match

Branded Broad Match

Branded Exact Match

Branded Phrase Match

ROI by Campaign



-66%

-32%

132%

166%

552%

801%

1696%

2620%

3405%

5409%

-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%

printing services

colour printing

copy print

copy centre

staples printing

print centre

print and copy

copy and print

staples print centre

staples copy and print

ROI of the Top 10 Redeemed Keywords



Branded keywords performed better than non branded

Desktop outperformed mobile by a significant margin

Two specific keywords drove half of the transactions for this campaign.

Takeaways



Next Steps

Provide two different customer experiences based on

Branded vs Non-Branded Keywords



Agenda

1. Company Overview




5. Q&A



Q&A



© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written

consent. All rights reserved.


Thank You

Matthew KilloughSenior Account Manager, Client Services

RevTrax

[email protected]

Paul WickerDirector of Product

Kenshoo Local

[email protected]