As the 2012 holiday shopping season heats up, one trend many marketers and analysts will closely monitor is the concept of “showrooming.” Showrooming occurs when consumers try out merchandise in stores then go online to buy them, often at a discounted price.
Fifty-six percent of American consumers are expected to participate in some aspect of showrooming this holiday season, according to Mobile Marketer.
Showrooming is driving many brick-and-mortar retailers crazy as they attempt to thwart the effects of Amazon and other online retailers on their bottom line. It’s also causing several well-known global retail giants, including Best Buy, to seriously rethink the physical size and make-up of their stores.
So what’s a savvy retailer marketer to do in the wake of showrooming’s rise and dominance of commerce?
The marketing geniuses at Google might just have the answer. After surveying 1,500 holiday consumers about their shopping habits, Google has found that the “lines between online and offline commerce are blurring,” according to Direct Marketing News. Google details these findings in its recently released Pre-Holiday 2012 Consumer Intentions study.
Despite dire predictions within marketing ranks that consumers would start to skip physical stores entirely in favor of online shopping, Google’s study finds that isn’t the case. In fact,... Read more
This holiday season, some major retailers reaped the benefits of implementing long tail search campaigns through the use of detailed product information, such as brand, color and rating. By organizing long tail keywords into hyper-specific ad groups and associated ad copy, retailers saw their holiday traffic and leads spike by over 50% from last year. It's no tall tale—it's smarter advertising.
Major retailers, both online and offline, have rich information in their product catalogs: brand names, model names, key attribute values, pricing and promotions data, historical sales rank, and, increasingly, user ratings and reviews. However, few retailers leverage that data fully. There are a number of reasons for this:
Good data is hard to extract. Marketing and merchandising departments don't always communicate effectively, which means missed connections, message-wise. Limiting access to data for use in search marketing limits merchandising opportunities.
Accessing the right data takes marketers only halfway to the goal. It often comes through as garbled product orders that need to be made clear and digestible for human understanding. Once the information is decoded, it may not fit within SEM character and ad restrictions.
Many marketers get stuck in the "if it ain't broke, don't fix it!" trap. Setting everything to broad match,... Read more