Augmented Retail by Google
Connected Retail is a revolution that is shaking up the whole retail industry. Last 14th September, François Loviton, Google Retail Director, delivered a keynote about how to adjust your mobile strategy to new online behaviors.
10 lessons to be learnt:
- On average, we connect 150 times a day to our smartphone, mostly for binary requests (I want an answer to my question). Therefore, gone should be the days when we thought in terms of “sessions” or “visits”. Now Google is talking about “micro-moments” instead. We don’t go online anymore, we literally live online.
- Browsing the web for retail purpose is a three-step process: “I want to know” ; “I want to go” ; “I want to buy“. You have to make sure that your mobile website is addressing this path without any frictions.
- In The US, people spend more time online than in front of their TV. The same will occur in Europe by 2018.
- Still in The US, there is now more search on the internet through a mobile phone than a desktop. The same will also occur in Europe within a few months.
- Youtube is now the number 1 search engine when it comes to inspire people (fashion, food, leisure…). Video format is definitely essential for retailers.
- People who spend the most in a store are likely to be those who visited the most the brand website before.
- The conversion rate is hampered by the lack of speed of most websites. Wal Mart has recently stated that speeding up its websites is a top priority. Thanks to “Accelerated Mobile Pages” technology, Google is already tackling the issue.
- Apps did not kill the internet. Only a dozen apps are regularly used and a few of those are retail oriented. As a consequence, mobile web is a priority for retailers. Retailers should mainly consider apps as virtual loyalty cards.
- Thanks to “Progressive Web App” technology, a mobile website can be enriched with functionalities that used to be only available through an app before, such as push notifications or offline browsing.
- Newsletters are still a key tool to engage customers to visit a retailer website.