1
02
Embed memorable experiences
Be ready to deliver. Create meaningful interactions that keep customers coming back for more.
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
2
Source: Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU, IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Mar 25-28, 2021
The global pandemic has introduced a new wave of offline shoppers to the online world – and they’re here to stay. More than ever, customers expect tailored and friction-free omnichannel experiences. The burden is on brands to keep up.
Seamless and personalized
user experiences
of shoppers see no reason to go to a physical store if the items they want to purchase are available online.
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
41%
3
Use data to help better understand your customers and engage them through personalized offers.
Personalization is key
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
4
Source: Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU, IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Feb 26 - Feb 28, 2021
When shopping online,
The journey between the purchase trigger and actually making a purchase is what we call “the messy middle”. Today’s shoppers are presented with a vast amount of information and choices across a complex web of touchpoints.
of consumers visit multiple websites before deciding what to buy and who to buy it from.
Stand out in the messy middle
57%
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
5
Improve your ecosystem
of consumers said they’ll switch from a poorly designed mobile site to an alternative mobile site that makes purchasing easy.
Use Test My Site to improve the speed and performance of your mobile site.
Evaluate your site and get actionable tips on strengthening your customers’ experience using Grow My Store.
Tailor experiences and run website tests to keep visitors around longer with Google Optimize.
Source: Google/Heart+Mind Strategies, ‘Getting Things Done on Mobile’, Feb. 2018, n=704, JP, A18+ smartphone users
The value of mobile
54%
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
6
Past experiences feed future purchases. Leverage Customer Lifetime Value (CLV) to turn short-term wins into consistent, long-term growth.
Customer
lifetime value
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
7
Source: Google/Kantar, The Journey Reshaped, AU, IN, JP, KR, A18+, Sept. 2020– Nov. 2020. Home and Garden: Past category shoppers: n=1316, Purchased preferred brand: n=516 Beauty and Personal Care: Past category shoppers: n=1341, Purchased preferred brand: n=849 APAC results include a rollup of Australia, India, Japan, and South Korea. Market contributions are based on sample population and internet penetration.
who bought beauty and personal care products
cited past experience as the reason they did this.
who bought home and garden products
Positive experiences can inspire customers to return, even in unexpected categories.
Of those who purchased from their preferred brand
Sow the seeds of loyalty
51%
64%
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
8
More people are counting on brands to match up to their personal beliefs…they’re also more likely to reward these brands with loyalty.
Gather insights on customers and use your channels to show how your principles align.
“
”
—Jason Mander, Chief Research Officer, Global Web Index
Keep up with the customers
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
9
“
Build experiences that are mutually beneficial to keep the cycle going.
CLV helps decision-makers see their customers through the prism of a long-term relationship, rather than a single transaction.
—Leonie Brown,
Experience Management
Scientist, Qualtrics (Forbes)
”
Improve your ecosystem
Use Google Analytics’ Lifetime Value Report to help find, nurture, and retain your most valuable customers.
Keep the cycle going
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
10
At least 1 in 5 people expect to be able to use digital 3D or augmented reality to see or try on products when shopping with a retailer online.
Source: Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU, IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Aug 13-16, 2020
Use technology to bring the digital and physical together and give customers more reasons to remember.
Immersive and virtual experiences
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
11
Provide enhanced experiences that make customers’ path to purchase more informative, easy, or entertaining – like mirroring an in-store experience at home, and vice versa.
of consumers want a digital way to easily find items while in store such as a website, app, or virtual assistant.
The right climate for innovation
Source: Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU, IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Mar 25-28, 2021
30%
Seamless and personalized user experiences
Customer lifetime value
Immersive and virtual experiences
12
Every successful ecosystem is made up of many different parts, working together to create a cycle of continual value and growth.
Get the most from your business by exploring the expert tips, tools, and opportunities in our full 2021 Omnichannel Retailer guide.
01
Lay the groundwork
02
Embed memorable experiences
03
Learn from marketing life cycles
04
Fuel growth