Changing Face In The Retail Industry

Proprietary + Conﬁdential
The Emerging
Shopper
What Google can tell you about your
consumer
Marco Reginelli
Head of Industry, Google

Source: US Census Bureau, 2017 National Population Projections
By 2025
57%
of Americans will
be Millenials or
younger
By 2025, more than half the U.S. will have grown up with a
digital first mindset
Millennials are:
● First generation to have had access to
the Internet during their formative
years
● WiFi, Google, AOL chat rooms,
Facebook, and Smart Phones were all
released when Millennials were ~5-25
years old
● First generation to have parents who
regularly used technology
Millennials, deﬁned:
Born 1981-1996, in 2019 they are 23-38 y.o.

57%
of Baby Boomers
use social media
71%
of Baby Boomers use
online banking
services 1X per week
36%
of 50+ year olds use
ride-sharing services
like Uber and Lyft
52%
of Baby Boomers
watch Digital Video
Source: Gallup, July 2018; eMarketer, November 2018; Pew Research, May 2018; ABA Infographic
Millennials significantly influence older generations

May 2011 January 2018
Source: Pew Research Center, Mobile Fact Sheet, February 2018
35% 77%
Percent of U.S. adults who own smartphones

Connect to curious shoppers across journeys and platforms
6.5 of 10US internet users use coupons for buying something
Google / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+

Source: Realtor.com, February 2019
Millennials are
now the largest
group of
coupon users
of the total Millennials “always” or “very often” use
a coupon v/s 45% of the total shoppers
53%
The opportunity in coupon industry

Today’s
Shopper
Curious
Demanding
Impatient

Consumer expectations are changing
1 in 3 Expect personalized recommendations
+55%Growth in searches for ‘ideas’ on mobile
70% Of who started shopping will make a purchase ‘today’
Curious
Demanding
Impatient

The New Age
Shopper
Driving Results in a Changing
Coupon Market
Be There
Be Helpful
Be Frictionless

Curious
Demanding
Impatient
Today’s
Shopper

For Today’s
Curious
New Age Shopper
Coupon Market
Be There
Be Helpful
Be Frictionless

Source: Google Data, US, Jan - Jun 2015 vs. Jan - Jun 2017.
+100%
best toothbrushes
+100%
best shower curtains
+300%
best travel pillow
+150%
best umbrellas
+110%
best olive oil

Source: Google Internal Data, 2019; Google Survey, Jul 2019
Nearly
smartphone users are not
certain of the coupon website
to look for when they begin
looking for information online.
5 10in

2.6BU.S. coupon/rebates
searches annually
(+5% YoY)
Source: Google Internal Data, 2019; Google Survey, Jul 2019
58%of shoppers visited 2+
coupon site before the ﬁnal
purchase

Most customers start their journey online
Retail
53%
Food & Dining
38%
Beauty/Wellness
20%
Source: Google/Kantar TNS; Auto CB 2018; eMarketer 2018; Google Consumer Survey 2019
Percent of consumers who look for coupons online

But the journey is no longer linear or predictable
30%
56%
Source: Google Internal Data, 2019; Google Survey 2019
24% online search engine
22% visited a marketplace like:
amazon
13% visit a coupon app
11% visit a coupon website
6% from friends & family
of those who use the internet during
their search*:
Prefers cashback/discount directly
applied at checkout
consumers have multiple touch points
when researching coupons
23% Directly search for the brand coupon
Use coupons in the notiﬁcations they
receive

How is Google
adjusting to meet the
needs of the “Curious
Consumer”?

Google Lens
Search the world
through your camera

Query the physical world with Lens
Image scan and recognition
Shoppable images
Shop Similar Products
Drive organic visibility and traﬃc for your
products with Lens
Inspire new purchasing
journeys
Now Next

Connect with consumers during discovery
Merchandise with beautiful imagery
Inspire with content rich ads & relevant promos
Showcase Ads
Drive increased discovery and consideration
of your brand with Showcase Ads
Influence consideration
Now Next

Curious - Be Helpful
Source: YouTube.com; ThinkWithGoogle, August 2015
1.5M+
“Bug Wisdom” 8 video sequence
350% Boost in brand
search
Views

For Today’s
Demanding
New Age Shopper
Coupon Market
Be There
Be Helpful
Be Frictionless

of smartphone users expect
to get information speciﬁc
to them and their situations
while using their smartphone.
64%

of smartphone users feel more
favorable towards companies
whose mobile sites or apps
remember who they are and
their past behavior.
58%

Provide the features your customers need to use your
site/app
42%
31%
25%
Q: Which features on Coupon/cashback Websites/Apps are MOST important to you?
25%
24%
15%
Source: Google Survey, Jul 2019
Credible &
Reliable
Ease of Use
Quality of
Offers
Automatic
discounts based
on cart value
Clear/
Transparent Offer
Brands
Available

56%of shoppers will signup on a
coupon site with a strong
cashback offer
33%of shoppers values a
coupon provider if they
have personalised deals
Source: Google Survey, Jul 2019

How is Google adjusting to meet the needs of the “Demanding
Consumer”?

Proprietary + ConﬁdentialProprietary + Conﬁdential
“Try” your furniture & clothes with Augmented Reality
Reach new users with new technologies
Now Next

Conﬁdential + ProprietaryProprietary + Conﬁdential
“Hey Google, ask Roto Rooter
how to unclog my sink”
Demanding -- Be Personalized

For Today’s
Impatient
New Age Shopper
Coupon Market
Be There
Be Helpful
Be Frictionless

Performance Matters
of people abandon a website that
takes more than 3 seconds to load
*15s: the time it takes for an avg. mobile page to fully load
56%
reduction in conversions for every
1-second delay in loading time7%

Page speed is a
ranking factor for
organic mobile
searches

You are competing with the best experience a consumer has
ever had.

Help impatient shoppers
56%
of mobile site visits are
abandoned if a page takes
3+ seconds to load
44%
of voice-activated device
users order weekly
76%
of people who conduct a
local search visit a store
within 24 hours
Your site Your stores Across the web
“Hey Google…”

New users +600%,
Checkout steps 18 to 2
+9% revenue per visit,
+15% time on site
+36% revenue
Faster mobile sites
with Accelerated Mobile Pages
App-like experiences
with Progressive Web Apps
Faster checkouts
with Google Play
Make it fast and easy to buy on mobile
Remove friction on your site
Now Next

is the new
ASSISTANCE
BATTLEGROUND
FOR GROWTH

If you only
remember 3
things...
1
2
3
New gen shoppers are here.
These are the ones who are
looking to save time & money
You are competing with the
best experience your customer
has ever had.
Future proof your business by
being helpful, personalized,
and frictionless.

Thank You

Changing Face In The Retail Industry

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