Insights from a multi channel study with G ID: 819307
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Online Research Driving Offline Purchase
Online Research Driving Offline PurchaseInsights from a multi-channel study with GörtzGoogle/GörtzGermany, May 2011Source: Google/Gortz, Multi-Channel Study, UK, May 2011Agenda1Context and Test Methodology2Results3Conclusions2Source: Google/Gortz, Multi-Channel S
tudy, UK, May 2011Contextand Test Met
tudy, UK, May 2011Contextand Test MethodologySource: Google/Gortz, Multi-Channel Study, UK, May 2011Online research and Search Engine Marketing (SEM)Increased store salesPurchase of a product researched onlineIncreased # of visitors to storeContextMultiple studies have
shown that a significant proportion of c
shown that a significant proportion of consumers research online before buying offlineThe objective of this study was to quantify the level of, Research Online, Purchase Offline (ROPO), and to benchmark the incremental in-store sales against the online sales generated4Source: Googl
e/Gortz, Multi-Channel Study, UK, Ma
e/Gortz, Multi-Channel Study, UK, May 2011MethodologyOnline-KaufOffline purchaseRelevant Search query triggers the Görtz AdWords Ad without reference to the coupon offerDiscount coupon for â¬10 displayed on the landing page in cities with a significant store network, r
edeemable on-and offline during and f
edeemable on-and offline during and for one week after the campaignTracking of coupons redeemed both on-and offline, and comparison of the offline revenue generated vs. online conversionsRelevant Search queryGörtz AdWirds AdCoupon on Görtz website5Source: Google/Gortz, M
ulti-Channel Study, UK, May 2011Resul
ulti-Channel Study, UK, May 2011ResultsSource: Google/Gortz, Multi-Channel Study, UK, May 2011ROPO effect: Redeemed couponsSource: GörtzOn-and offline redeemed couponsâ¢Significant ROPO effect: For every 100x coupons redeemed through the online shop, a further 51x coupons
were redeemed in-store following onlin
were redeemed in-store following online research100%51%151%0%20%40%60%80%100%120%140%160%180%200%OnlineOfflineTotalIndex eingelöste Gutschein7Source: Google/Gortz, Multi-Channel Study, UK, May 2011ROPO Effect: Gross salesGross sales driven by redeemed coupons
â¢The sales revenues derived from cus
â¢The sales revenues derived from customers who performed ROPO is disproportionately high. For every â¬1 of sales generated online, another â¬0.93 of offline revenue is generated.100%93%193%0%20%40%60%80%100%120%140%160%180%200%Online revenues via couponOffline
revenues via couponTotal revenueIndex
revenues via couponTotal revenueIndex UmsatzSource: Görtz8Source: Google/Gortz, Multi-Channel Study, UK, May 20119ConclusionSource: Google/Gortz, Multi-Channel Study, UK, May 2011Conclusions1The results show that consumers research Apparel products online before purcha
sing offline in a store2Within the fin
sing offline in a store2Within the final phase of the path to purchase, SEM plays a role in influencing the consumer decision to buy through a store3For every 2x customers who buy online via the webshop, there is around 1x additional customer who buys offline through a store where t
here is a corresponding store network4
here is a corresponding store network4The ratio of on-and offline revenues between the webshop and the physical stores is almost 1:15Where multi-channel retailers have the requisite store presence, SEM is a powerful vehicle to drive both multi-channel sales and generate reven