Google Identifies 'Micro-Moments' Among Omnichannel Shoppers

Oct 22, 2015 — Allan Pulga

Google's VP of Marketing, Lisa Gevelber, wrote a "Think with Google" blog post this month about how retailers must win the "micro-moments" to win omnichannel shoppers this holiday season.

She defines micro-moments as "intent-driven I-want-to-know, I want-to-go, I-want-to-do, and I-want-to-buy moments," noting that 82% of smartphone users consult their phones on purchases they're about to make in-store.

82% of smartphone users consult their phones on purchases they're about to make in-store.

So which retailers are winning the micro-moments?

  • Macy's: "Macy's in-house restructuring kicked off earlier this year with a pilot test of the social dresses category," Gevelber wrote. "The company combined the online and offline merchandising and marketing teams to create a single view of inventory. This meant that all sales, stock, and on-order information was consistent and reliable across channels. Sales and natural margin improved significantly. As a result, Macy's rolled out the new structure across retail categories."
  • Target: Target learned after Black Friday 2014, 98% of its customers were shopping digitally and 75% started their experience on a mobile device. "Target brought its online, in-store, and mobile teams together to create a 'digital-first organization.' The new team curates its merchandise for maximum shopper ease, and marketing dollars are invested where the majority of Target guests are shopping—online, especially on mobile. And Target uses shared performance metrics to incentivize employees to help guests regardless of channel. Omni-channel shoppers are now Target's most valuable customers, spending 3X more on average than those who shop in a single channel."
    After Black Friday 2014, Target learned 98% of its customers shopped digitally and 75% began their experience via mobile.
  • Rebecca Minkoff: Gevelber praised the company's oversize digital displays and in-store integrations to request a fitting room, order a drink or save desired items to your mobile device. "By integrating its channels—digital and in-store—Rebecca Minkoff saw a 6X to 7X increase in its ready-to-wear sales in less than half a year."
  • Argos (U.K.): "Argos now uses mobile to connect customers to its stores. So, for example, a working mom could search on her smartphone for a car seat and reserve that car seat directly through a Google Shopping ad from Argos. Then, on her way home, she could stop by one of Argos' many stores to pay for it and pick it up. As a result of its digital-focused strategy, 46% of Argos' total sales came from online shoppers, and mobile commerce grew by 38% last year," Gevelber wrote."
  • Media-Saturn (Germany): "Customers of Media-Saturn, Europe's biggest consumer electronics retailer, often come in waving their phones with the products they want in mind... They're also asking about local availability and price... Media-Saturn reshaped its marketing mix, transitioning from TV planning to screen planning. It forged a strategy to reach customers who were researching online but buying in-store, using local inventory ads. Today, two-thirds of its sales are digitally influenced, and overall sales have increased by 5% in the last six months. For a business that did €20 billion in net revenues last year, that's no small amount of growth."

Topics: Wireless Trends, Macy's, Customer Experience

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