{"id":1572,"date":"2022-12-08T09:19:32","date_gmt":"2022-12-08T09:19:32","guid":{"rendered":"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/?p=1572"},"modified":"2023-01-12T09:41:22","modified_gmt":"2023-01-12T09:41:22","slug":"legatura-dintre-traficul-online-si-offline-in-retail-studiu-google","status":"publish","type":"post","link":"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/","title":{"rendered":"The link between online and offline retail traffic \u2013 Google study"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_38 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" style=\"display: none;\"><label for=\"item\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input type=\"checkbox\" id=\"item\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/#Marketing_Mix_Modelling_-noi_perspective_in_retail\" title=\"Marketing Mix Modelling \u2013 new perspectives in retail&nbsp;&nbsp;\">Marketing Mix Modelling \u2013 new perspectives in retail&nbsp;&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/#Psihologia_care_conduce_retailul_online\" title=\"The psychology leading online retail\">The psychology leading online retail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/#Marketing_pentru_spatiul_mental_Cum_sa_ramai_in_mintea_consumatorului\" title=\"Marketing for the mental space: How to stick in customers\u2019 mind\">Marketing for the mental space: How to stick in customers\u2019 mind<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/#Psihologia_care_conduce_traficul_in_magazinul_fizic\" title=\"The psychology of driving traffic in the physical store\">The psychology of driving traffic in the physical store<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/#Marketing_pentru_a_genera_trafic_in_magazinele_fizice\" title=\"Marketing to generate traffic in physical stores\">Marketing to generate traffic in physical stores<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/#Construirea_unei_strategii_de_generare_a_traficului\" title=\"Building a traffic generation strategy\">Building a traffic generation strategy<\/a><\/li><\/ul><\/nav><\/div>\n\n<div class=\"wp-block-group post-content-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><em>Customer traffic \u2013 both physical and digital \u2013 fuels the retail engine. In the post-pandemic world, the priority for retailers is to turn that traffic into sales. Store revenues fell by almost 25% among those selling non-food products. Now, as we look to a post-pandemic future with changing customer requirements, retailers need to consider how to effectively bring shoppers back to stores, maintain online traffic, and unleash the demand that was held back during pandemic.&nbsp;<\/em><\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_Mix_Modelling_-noi_perspective_in_retail\"><\/span>Marketing Mix Modelling \u2013 new perspectives in retail&nbsp;&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A study conducted by Google examined for 5 years how advertisers can most effectively drive traffic to their online and offline properties. It has been found that the key factor driving traffic to online stores is very different from the one driving traffic to physical stores:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Online: Marketing is the key factor driving traffic to online stores.<\/li>\n\n\n\n<li>Offline: The physical location of the store plays a key role in terms of in-store traffic.<\/li>\n<\/ul>\n\n\n\n<p>This study considered 20 top retailers in Europe, the Middle East and Africa, operating in various categories, including electronics, clothing and food.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Psihologia_care_conduce_retailul_online\"><\/span>The psychology leading online retail<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Customers say that a crucial issue when deciding whether to buy online or in-store is convenience.<\/p>\n\n\n\n<p>The meaning of convenience is different depending on the individual and situation. In the physical world, convenience could mean a location in a nearby store. In the digital world, convenience could mean that a consumer can easily remember a brand that will satisfy their needs and can navigate the site smoothly.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image.png\" alt=\"\" class=\"wp-image-1573\" width=\"650\" height=\"342\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image.png 692w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-300x158.png 300w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/figure>\n\n\n\n<p>Those who choose digital channels say that it is easier to find products online and enjoy the convenience of home delivery. Unfortunately, consumers have limited mental bandwidth to process seemingly endless online options, which means they tend to stick to buying from just a few top retailers. Consumers typically use only three online stores, despite being aware of 13.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_pentru_spatiul_mental_Cum_sa_ramai_in_mintea_consumatorului\"><\/span>Marketing for the mental space: How to stick in customers\u2019 mind<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Online retailers keep the leading places in the market using advertising in order to be noticed and within reach.<\/p>\n\n\n\n<p>The \u201cMarketing Mix Modelling\u201d study shows the importance of marketing investments for online success among omnichannel retailers. It has been found that site traffic and sales depend 1,5-3,5 times more on marketing investments than on their physical locations.<\/p>\n\n\n\n<p><em>For example, when examining a well-known retailer in the electronics sector, it was found that advertising generated 60% of online traffic and 27% of in-store traffic. Other retailers are in a similar situation. On average, 51% of online traffic and digital sales are driven by marketing investments.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"691\" height=\"431\" src=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-1.png\" alt=\"\" class=\"wp-image-1574\" srcset=\"http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-1.png 691w, http:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/wp-content\/uploads\/2022\/12\/image-1-300x187.png 300w\" sizes=\"auto, (max-width: 691px) 100vw, 691px\" \/><\/figure>\n\n\n\n<p>A key aspect of driving traffic to your website is being consistent in terms of advertising. The average consumer can easily see thousands of ads in one day; one sponsored ad may not be enough. However, a constant presence can keep the brand in the mind of the consumer.<\/p>\n\n\n\n<p>Moreover, ads placed at the right time, when a customer is considering a purchase, are crucial. Recent research conducted by Google shows that the mere presence in the attention of the consumer who is about to make a purchase may convince between 18% and 44% of consumers to switch from the chosen brand to the recently viewed one. This is when automated advertising solutions are especially valuable, by delivering the right ad to the right person at the right time.<\/p>\n\n\n\n<p>Advertising does not have to be exclusively online to generate digital sales; offline media also generates digital traffic, and online ads can draw attention to the physical store. However, online channels rely more on advertising to drive traffic than physical stores.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Psihologia_care_conduce_traficul_in_magazinul_fizic\"><\/span>The psychology of driving traffic in the physical store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As we know, comfort is crucial in retail. In the post-pandemic future, with customers returning to stores, retailers will need convenient locations to have in-store traffic. Location is key. However, research shows that marketing may continue to play an important role in attracting people to these stores.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_pentru_a_genera_trafic_in_magazinele_fizice\"><\/span>Marketing to generate traffic in physical stores<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Traditionally, catalogues and leaflets are used to encourage local traffic. Although they can be effective, research shows that these options offer a lower ROI compared to digital alternatives.<\/p>\n\n\n\n<p>Following the studies, it was noticed that \u201cSearch engine marketing\u201d is very effective for increasing traffic in the store, along with social. At least 50% of the revenue generated from online and social media searches is recorded in the store. Online search and social marketing can attract customers from specific neighbourhoods and regions. In addition, both channels can show consumers personalized results, based on their personal interests and what they are looking for.<\/p>\n\n\n\n<p>Research conducted on tens of retailers found that they invest an average of 14% of marketing expenses in paid search, which brings a return of 24% of total average revenue from media. This shows the effectiveness of this way of advertising and highlights the fact that many businesses may not invest in this area.<\/p>\n\n\n\n<p>Research conducted on tens of retailers found that they invest an average of 14% of marketing expenses in paid search, which brings a return of 24% of total average revenue from media. This shows the effectiveness of this way of advertising and highlights the fact that many businesses may not invest in this area.<\/p>\n\n\n\n<h2 class=\"has-primary-color has-text-color wp-block-heading\"><span class=\"ez-toc-section\" id=\"Construirea_unei_strategii_de_generare_a_traficului\"><\/span>Building a traffic generation strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There is no magic wand to drive traffic to the online and physical store. Every retailer is different and every situation is unique. However&nbsp;<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-cee\/marketing-strategies\/data-and-measurement\/retail-research-drive-online-in-store-traffic\/\" target=\"_blank\" rel=\"noreferrer noopener\">, this research<\/a>&nbsp;offers some principles that can guide us in a post-pandemic world.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>&nbsp;Looking at advertising channels in an integrated way: offline media brings digital traffic and online media brings traffic to the physical store;&nbsp;<\/li>\n\n\n\n<li>&nbsp;Investing in marketing consistently, so that you stay in the mind of the consumer. Brands should consider doubling their advertising to guarantee a steady flow of online traffic;<\/li>\n\n\n\n<li>&nbsp;Using automated solutions to reach your target audience<\/li>\n\n\n\n<li>&nbsp;Rethinking old advertising methods: research has shown that leaflets and brochures offer low ROI, while digital channels, such as search and social marketing, provide an effective way to get consumer attention and drive in-store traffic.<\/li>\n<\/ol>\n\n\n\n<p>The pandemic is not over yet but there is a light at the end of the tunnel. The so-called \u201cnew normal\u201d will bring many changes, including new consumer preferences, new shopping habits and new opportunities for retailers to advertise themselves and attract buyers. <\/p>\n\n\n\n<p>Now may be the time to rethink and refine our approach to ensure we generate effective traffic \u2013 both online and offline.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Traficul clien\u021bilor \u2013 at\u00e2t fizic, c\u00e2t \u0219i digital \u2013 alimenteaz\u0103 motorul retailului. \u00cen lumea post-pandemic\u0103, prioritatea pentru retaileri este s\u0103 transforme acel trafic \u00een v\u00e2nz\u0103ri.&nbsp;Veniturile din magazine au sc\u0103zut cu aproape -25% \u00een r\u00e2ndul celor care vindeau produse nealimentare. Acum, pe m\u0103sur\u0103 ce privim spre un viitor post-pandemic, cu cerin\u021be ale clien\u021bilor \u00een schimbare, retailerii [&hellip;]<\/p>","protected":false},"author":4,"featured_media":1575,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-1572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-digitala"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Leg\u0103tura dintre traficul online \u0219i offline \u00een retail \u2013 studiu Google - Bunnyshell Wordpress<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/optimized63241cc15f0e8.cloud.bunnyroute.com\/en\/legatura-dintre-traficul-online-si-offline-in-retail-studiu-google\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Leg\u0103tura dintre traficul online \u0219i offline \u00een retail \u2013 studiu Google - Bunnyshell Wordpress\" \/>\n<meta property=\"og:description\" content=\"Traficul clien\u021bilor \u2013 at\u00e2t fizic, c\u00e2t \u0219i digital \u2013 alimenteaz\u0103 motorul retailului. \u00cen lumea post-pandemic\u0103, prioritatea pentru retaileri este s\u0103 transforme acel trafic \u00een v\u00e2nz\u0103ri.&nbsp;Veniturile din magazine au sc\u0103zut cu aproape -25% \u00een r\u00e2ndul celor care vindeau produse nealimentare. 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