According to the 2017 Total Retail Survey, 52% of consumers buy ready-to-wear clothing online. Although this is the biggest sector in e-commerce, it is still crucial to bring customers (back) into store!
Given the omnichannel trend, many brands are putting digital at the heart of their strategies and Google is often the main gateway to an online or brick-and-mortar store.
Here are the 5 key rules to follow if you want to boost your point-of-sale traffic!
Go further with Google My Business:
The more correct and regularly updated the information is in your Google listing, the more chance your brand will have of appearing in the first few search hits. No surprises there.
But did you know that you can list up to 10 categories to describe what your business does? For example, French footwear and textile company Aigle lists itself as a “Clothing Store”, “Shoe Store” and “Outdoor Clothing and Equipment Shop” to suit internet users’ search patterns. The results? Its Google listing is displayed 89% more.
You can go even further: the more information you provide on Google, the more visibility you gain. Attributes give users more information before they have even reached your premises, on topics such as accessibility (parking, disabled access), payment, atmosphere or clientele. Consequently, this work is becoming even more key with the emergence of voice searches, which are 2 to 3 times longer and more precise than written ones.
Special opening hours
Moreover, updating your special opening hours for sales, bank holidays and private sale events is a must if you want to maintain and boost in-store traffic. Don’t forget that 50% of searches done on a smartphone can lead to a brick-and-mortar store visit within 24 hours.
Have you heard of Google Posts? This Google My Business feature allows you to share new products/services, promotions and events. It’s the ideal way of highlighting future private sale events or general sales!
“On average in the ready-to-wear sector, a brand’s Google listing appears millions of times a year and has hundreds of thousands of interactions.”
These interactions can include route searches that lead to store visits with significant potential to increase sales. For example, for Aigle, Google represents up to 100k route requests a year.
“Increasing e-commerce sales is key: this channel now represents 5 to 10% of brands’ total turnover”
Therefore, these interactions also generate clicks through to your website and so boost sales on your e-commerce platform. On average, in the ready-to-wear sector, optimising Google My Business listings can result in a 70% increase in clicks through to your website: a nice opportunity to turn these internet users into buyers.
Reviews are booming; responding improves your SEO
Google reviews in retail increased by this amount between 2016 and 2018, according to our study conducted with the JDN. And Consumers are becoming your new influencers and having an impact on your SEO and brand image. These reviews also influence 88% of users when they choose a brand.
For this to be the case, you have to respond to reviews left, whether they’re positive or negative. Your responses can help provide a solution not just for one person, but for a whole community. They’re not only a way to build customer loyalty, but also an opportunity to reply using your brand’s keywords (values, etc.) and to promote new products.
DID YOU KNOW?
ACCORDING TO A STUDY CONDUCTED BY GOOGLE AND IPSOS, 83% OF USERS ARE MORE LIKELY TO GO INTO STORE IF THEY CAN CHECK A PRODUCT’S AVAILABILITY BEFOREHAND. YOU CAN NOW DISPLAY YOUR IN-STOCK PRODUCTS ON GOOGLE ITSELF THANKS TO LOCAL INVENTORY ADS AND WHICH SYNCHRONISE WITH YOUR GOOGLE SHOPPING FEED. THANKS TO THIS FEATURE, YOU AVOID WASTING HUGE AMOUNTS OF TIME ANSWERING PHONE CALLS CHECKING IF A PRODUCT IS IN STOCK, AND YOU BEGIN A TRULY OMNICHANNEL STRATEGY.
With Partoo, “Get found… online!”
Partoo makes you visible everywhere, at any time by generating up to 7 times more contacts than your own website, boosting your web-to-store traffic and improving your customer interaction with reviews.
We provide services to 80,000 outlets and 300 brands in Europe, including Carrefour, Starbucks, Burger King, Promod, Toyota, LCL, Groupama and more…