Gearing up for the holidays: how big brands plan to reach shoppers this year

Mobile has forever changed the way people shop. A shopper’s smartphone is there for them anytime, anywhere in countless micro-moments. The question for retailers is: are you prepared to meet these shoppers in the moments that matter most?Learn how best in class retailers are looking to be there and be useful to shoppers no matter where they’re discovering, researching or purchasing.Best BuyFor much of Best Buy’s 50-year history, what its customer really cared about was “Do you have the product and is it at the right price?” But today, customers want to know much more than that. They want to understand how products work together to make their lives better. For example, ‘how can I stream photos from my SLR camera onto my television?’To reach shoppers as they’re researching, Best Buy added all of their product information into mobile buying guides. They also worked with Google to surface their local store inventory within search so that customers know exactly which products are available in-store.Hear Greg Revelle, Best Buy’s Chief Marketing Officer, discuss how this mobile-first strategy helped Best Buy drive over one million store visits with Google last holiday season.Williams-Sonoma Inc.Lifestyle icon Williams-Sonoma Inc. has always been a visual brand. But the brand has had to rethink the way it tells its story. Its catalog used to be the cornerstone of its relationship with consumers, but mobile phones are increasingly the new starting point for kitchen connoisseurs (especially millennials).In fact, the brand learned that 60% of millennials use their smartphone as a “sous-chef” for help in the kitchen, so Williams-Sonoma Inc. began creating videos to help customers’ in their most important cooking moments, such as ‘how to use a spiralizer.’Hear how Williams-Sonoma Inc.’s Chief Marketing Officer, Felix Carbullido, has developed customer-first strategies to increase the company’s mobile sales by 70% year over year.SwarovskiSwarovski has always been a go-to destination for holiday gift giving, but the brand learned through search data that there was a huge opportunity in connecting with consumers in more everyday moments when they’re wondering what to wear on a date or how to accessorize an outfit for work.Since 50% of Swarovski’s site traffic comes from mobile, the brand focused on developing mobile content that’s visually rich and easy to navigate. The company’s fun and interactive Style Finder offers ideas for how to accessorize an outfit for work or that special date night. It also allows the customer to dial-up or dial-down a look, depending on her mood.Since a large percentage of purchases still happen in-store, Swarovski uses Google’s local inventory ads to drive those inspired customers into their stores where they can try on a necklace or bracelet and complete the sale. In fact, local inventory ads are driving a 75% higher click-through rate than its standard Shopping ads.Learn how Swarovski’s team is using mobile to inspire and draw customers in-store store.***As we head into the biggest shopping season of the year, are you ready to give your shoppers everything they’ll be looking for in their mobile micro-moments?Read our Shopping Micro-Moments Guide, which has more stories of how all types of retailers and brands are reaching consumers with useful information in the moments that matter.Then, head to our official Holiday Planning Guide for tips on how to get your product data and campaigns in tip-top shape for the holiday season.Posted by Emily Eberhard Pereira, Head of Shopping B2B Marketing

Source: Google Inside Adwords
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