{"id":110199,"date":"2017-11-23T19:04:00","date_gmt":"2017-11-24T00:04:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/tis-season-holiday-marketing-trends-googles-head-industry-retail-kristina-elkhazin-2\/"},"modified":"2024-12-21T05:50:28","modified_gmt":"2024-12-21T10:50:28","slug":"tis-season-holiday-marketing-trends-googles-head-industry-retail-kristina-elkhazin-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/tis-season-holiday-marketing-trends-googles-head-industry-retail-kristina-elkhazin-2\/","title":{"rendered":"Tis the season: Holiday marketing trends from Google\u2019s Head of Industry Retail, Kristina Elkhazin"},"content":{"rendered":"<p>As we get ready to roast chestnuts over an open fire and listen to Mariah Carey\u2019s <em>All I want for Christmas is You<\/em> on repeat, retailers are in full swing preparing for the busiest time of the year. So, what can they expect this season? Here are Kristina\u2019s top insights on how retailers can win every moment of the holiday experience:<\/p>\n<p><strong>KC:\u00a0The holiday season boasts the most profitable quarter for many brands. What can omnichannel retailers do to stay ahead of the curve?<\/strong><\/p>\n<p><strong>KE:<\/strong> The term \u201comnichannel\u201d is one of those buzzwords that the retail industry has been tossing around but, as the holiday season approaches, it&#8217;s important to remember what this concept is about, beyond being a buzzword. The goal of omnichannel is to provide a seamless customer experience to shoppers whether they shop in-store or online on any device.<\/p>\n<p>Today, shoppers are visiting stores with greater intent.\u00a0New research shows that with phones as their \u201canywhere\u201d assistant, holiday shoppers are increasingly turning to mobile to determine which stores they should visit to get what they need \u2014 trading time spent browsing in stores for time researching on their devices before they leave home. The numbers tell the story:<\/p>\n<ul>\n<li><strong>\u201cWhere to buy\u201d is up:\u00a0<\/strong>Mobile searches for \u201cwhere to buy\u201d grew over 85% in the past two years, with queries like \u201cwhere to buy ugly Christmas sweater,\u201d \u201cwhere to buy cards\u201d and \u201cwhere to buy gift boxes.\u201d (<a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/holiday-mobile-shopping-assistance\/\">Source:\u00a0Google Data, U.S., Jan.-June 2015 vs. Jan.-June 2017<\/a>)<\/li>\n<li><strong>Virtual store tours are in:\u00a0<\/strong>Watch time of \u201cstore tour\u201d videos on YouTube grew by more than 10X over the past two years.\u00a0(<a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/holiday-mobile-shopping-assistance\/\">Source:\u00a0YouTube Data, U.S., \u201cClassification as Store Tour&#8221; video was based on public data such as headlines, tags, etc., and may not account for every such video available on YouTube, Jan.-June 2015 and 2017<\/a>)<\/li>\n<\/ul>\n<p>Measurement plays a big part and so closing the loop by understanding digital&#8217;s influence on the store is more important than ever. Using measures like AdWords&#8217; Store Visits, retailers get a better picture of the impact their digital investment has on driving store traffic whether it be through Search, Display (GDN) or Video (YouTube).<\/p>\n<p><strong>KC:\u00a0What are the most important digital strategies that marketers should make note of as we ramp up for the holidays?<br \/>\n<\/strong><\/p>\n<p><strong>KE:<\/strong><\/p>\n<p>1) Lean in to last-minute shoppers<\/p>\n<h3><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15246\" src=\"\/wpe-content\/uploads\/2017\/11\/kim2.png\" alt=\"\" width=\"590\" height=\"316\" \/><\/strong><\/h3>\n<p>2) Help curious shoppers feel confident about their last-minute purchases<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15247 \" src=\"\/wpe-content\/uploads\/2018\/08\/kim3-1024x854.png\" alt=\"\" width=\"562\" height=\"469\" \/>\u200b<\/p>\n<p>3) Create a personalised experience<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15249 \" src=\"\/wpe-content\/uploads\/2017\/11\/kim3-2-1024x854.png\" alt=\"\" width=\"610\" height=\"509\" \/><\/p>\n<p><strong> \u00a0<\/strong><strong>KC: With search continuing to play an integral role in driving e-commerce and in-store sales, what are some new ways retailers can help drive traffic to stores with even more urgency?<\/strong><\/p>\n<p><strong>KE<\/strong>: In early November 2016 we launched <a href=\"https:\/\/support.google.com\/merchants\/answer\/3057972?hl=en\" target=\"_blank\" rel=\"noopener\">Local Inventory Ads<\/a> in Australia, Brazil, Canada, France, Germany, Japan, UK, and US.\u00a0Local Inventory Ads allow retailers to\u00a0showcase their products and store information to nearby shoppers searching with Google. When shoppers click your ad, they arrive on a Google-hosted page for your store, called the local storefront. Shoppers use the local storefront to view in-store inventory, get store hours, find directions and more.\u00a0In Canada,\u00a044% of shoppers\u00a0said they wished retailers did a better job of sharing inventory information (Source: Google\/Ipsos Canadian Shopping Study, Holiday 2016, n=2729). Local inventory ads help to remove friction from the purchase journey by giving shoppers confidence they&#8217;ll find what they need in store.<\/p>\n<p><strong>KC: <\/strong><a href=\"https:\/\/www.comscore.com\/Insights\/Blog\/Smartphone-Usage-Has-Doubled-in-the-Past-Three-Years\" target=\"_blank\" rel=\"noopener\">As mobile usage continues to surpass desktop in North America<\/a><strong>, how can marketers improve the mobile and customer experience to get higher conversions?<\/strong><\/p>\n<p><strong>KE:<\/strong> Even on a big in-store day like Black Friday, we still see shoppers searching online. In 2016, 43% of retail searches on Black Friday happened on mobile (Source:\u00a0Google Internal Data, 2016, Canada).\u00a0What\u2019s more, one-third of all in-store transactions last holiday season were preceded by a related mobile action. So even if you\u2019re not seeing direct conversions, your mobile site is still creating value for you by offering the most powerful opportunity for personalised, assistive interactions both online and in-store.\u00a0Connect mobile users to your store by using\u00a0location extensions\u00a0and applying bid adjustments to bid higher for users near your physical store locations.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6a03679b0edd9'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a03679b0edd9');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.hubspot-status');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Form submitted successfully!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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(<em>Google Research, Webpagetest.org, Global, sample of more than 900,000 mobile sites across Fortune 1000 and Small Medium Businesses, Jan. 2017.<\/em>) During this busy holiday season, we just can&#8217;t afford to miss potential traffic so optimising for speed is a must.<\/p>\n<p><strong>KC: There is no denying the power of influencers in motivating purchase decisions. How can retailers leverage this channel to increase sales, raise brand awareness and encourage foot traffic\u00a0to stores at this time of the year?<\/strong><\/p>\n<p>Like all influencer programs, the content needs to feel authentic and unique.\u00a0A great example this holiday season is <a href=\"http:\/\/www.adweek.com\/brand-marketing\/walmart-canada-is-creating-a-new-scripted-branded-content-series-that-aims-for-authenticity\/\">Walmart&#8217;s partnership with Upstairs Amy<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15250 \" src=\"\/wpe-content\/uploads\/2018\/08\/kim4-1024x604.jpg\" alt=\"\" width=\"465\" height=\"274\" \/><\/p>\n<h6>Source: Google Images<\/h6>\n<p>It&#8217;s a great partnership that highlights Walmart&#8217;s values with an entertaining series of content.<\/p>\n<p><strong>KC: What are some trends in gifting searches this year?<\/strong><\/p>\n<p><strong>KE:<\/strong> Gift discovery online continues to be a crucial part of a customer&#8217;s journey.\u00a0\u00a0Of Canadian shoppers who are shopping in a category for the first time, more than half of their shopping time is spent online. In Canada, searches for gift ideas flourish throughout December, right up until Christmas eve. Mobile searches for \u201cgifts\u201d grow 30% from the first week in December to the week of Christmas. e.g.: \u201cgifts for coworkers\u201d, \u201cgifts for book lovers\u201d, \u201cgifts for women in their 30s\u201d, \u201cgifts for\u00a0<a href=\"https:\/\/www.barbrosedinburgh.co.uk\/\">barbers<\/a>\u201d, \u201cgifts for him\u201d, \u201cgifts for her\u201d.<\/p>\n<p><strong>KC: What would you say to retailers hoping to drive the most ROI from their digital campaigns during the holidays?<\/strong><\/p>\n<p><strong>KE:<\/strong> Make sure you&#8217;re measuring the full value of digital.\u00a0 Retailers are used to measuring the impact of digital investment on online sales but we can&#8217;t forget about the impact of digital on Store Visits as well.\u00a0 That relationship between online and store is incredibly pronounced during the Holiday season.\u00a0 As an example, searches for \u201cstore hours\u201d in Canada peak on Christmas Eve, the highest day of the year followed by Boxing Day.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-15251 \" src=\"\/wpe-content\/uploads\/2017\/11\/kim5-1024x587.png\" alt=\"\" width=\"409\" height=\"234\" \/><\/p>\n<h6>Source: Google Images<\/h6>\n<p>For a recent example of how a Canadian retailer, Reitmans Canada Ltd., is leveraging Store Visits to understand exactly what ROI looks like, check out Think With Google\u2019s Consumer insight feature:\u00a0 <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-ca\/consumer-insights\/canadian-retailers-are-you-realizing-full-value-your-online-advertising\/\">https:\/\/www.thinkwithgoogle.com\/intl\/en-ca\/consumer-insights\/canadian-retailers-are-you-realizing-full-value-your-online-advertising\/<\/a><\/p>\n<p><strong>KC:\u00a0What emerging media or technology are you keeping your eye on for 2018?<\/strong><\/p>\n<p><strong>KE: <\/strong>I&#8217;m really excited about the launch of <a href=\"https:\/\/developers.google.com\/actions\/\">Actions on Google<\/a>. The\u00a0<em>Google Assistant<\/em><em>\u00a0<\/em>gives users their own personal Google that helps them find, organise and get things done in their world. The main way users interact with the Google Assistant is by carrying on a conversation with it.\u00a0<em>Apps<\/em>\u00a0extend the Google Assistant by letting you build\u00a0<em>actions<\/em><em>\u00a0<\/em>that let users get things done with your products and services.<\/p>\n<p>Unlike with traditional mobile or desktop apps, users interact with apps for the Assistant through conversational, natural-sounding back and forth exchanges, and not traditional, computer-centric paradigms.\u00a0When you build an app for the Assistant, you design your conversations for a variety of surfaces, such as a voice-centric conversation for voice-activated speakers or a visual conversation on an Android phone. This lets users get things done quickly the way they want, either with voice or display affordances.<\/p>\n<p>This is an incredible new canvas\u00a0for brands to engage with voice in a way that both provides utility and demonstrates the brand&#8217;s personality.<\/p>\n<p><em>Kimberley Carrera is DAC&#8217;s Director of Business Development and is based out of Toronto. To learn more about 2018 <a href=\"\/en-gb\/services\/\">digital marketing opportunities<\/a>, please <a href=\"\/en-gb\/contact\/\" target=\"_blank\" rel=\"noopener\">get in touch with DAC!<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As we get ready to roast chestnuts over an open fire and listen to Mariah Carey\u2019s All I want for Christmas is You on repeat, retailers are in full swing preparing for the busiest time of the year. So, what can they expect this season? Here are Kristina\u2019s top insights on how retailers can win [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":110201,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[490,845,846,809],"class_list":["post-110199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-google-2","tag-holiday-marketing-digital-trends","tag-holidays","tag-retail-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tis the season: Holiday marketing trends from Google\u2019s Head of Industry Retail, Kristina Elkhazin | DAC<\/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:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/tis-season-holiday-marketing-trends-googles-head-industry-retail-kristina-elkhazin-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tis the season: Holiday marketing trends from Google\u2019s Head of Industry Retail, Kristina Elkhazin | DAC\" \/>\n<meta property=\"og:description\" content=\"As we get ready to roast chestnuts over an open fire and listen to Mariah Carey\u2019s All I want for Christmas is You on repeat, retailers are in full swing preparing for the busiest time of the year. So, what can they expect this season? 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