This article tries to add more info on how customers organize online and offline experiences into a buying decision journey.
Online is the way to go!
Almost 70% of all EU internet users bought or ordered goods or services for private use
The percentage of e-shoppers varied considerably across the EU, ranging from 26% of internet users in Romania to 87% in the United Kingdom. It’s clear that this number is on the rise across the board.
66% of shoppers prefer online shopping to find items they’re looking for, compared to 27% who prefer offline.
Of course, online shopping is much easier and faster. You can always save your items in the shopping cart. Browse multiple vendors, look for best matching products all from the comfort of your smartphone or computer.
What about in store shopping?
E-commerce in Europe
Europe e-commerce average share of retail grew from 4.8% to 8.8% in 2018
Wait, what? Isn’t this too low? Either way seems to be growing rapidly, but for the time being just focus on driving foot traffic into your store. If it worked before there’s no reason to change it.
74% of in-store shoppers searched online.
In a global survey, 74% of in-store shoppers who searched online before going to the store to shop, said they searched for something in-store related such as the closest store near them, locations, in stock near them, hours, directions, wait times, and contact information.
Google Gold Standard, connecting offline and online shopping experiences
We believe you are using Google Maps on your website store locator. But are your costumers able to quickly locate your brick and mortar shop and inventory? Sometimes you just need to feel the quality or colour or size, before making a buying decision. Show nearest location, opening hours and contact info to drive offline traffic.
Manage your Google Maps locations the same way you manage your website SEO. Both work together when it comes to improving local SEO. Have all the info available from your store locator directly in Google Maps.
Do you want to know how effective your online advertising is? Track those pesky in store shoppers who need to touch your products before they are convinced the offer is real. Link your Google My Business and Google Ads accounts to get store visit conversions!
Manage all your map locations and answer customer reviews to get top place in local pack and a bonus to Google ranking. Your potential shoppers know you are close by. Online offers feel more comfortable to browse through when shoppers can drop you a visit within a couple of days.