Peter Fitzgerald

Industry Leader, Retail Google UK/EIRE

Darwin’s Guide to Shopping

Makers of Teflon and other scientific miracles,  what was their first bright spark?

Cutlery? Golf clubs? Gunpowder? Glass blowing plant?

Cutlery? Golf clubs? Gunpowder? Glass blowing plant?

Founder Eleuthere du Pont saw a need for gunpowder in the US whilst fleeing the  French Revolution

Video game kings, Nintendo were around  before the computer. Selling what? 

Plumbing equipment? Gourmet mushrooms? TV antennas? Playing Cards?

Plumbing equipment? Gourmet mushrooms? TV antennas?

Playing Cards?

Founded in 1889 to make handmade “Hanafuda”

cards

Leading mobile phone brand, what were  they up to in the wired‐phone era?

Toys? Rubber boots? Furniture? Ceramics?

Toys? Rubber boots? Furniture? Ceramics?

Nokia started as a pulp mill in 1865, then made rubber hence the

boots

11

‘If we want things to stay as they are, things will have to change’

Giuseppe di Lampedusa

Google Confidential and Proprietary

Evolution of the Shopper

13

Google Confidential and Proprietary

64% of UK adults used the internet to find information about goods and services in the past 3 months (Eurostat)

Google Confidential and Proprietary

70% of UK web users will make at least one purchase online in 2009

(Emarketer)

£31bn spent in the UK online Jan through Aug 2009(IMRG CapGemini)

Google Confidential and Proprietary

50% of UK internet users in the past three months have researched a product online and purchased in-store

17% of Argos sales to year end Feb 2009 came through their Click and Reserve Service

Google Confidential and Proprietary

Always On

Google Confidential and Proprietary

Christmas Day

Boxing Day

£102m spent online on Christmas day

ShopSavvy™: Making smarter decisions

Internet not real life...huh?

20

1,000 UK Retailers Went Under last year

22

Stores

Pure Plays

Catalogues

26

Google Confidential and Proprietary

28

Cash Only

We take

Google Confidential and Proprietary

WHERE ARE WE HEADING

Let the consumer win

31

2X more spend from Multi-channel customers

(Best Buy, John Lewis)

38% collecting in store buy

51% start on website, 18% web

33

Moving from data-rich to data-driven

new tools and techniques

enhanced targeting

get the most from data

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

maxi dress

Interest over time100

80

60

40

20

37

Agility

38Real Time Insights

40

Efficiency

Give me the right results when I searchboys socks

Before After

20% reduction in bounce rate

7% increase in conversion rate

TOP TIPSTOP TIPS

Check quality of results

Make site search visible

Allow customers to sort results

Lay out search results clearly

42

Pace

+7% Conversion

Google Confidential and Proprietary

“Big will not beat small anymore –

it will be the fast beating the slow”- Rupert Murdoch

Google Confidential and Proprietary

Reassure me

1.8% increase in conversion 

TOP TIPSTOP TIPS

Be open about cancellations/returns

Offer transparency on price

Clarify what happens after purchase

Offer security

Google Confidential and Proprietary

Appendix