Measure rightor get left behind

Chris ChanRetail Head of Industry

Proprietary + Confidential

That’s me.Two years ago.

Proprietary + Confidential

Shoppertrak 2015, Mastercard Spend Pulse 2015., Deloitte. The new digital divide, 2016., Ipsos and Google Consumer Surveys 2017

18B

11B

2013 2017

Foot Traffic

$4.5T$5.0T

2013 2017

Store Sales

36%

2013 2017

Digital Influence

75%

Traffic is down, but sales are up. How?

Proprietary + Confidential

Discovery Research Visit Purchase

worth 2X more

2Xincrease in

‘where to buy’

3Xincrease in‘open now’

50%increase inbuy online

pickup instore

“I want what I want, when I want it”

Google data 2015 - 2017BOPIS: Adobe Cyber 5, 2018

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Retailer measurement doesn’t match customer behaviour

65% search before going to store

Customer Behaviour

10%of sales are driven by digital[aka e-comm]

Retailer Measurement

90%of sales have ZERO digital influence???

Source: Google/Ipsos, “Holiday Study”, November 2018 – January 2019, Online survey, Canada, n=3,107 online Canadians 18+ who shopped in the past two days. [Occasional: In-store Shopping Occasions (n=1,831)

Proprietary + Confidential

Proprietary + Confidential

Measuring wrong can lead to missed revenue

Investment Revenue ROI

Digital media channel $5,000 $15,000 e-comm 3X

Traditional channel $10,000 $50,000 in store 5X

$30,000incl. store

6XIncl. store

$1,000 digital media investmentOffline

200 store visits

10% conv rate @$150

$3,000 in salesOmnichannel

$8,000 revenue8:1 Return

How to measure (a simplified example)

2,000 clicks

50 sales @ $100

$5,000 in sales

5:1 Return

Online

Technically possible 3yrs ago.

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In just two years, measurement & ad technology has evolved tremendously

Store Visits

Store Sales

Local Inventory

Ads

Local Campaigns

Local Campaigns drive shoppers to your stores

Drive one more trip to top urban stores

Drive searches for Indochino brand name

+70% increase in searches for brand after every store opening

Drive visits to try the Beyond Meat burger

Drive pre-built visits to dealership1 in 5 clicks visit showroom

+23% in digital buyers1.2M visits

+13% same store sales growth

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Mirror customer behaviour. Start measuring digital impact to store now.

Better tech is available now. Opt in and start testing.

Others have already started.Don’t get left behind.

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