In the age of the Internet and technologies, changes in retail and eCommerce are inevitable. They tend to modify consumer behaviors and, consequently, call for a shift in marketing strategies to ensure you catch the attention of the most profitable, high-intent customers.
Google & ‘Shopping Actions’
Google has recently attempted to mobilize an army of major retailers in the U.S. (Walmart, Costco, Target, etc.) to combat the mighty power of Amazon. It’s called ‘Shopping Actions.’ How does it change the eCommerce and retail industries? ‘Shopping Actions’ is all about “relevant, meaningful content, and immediate assistance in completing [your] day-to-day shopping,” and from more than one vendor. So, in a sense, eCommerce is being influenced by the remarkable phenomenon of the digital world: the desire to serve users the most relevant content at intent-driven moments.
Google Going RevShare
Retailers will split the profits made using “Shopping Actions” with Google, which is different from the usual payments per ad.
Just as we’ve predicted, the performance marketing business model is penetrating more industries. In this case, in the form of RevShare, which is “the highest form of performance marketing, because you pay only out of the actual dollars you make” – as our CEO, Inbal Lavi, explains.
IOT in eCommerce & Retail
With Google Assistant’s help, retailers will be able to connect and understand a broad spectrum of data, predicting patterns and forecasting sales opportunities both online and offline. The result? Retailers will start diverting products where they are most needed while using location information to pinpoint the right place and time.
What’s more, the data from the Google Assistant can be transmitted to any device connected to your Google account. Get ready; the next time you check your smart fridge, it can suggest you buy more cucumbers, for example.
Voice Search as One of the Changes in Retail and eCommerce
Google Assistant means IOT, data, and…voice search – or as Reuters called it: “the next frontier for eCommerce.” That’s no surprise, according to ComScore, by 2020 half of all searches will be voice-activated. What’s more, voice searches stand at over one billion searches per month, according to Alpine.AI’s statistics for January 2018.
Google seems to be up-to-date with the stats. The rumor is that it has brought “Shopping Actions” to life to optimize for Google Home Assistant.
While the effects of voice search on SEO are yet to be uncovered, our experts recommend thinking about the way people would use voice search, for example.
Voice search is not the same as typing: you would not say “best vacation deals” out loud; you’re more likely to say: “find me the best vacation deals,” using a more natural language. This thinking about voice search also allows businesses to understand their customers better and get into their psyche.
Craving for More Gadgets When Shopping Offline
Reuters reports that, according to a new study, people prefer gadgets over real employees when they shop in-store. Many times, customers don’t want any additional information or details about a recent sale; they want to check an item’s price, for instance. Such preferences can easily be extended to places like hotels and airports, for example.
It seems that IBM has made the most out of the study. The company rolled out its new Watson Assistant in March. It’s not like Alexa or Google Home Assistant; it’s “the brains of hundreds of new digital helpers made by a variety of businesses for…stores, hotels, and airports.” You can already use it at the Munich Airport when asking a robot to direct you to your gate.
Same goes for Walmart. A few weeks back, the big retail chain filed a host of patents, including a patent for drones “that would assist customers shopping in-store.” The drones are to be connected to a mobile device as well, so that every time a customer needs help, drones will come to the rescue!
Nowadays, it’s not the question of who catches the attention of as many consumers as possible; it’s about attracting the most valuable, paying consumers at the right moment. Easier said than done: it requires experience and broad knowledge of the industry as well as innovative, AI-based algorithms.
As a leading company that specializes in driving high-value customers to global businesses, we’ll provide you that experience, knowledge, and technology to deliver high-paying customers to your business. Contact us for details!