Mobile-to-store: 3 out of 4 consumers go to a point of sale within 24 hours after a local search!

This is what is revealed in the recent infographic “Welcome to the era of assistance” published by Google. Through this study, we can see the importance of mobile search in the customer journey and more particularly the attention to be paid to web-to-store behaviors in the digital marketing strategy of companies with multiple points of sale.

Regarding the theme "Rethinking the customer experience", it emerges that:

• 50% of mobile users are less likely to buy a service or product if the user experience on the company's mobile site/application is bad.
• By 2020, 50% of searches are expected to be done by voice and 30% of online sessions will be done without a screen.

Regarding the theme "Reconciling online and offline" it appears that:

• 81% of consumers check that the product is in stock before going to the store.
• 28% of these local mobile-to-store searches result in a purchase.
• In retail, 75% of consumers use their smartphones in-store.

You can access the full Google study here

What will be the evolution of your web-to-store actions as voice search is about to be used by the majority of consumers?

The results of a “voice query” are also given in voice mode. A first result is proposed, presented in detail (name, location, number of reviews, average score) and your virtual assistant offers you a reservation or a contact before possibly moving on to the second if the first one doesn't suit you. And for most cases, the voice assistant gives a limited number of results based on two main criteria:

1. The relevance of the proposed response in relation to the request (geolocation, search history, personal agenda, time...).
2. The average rating and number of customer reviews of the point of sale.

You must therefore prepare for this evolution as it will be experienced as a real revolution for marketers who will lose control over the information presented. The only way to maintain influence will be to manage point of sale information, reviews and the highlighting of local content on the media used by virtual assistants.

Google étant le moteur de recherche le plus exploité au monde, on devine alors l’importance qu’il doit et devra être accordé à la gestion des avis sur vos fiches Google Business Profile.

Google will not be the only player in this battle, however. Don't lose sight of the evolution of Siri, which will use Apple Maps, Alexa, which will use Google Agenda, for example, or Bixby (Samsung).

For more information, check out our other articles on the subject or...

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