What is O2O traffic?

Have you ever done a search on the Internet with the intention of then going to a point of sale? In 2018, the answer is probably yes. Indeed, numerous studies have shown that more than 75% of consumers are used to this practice: doing research on the Internet and making a purchase in-store (source: http::/www.consumerbarometer.com).

From virtual storefronts to physical storefronts

“O2O” is an acronym often used in English, particularly by Google, to describe traffic in physical stores generated by an Internet search. “O2O” means “On-line to Off-line”. In France, a similar expression is “RoPo” for “Research Online - Purchase Offline”.

As an example, last week, before going to the pharmacy to pick up milk for my baby, I checked the opening hours and adjusted my schedule: I left the office 15 minutes earlier than planned to be sure to arrive before the store closed. I had a behavior leading to O2O traffic.

In 2015, two independent studies, one commissioned by Deloitte and the other by eMarketeer, demonstrated that 90% of sales still took place in physical points of sale. It is also interesting to note that in the United States, between 2010 and 2015, foot traffic in stores decreased by 57% while the average basket per visit almost tripled (source: ShopperTrak 2015 holiday, US retail sales).

What O2O activations?

When we talk about O2O, we directly think of this behavior which is to look for the opening hours of a point of sale before going there. However, it only focuses on part of the possible activations for brands organized in networks of physical points of sale. Indeed, via Google's consumer barometer, you will find that the activations are multiple:

• 28% of consumers search for store location details
• 36% are looking for opening hours
• 47% look for prices that apply in specific outlets
• 21% look for reviews from their peers
• 26% are looking for the availability of products/services in stores
• 19% inform themselves about promotions available in stores/restaurants

O2O traffic, a real sales lever

This traffic, known as "O2O" is very important for brands whether they are organized with their own network or working with franchisees. Indeed, according to Forrester, 57% of sales made in-store in 2017 were influenced by the Internet. This figure was only 13% three years earlier (Source: Forrester Web-Influenced Retail Sales Forecast 2004 & 2017).

It is therefore clear that marketers of active brands with a network of physical points of sale and an e-commerce site must find a balance in an omnichannel mode of operation to optimize both sales on their site and traffic in points of sale. The two channels must be strengthened in order to ensure that the sale takes place within the brand, regardless of the media used.

Quelle configuration minimale pour soutenir votre trafic O2O via Google Business Profile?

Afin de gagner la bataille du marketing O2O, certaines bases doivent être mises en place. Il s’agit des éléments de référencement naturel offerts par Google Business Profile vous permettant de ressortir en priorité lors de recherches locales:

1. You must optimize the local SEO of your points of sale
2. You must stimulate the presence of reviews on the local pages of your points of sale (Google & Facebook)
3. Publish Google Posts, these will allow you to gain SEO in Google.

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