What is the value of Web-to-Store?

INTRODUCTION:

Web-to-Store is the branch of Digital Marketing that aims to use the Internet to generate traffic in physical points of sale. This branch is becoming increasingly important as, according to many recent studies, consumer searches for products or services are increasingly being done with a local intention. Indeed, according to Google, nearly one-third of searches performed on Mobile have a local orientation (more info here). Knowing that more than half of searches are done on smartphones, this gives you an idea of the potential of web-to-store.In-store traffic:Google has also analyzed, for a whole series of points of sale, the conversion of these searches into in-store traffic. The results are also quite eloquent here. An interesting case highlighted by Google on its Blog demonstrated that 44% of visits to Petit Bateau stores occur following a search on the Internet

All this leads us to try to identify the value that Web-to-Store brings to retailers. There are different ways to calculate this value:

1. Thanks to an algorithm based on probabilities.
2. Thanks to coupon redemption.
3. Thanks to cookies and loyalty program identifiers.
4. Soon, we will also be able to use “In-Store Visits”, a tool launched by Google in the United States two years ago, which reconciles Internet traffic and in-store traffic.

At Mobilosoft, we have used these different methods with our clients and obtained very interesting results. For example, at Auto5, a subsidiary of the Norauto group, the ROI brought by Mobilosoft is well beyond 1000%.

We are constantly working to refine analysis methods and attribution models. We also integrate elements of changing buying behavior (average basket, frequency) and customer lifecycle.

To learn more, don't hesitate to contact us!

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