What is the value of Web-to-Store?

INTRODUCTION:

The Web-to-Store is the branch of Digital Marketing whose l’goal is d’to use Internet to générate traffic in physical points of sale. This branch is becoming increasingly important because d’according to many éstudies récent, consumer searches for products or services are increasingly done with a local intent. Indeed, d’according to Google, near d’one third of searches effectuéed on Mobile have a local orientation (more d’info here). Knowing that more than half of searches are done on smartphone, this gives you an idée of the potential qu’a the web-to-store.Traffic in points of sale:Google also éanalyzed, for a whole séries of points of sale, the transformation of these searches into traffic in points of sale. The résults are here éalso quite éloquent. A case intéresting highlighted by Google on its Blog has démonstrated that 44% of visits réaliséd in Petit Bateau stores occur à following d’a search on 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 the redemption of coupons.
3. Thanks to the cookies and the identifiers of loyalty programs.
4. Soon, we will also be able to use “In-Store Visits”, a tool that Google launched in the United States two years ago and that allows reconciling 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 delivered 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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