Tomorrow morning at 11am ET, we will host an hourlong online discussion focused on our recently-released Intelligence Report: Multichannel Retail. Among the most significant findings from that report, which you can read about, collectively, in advance of tomorrow’s webinar here, is the significant role that organic and paid search play in a brand’s multichannel retail strategy. Nearly everyone (97 percent) engages in online search, making it the most effective digital means for retailers to get interested parties away from their screens and into stores. While the vast majority of the 79 brands we assessed in the report are optimized to display the organic Google Maps result and more than half of brands feature a link to the organic “store locator” description, more complex integration is rare. This is particularly true when it comes to mobile-optimized search. Just three brands in our study–Gap, Urban Outfitters, and Ann Taylor–provide a “Get Directions” functionality for mobile paid search. Given that nearly a quarter of shopping-related mobile searches result in a store visit and that mobile use is steadily rising all over the world, it is critical for brands to invest in search that works as reliably on a mobile device as it does from a desktop.
Below is an infographic highlighting the best-performing brands in paid and organic search (click for greater detail):
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