Retailers should have their online Christmas campaigns ready for December 4, when the window for international online retailers shipping to Australia starts to close and searches aimed a finding local retail starts to rise, Google retail chief Ross McDonald says.
In a bid to help retailers make the most of the Christmas season, Google has unveiled a report on consumer shopping habits, including the categories currently attracting the most online searches.
So far, the big winners include mass merchant retailers (with searches up 47% year over year), followed by food and drinks (up 31%) and toys (up 28%).
Google has also identified key dates retailers need to be aware of:
* December 4. Shopping windows for international online retailers traditionally close, while searches for domestic online retailers rise.
* December 11. Searches for store names, plus “trading hours” or “location” begin to rise. Last year, searches for trading hours grew nearly 250% in the two weeks before Christmas. This year, such searches are already up 37% year over year, with a third of these searches coming from a mobile device.
* December 16. Searches spike for “store name”, “hours” and “location” on the last day that local online retailers can guarantee delivery before December 25, and the last in-store retail weekend before Christmas.
Ross McDonald, head of retail for Google Australia, says businesses need to take a strategic and long-term approach to their online Christmas campaign, claiming timing is everything.
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