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Tactical Holiday Advice From Google's Retail Head

November 29, 2012
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Consumers rarely differentiate between devices when shopping online, but "laptops" rated as the No. 1 shopping query, followed by Nexus and Apple Mini. Variables in searches for electronics should clue in marketers on budget allocations and strategy. Traditional campaigns don't always work best during the holidays. Retailers approach the season with specific budgets in mind, but that doesn't always prove the best strategy. In fact, Google's Retail Head Brett Goffin calls the approach "shortsighted, because nonfluid" budgets could cause advertisers to leave sales on the table if they budget too low prior to the quarter....

 

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2012 Holiday Trends
Ushering in the First ‘Nonline’ Holiday Shopping Season
October 25, 2012 From Google Retail Blog
How many times have you started searching for a new pair of shoes on your smartphone while waiting in line, continued your research on your laptop when you got home and then searched online to find a local store that has those shoes in stock? Today's consumers no longer see a line between online and offline shopping, and neither do smart retailers. This year, online and offline shopping experiences are more seamless than ever before across pricing, functionality and promotions, making this the first "nonline" holiday season.
 
holiday shopping
Shoppers Expected to Spend More Across More Channels During the Holidays
October 25, 2012 From Mashable

Holiday shopping is about to kick into high gear, and retailers are ramping up efforts to capture sales at multiple touchpoints, not just their stores. Google's retail team, in fact, is calling this the first "Nonline" shopping season, contending that consumers, accompanied by smartphones wherever they shop, no longer see a divide between online and offline shopping, and neither do savvy retailers. In a survey of 1,500 consumers, Google found that four out of five mobile and tablet owners plan to use their devices as part of holiday shopping.

 

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