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Getting Closer to the Shopper

Steve Elson, VP Search. Getting Closer to the Shopper. We Went From …. purchase decisions made in the aisle. To This…. 62% of consumers use some form of digital media before the majority of their shopping trips. - Booz & Company, Nov. 2010.

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Getting Closer to the Shopper

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  1. Steve Elson, VP Search Getting Closer to the Shopper

  2. We Went From … purchase decisions made in the aisle.

  3. To This… • 62% of consumers use some form of digital media before the majority of their shopping trips. • - Booz & Company, Nov. 2010

  4. The Moment of Truth Now Occurs More Frequently on Retailer Websites. • Even with a wealth of online channels at their disposal, retailer websites are the leading research source for purchase decisions across nearly all product categories. • - eMarketer , Aug. 2012 7 in 10 consumers start their shopping on merchant sites. -Shop.org Retail websites have actually emerged as the first or second source for product information – 41% more often than search engines - comScore, July 2010

  5. Same Behavior, Just Closer to the Buy Button Top of Sort Grabs Shoppers’ Attention! push toy push toys

  6. Reach the real thing It’s the difference between buying an audience and engaging shoppers.

  7. Brands & Retailers Meet in the Middle

  8. RETAIL SEARCH EXCHANGE Your product ad served against relevant searches across multiple retailers.

  9. What Are Product Ads? Self-Service Advertiser UI Product Ad On Retail Site • Paid search model on retail sites • Click-in advertising, facilitates shopping behaviors & drives sales • Top-of-sort placement wherever your products are sold within RSX • No ad creative or keyword research needed • Always-on real-time CPC auction marketplace with budget controls • Powerful campaign insights

  10. What Does RSX Look Like?

  11. New Performance Measures • Reach and CTR not so relevant • This is What is Relevant: • Sales and ROAS • Share of Shelf • Share of Shopper Engagement • Change in Share of Sales

  12. Share of Shopper Engagement • During campaign, share of related/competitive product pageviewsrose 108% as compared to the preceding week

  13. Summary: • Retailers are now Publishers • New way for brands to connect with shoppers at a moment of truth • Deserves to be in part of media mix • Seamless, facilitates shopping behaviors • Emerging ecommerce media models RETAIL SEARCH EXCHANGE It doesn’t even look like an ad!

  14. Questions? RETAIL SEARCH EXCHANGE Steve.Elson@hooklogic.com

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