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February Edition, 2010


 


Hello Retail Industry Colleagues!


Welcome to the first edition of the Google Retail Newsletter for 2010.

First of all, we hope you enjoyed positive results over the Christmas quarter.  Google Australia experienced huge growth in retail search queries in the lead up to Christmas, as Australians continued to use online to guide their shopping choices.  More of that below, in our article on Christmas growth rates.

Second, we hope that 2010 has started well for you.  The florists have already experienced the online excitement of Valentines Day and many of you have mounted successful Back to School campaigns.  Easter and Mothers Day are the next items on your planning calendar -- be sure to capture the opportunity.

Finally, we're growing our Retail team at Google Australia. Next time you hear from us we'll outline some of the exciting changes we're making to service the retail industry in Australia. Stay tuned.

Regards
Will Easton & the Google Retail Team




Seasonal Trends: Christmas Growth in 2009

Last October we presented the data on growth rates for retail search queries.  The data for Christmas is now in -- and it was big.  Across the entire set of retail queries, 2009 was 30% larger than 2008.  Interestingly, the peak for most retail queries was across the month of November as people planned their gift giving. The week of Christmas itself was quiet (see chart) but quickly picked up again in January as the stocktake sale and back to school seasons kicked in.



The total set of retail queries above is driven by the dynamics of the individual product categories. This data is presented below in the table. Mass Merchants, Apparel and Home Furnishings enjoyed great Decembers; the Food & Drink and Cooking & Recipes categories had great full year results (thanks in large part of Masterchef).  Overall, more shoppers are using Google more often to learn about products.  That gives you more opportunities to talk to them.

Category

December 2009

Year on Year Growth

MAT Growth
(12 months to Dec 09 vs.
12 months to Dec 08)

Shopping
22%
29%
Apparel
39%
38%
Clothing Retailers
34%
39%
Mass Merchants & Department Stores
75%
54%
Beauty & Personal Care
39%
40%
Computers & Electronics
15%
20%
Consumer Electronics
19%
26%
Televisions
28%
30%
Entertainment
30%
30%
Movies
35%
35%
Music
22%
26%
Books & Literature
25%
32%
Food & Drink
34%
38%
Cooking & Recipes
39%
42%
Food Retailers
31%
36%
Home Furnishings
42%
46%
Home Improvement
29%
40%
Home Appliances
31%
40%



Christmas 2009 Spotlight: Lingerie and the Miranda Kerr Effect

The highest growth product category in December 2009 was "Lingerie & Undergarments", with an amazing 49% growth in search queries compared to December 2008.  Are Australians getting more adventurous in their Christmas gifts? Does warmer weather create the desire to shed our clothes?

Actually, there was an Australian effect at play in December 2009: Miranda Kerr. More specifically, Miranda Kerr's appearance in the Victoria Secret's fashion show in December 2009 as a Victoria's Secret "angel" generated huge numbers of searches in the lingerie and underwear category for December 2009.  The top ten queries in the category over December include variations and combinations of underwear items, Miranda Kerr and Victoria's Secret. This interest was created by press coverage in mainstream newspapers, television news, blogs and fashion forums.

So why should you care?

First, if you sell lingerie, there was a tremendous opportunity to connect to potential shoppers.  Highlighting your range of lingerie gifts for Christmas would have been a great tactic.

Second, if you had links with Miranda Kerr (as a spokesmodel, for example) you could have connected to those fans looking for more information and potentially for products.

Third, this is a great example of how news events and people drive online interest for particular categories. Be on the lookout for opportunities to make yourself relevant to current affairs.  Maybe it's sports people or particular countries that create interest for your categories.  It could be languages or times of year.  Whatever it is, think of ways in which you can use online search marketing to leverage interest in your brands and products.


Learnings: Becoming a Connected Retailer

2010 looks like being a busy year on the retail conference circuit.  We're big fans of continuous learning and you can expect to see us at multiple retail events throughout the year.

One of the events we're proud to support is The Connected Retailer, put together by The Retail Doctor. Held in Sydney on 10 March and in Melbourne on 17 March, these events will help you answer the multichannel retailing challenges in 2010. The development of new technologies and the emergence of social media channels mean that retailers have many ways to connect with customers. We recommend you use the lessons from the Connected Retailer event to start mapping your strategy for the year ahead.





If you have any feedback about this newsletter or do not wish to receive it anymore, please email
au-retail-newsletter@google.com
If your comments relate to the performance of an existing AdWords account please contact your account manager or email
adwords-au@google.com

 



 

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ckt@google.com,
Oct 28, 2009, 8:27 PM