online impact on offline purchase - books and bookstores

Online impact on offline purchase

http://infinitum.lv

http://infinitum.lv

Web analyst at digital marketing agency

Infinitum 8

Every day deal with questions like:

How can I see if my marketing is

working?

Where I am losing money?

What is not working on my page?

What is happening in my market?

How do I see what customers like?

Jānis Birģelis

http://infinitum.lv

Online is easy and private!

Why online?

«Online shopping is like reading the news on television.You don't actually have to have your trousers on.»

33% shop while in pajamas

15% shop while influenced by alcohol

11% shop while being naked

http://www.cnet.com/news/11-percent-of-people-shop-online-naked-survey-says/

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Online shopping TOP example for decades.

Books

Thanks to Amazon expansion.

Do you have local Amazon shop?

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Consumer behaviour when buying books

http://www.consumerbarometer2013.com/

http://www.consumerbarometer.com/

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Latvia

Belgium

Lithuania

Denmark

Austria

Germany

UK

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

92%

80%

77%

62%

50%

45%

38%

Online purchase Offline Purchase

http://www.consumerbarometer2013.com/

Online purchase vs. Offline purchase (books)

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Latvia

Belgium

Lithuania

Denmark

Austria

Germany

UK

0% 10% 20% 30% 40% 50% 60%

29%

33%

22%

25%

21%

20%

13%

15%

18%

9%

12%

4%

10%

10%

Research Offline only No Research before purchase

http://www.consumerbarometer2013.com/

23%

30%

25%

37%

31%

51%

44%

Offline market without online presence

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Latvia

Belgium

Lithuania

Denmark

Austria

Germany

UK

0% 10% 20% 30% 40% 50% 60%

48%

29%

46%

25%

25%

15%

15%

Cost of not doing online

http://www.consumerbarometer2013.com/

Cost of not doing Online (customers that are willing to buy offline)

How to be present in online environment?

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Web identity

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Blogs

Reviews

Events

Anotations

Rich Content is improtant for your customer!

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Heading1

Picture

Heading2

and for Google also.

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plus.google.com

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Social presence

Loyalty (Be

personal with

client)

Use offline as social channel

Online AdvertisingLocation based advertising.

Cities, Location around your

shop Exclude unwanted

locationsInterests

Books Reading

Age group

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Online Advertising

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Complex solutions

Measure your success

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1. Measure online performance

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2. Ask customers? (Survey)

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Where do you hear about us?

Do you plan to visit our offline shop?

3. Measure your online efforts.

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4. Codes, Coupons, discounts, special offers

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Code:I am from ONLINE

Use facebook discount:

4.1. Automatic tracking.

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Each client with coupon number from analytics program.

4.1. Automatic tracking.

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4.2. Shop visitors and online visits merge together.Offline tracking

Active internet

marketing

Online tracking

6 Take aways.

Online is all about Content and Identity. Use rich content for your activities. Be different and engaging with your client. Capture your loyal clients. Measure your online performance. See how much online is helping offline business.

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Thank you!

Twitter@Infinitumlv

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Jānis Birģelisjanis@infinitum.lv

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