Study: Generic Search Terms Drive Purchase Decision

New research from GroupM Search shows that 86% of buyers who purchase in-store use generic terms on search engines to inform their purchase decision.

The study, featuring consumer electronics retailer RadioShack, luxury automotive brand Audi, and a national entertainment brand, also shows that when a shopper conducts a search online and clicks on a link, 90% of those clicks are on the organic listings of a search engine results page.

According to the study, 93% of all buyers, online or in-store, use search. Nearly 80% of buyers who use search rate search as very or extremely useful.

The most interesting insights, according to GroupM Search, are data around consumer usage of search for in-store shopping, and the intent and activity surrounding these actions. Specifically:

· For in-store buyers, search is about discovery via generic keywords.
· 86% of buyers who purchase in-store search on generic terms versus brand terms.
· For search campaigns focused only on direct response, online return on investment (ROI), this understanding presents an opportunity to challenge conventional wisdom and drive greater overall retail sales.
· In-store buyers click on organic listings.
· In addition to the significant percentage of organic clicks that occur when a shopper searches, in-store buyers show a greater propensity to click on a generic link, at a rate of 144% over the general shopper (2.5 times more).

  • · Brands have a strong mandate via this data to further invest in their organic search efforts.
  • · There is increased store locator visitation among buyers who use search.
  • · More than 5% of traffic measured to an advertiser’s site is store locator activity.
  • · Consumers want to visit relevant destinations, whether it is a store locator page, or a third-party site. Brands must direct shoppers accordingly.
  • · Tablets are already an important means by which consumers shop.
  • · 10% of shoppers report using tablets during the retail shopping process.
  • · The rapid adoption of mobile, and subsequently tablet-driven shopping, is an opportunity that brands must activate against, immediately.

The methodology for the research included clickstream analysis of data captured over a 13-month period, as well as a behavioral survey developed for each of the three brands. Conducted with research partner Kantar Media Compete, and detailed in the white paper “From Intent to In-Store: Search’s Role in the New Retail Shopper Profile.”

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.