The managing director of Google Retail, Kevin Mathers, has warned retailers to ensure they’re building “emotional connections” with their traditional audiences, as well as new potential customers.
Mathers, who was promoted to MD of Google Retail in July last year, said by showing up early in the discovery phase, and utilising automated, visual formats brands will capture the attention of customers.
This follows research by Google Retail claiming 30% of UK shoppers browse online to decide what they’re going to buy before visiting a physical branch to purchase the goods.
“This is where a strong omnichannel strategy becomes vital, alongside the right use of AI and automation tools,” Mathers added.
“In what is set to be an incredibly competitive Easter period with cost-conscious customers thinking carefully about their next purchase, retailers need to ensure visibility in an ultra-crowded space.”
The comments come as Google’s latest consumer research revealed how keenly customers feel about the ongoing cost-of-living crisis, resulting in 60% of consumers claiming the economy as their biggest concern.
As a result, customers are showing up online with an open mind, in search of the best deals, with 63% of consumers planning on searching more because of the higher prices, and 34% specifically on the hunt for discounts.
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