CEW Board members Google this week published their 2021 ‘Retail Playbook: Everything you need for the key shopping moments in 2021.’
“Preparations for the 2021 festive shopping season start now. Marketers around the world are getting ready for a dynamic and unpredictable peak season. Consumers are increasingly researching and shopping online and the customer purchase journey has been getting more complex. Google has published a new retail playbook to help you get ready to serve your customers. It’s filled with marketing insights and designed to help you move forward with confidence.”
The 24-page guide helps to:
- Reach customers as they browse
- Engage customers as they research
- Convert customers looking to purchase
- Be ready to drive sales during the peak period
“The 2020 shopping season was the biggest ever for digital spending, with $1.1 trillion (£717 billion) in global sales, up 50% from the previous year. It’s impossible to predict what revenue figures for 2021 will be — especially with the ongoing pandemic — but we know the trend towards online purchasing will continue to grow. In the U.K. alone, Euromonitor predicts the share of e-commerce sales will grow to 29% in 2025, up from 24% in 2020.”
“My research team has seen the shift towards digital shopping is here to stay,” says Debadeep Bandyopadhyay, a Google research analyst overseeing Search trends across Europe, the Middle East, and Africa. “People aren’t just going online to buy. They are browsing. There’s sustained interest in online window shopping and searches for inspirational shopping ideas.”
“With this changing landscape front of mind for retailers and brands, now is the time to plan ahead and ensure your digital capabilities are ready for the most important period in the 2021 retail calendar. Those who do so will be best placed to inspire customers and drive sales this peak season and beyond.”
To download the Google 2021 Retail Playbook please click here.
