It’s about time we measured online searches

/h/q/n/mw_rosie_blog_photo.jpg

This week the British Retail Consortium and Google released their first quarterly Online Retail Monitor (ORM) to measure retail search traffic.

The report is designed to provide an online equivalent to measuring high street footfall. It counts retail related search terms put into Google by consumers. It then ranks them to compare the performance of online only and multichannel retailers.

It’s about time retailers had a quantitative measure of what’s going on online. While the IMRG Capgemini e-Retail Sales Index monitors online retail sales growth and the BRC’s monthly high street report includes sales figures for “non-food non-store” sales, it’s not good enough that this lumps online sales in with phone and mail order.

The report looks at online and mobile traffic, online only retailers and those with bricks and clicks operations. It also lists the top 10 searches.

Unsurprisingly, the report found that retail search traffic via mobile devices is growing phenomenally – up 181% during the first quarter of the year, compared to last year.

Total retail searches were up 29% and although mobile is growing from a low base, it’s a clear signal for retailers that haven’t tuned into it yet.

Searches from mobile devices like smartphones and tablets now account for 11% of all retail searches. When you consider that iPhone has only been around since 2007, that’s a high proportion.

It also showed that retailers with multichannel operations reported a bigger increase in searches than those that are online only. A signal that both stores and ecommerce performs better in tandem than alone.

It’s only the first of what will be a quarterly report so it will be interesting to see what trends emerge over the coming year, and how retailers chose to use the data to inform their online, and offline strategies.

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here