Google Retail Managing Director Kevin Mathers has urged retailers to create emotional connections with their customers in order to remain competitive in the current market. Mathers, who was promoted to MD of Google Retail in July 2019, believes that by utilizing automated, visual formats, brands can capture the attention of customers and stand out in a crowded space.

‍
This advice follows research conducted by Google Retail which found that 30% of UK shoppers browse online before visiting a physical store to purchase goods. Mathers believes that a strong omnichannel strategy is essential for retailers to remain visible in the current market.

He said, “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.”

‍
Google’s latest consumer research revealed that 60% of consumers are concerned about the economy, leading to 63% of customers searching more for the best deals and 34% specifically looking for discounts. This indicates that customers are more cost-conscious and open to finding the best deals.

‍
Commenting on the research, Mathers said, “It’s clear that customers are feeling the pinch of the cost-of-living crisis and are actively searching for the best deals. It’s essential that retailers are visible in the discovery phase and are able to build emotional connections with their customers.”

‍
Sources:

Internet Retailing. (2020). ‘A strong omnichannel strategy is vital’, Google Retail MD warns. Retrieved from https://internetretailing.net/google-retail-md/
Sources: https://internetretailing.net/google-retail-md/