You are reading part 1 of the 2022 Retail Marketing Guide. Jump to Chapter 2: Build your brand and acquire new customers; Chapter 3: Grow your online and in-app sales; Chapter 4: Drive foot traffic and in-store sales; or Chapter 5: Use insights to inform your strategy and boost performance.
In the last few years, we’ve seen a shift in the path to purchase, with shoppers combining online and in-store shopping experiences to meet their changing needs. Knowing when and where to show up is essential for connecting with current and potential customers.
Every day, hundreds of millions of people turn to Google to discover and shop for what they care about. Find out how you can meet your customers across all moments in the shopping journey.
People search online to explore new ideas and keep up with the things that matter to them. As shoppers browse across Google and YouTube, they discover new brands and products that are relevant to them.
Shoppers are constantly on the lookout for the best product to meet their needs. Before making a purchase, they seek information from trusted sources to compare products and narrow down their choices.
They turn to Google to find out which product is best in its category, compare prices, and check out the latest reviews.
When it comes to making a purchase, convenience is key, and shoppers buy from brands that can provide a seamless experience wherever they prefer to shop. They want to be able to buy a product online as soon as they find it or see what a local store has in stock.
Chapter 1: Customers turn to Google every day to browse, research, and buy
Chapter 2: Build your brand and acquire new customers
Chapter 3: Grow your online and in-app sales
Chapter 4: Drive foot traffic and in-store sales
Chapter 5: Use insights to inform your strategy and boost performance
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1 Google Internal Data, Global, 2021.
2 Google/Talk Shoppe, UAE, whyVideo 2021 study, n=2,000 A18-64 GenPop video users, Aug. 10–24th, 2021.
3 Google Data, Global, March 2021.
4 Smart Shopper Research, Google, Cint (2021), Kantar (2020+2019), Analysis & Visualization by Zweipunkt, n=3,151, UAE and Saudi Arabia.
5 Google-commissioned Ipsos COVID-19 tracker, AU, BR, CA, CN, FR, DE, IN, IT, JP, MX, RU, ZA, KR, ES, U.K., and U.S., n=500–1,000 online consumers 18+ per market, Sept. 9–12, 2021.
6 Google Trends, UAE and Saudi Arabia, 2019 vs. 2021.
7 Google Data, Global English, Dec. 14, 2021–Feb. 11, 2022 vs. Dec. 14, 2020–Feb. 11, 2021.
8 Google-commissioned Ipsos COVID-19 tracker, AU, BR, CA, CN, FR, DE, IN, IT, JP, MX, RU, ZA, KR, ES, U.K., and U.S., n=500–1,000 online consumers 18+ per market, Jan. 6–9, 2022.
9 Smart Shopper Research 2021, Google, Cint (2021), Analysis & Visualization by Zweipunkt, all industries, n=3,151, UAE and Saudi Arabia.
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