Behind every incomplete user journey, there is an incompetent search tool, with failed results, inside the online retail platforms, whether a mobile app or a website.
When consumers search for a specific item, businesses have only 8 minutes to satisfy them, leaving good impressions and increasing brand retention, with easy-to-use features, high-quality content, and appealing offerings.
Apparently, it is a challenging goal to achieve when we consider consumers’ increasing demands, changing habits, and improving online tools. Among all of these, one’s power remains constant: Google. Google is the authority to increase returns of online shopping and reach, and its power makes fashion brands dependent on the platform and spending more on it, and by more, we mean a 114 percent increase in spending for Google from 2021 to 2022.
4 Brand New Insights to Focus on While Using Google as a Fashion Marketing Tool
1. Google Retail Search Tool
Google Retail Search Tool, which has been launched at the end of March this year, is a fresh strategical instrument that lets companies embed Google’s search tech on their own platforms, enhanced with Google AI Technologies. This service aims to prevent the disengaging results of online customer journeys caused by the brands’ own tools that have a lack of understanding of keywords, and produce irrelevant, mistargeted results.
Overall, Google brings its know-how to collect the correct data and develop an understanding for a particular user to create an efficient experience in the retailer’s online platform and supports them to generate revenue.
Business of Fashion platform puts Macy’s as a valuable example since the brand has embedded the tools within its services and has observed a 2 percent expansion in conversion, and a 1.3 percent rise in income at each visit.
2. Enhanced Features
Users could also apply filters while doing Google Shopping Search with options such as prices, colors, brands, stocks, sizes, and more. Google Lens, another tool that gives the opportunity to search using an image, now has enhanced features that are combined with text. Thus, creating written content, and product visuals which are in line with store experience could be impactful for the omnichannel experience to attract customers as well.
AR tools have become another indicator for consumers to virtually try-on beauty products such as Loreal, within Google. Virtual try-on technologies are the point of interest for online fashion platforms such as Farfetch, thus better performance could lead to more sustainable and efficient returns.
3. Power of the Organic
As individuals are getting more careful about the personal information they share on the internet, new laws and regulations for protecting privacy, created an obstacle for tracking user habits using cookies and such. Thus, organic reach is now more significant and become a game changer.
To engage with the expected target audience, interesting, beneficial, and relatable content with well-adjusted keywords would make the brand appear at the top of the search results.
4. Be Aware of the Updates
As organic reach becomes more critical than ever, Google’s new tools and constant developments are the first to look at while creating plans to generate more revenue from online engagements with shoppers. Still, it is crucial to follow the new updates and algorithm changes to adapt to the ongoing, endless evolvement of Google services.
Meanwhile, focusing on the given subjects (it won’t seemingly change for a while) below might help the retailers to have positive returns in the near future:
· Image Quality
· Organic Search Investments
· Well-Adjusted Product Keywords
· Focusing on Virtual Try-On Technology
As a result, it can be interpreted that Google will stick around as a core tool for a while. Thus, tracking, learning, and adapting its tools continuously could leverage your brand performance and allow your business activities to be up-to-date.
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