The web has been a lifeline during lockdown. Digital tools have helped us stay connected — families with each other, teachers with students and businesses with customers. There has never been a time when technology could be more helpful to people, communities and countries.
Unsurprisingly, as a result of the pandemic, our use of technology has leapt forward five to ten years in as many months — accelerating trends that we were already experiencing in the retail sector and beyond.
Trends: the new WWW
When browsing in a store became impossible, people didn’t stop looking for inspiration. Instead, window shopping went virtual. Searches for “ideas” surged on both Google Search and Google Images, with shoppers seeking inspiration when they didn’t have a specific product in mind. For retailers to capture those customers, visibility is crucial: More than 60% of shoppers we surveyed said they ordered from a brand after seeing it on YouTube.
The increased need for online shopping has led to a final convergence of online and offline shopping. Customers like to have the same inspiration and advice that they could get in store — but now, they want it from home. And those same customers are demanding more when they do shop. Searches for terms like “best” and “promo code” continue to rise, and customers expect doorstep delivery service across more and more categories. “WWW” no longer only stands for the worldwide web: it’s now what we want, when and where we want it.
Finally, we know that today’s shoppers value their privacy. They want to have control of their data, they need to give permission for it, and they deserve to know how it is being used.
At Google, we’re working with retailers to ensure that every online interaction is an opportunity. Online can be just as valuable as in-person for building direct relationships with customers, strengthening trust and building loyalty. Retailers just need to use the right insights and tools to get them there.
Trainings: Using digital tools and skills to weather the pandemic
Even before the pandemic, many retailers — large and small — had been embracing digital to find new opportunities. Those who went into the pandemic behind found themselves quickly learning new skills — so much so that the
