Two primary headwinds will impact performance — localized community COVID-19 outbreaks and shipping delays — as marketers approach the holiday season.
Physical mail has
never been as interesting as it has been the last few months. And as an ecommerce practitioner, both of these issues are out of your control and require reactive action.
Google Retail Insights report, Google reported an increase in searches of 23 times for curbside pickup since the beginning of March.
The trend extends beyond household staples as ~56% of
consumers are likely to use curbside pick-up for non-grocery purchases within the next 30 days, with 21% reporting that they would use it frequently.
One-third of users said they would switch to a new brand because of their
safety and curbside policies. While the search trends have subsided, curbside searches are still
trending 185% higher than pre-pandemic rates.
Fear not — curbside pickup will be the secret sauce for holiday 2020.
The Value of Curbside Pickup
While still a messy ecosystem, local is a highly qualified, bottom-of-the-funnel query. Offering curbside pickup gives brands the agility to capture this traffic no matter what changes barrel down
throughout the next few months.
Curbside turns your physical location into a flexible distribution hub, especially as shipping cutoffs draw closer. And with user preferences rapidly shifting,
optimizing towardscurbside pickup unlocks a slew of potential new customers who can be converted into repeat customers.
Google My Business (GMB) has rolled out a number of new features
in the last six months to give users and businesses the