OrderDynamics Google Updates Report – May 2013

Search Engine Optimization specialists have their work cut out for them with recent Google Search changes. Thankfully, with new features in Google Analytics and Google Adwords, they have additional tools to help measure and strategize new initiatives.

Google Search

Google’s Matt Cutts created upset amongst search engine optimization specialists and webmasters on March 15 when he stated that Google would no longer be announcing Google Panda Updates in advance, or confirming them afterward.  Matt Cutts explained that Updates would no longer take place in monthly manual pushes, but rather Google would implement rolling updates, leading to more frequent but smaller updates. He did, however, confirm Panda Update #25 would take place throughout the subsequent weekend.

As future updates can only be speculated, this announcement would suggest that Google hopes to place a greater emphasis on continuous SEO efforts, rather than reactive or proactive initiatives to each Update.  Suspected major Updates were reported by Search Engine Land to have taken place April 5, and May 7, the latter of which caused as much as a 77% drop in search rank and traffic for many businesses.

The first algorithm update for Penguin (all previous changes to Penguin were refreshes, not updates) since its introduction in April 2012, was confirmed to have taken place on May 22. Google reported that Penguin 2.0 affected 2.3% of English search queries, including both big search rank boosts as well as drops. 

The key to good SEO optimization in 2013 has largely focused on link building via content creation and syndication; taking this into consideration, it can be deduced that Google’s moves to discontinue Panda announcements coupled with the Penguin update aim to discourage businesses from producing content that is highly promotional but provide no informative value to readers, and penalize those who continue to purchase and submit links to directories. The notion is that by creating articles that truly provides value to readers will be shared anyway, and will build a better backlink profile consisting of sites with good PageRank.

Google Analytics

Google Analytics rolled out Universal Analytics to all users on March 22. This enhanced version of Analytics features an increased focus on mobile data allowing tracking for:

• How customers interact with a site depending on the device they are using
• Mobile app performance
• Aggregate data between online and offline operations

Google Analytics Social Reports were also enhanced on March 26 to better analyze interactions with a site’s social content.  Two new reports were introduced:

•  Data Hub Activity – timelined list of social activities, and interactions around them
• Trackbacks – lists all backlinks to a site, as well as specific pages being linked to

The information in these reports were previously available by filtering through Network Referrals and Landing Pages, but are now their own unique reports.

Several improvements were made to Google Analytics’ Real Time Reporting from March through May. The first, on March 28, targeted Events Reporting – “Events” being activities such as mobile ad clicks, use of onsite tools, downloads, video views – which aim to track how different audiences (based on device, time of day, etc) initiate certain Events.  The March 28 update also included improved Content Breakdown to display in real time what percentage of visitors onsite are browsing via desktop, tablet or mobile, Shortcuts which save frequently applied filters for later use, and Real-time vs. Overall traffic activity comparisons.

On April 16, Google Analytics added Real-time Widgets. Users can combine several different widgets to measure very specific or niche traffic segments by allowing them to filter based on device type and location. For example, using Real-time Widgets, an Analytics user could track in real-time traffic originating from tablet devices only located in the UK.

An update on May 2 further upgraded Real-Time Reporting to also include real-time conversion tracking. This feature, however, remains very basic and cannot report on things like time spend on site or pages per visit.

Later in May, the Mobile App Analytics integration with Google Play was announced. The integration seeks to help app developers track where traffic to their app is coming from, the keywords being searched that drive traffic to apps, number of app views, and how many people go on to actually use the app post-download. In conjunction with Google Tag Manager, Analytics also announced the ability to make changes and improvements to mobile apps that will resonate even through already downloaded versions.

Additional improvements to Google Analytics include the implementation of detailed filters based on mobile, social, and ecommerce traffic.

Canadian Retailer: Laura Canada’s Bold Jump Into Ecommerce

The Spring issue of Internet Retailer applauded new trends from some of Canada's leading retailers and highlights OrderDynamics client Laura Canada and their 2012 eCommerce launch. Since 1930 Laura has followed a simple model of providing superior customer service with motivated, driven sales associates and fashion consultants at its retail stores. Their eCommerce launch last year applied the same mentality and attention to detail in order to unify customer experiences and set a new standard for cross-channel shopping in Canada.

According to eMarketer, online sales in Canada have consistently increasing by 14% year over year. By 2015, online sales will exceed $31 billion, an astounding benchmark compared to only 10 short years ago. Laura Canada is embracing eCommerce, in part to capitalize on the growing Canadian market, but also because they see online retailing as a way to provide additional service to its long-time customers by supporting their in-store experience.

“Though Laura Canada is well positioned for growth in the coming years, their jump into eCommerce isn’t solely based around new customer acquisition. The cornerstone of Laura Canada’s success has been centered on strong service and customer oriented programs.  They see their new online channel as an integral way to support customers with even more multi-channel features, many of which are set to be incorporated into their 2013 offerings,” says Michael Turcsanyi, President of OrderDynamics, in this issue of Canadian Retailer.

The article walks readers through mission critical elements of the Laura.ca launch and explains how the leading apparel retailer selected its state of the art eCommerce platform. The article also details Laura’s effort to integrate their eCommerce platform their warehouse, CRM, ERP, email marketing, and loyalty systems to offer a best-in-class shopping experience and transparency to their customers. Laura’s eCommerce implementation with OrderDynamics also features a built-in integration with Canada Post, enabling customers to have parcels delivered straight to any of Canada Post’s 6,500 post offices across the country. 

Sam Barnes, Director of eCommerce at Laura Canada, spoke about entering eCommerce with OrderDynamics, saying “[Our] goal is to provide the absolute best shopping experience for our customers across all sales channels. The on-site experience, ongoing service and quality of fulfillment, are all key to our eCommerce strategy.  OrderDynamics integration with Canada Post’s eCommerce services has proven to be a feature that our customers are already making great use of.  These integrations helped Laura immediately achieve several short and long-term goals for our eCommerce channel.”

There is a growing urgency for retailers across Canada to unify retail touch points and move toward creating an integrated omni-channel experience. With the launch of Laura.ca, Laura Canada has done just that, while setting a new cross-channel retailing standard in the process.

Read the article here.

eTail Canada 2013 - Recap of the Show!

As eTail Canada 2013 concluded last week, we couldn't help but be amazed at how far the Canadian retail industry has come in just a few years.  The third installment of eTail Canada offered the most accurate portrayal of eCommerce and omni-channel retailing in Canada that we’ve ever seen.  Too often assumptions or generalities are made on this emerging market, however the three day event really captured the challenges and successes of Canadian retailers, as well as the evolution of modern Canadian consumers.

Michael Turcsanyi, President at OrderDynamics, discussing the exciting evolution in retail and commerce

Day One Highlights
The opening keynote panel, which featured Ted Starkman (former President of the Shopping Channel) and  Tanbir Grover (Director of eCommerce at Lowe’s Canada), touched on an array of high-level omni-channel concepts including the idea that mobile sites and strategies are playing an important role in supporting in-store shopping experiences.  Tanbir continued to suggest that as an online community we still need to figure out what the right mobile experience is, and that we need to spend the same amount of time and thought on mobile shopping sites and strategies as we’ve done in the past for desktop experiences.

Day One Keynote Panel with Ted Starkman and Tanbir Grover

The final theme of this panel session discussed Canada’s retail landscape and the incoming wave of U.S. retailers expanding north of the border.  “Canada is seeing global competition for the first time,” said Ted Starkman.  He continued to explore how Canadian retailers will react to increased competition and aggressive expansion plans.  He also noted that many of the U.S. retailers set to enter Canada (or currently entering Canada) already have strong awareness with Canadian consumers, citing Target and Nordstrom as notable examples.

Later that morning, OrderDynamics CEO, Michael Benadiba, lead an executive roundtable discussing best practices being used by mid-large retailers to deploy omni-channel commerce initiatives.  The roundtable featured great contribution and savvy advice from some of Canada’s biggest and most sophisticated retailers – both Canadian, as well as those based out of the U.S.  As if it wasn’t already clear, the appetite and desire to deliver a best of breed, unified shopping experience is at an all-time high in Canada.  While it makes perfect sense, it’s encouraging to see such a challenging undertaking taken so seriously by senior retail leaders.  As we've noted in recent omni-channel focused webinars, Executive buy-in is a critical when launching omni-channel commerce strategies.

OrderDynamics CEO Michael Benadiba leading an omni-channel focused roundtable during eTail Canada

During the afternoon sessions, Tara Conway (Director of eCommerce at Toys "R" Us Canada) spoke about Toys "R" Us and their ongoing cross-channel efforts to drive improved shopping experiences and deliver ultimate convenience for their customers.  According to Tara, cross-channel customers for Toys ‘R Us are more loyal, and buy more than single channel customers (her stats suggested cross-channel customers buy 3-4 times more frequently, similar to results from Macy's).  Tara also suggested major challenges in launching (and maintaining) omni-channel strategies are ensuring eCommerce and IT departments are completely aligned, and that endless online aisle inventories can lead to frustrating in-store experiences when product assortment isn’t consistent from web to store – two points that can be overlooked when creating customer-centric strategies.

Tara Conway of Toys 'R Us discussing expectations of Canadian consumers

Day Two Highlights
eTail Canada’s second day started with a keynote presentation from OrderDynamics VP of Operations, Tammy Nyman.  Tammy’s address focused on the evolution of Canadian consumers, their expectations, and what retailers are doing to meet these growing expectations.  She also outlined the percentage of Canadian retailers operating eCommerce websites (statistics were collected from an independent study of 900+ retailers in Canada by OrderDynamcs in January 2013).

Following Tammy’s session, she continued to chair and moderate several speaking panels throughout the day including an insightful panel that featured Todd Dean (VP of Cross-Channel and eCommerce at ALDO Group) and Thierry Hay-Sabourin (Director of eCommerce at Best Buy Canada/Futureshop).  Like much of the conference, this session focused on omni-channel retailing, and how Canadian retailers are “flattening” their organizations to adapt to modern shopping expectations and reduce channel-centric approaches.  Thierry had a great quote that truly depicts the challenge that lies within omni-channel commerce, saying “Multi-channel retailing means involving every area of your business and working together.  It means massive disruption for organizations.”  Todd Dean added to that too, “Omni-channel is a re-think of the retail model.  It supports the consumer decision making journey.  [Aldo] has no hesitation to change our online experience if it isn’t supporting our retail stores.”

OrderDynamics VP of Operations Tammy Nyman moderating ecommerce leaders from Aldo and Futureshop

The afternoon keynote presentation featured Peter Sheldon of Forrester Research.  While the tone of Peter’s presentation was a bit more urgent than that of previous sessions, it was largely based on his views that eCommerce in Canada has so much potential.  Peter talked at length about the need for Canadian retailers to offer more convenience and improved fulfillment options to customers, suggesting both Futureshop and Laura Canada as market leaders.  Peter’s presentation offered revealing stats and trends about Canadian consumers and their shopping habits, including the fact that two-thirds of Canadians have purchased online goods from US retailers - a sign that Canadian consumers aren’t afraid to pay more (duties/shipping, exchange rate, etc.) for products they want and can't find locally.

Forrester Research Principal Analyst Peter Sheldon's keynote presentation

OrderDynamics would like to extend a big thank you to eTail Canada for asking us to be part of the event’s content and thought leadership.  We also want to thank everyone who took the time to stop by our booth and attend our omni-channel retail roundtable.  Lastly, we’d like to say a special thank you to everyone who was able to attend our eCommerce Cocktail party on the evening of Day Two.  We're already looking forward to an even bigger eTail Canada in 2014!

OrderDynamics ecommerce networking and cocktail party

In the meantime, we invite you to visit our website at www.orderdynamics.com to learn more about our On-Demand Commerce Platform.

Sincerely,
The OrderDynamics Team
1 (866) 559-8123

Webinar: The Omni-Channel Face Off: How Canadian retailers can stay ahead of U.S. Competitors with Omni-Channel Commerce Strategies

In order to create a seamless and consistent experience across all retail channels and touch points, Canadian retailers need to take advantage of cutting edge technologies, adopt new approaches, and work with experienced partners to maximize their market presence before global competitors enter Canada.

Having a sophisticated Omni-Channel commerce website is king, regardless if you have an existing eCommerce channel today.  If Canadian retailers cannot provide a best-in-class shopping experience across online and retail channels, they’ll risk losing sales and potentially lose ground on a rapidly changing retail industry.

Canadians retailers need to constantly review their current eCommerce program, asking themselves, am I gaining competitive advantage or being passed by aggressive U.S. retailers and innovative Canadian retailers?  A solid Omni-Channel strategy, sophisticated eCommerce solutions, a stimulating retail environment, as well as a best-in-class online shopping experience must be key components of any program that impacts the customer's buying experience.

On May 15th, 2013 at 1pm EST, join Michael Turcsanyi, President of OrderDynamics, for an exclusive webinar that will provide an overview of the shifting Canadian retail landscape and an opportunity to learn how Canadian retailers can gain competitive advantage through an Omni-Channel commerce strategy.

Key talking points will include:

• Plan, build and maintain a cutting edge Omni-Channel commerce strategy
• Empower customers to purchase through their most convenient touch points
• Detailed overview into today’s eCommerce landscape and future trends
• How Canadian retailers have the advantage

Click here to register for this webinar. (Space is limited.)