Varejo inteligente

Dois puta cases premiados em Cannes:

Varejo e busca

Less than 10% of online retailers’ web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.’s Online division.

Nielsen found the majority of retailers’ web traffic (61%, on average) comes from people going directly to a retail site — consumers typing, say, Amazon.com into a browser address bar.

Nielsen’s findings are based on second-quarter traffic for 200 online retailers. The analysis shows that comparison-shopping sites, such as NexTag or Scripps Networks Interactive’s Shopzilla, collectively accounted for about 1% of traffic. Other referrals, such as affiliate programs or advertising (basically anything that wasn’t direct navigation, comparison referrals or search), accounted for the remainder.

The 9.5% of traffic from search also likely included a good chunk of people conducting navigational searches — typing Zappos into the search bar rather than searching for types of products (shoes) or product attributes (comfort footwear).

AdAge