Eric Morris, Managing Director of Google Retail in Canada, is back on the podcast sharing holiday season insights for retailers. Leveraging over two decades of experience at Google, Eric discusses the critical role of personalization, AI, and content-driven strategies in meeting the evolving demands of Canadian consumers. Noting that holiday shopping habits are shaped by weather, calendar shifts, and economic indicators, he emphasizes the need for real-time adaptation.
In this engaging interview, Eric Morris, Managing Director of Google Retail in Canada, shares holiday season insights for retailers. Leveraging over two decades of experience at Google, Eric discusses the critical role of personalization, AI, and content-driven strategies in meeting the evolving demands of Canadian consumers. Noting that holiday shopping habits are shaped by weather, calendar shifts, and economic indicators, he emphasizes the need for real-time adaptation.
Morris highlights how Google's search data and weekly consumer surveys offer retailers valuable insights into changing preferences, with unbranded searches—where shoppers are simply seeking "the best" options—on the rise. He also explains the power of platforms like YouTube, with videos such as "haul" or "try-on" videos driving significant purchase decisions.
AI emerges as a transformative tool, enabling retailers to analyze first-party data, personalize experiences, and optimize media spending. Google's Gemini AI and tools like Performance Planner are instrumental in helping retailers predict demand and refine advertising tactics for better returns on marketing investment. Additionally, Google Lens makes a visual impact by allowing consumers to shop directly from images, underscoring a shift towards intuitive, visually driven shopping experiences.
In closing, Morris encourages retailers to harness these tools and adapt their strategies, especially with this year's extended pre-Black Friday period, to optimize their holiday sales season.
Online resources
Key Trends
o The post-holiday season extends beyond boxing day. In fact there’s a growing rise of ‘self-gifters,’ and shoppers who come back due to product returns or gift cards creating an opportunity for retailers to focus on loyalty and returning customers. 63% of post-holiday shoppers consider loyalty programs in their decision-making. [3]
[1] Google commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR ~n=280-740 online consumers 18+ per market that plan to shop for the holidays. Sep 3-6, 2024
[2] Google commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR ~n=500-1000 online consumers 18+ per market. Sep 3-6, 2024
[3] Google/Ipsos, Holiday Shopping Study, Online survey, Canadians 18+ who conducted holiday shopping activities in past two days (n=428). Dec 26, 2023 - Jan 3, 2024