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How did Carrefour multiply by 980the in-store traffic generated by Internet in

32 months?

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Our passion is to optimize your local digital marketing in order to boost Web-to-Store traffic

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This is the Web-to-Store traffic evolution

2015 2016 2017

Month 1 —> Month 32: 98.000% Increase

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And it was only measured on Google My Business

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RoPo behavior has a real impact in local searches

RoPo: Research Online, Purchase Offline

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Carrefour also faced seasonality differences

Beginning of the year often sees decrease

after year-end

Year-end always sees an increase

August is better than July - except in 2015!

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And Google’s changes & bugs !

Search results: from 7 —> 3 !

New Google local algorithmGoogle Bug:

hundreds of locations are

deleted by Google

Google+ stats are not anymore provided

New Google local algorithm

New attributes added to data model

“Posts made available on local

pages”

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Here is how Google Posts look like in Google My Business!Online

MapsMobile

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But managing Google My Business is getting more complex !

They always change !

Their answers rely on structured data and speed in order to performHere is the evolution of the data requirements for pos on the Internet*

2004 - launch of Google Local: Name, address, phone

2005 - launch of Google Local Business Center: Name, address, phone, email, description, url

2007 - introduction of reviews: Name, address, phone, email, description, url, reviews

2008 - semantic categories: Name, address, phone, email, description, url, reviews, categories

2010 - introduction of Google Places: Name, address, phone, email, description, url, reviews, categories, service areas, ratings, photos, hours

2012 - move to Google+: Name, address, phone, email, description, url, reviews, categories, service areas, ratings, photos, hours, posts

2014 - launch of Google My Business: Name, address, phone, email, description, url, reviews, categories, service areas, ratings, photos, hours, publications,

posts, enhanced pictures (logo, inside, outside, etc.)

2015 - suppression of description field: Name, address, phone, email, url, reviews, categories, service areas, ratings, photos, hours, publications, posts,

enhanced pictures (logo, inside, outside, etc.).

2016 - 2017 - new releases every 2 weeks: previous data + adding menus, adding attributes, accessibility attributes, adding several urls, menu descriptions,

menu prices, etc….

First mobile version

Source: MikeBlumethals.com

Google Places

Google My Business

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To perform, you should continuously adapt!

2015 2016 2017

Month 1 —> Month 32: 98.000% Increase

Start collecting insights

Full Mobilosoft data methodology applied

Start promo diffusion on Google+

Google Bug: hundreds of locations

are deleted by Google

Google+ stats not anymore received

Carrefour publishes less promos on Google+

Attributes are added to Carrefour’s data to

cope with Google

Carrefour starts answering to reviews

on Google

Posts are published on all Carrefour’s local

pages

Launch of new Store Locator

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When we compare Carrefour with a close competitor

Dec 2016 Aug 2017

1.346 visitsper

Location98 visits

per Location

1.959 visitsper

Location

207 visitsper

Location

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What is the difference between them ?

Add data when Google asks

Manage reviews

Publish extra content when available

Use stats as KPIs

Have defined roles & responsibilities

Add data when have time

Don’t even look at reviews

Don’t take time to publish content

Don’t even look at stats

Don’t know who is responsible

C

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A 4 step approach to drive more trafic inside your customers locations !

Show your locations on-line

Step 1

Interact with your local digital clients

Step 2

Show on-line what you offer off-line

Step 3

Get more reach with local advertising

Step 4

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Offer more instore traffic with MyMobilosoft platform…

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Thank you!Roland Gerets - Business Development Director - roland@mobilosoft.com