Presentation from the May 29th webinar delivered by RevTrax and Kenshoo, How to Drive In-Store Sales in Today’s Search Marketing World. Paul Wicker, Director of Product for Kenshoo Local, and Matthew Killough, Senior Account Manager at RevTrax, shared the challenges and opportunities for marketers connecting online and offline activity.

1. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written
consent. All rights reserved.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
How to Drive In-Store Sales in Today’s
Search Marketing World
+
©

2. Matthew Killough
Senior Account Manager, Client Services
RevTrax
mkillough@revtrax.com
Paul Wicker
Director of Product
Kenshoo Local
paul.wicker@kenshoo.com
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.

3. Agenda
1. Company Overview
1. RevTrax
2. Kenshoo
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

4. RevTrax
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Digital Media Insights Consumer Insights Redemption Insights
Trusted by:

5. Kenshoo
• Global software company:
digital marketing solutions &
predictive media optimization
technology
• Only Facebook sPMD with native
API solutions for ads across
Facebook, FBX, Twitter, Google,
Bing, Yahoo, Yahoo Japan, Baidu, &
CityGrid Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
SEARCH SOCIAL
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

6. Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

7. Today’s Digital Marketers Must Be Data-
Driven
Less than half of all marketers
surveyed believe they are ahead
of the curve when it comes to
data-driven optimization
decisions.
Technology and innovation are
allowing marketers to leverage
data – both online and offline –
in meaningful ways.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

8. Estimated Total Conversions – Moving
towards a multi-device mindset and
thinking beyond online
Mobile – Promoting app downloads and
re-engagement in response to shifting
consumer trends
PLAs and Shopping Campaigns – More
retail-centric approach to campaigns with
new functionality tying to local availability
Examples of O2O Data Evolution in Search:
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Changing SEM Landscape

9. Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
Competing with online pure plays
Tailor the Experience
1. Data-Driven Attribution
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

10. Competing with online pure plays
If Amazon maintains its current
growth trajectory, it will be the
world’s 6th largest retailer by
2015, with revenues of more
than US$100 billion
Source: Kantar Retail 2011
Almost 94% of all retail sales are
currently happening in-store
Source: U.S. Census Bureau 2014
Digital technologies are
expected to influence 50% of
in-store sales, accounting for
$1.52 trillion, by the end of 2014
Source: Deloitte Digital 2014
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

11. Challenges
Where does that leave Retailers?
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
 Larger Ranges
 Lower Prices
 Innovating quickly and flexible to
customer needs

12. Opportunities
If 94% of retail
sales still in-store,
convert digital
purchase research
to an in-store
conversion
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Offer personalized
and multichannel
promotions,
across all
channels and
devices
Engage
consumers with
targeted
campaigns for
unique or private
label goods
available in-store
only

13. Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
Competing with online pure plays
Tailor the Experience
Data-Driven Attribution
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

14. Tailor the Experience
7% of consumers are satisfied
with the ability of most brands to
offer a high-quality omnichannel
experience
(Source: Zendesk 2014)
70% of buying experiences are
based on how the customer
feels they are being treated
(Source: McKinsey 2014)
94% of marketers know how
valuable personalization is
(Source: eConsultancy 2013)
95% of marketers struggle
to mine their customer data
(Source: eConsultancy 2013)
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

15. Tailor the Experience
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

16. Tailor the Experience
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

17. Challenges
1. Creating 1:1 consumer experiences, regardless of device or channel
2. Meeting consumers’ expectations when it comes to channel integration
3. Providing a seamless experience across all channels and platforms
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

18. Opportunities
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Build and
optimize mobile
and PC-specific
strategies
Tailor ad copy
and bids
Measure mobile search
activity and the keywords that
drive in-store revenue
Mobile-friendly
landing pages or
engaging apps

19. Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
Competing with online pure plays
Tailor the Experience
Data-Driven Attribution
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

20. 60% of consumers start by
visiting a search engine, then
go to the retailer’s website,
and ultimately, 88% made their
final purchase in store.
(Source: GE Major Purchase Shopper Study 2013)
Paid search audience segments
which were exposed to
Facebook advertising generated
30% more Return on Ad Spend
(ROAS).
(Source: Kenshoo 2013)
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Data-Driven Attribution
Conversions increase 40%
when customers use digital
before and during shopping
in-store
(Source: Deloitte Digital 2014)

21. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Data-Driven Attribution
Conversion
in Store
19% 37%23%15%6%

22.  Acquiring new customers while connecting across multiple locations, at scale
 Following consumers through the complex path-to-purchase, spanning multiple
touch points that influence the final conversion
 Making the transition from the online marketing message to the offline purchase
without consumers getting lost
 Accessing real-time data, both online and in-store, and converting into actionable
insights
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Challenges

23. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.
Opportunities
RevTrax/Kenshoo integration helps customers acquire higher ROI, but can prove
where ROI is coming from (keywords, channels) and marketers can then adjust
and optimize campaigns accordingly.
1. Leverage dynamic attribution to properly credit touch points along the path to
conversion
2. Integrate offline POS or partner data and take action on the data collected
3. Capture customer information in order to build database and start measuring
lifetime value

24. Capture Online-to-Offline Conversions
Consumer searches and
clicks on ad.
Consumer is taken to Retailer
website and views an offer.
RevTrax generates unique bar
code with embedded keyword
ID.
Consumer redeems offer in-
store at POS.
Retailer sends redemption data to
RevTrax to match keywords to
in-store transactions.
Kenshoo receives keyword level conversion data and
applies to bid policy to drive more coupon
redemptions.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

25. Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

26. Staples Canada Copy and Print Program
Objectives:
 Drive online and in-store
sales
 Optimize search
performance using RevTrax
and Kenshoo technologies
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

27. Staples Canada Copy and Print Program
Execution:
Three major factors measured:
1. Campaign Performance
2. Keyword Performance
3. Mobile vs Desktop
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

28. 68%
66%
60%
32%
34%
40%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
Offers
Distributed
Landing Page
Visits
Branded Non-Branded
Brand v. Non-Brand Terms
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

29. 27%
31%
38%
48%
42%
43%
26%
28%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
Offers
Distributed
Landing Page
Visits
Broad Exact Phrase
Terms by Match Type
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

30. 46%
40%
40%
12%
16%
23%
14%
14%
15%
18%
15%
15%
8%
12%
4%
1%
2%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
Offers
Distributed
Landing Page
Visits
Branded Exact Match Non-Branded Broad Match Branded Broad Match
Non-Branded Phrase Match Branded Phrase Match Non-Branded Exact Match
Performance By Campaign
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

31. 32%
25%
26%
28%
34%
27%
7%
4%
3%
5%
4%
4%
4%
5%
6%
25%
28%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Transactions
Offers
Distributed
Landing Page
Visits
staples copy and print staples printing copy and print copy print printing services All Other Keywords
Top 5 Redeemed Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

32. 91% 93% 89%
84% 87% 88%
82%
92% 89% 92% 91%
9% 7% 11%
16% 13% 12%
18%
8% 11% 8% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total staples copy
and print
staples
printing
copy and print copy print printing
services
colour printing staples print
centre
copy centre print centre print and copy
PC Mobile
Sales Dollars by Device Type
(Top 10 Redeemed Keywords)
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

33. 2%
-6%
-1%
3%
-6%
29%
53%
28%
60%
-14%
-20% -10% 0% 10% 20% 30% 40% 50% 60% 70%
staples copy and print
staples printing
copy and print
copy print
printing services
colour printing
staples print centre
copy centre
print centre
print and copy
Average Order Value per Top 10 Redeemed
Keywords Compared to Average
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

34. 11%
7%
15%
11%
7%
8%
8%
11%
12% 12%
7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
staples copy
and print
staples
printing
copy and print copy print printing
services
colour printing staples print
centre
copy centre print centre print and copy All Other
Keywords
‘Copy and Print’ was the 3rd most
redeemed keyword yet the 6th
most visited.
Redemption Rate of Top 10 Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

35. -68%
-67%
55%
268%
4001%
5534%
-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%
Non-Branded Broad Match
Non-Branded Exact Match
Non-Branded Phrase Match
Branded Broad Match
Branded Exact Match
Branded Phrase Match
ROI by Campaign
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

36. -66%
-32%
132%
166%
552%
801%
1696%
2620%
3405%
5409%
-1000% 0% 1000% 2000% 3000% 4000% 5000% 6000%
printing services
colour printing
copy print
copy centre
staples printing
print centre
print and copy
copy and print
staples print centre
staples copy and print
ROI of the Top 10 Redeemed Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

37.  Branded keywords performed better than
non branded
 Desktop outperformed mobile by a
significant margin
 Two specific keywords drove half of the
transactions for this campaign.
Takeaways
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

38. Next Steps
Provide two different customer experiences based on
Branded vs Non-Branded Keywords
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

39. Agenda
1. Company Overview
2. The Changing Landscape
3. Opportunities in the O2O Landscape
4. Case Study – Staples Canada
5. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

40. Q&A
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients
and may not be used without their prior written consent. All rights reserved.

41. © RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written
consent. All rights reserved.
© RevTrax 2014. All trademarks and service marks herein are the property of RevTrax, Kenshoo or their respective clients and may not be used without their prior written consent. All rights reserved.
ThankYou
Matthew Killough
Senior Account Manager, Client Services
RevTrax
mkillough@revtrax.com
Paul Wicker
Director of Product
Kenshoo Local
paul.wicker@kenshoo.com