Google Merchandise Store: Enhancing Customer Experience and Increasing Engagement

This report revolves around the fact that Google is planning to increase their user experience in their merchandise store. Google merchandise store is an e-commerce website of Google which provide their customers with the branded Google merchandise. They sell apparels, stationery and other life style product all across the globe. They provide their customers with high quality product. Google wants to analyze on how to increase their customer engagement in their site. With this report Google wants to analyze the problem that they are facing and how to solve these problems.

Marketing metric and
Analysis

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Action undertaken in order to enhance the overall customer experience and increase their
customer base.........................................................................................................................3
How can Google analyse the social behaviour and analyse consumer interest......................5
Digital marketing analysis on the basis of Google Merchandise Store’s Analytics account in
the form of Google Data Studio Report Dashboard...............................................................6
Recommendations for the next twelve months for Google merchandise store....................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDICES...............................................................................................................................16

INTRODUCTION
This report revolves around the fact that Google is planning to increase their user
experience in their merchandise store. Google merchandise store is an e-commerce website of
Google which provide their customers with the branded Google merchandise. They sell apparels,
stationery and other life style product all across the globe. They provide their customers with
high quality product (Zhang, 2018). Google being one of the best search engine out there in the
market, a lot of youth, adult and children rely on them for their data. Most of the researches that
are conducted around the globe have data which is collected by the Google. Google is a site that
knows everything about their customers, they provide their customers with suggestion that is
taken from their recent searches. For encouraging their customers to buy form them, Google do
some research on the like of their customer then they provide their customer with some useful
suggestion that they want in their apparels. The product and the services that Google provide
their customers are one of the best out their in the market, likewise the product that they provide
in their Google merchandise store is also very good out there in the market. Although Google
being on of the best in the market their revenues are also very high but the share of Google
merchandise in that is very low.
In this report Google wants to analyse on how to increase their customer engagement in
their site. With this report Google wants to analyse the problem that thy are facing and how to
solve these problems.
MAIN BODY
Action undertaken in order to enhance the overall customer experience and increase their
customer base
In today's digital era every organisation focuses on promoting their products and services
through their attracting websites and showcasing their products on their websites. Digitalization
helped organisation in promoting their products and also helps in selling and buying of the
products. Seller and buyers can easily choose the products via the organisation website and this
helps organisation in boosting their revenues and helps them in showcasing their products to the
consumers who belong to different culture and different countries (Yolcu and et. al., 2020).
Organisation website helps organisation in showcasing their product range and making it
possible for the consumers to access that website without any complexity and it helps

organisation in creating the goodwill among it's consumers. Google merchandise store is the
online store operated by the Google which sells phones, tablets, apparels and wearables etc.
Google analytics is used for the data of this project. Google merchandise store helps Google in
reaching out to the consumers and helps in buying the products by their online website (Todor,
2016). Google merchandise store runs online in order to make their business more effective and
reach out to more consumers. This part of the report revolves around the importance of effective
website and how user experience affects the business of the organisation. These days
organisation in retail industry are facing the fierce competition and in order to gain competitive
advantage over their competitors and by making the attractive websites organisation are reaching
out to more and more consumers.
These days amid the COVID-19 pandemic consumers are more reliable on ordering the
products through the website of the organisation. Google merchandise store sells their product
through showcasing their products on their website and they make sure that the products should
be showcased effectively that there should be no complexity and consumers can easily access the
website. Google merchandise store includes products related to wearables and all the hardware
and gadgets related to Google. Google is facing the competition from the Amazon and Jabong as
they are on of the top online seller organisation in the retail industry.
Amazon is one of the top organisation in the retail sector as the statistics showed that
amazon is leading the retail market industry (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
Amazon makes sure that their website is attractive and easily accessible as it is the only way that
Amazon is selling their products and being so many players in the retail market Amazon
manages to be on the top and it is possible because of there website design and higher level of
user experience. User experience helps in understanding the needs of the consumer and website
and better user experience encourages and motivates consumers to visit website. Amazon
showcases the products according to the different categories and makes sure that every product
on the website have proper information about it as it helps consumers in understanding the
product and the attributes about the product. Jabong is also the example of the website which
have higher level of user experience and which gives their consumers a wide range of products in
term of apparels, gadgets etc. Jabong and amazon both makes sure that their website is user
friendly as it would help consumers in getting the knowledge about the product and also helps in
choosing from the products according to their needs and wants. Google merchandise store have

to face fierce competition in the market as Amazon is already a well settled organisation in the
market and Jabong also made it's place in the market and in order to penetrate the market Google
have to take different steps in terms of selling their product from their website.
Google have to make the website accessible without any hassle and less complex as it
helps consumers in searching their products according to their needs and Google store have to
focus on their strategies regarding the better user experience as it would helps them in motivating
the consumers to visit their website and Google have to give attractive discount offers with their
products as it helps in attracting the consumers and it would helps in promoting the product (Roy
and et. al., 2017). Better user experience helps in the engagement of the consumer and helps in
boosting the organisation revenues and it's productivity. Google store have to make sure that if
consumer have any query regarding the product on the website their chatbot should be effective
in order to solve the consumer queries and make sure that the user should be satisfied by the
solution.
How can Google analyse the social behaviour and analyse consumer interest
Google being on of the best company in the market whether it be their service or the
product, they are one of the best out there in the market they have to have their customer
satisfied so that the customers can continue to have engagement with them. Although the Google
merchandise store isn't the best in the market and also they are not contributing to the revenue for
Google in the market. So the CEO of Google thought of conducting an research and analysis for
that, so that they can curb the problem related to the customer engagement in the Google
merchandise store. The analysis is conducted on the basis of two result that is the quantitative
and the qualitative result. Both of them are good in their own terms but the Qualitative data
provide more information on the topic than the quantitative data (Ravangard, Khodadad and
Bastani, 2020). Quantitative data is all about the facts and figures that are provide by the
research conducted but in this case Google want the Qualitative data so that they can can be
more and more useful for them. Qualitative data are those data which cannot be converted in the
facts or figures, these data are the one which are the most important one they will provide
Google the exact answer that Google in wanting. For this data Google have to do some research
on the reviews they also have to watch various reviewing site that is tell them about their Google
merchandise store.

They have to collect the qualitative data form the reviews and they have to see all this
they have to see the negative reviews and take the corrective measures. Like if any review say
anything about doing some innovation or doing some creativity I their site they have to take the
course of action so that they can satisfy their customers an that their customers can increase their
use of the Google merchandise store over the other store (Loo and Leung, 2018). They have to
apply the principal of empathy, according to this principal Google have to put themselves and
think while being in the shoes of the customers. They have look out on all the measure that the
customer will be wanting while coming to their website for the first time. They have to check all
the positive and the negative reviews so as to get an clear idea of what doe the customer want
and how good the quality of the product should be and they also have to see that they should
retain their customers and they should increase their customer base. They should also collect the
data form other site and then they should do the research on why the customers are shopping
from different sites. Google should check the reviews and upgrade their site so that they increase
the engagement with the customers. And also with answering the reviews of the customer ,they
will satisfy their customers and this will help them in retaining their customers and also help
them in adding new ones.
Digital marketing analysis on the basis of Google Merchandise Store’s Analytics account in the
form of Google Data Studio Report Dashboard.
The report and data collected using the dynamics shows that there are currently 45.5k
active users, which have elevated by 16.8 per cent. The number of frequent active sessions are
58.7k which have elevated by 20.4 per cent. The number of new users are 43.2k which have
elevated by a rate of 20.4 per cent. The revenue and conversion rates can be described as the
product revenue to be 3.22 USD, which have risen by 4.6 per cent in the time period of 5 April
2020 to 4 May 2020. The transactions took place as a result of digital marketing strategies are 66
which in the period of 5 April 2020 to 4 May 2020 have risen by the rate of 37.5 per cent. The
accumulated results of digital marketing strategies have made e – commerce conversion rate to
be 0.1 per cent which in the period of 5 April 2020 to 4 May 2020 have risen by the rate of 14.2
percent (Lemon and Verhoef, 2016). The effect of digital marketing strategies adopted by
Google Merchandise Store have resulted site health, which is an accumulation of Bounce Rate,
Average Session Duration and Page Load Time. The bounce rate for Google Merchandise Store
is 49.3 per cent which in the period of 5 April 2020 to 4 May 2020 have reduced by the rate of

0.7 per cent. The average session duration of Google Merchandise Store is 2 minutes and 46
seconds, which in the period of 5 April 2020 to 4 May 2020 have risen by the rate of 3.2 per
cent. The average payload time have recorded a negative growth and have resulted to be 4.5
seconds which in the period of 5 April 2020 to 4 May 2020 have risen by the rate of 4.1 per cent
(Kumar and Almoula, 2020).
The aforementioned charts shows the device performance keeping cellular phones, tablets
and desktop as a basis for comparison. The total rate of users visiting Google Merchandise Store
from Desktop is expected to be around 81.6 per cent. The total rate of users visiting Google
Merchandise Store using cellular phones is expected to be 17.2 per cent. The total rate of users
visiting Google Merchandise Store using the channel of tablets is expected to be 1.2 per cent.
This data suggests that most of the traffic is from the users who are operating using a desktop,
followed by cellular phone users and the least traffic on Google Merchandise Store is from the
users operating using a tablet (Khatab, Esmaeel and Othman, 2019).
Illustration 1: Device performance of Google Merchandise Store.

The aforementioned chart revolves around Facebook Purchases of Google Merchandise
Store. The chart shows the product revenue and quantity sales of number of Google services
including Google Navigation (Keiningham and et. al., 2020).
Illu
stration 2: Facebook Sales by Google Merchandise Store.
Illustration 3: Paid search purchases by Google Merchandise Store.

The aforementioned chart revolves around Paid Search Purchases of Google Merchandise
Store (Kannan, 2017). The chart shows the product revenue and quantity sales of number of
Google services including Google Navigation.
The aforementioned chart revolves around the transactions that are done by the customers
on Google Merchandise Store using different channels (Herhausen and et. al., 2020). Out of the
total number of users 66.7 per cent uses the channel of cellular devices, 30.3 per cent of total
number of users consuming the services by Google Merchandise Store uses the channel of
desktop and around 3 per cent of total users uses tablets to make their online payments.
The aforementioned table focuses on product revenue channels of Google Merchandise
Store. in the period of 5 April 2020 to 4 May 2020 organic search channel have fetched a
product revenue of $2,095,650,000 with a conversion rate of 0.12 per cent. Direct channel in the
Illustration 4: Breakdown of transaction channels of
Google Merchandise Store.
Illustration 5: Product revenue channels of Google Merchandise Store.

period of 5 April 2020 to 4 May 2020have fetched a product revenue of $869,520,000 with a
conversion rate of 0.25 per cent (Foroudi and et. al., 2018). The channel of paid search have
fetched a product revenue of $251,800,000 in the period of 5 April 2020 to 4 May 2020.
The city of New York with a conversion rate of 0.48% have generated the product
revenue of $246,650,000 in the period of 5 April 2020 to 4 May 2020. The city San Antonio
with a conversion rate of 3.85% have generated the product revenue of $61,900,000 in the period
of 5 April 2020 to 4 May 2020.
The city San Francisco with a conversion rate of 0.4% have generated the product revenue of
$164,200,000 in the period of 5 April 2020 to 4 May 2020. The city Santa Clara with a
conversion rate of 0.9% have generated the product revenue of $118,700,000 in the period of 5
April 2020 to 4 May 2020. The city Searcy with a conversion rate of 200% generates a product
revenue of around $41,800,000 in the period of 5 April 2020 to 4 May 2020. The city Roswell
with a conversion rate of 5.13% have generated the product revenue of $311,100,000 in the
period of 5 April 2020 to 4 May 2020.
Recommendations for the next twelve months for Google merchandise store
As discussed earlier the Google merchandise store is having some issues with their
operating, they are having issues regarding the profitability and the market share of the Google
merchandise store (SFlavián, Ibáñez-Sánchez and Orús, 2019). Google can solve these problems
with the help of the various promotional techniques and by using various method. Some of these
methods are recommended to Sundar so that it can be used for the promotions and for the better
Illustration 6: Product Revenue of cities for Google Merchandise Store.

profitability of the company. Some of these recommendation that can be used by Sundar are as
follows :
 Customer segment – Through knowing the needs and demands of the customer Google
can easily understand about the preferences of its customers and can make or develop
their products likewise (Do and Vu, 2020). For this they have to do active monitoring and
through this they can easily segment their customer according to the likes and dislikes.
What Google can do is they can divide their customer in three categories. The three
categories are as follows :
Elderly people – In this category they have to target and monitor the likes and dislike of
the elderly people and they also have to have the information about what the elderly people are
expecting form them and how can they fulfil their needs. This segment is a very sensitive
segment and Google merchandise store while providing their services to them have to keep in
mind that they should not hurt the feelings of the elderly people
Parents – The category is the segments of the parents and in this Google have to clearly
monitor the choices of parents. As parents are the one who provide or who fulfil the demands of
their children and for that they have to a lot of parents choose online store for shopping of
various products like the clothing and stationery. Google have to provide the parents with some
recommendations and they have to show them the products through which the parents can fulfil
the needs and demand of their children.
Children – This category consist of the children, Google have to actively monitor them
because these are the ones who are very use to recommend the products to their parents and the
children segment is the one which will be providing Google with various recommendation and
changes that they will be needed to do.
 User behaviour – Everyone in this world is having different behaviour, not everyone in
this world is same. Due to the change in the behaviour they also have different choices of
products but Google can't make different products for different people so they have to
clearly understand the behaviour of different person and with this they have to deliver
their products and services in a way that is universally excepted.
 Landing and exit pages – As said by various philosopher the first impression is the best
impression (De Pelsmacker, Van Tilburg and Holthof, 2018). So Google have to make
their entry pages so smooth and appealing to their audience so that their first impression

can be very good. Google also have to make the exit pages good so that the over all
shopping of the customer can be enhanced. Like its competitor Amazon, Google have to
show some gratitude to the customer after they shop from them (Carvalho and Fernandes,
2018). This will help them in retaining their customers and this will also help them in
doing marketing through word of mouth.
 Search engines and ranking position – As very one knows that the ranking of the site
depends on the accumulated traffic in the site at a particular period of time. The more the
people searches a particular topic the more it moves up in the ranking. This can be a very
good point for Google merchandise store because Google being the most used and the
most valuable search engine in the whole world can easily help their subsidiary to grow
more and more. What Google can do is that they can create an illusion by making there
Google merchandise store top in the ranking and when they do this they will be able to
increase the customer engagement in their store. With this they will be able to generate
more and more revenue per year.
 Marketing channels – For marketing their product Google have chosen the digital
marketing channel. With the help of this channel Google will be able to target a larger
portion of the audience as most of them are working and surfing online most of their
time. Google being one of the biggest and the best IT company in the entire world can
give promotion about Google merchandise store at very different social media platforms
and in various website. They can also influence the decision making of the customers by
collaborating with various social media star and influencers. This will help them gain the
preference of the audience. Google can also give recommendation or ads on various
website which are having the maximum traffic all the time, few example of these website
are Facebook, YouTube and Instagram. This will help them in providing knowledge
about their products to the customers in a very effective and efficient manner. This type
of method is also very cost and time effective method, as Google is having their own
search engine and all the people use them to get information about various topic and then
Google can show them the advertisement of the Google4 merchandise store which will
help them in increasing their customer base (Bruno, Dell’Aversana and Zunino, 2017).
They can also make use of the 7p's of marketing, which are as follows:

1. Product- The product refers to the service or the product that is being sold or that is
being provided to the consumer.
2. Place – The place refers to the place of distribution or to the place where it can be
availed .
3. Price – The price refers to the cost or the expense of the service that is set on the
product or on the service.
4. Promotion – The promotion refers to the type of promotion that is done by the
company for the marketing of their product.
5. Physical – Physical means proof or the evidence for the use of the product or the use
of the service.
6. People – It means to all such people who are involved in making or in marketing the
product.
7. Process – This means the steps taken for the development of the product.
 Allocations of advertising budget – For doing the advertisement the company have to
have a good income in order to do the best advertisement. The use of traditional method
would have cost them a lot money and a lot of time but the use of modern approach or
the use of digital approach they can save lot of money and time and with this they can
also target a wider audience market. For the digital marketing also they have to have
funds for this they should use the method of crowd funding and they should also raise the
funds through equity. This approach will help them in raising enough fund for the
marketing. They should utilize the funds for the marketing campaign as they have to pay
funds to various website, they also have to pay funds for collaboration with the
influencers (Anshari and et. al., 2019). They also have to pay additional benefits to the
employees because of their creative and innovative skills in making their advertisement
and marketing campaign possible.
 E- commerce performance – E – commerce means the use of online platform for the
acquisition or the resale of the products and services for the motive of achieving profit. A
lot of companies use this method so that they can increase the base and can enjoy profit
for a longer period. Google merchandise store have to care fully monitor or have to
carefully evaluate the performance of their e – commerce platform. This will help them in
making changes for the future.

CONCLUSION
From the above report, it is concluded that Google merchandise store in order to generate
more and more revenues and have a good customer base should increase the user experience in
their website and for this they have taken ideas from various competitors and with the help of
various analysis. For increasing their customer base they also have increased their use of social
media and they have also targetted various social media influencer which will influence the
decision making of the people. For increasing their customer engagement Sundar have also done
some analysis on qualitative terms so that they can get a better idea on what the customer want
from them. Form the above report it is also concluded that for increasing their customer base
they have to make various changes in their website and in their management. In this report there
are some recommendation that will help them in enchaining the user experience. They can
diversify their customers and they can make their website user friendly that will help them create
Webster that will make their first and last impression very good in front of the customers. It is
also concluded that while using different strategy Google merchandise was able to increase their
revenue through the way of mobile phones. It is also concluded that they will have to use digital
marketing so that they can easily target a wide range of audience.

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APPENDICES