#offlinesales

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Dark clouds are gathering over OnePlus's Indian operations. The once-popular smartphone brand is facing a major shakeup, with reports suggesting they will cease selling phones through offline retailers in several South Indian states. This decision, effective May 1st, 2024, has sent shockwaves through the industry and raised questions about OnePlus's future strategy in the crucial Indian market. Why is OnePlus Pulling Out of Offline Stores? The decision to exit offline sales in South India appears to be a culmination of frustrations expressed by retailers. According to reports, the South Indian Organized Retailers Association (ORA) sent a letter to OnePlus India outlining several pain points: OnePlus Exits South Indian Offline Market Low-Profit Margins: Retailers claim that the profit margins offered on OnePlus devices are low, making it difficult to sustain a healthy business model. Delayed Warranty Claims: Slow processing of warranty claims reportedly led to customer dissatisfaction and a backlog of unsold inventory. Lack of Customer Service Support: Retailers allege a lack of adequate support from OnePlus in addressing customer service concerns. These issues likely contributed to declining sales for OnePlus products in the affected regions. The Impact: A Blow to Both Retailers and OnePlus The decision to exit offline sales is expected to impact over 4,500 stores across Andhra Pradesh, Telangana, Tamil Nadu, Karnataka, Maharashtra, and Gujarat. This includes major retail chains like Poorvika Mobiles and Sangeetha Mobiles. For these retailers, the loss of OnePlus products translates to a significant gap in their inventory and potential revenue loss. For OnePlus, the move carries its own set of risks. Withdrawing from offline sales in these key states could lead to: Loss of Market Share: Offline stores remain a critical touchpoint for many Indian smartphone buyers who prefer to see and test devices before purchasing. Exiting these markets could mean a significant decline in sales and brand visibility. Reduced Customer Accessibility: OnePlus may struggle to reach a wider customer base without a strong offline presence, particularly in a vast country like India. Going Against the Trend: This decision stands in stark contrast to the current trend in the tech industry. Many companies, including Apple with its recent store expansions in India, are actively increasing their offline presence to connect with customers. What Lies Ahead for OnePlus? The road ahead for OnePlus in India requires a strategic shift. Here are some potential paths they could consider: Addressing Retailer Concerns: OnePlus needs to openly address the concerns raised by retailers. Offering better profit margins, streamlining warranty claims, and providing more robust customer service support are crucial steps towards regaining trust. Exploring New Revenue Models: OnePlus could explore alternative partnership structures with retailers or even consider an official buy-back program for unsold inventory. Re-evaluating Customer Service: A revamped customer service strategy, both for retailers and consumers, can enhance brand perception and build stronger customer relationships. Can OnePlus Bounce Back? The success of OnePlus's comeback strategy hinges on its ability to address the issues that led to its exit from offline sales. Demonstrating a commitment to working collaboratively with retailers and prioritizing customer satisfaction will be key to regaining a foothold in South India. Will OnePlus's Online Sales Be Enough? While online sales have become increasingly prominent in India, the offline market remains a significant player, especially in smaller towns and cities. Relying solely on online sales might limit OnePlus's reach and growth potential in a country like India. FAQs Q: Why is OnePlus leaving offline stores in South India? A: OnePlus is reportedly exiting due to low profit margins for retailers, delays in warranty claims, and a lack of customer service support. Q: Will OnePlus phones still be available in India? A: Yes, OnePlus phones will likely still be available online in India. However, their exit from offline stores in South India will limit accessibility in those regions. Q: Why is OnePlus discontinuing offline sales in South Indian states? A: OnePlus is reportedly halting offline sales due to complaints from retailers regarding low profit margins and unresolved customer service issues. Q: How many stores will be affected by OnePlus's decision? A: Over 4,500 stores in Andhra Pradesh, Telangana, Tamil Nadu, Karnataka, Maharashtra, and Gujarat are expected to stop selling OnePlus smartphones. Q: What steps can OnePlus take to address retailer concerns? A: OnePlus may need to reevaluate its customer service strategies, explore new revenue models, and potentially form partnerships to regain trust and market share in the affected regions.

Ever thought of optimizing your online campaigns for offline results? It’s great that you are able to drive offline activity with online ads but it is half the battle won as much is needed to do. On the contrary, if the online data isn’t turning into sales, you aren’t putting efforts in the right way. You should know how to win today’s omnichannel shopper. In this blog, we’ll discuss three important factors that can affect the store visits conversion data in AdWords. Note: Check your eligibility for store visits conversion tracking in AdWords Offline value of online ads There is a simple formula for calculating offline value of online ads and also you can determine of different online variables. Use Store Sales feature of AdWords to make calculations. Ask your Google AdWords representative to confirm that you are eligible to use this feature. Determining the impact of mobile on your offline sales In order to drive online data for offline action, you should start with classifying store visits by devices. It will help understand rate of conversion mobile data and desktop data individually. Why separate store visits by device? Dividing data will help you understand impact of mobile data and you can bid more for the mobile shoppers that are more likely to visit your store to complete the sale process. Today, more than half of the targeted customers are mobile users. It is time you see how your mobile ads are driving offline sales. Mobile shoppers are more likely to visit your store due to convenience hence you should make adjustments to your mobile bids to make your ads visible for these shoppers. It will increase offline sales driven by mobile data. Important note If you are running multiple ad campaigns, link each AdWords account to your Google My Business account. Linking accounts is needed to use AdWords Store Sales feature. You can even see store visits conversion without using AdWords feature. Count clicks on the location extensions to see the performance difference of mobile and desktop shoppers. One interested in visiting your store will click on the Get Directions tab to reach your store. In your AdWords account: You can increase the mobile bid adjustments of your ad campaigns up to 11x to boost offline value of the ads. Data of Return on Ad Spend on ad campaigns will show variations in average value of orders between offline and online channels. Here you need to focus on products that customers are evaluating as the customers are more likely to visit your store for buying those products. Case study on Hyundai Motor UK Ltd Hyundai Motor UK Ltd is a subsidiary of Hyundai Motor Company. It provides after sale service for new and used Hyundai cars with the help of 157 dealers across the UK. It started an exercise to engage the in-market car buyers to improve brand awareness and lift the product lines. For all the 157 dealers, the company decided to invest in the hard KPI to drive leads. The company ran campaigns on two branded keywords and used the AdWords Store Sale feature to see results: Number of website visitor 303,131/month Visits to stores 7,980/month Clicks resulted in store visits - 3.4% desktop and 4.9% mobile ROAS is 1,737% Results indicate higher value of mobile search marketing Which product drives offline sales? There could be innumerable products but it is better to know which product line is creating interest in customers and driving offline sales. Why understand different product categories? Categorizing products will help mark the products with higher offline value. Also the ad campaigns can be categorized according to product values and the ads or ad groups can be optimized with store conversions in mind Invest more on higher value products Mobile bid adjustment for these products should be high Display promotional offers along with products in sitelinks Find more keywords for these products by focusing on broader matches for these products Important note Generic terms are more valuable than broader matches as customers could start their search using generic or short tail keywords before choosing keywords for specific products and models. In AdWords account: Increase mobile bid adjustment for this account for more offline value of ads. Case study on Office Depot Inc. The company used Local Inventory Ads (LIA) to tap omnichannel customers and got 3x Return on Ad Spend on digital marketing. It has better customer insights and shopping experience. The company marked the higher value products with the help of AdWords Store Sale and LIA. Why set the right local bid adjustments? If you can distinguish store visit conversions by distance, you can easily calculate local bid adjustments for your ads. Why segment store visits conversions by distance? Separating store visit conversions will help in displaying ads to the customers that are close to your store. These customers can see location of your store by clicking on the ads. Distance Report of local extensions will express click-through-rate (CTR) by distance that will show how actions and performances of targeted audiences vary according to distance from your store. The report will help you target the customers that are searching that you can offer immediately Determine levels of local bid adjustments according to performance difference by distance especially when comparing national and global average of your AdWords account. The actions can also vary according to products. For instance, one looking for coffee will search nearby shop that one looking for furniture. Include phrases like “near me” in your keywords to come up in searches By observing the CTR variations by distance in location extension, you can determine more than one radius and make individual bid adjustments for each radius. Example: Distance from location extensions CTR Within 1 mile               4.0% Within 5 miles               2.8% Within 10 miles             2.0% National                       1.0% In AdWords account: Set your location bid adjustments at 4x higher bid than the account and then you can determine individual bid tiers for ads according to distances. Conclusion Offline performance of online ads can be increased without making many changes in the ads or making more ad groups. What you need doing is keeping an eye on the performance differences of the online traffic and optimizing the ads according to preference and actions of customers. Read the full article

Search Engine Results Pages (SERPs) are valuable for food and beverage brands, however it’s not always easy to prove the SERP impact on in-store sales - until now. We partnered with @nielsen to conduct a first-of-its-kind research study for Kraft Heinz: http://yhoo.it/1QlDN82