Not legally binding: for discussion purposes only. Google - PowerPoint PPT Presentation

Not legally binding: for discussion purposes only. Google Confidential

Product Specialists Creative Technical Specialists Specialists Jonas Emiliussen Nathalie Stathakis Account Executive Account Strategist jemil@google.com nstathakis@google.com Analytical Consultants Not legally binding: for discussion purposes only. Google Confidential

Multiple Mobile Complex Peaks Consumers are engaging with large numbers of local & international Smartphone are generating the Consumer demand will peak in the brands on multiple devices and across majority of traffic in many run up to Black Friday and will multiple channels as they get prepared categories and this trend is even continue to build as we get nearer for Christmas. clearer on peak shopping days to Christmas Not legally binding: for discussion purposes only. Google Confidential

Source: Google Trends, Denmark, October - December 2017.

Indexed searches, Toys category. DK data only Black Friday Xmas Black Friday Xmas Xmas Xmas Black Friday Black Friday KEY TAKEAWAY : In 2016, Black Friday overhauled Christmas in terms of peak of online consumer interest in the Toys category in Denmark Not legally binding: for discussion purposes only. Google Confidential Source: Google internal data (2014-17). Based on broad toy category, DK.

1 2 3 Biggest shopping … With e-commerce … And with an holiday in Denmark – taking a large share of increasing transaction ever... spend... value Danes spend no less than E-commerce accounted for Online transactions estimated to be 2.1bn DKK one of seven 22 % during Black Friday in kroners spent during the 2017 higher in value compared day to 2017 Not legally binding: for discussion purposes only. Google Confidential Source: Dansk Erhverv (2017); FDIH (2017))

Indexed searches, Toys category. DK data only Black Friday People start to search in the weekends of November leading up to Black Friday itself Beg. November: Demand starts building up Stable demand Source: Google internal data (2017). Based on broad toy category, DK. Not legally binding: for discussion purposes only. Google Confidential

Not legally binding: for discussion purposes only. Google Confidential

* Not legally binding: for discussion purposes only. Google Confidential

Retailers Generics Split between retailer and generic search terms, YoY (based on top volume-driving keywords). 13% 19% 16% 15% 87% Source: Google internal data (DK), 2018. Based on top 200 keywords in Not legally binding: for discussion purposes only. Google Confidential the Black Friday-related category

Retailers Category Deals Products Black Friday Elgiganten Black Friday Cykler Black Friday Deals Black Friday PS4 +8% YoY +7% YoY +15% YoY +23% YoY Not legally binding: for discussion purposes only. Google Confidential Source: Google internal data (DK), 2018. Based on top 200 keywords in the Black Friday-related category

DON’T KNOW WHAT I WANT Clothing, Sporting Goods and Hotels yield the most generic black friday interest. However people showing intent for Electronics, Computers, Phones and Toys specify which brand they are looking for. KNOW WHAT I WANT Source: Google internal data (DK, 2018). Based on top Not legally binding: for discussion purposes only. Google Confidential keywords in the Black Friday-related category

Multiple Mobile Complex Peaks Consumers are engaging with large numbers of local & international Smartphone are generating the Consumer demand will peak in the brands on multiple devices and across majority of traffic in many run up to Black Friday and will multiple channels as they get prepared categories and this trend is even continue to build as we get nearer for Christmas. clearer on peak shopping days to Christmas Not legally binding: for discussion purposes only. Google Confidential

In-store sales influenced by a digital touch point 58% 2017 13% 2004 Source: Forrester Web-Influenced Retail Sales Forecast 2004 & 2017 Not legally binding: for discussion purposes only. Google Confidential

Shoppers are loyal to the gift, not the retailer. 3 in 4 By the final shipping cutoff, 71% of shoppers will be spending at multiple retailers, both online and in stores. Sources: Ipsos/Google, 2017 & Google Internal Data, 2017 Not legally binding: for discussion purposes only. Google Confidential

Not legally binding: for discussion purposes only. Google Confidential Source: PostNord "E-handeln i Europa 2017" October 2017, Statista.

Source: Google search data for the Apparel category in November & December of 2017 and 2016. Shopping Share of Total represents 2017 data only Not legally binding: for discussion purposes only. Google Confidential

Multiple Mobile Complex Peaks Consumers are engaging with large numbers of local & international Smartphone are generating the Consumer demand will peak in the brands on multiple devices and across majority of traffic in many run up to Black Friday and will multiple channels as they get prepared categories and this trend is even continue to build as we get nearer for Christmas. clearer on peak shopping days to Christmas Not legally binding: for discussion purposes only. Google Confidential

Research Journey Purchase 2013 Mobile Desktop / Tablet 2016 Mobile Desktop / Tablet 2019 Mobile Desktop / Tablet Google Internal Data Not legally binding: for discussion purposes only. Google Confidential

Mobile search volume jumped 15% YoY to 51% of key retail searches Source: Google internal data for Apparel, Food & Grocery Beauty & Personal Care and Gifts, 2018. YoY H1 18 vs H1 17 Not legally binding: for discussion purposes only. Google Confidential

Peak Mobile Days Date Day Share of Mobile Searches December 16th Saturday before Christmas 54% December 23rd Day before Christmas Eve 61% December 24th Christmas Eve 69% December 25th First Christmas Day 59% November - December Christmas Period 47% Source: Google internal data for Apparel, Food & Grocery Beauty & Personal Care and Gifts, November & December, Denmark, 2017. Not legally binding: for discussion purposes only. Google Confidential

Local searches on mobile devices are growing 50% faster than mobile searches overall. 3 in 4 people who conduct a local search on their smartphone visit a physical place within 24 hours. 6 out of 10 shoppers checked whether a product was in stock before heading to the nearest store Source: Better Omnichannel Customer Experience, Google, Practicology Not legally binding: for discussion purposes only. Google Confidential 2018 / US NinthDecimal, SessionM, Internet Retailer/Forrester, Google

Multiple Mobile Complex Peaks Consumers are engaging with large numbers of local & international Smartphone are generating the Consumer demand will peak in the brands on multiple devices and across majority of traffic in many run up to Black Friday and will multiple channels as they get prepared categories and this trend is even continue to build as we get nearer for Christmas. clearer on peak shopping days to Christmas OPTIMIZE FOR MOBILE THINK CONSUMER BE THERE IN TIME EXCELLENCE FIRST Not legally binding: for discussion purposes only. Google Confidential

Curious Demanding Impatient Expecting to get useful advice Expecting personal relevance, Expecting the ability to act and answers about the big stuff even with less effort on our part. right now, and get right now. and the small stuff. Christmas gifts for kids Free delivery Same day delivery Not legally binding: for discussion purposes only. Google Confidential

CURIOUS DEMANDING IMPATIENT Not legally binding: for discussion purposes only. Google Confidential

15% In Denmark, searches for ideas have grown by of Google searches every 78% year are new – that is, they’ve never been Over the last two years. 2 searched before. 1 Source: 1 Google internal data, Apr 2017 Not legally binding: for discussion purposes only. Google Confidential 2 Google Internal Data 2018

how to decorate a Christmas tree? what do I want for Christmas? what to write in a Christmas card? what to get your boyfriend for Christmas? In Denmark, searches for how to make a Christmas wreath? what to put in a Christmas Eve box? ideas have grown by what to get for Christmas? when to put up Christmas tree? 78% what to get Mum for Christmas? what to get Dad for christmas? what to ask for Christmas? when should you put your Christmas tree up? Over the last two years what to get boyfriend for Christmas? how to ice a Christmas cake? what should I get for Christmas? how to make a Christmas cake? how to put lights on Christmas tree? Source: Google Internal data, UK, November & December, 2017. Not legally binding: for discussion purposes only. Google Confidential

CURIOUS DEMANDING IMPATIENT Not legally binding: for discussion purposes only. Google Confidential

63% of consumers expect personalization Source: Google/Greenberg, Rising Expectations in Consumer Experiences March 2017, U.S. (n of 1,501 consumers 18-54) Not legally binding: for discussion purposes only. Google Confidential