Study: Big box stores losing search engine battle

Share this article:

Consumers are six times more likely to be pointed toward independent or Internet-based retailers than to major bricks-and-mortar retailers, according to a study conducted during the holiday season by Internet-Engine titled "Search Share Analysis."
A mere 5.3 percent of the sites displayed by the search engines were for big-box stores. Independent e-commerce stores represented 32.3 percent of the sites. Manufacturer and shopping-comparison sites each drew nearly 21 percent of the search results. The study evaluated search activity for the average searcher, starting with a high-level or category-type search, then refining the search for specific attributes and, finally, looking at a specific brand or model.
"The search terms were entered on the Google, Yahoo and MSN search engines, and the results from the first page were analyzed," said Thom Disch, Internet-Engine's founder/CEO. "This typically included the top 10 sponsored search results and the top 10 naturally occurring, or organic, results."
Ten product categories were analyzed, and 2,000 Web sites were manually visited and reviewed.
Internet-Engine, Libertyville, IL, is an Internet marketing firm providing services such as search engine optimization, Web site design and development, keyword research, competitor analysis and search engine submission.
Mr. Disch said that instead of marketing aggressively through search engines, national retailers have relied on branding, reputation and ad campaigns to bring customers into their locations and their Web sites.
"We think this study highlights the ways consumers are using the search engines to improve the way they shop, and this study helps marketers better understand how they will have to modify some aspects of their retailing strategy," he said.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.