Welcome to our blog series called, “Why Brands Work With Pattern.” Each week we discuss why the top brands in ecommerce turn to Pattern to drive global, profitable growth and control.
This week we are highlighting Google. Pattern conducted a European retail research project to identify customer experience best practice among the continent's retailers for Google.
See what we accomplished together below and download the case study PDF here.
Why Google Worked with Pattern: Wanted to evaluate the customer experience across their retailers in Europe
Google is the world’s most-used search engine and is one of the four top-ranking companies worldwide. Following the success of our first European retail research project done with Google, Pattern was asked to work with the company on a second piece of benchmarking research to identify customer experience best practice among the continent's retailers.
What Google and Pattern accomplished together
Google teamed up with Pattern and developed a 3 part strategy:
- Creating a scoring methodology
- Breaking retailers into groups
- Collecting data points
This initiative was put in place to learn more about the customer experience in Europe.
3 strategic pillars that helped Google grow
In 2019, Pattern evaluated the customer experience delivered by 223 retailers across 10 European countries, namely: Belgium, Denmark, Finland, France, Germany, the Netherlands, Norway, Spain, Sweden, and the United Kingdom. A scoring methodology for the European retail research was jointly agreed between Pattern and Google to assess key aspects of the retail experience such as customer service, mobile website usability, and store visits. This methodology allowed for the process to be streamlined and organized.
2. Breaking retailers into groups
After creating a uniform scoring methodology, Pattern broke retailers into groups to avoid comparing apples to oranges. Retailers were grouped into four categories based on their score: Leaders, Followers, Majority, and Latecomers.
3. Collecting data points
To ensure the collecting of accurate data, during the course of the 136-day long project, Pattern proofed almost 28,000 data points, spent 1,113 minutes on the phone with customer services and walked 308 km during store visits.
After completing the research, Pattern and Google found that The UK, France, and the Netherlands came out on top in customer experience. Inter-channel shopper journey, in-store technology, and a clear click-and-collect proposition identified as essential to create a great customer experience.
Since completing the research project, the report and information gathered by Pattern has been shared at Google events in London and Amsterdam and was also published on their blog, Think With Google.
One team—Google and Pattern
After developing a strategy centered around these 3 pillars: creating a scoring methodology, breaking the retailers into groups, and collecting data points to report on, Pattern gave Google data to act on and share.
Working together in an aligned fashion with Google’s team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win.
Download Google’s one page case study here.
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