Google Merchandise Store: Selling Google-Branded Merchandise Across The Globe

Introduction to Google Merchandise Store

My client is Google Merchandise Store, an ecommerce site that sells Google-branded merchandise. They sell a mix of apparel, lifestyle products, and stationery across the globe. GMS was, several years ago, an online store that features an inventory of the items on google brands for sale. The company deals in adult and kids’ clothing to household accessories like mugs and lava lamps. GMS largely contributed to the sale of various products to retailer consumers. GMS is a section of Google but specifically specializes in selling Google Merchandise (Velichety, 2020). The products which the brands deal with include keyboards, Google poixel devices, phone cases, chargers, earbuds, Fitbit devices, Chromecast dingles, Stadia, and Google Nest products. The company only sells products made by Google or in collaboration with Google. The brand was launched on 11th March 2015 and has operated under Google. Statista (2019) reports indicate that GMS is one of the largest companies’ worlds, with approximately 170,000 employees. The company strives to realize the increased number of customers years with recent records indicating over 40,000 customers yearly. The company maintains its long-term objectives of selling Google-branded merchandise globally by increasing its sales years and enhancing customer retention. GMS uses different strategies to retain its customers, which has increased the company’s sales and profit. Recent analytical reports indicate that direct medium and google recorded the highest revenue of $194,852.57 and $22,034.72, respectively (Google Merchandise Store Ecommerce Report, 2022). Therefore, GMS has significantly progressed in technology products since its launch in 2015.

However, the company faces major challenges in the industry, which has led to the realization of a very small part of the overall revenue. Statista reports indicate that despite GMS being a global company, it realizes a monthly revenue of about £4,000. This is a very low revenue compared to its competitors like Dell and Tesla, among others. Quelch and Klein (2007) argue that digital marketing strategies and brand reputation are factors that determine the sales and awareness of the brand. Besides, several companies are using digital marketing platforms to maximize their profitability and sales, which has increasingly benefited companies. GMS needs to manage the flow of merchandise, from the initial design selection to the presentation of the products to customers on these platforms by meeting the customers’ preferences and tastes. However, the GMS meets its customers’ tastes and preferences by maintaining unique designs and quality products that meet the customers’ tastes preferences.

The recent statistics show that the company seems to fail in using social media and other online platforms, making it difficult to record higher sales and profits. The CEO of the company, Sundar Pichai, reviewed the company’s financial and performance reports and provided opinions on addressing the issues. The CEO suggested using an efficient marketing strategy to improve merchandise sales in the future. Therefore, this report analyzes digital marketing analysis for GMS to identify the issues and recommend the use of digital marketing strategy to improve its sales.

Web Accessibility has been a factor that has impacted the reduced sales of GMS (Joshi & Achuthan, 2016). GMS website enhances accessibility to its website through the use of the clear design of the web accessibility, making dynamic content accessible and proper use of color (Google Merchandise Store Ecommerce Report, 2022). This enhances increased customer satisfaction which plays a vital role in the e-commerce industry. However, it is difficult to access the company websites using the keyboard, making it difficult for screen users and other users to access the information. The dynamic content types a very short time which makes it difficult for screen users and slow refers to capture the information. Accessibility of the company websites enables the business to attract more customers by improving their brand perception, building good user experiences for the customers, and helping the businesses practice social inclusivity.

Strategies for Customer Retention

Although the company uses unique hyperlinks and descriptive names to access the site, it makes it difficult for mobile users to succeed and takes longer to load (Google Merchandise Store Ecommerce Report, 2022). This makes it difficult for users to access and get the most reliable information, and it would impact their operations. Customers will forfeit such sites and try those of the competitors in the market (Huang, de Koster & Yu, 2020). Besides, e-commerce business has become more popular, and firms are trying as much as they can to enhance efficiency in the accessibility of their website to increase users’ traffic and make the company platforms more user-friendly.

Poor user experiences discourage the customers from accessing the company websites. GMS website is not friendly to mobile users, but it is catchy and eye-appealing, making people use it. The company website pages consistently match, but the long waiting time for loading makes it difficult for the users to use the website (Google Merchandise Store Ecommerce Report, 2022). It has also used images, headings, and white space to enhance user experiences. Less speed, improper call to action, hyper link differentiation, and segmentation of key information affects the user experience of the websites. The company has to check on the issues to enhance better user experiences. Siraj et al. (20220) argue that customer satisfaction plays a major role in business success due to increased competition in the E-commerce business. Customers like the websites and e-commerce platforms that would take it easy to access their commodities and enjoy the websites. Any difficulties caused o the websites will cause the customers to stop using the sites and shop from the company’s competitors. He et al. (2020) discusses that e-commerce websites need mobile-friendly features, user-friendly design, 24/7 customer services, extensive product information, user features, multiple payment options, and user reviews. These factors enhance the easy accessibility of the websites, motivating the customers to purchase from the company.

Tesla is a major competitor for GMS. The company deals with apparel and lifestyle collection for every person, including kids, men, and women. Abuaddous, Jali, and Basir (2016) argue that web accessibility helps all users to access the content through brand perception, social inclusivity, and better customer experiences. Tesla’s websites incorporate hierarchical headings for SEO which enhance the accessibility of the contents to the customers. This has ensured that Tesla’s contents are logical and navigable using only a keyboard. After stating the company name in a more user-friendly websites, Tesla arranges the contents in terms of gender. It starts by listing men’s products and then bestsellers, which are well labelled (Tesla | Apparel Men, 2022). After listing best sellers, Tesla arranges the contents based on the types, which include “Tees,” “Sweatshirts and Hoodies,” “outerwear,” joggers, hats, and socks (Tesla | Apparel Men, 2022). The company used the headings mentioned correctly to organize the structure of its contents, which the screen readers may use the headings to navigate through the content through the use of (<h1>, <h2>…). This makes the contents well organized and easily interpreted by the website users. One major advantage of Tesla’s website, compared to GMS and not presented by most of its competitors, is the accessibility of the contents using a keyboard alone in a more logical way. Once on the website, you can only use the keyboard to access the listed and advertised items (“Tesla | Apparel Men,” 2022). This is more efficient for users with disabilities like repetitive stress injuries who might not use a trackpad or a mouse. While on Tesla’s websites, pressing arrow keys and tab helps the user to navigate to the new items in the list. These factors make Tesla’s websites have better website accessibility than GMS and other competitors.

Challenges Faced by GMS in the Industry

Accessing Tesla’s websites is very interactive, fast, and user appealing. The company ensures an excellent user experience by optimizing page speed. Any user can quickly navigate through Tesla’s webpage without any hindrance or refreshing the page, which makes it has increased traffic to its websites (“Tesla | Apparel Men,” 2022). Hartson and Pyla (2012) argue that dragging and slow to navigate webpage is frustrating to the users as they have to wait for the pages to load. But Tesla’s websites can be accessed on any device, even mobile phones, at a very high speed, making it an elevated user experience. Tesla uses hyperlink differentiation to enhance user experience where the customer may click on the hyperlink like the “Men’s Quilted Shirt Jacket $200” to learn more about the products (“Tesla | Apparel Men,” 2022). Tesla has also employed good and wise use of images, segmenting key information with bullets, and keeping the website consistent, significantly enhancing good user experiences. This has given it a competitive advantage which enables the users to interact more and easily with the company websites increasing the number of customers. 

Dell has designed its websites in a more appealing and accessible manner. The company has used headings throughout the websites properly, with <h1> designated for the primary title page and other headings followed effectively and consistently. The adherence to the headings enables the accessibility of the contents by all customers who uses the website (“delleventshop,” 2022). However, Dell has used cascading style sheets to presentation form structure on the website. Brophy and Craven (2007) discuss that an accessible website has a sweet and simple user interface, allows mobile shopping, and does not have misleading data. Dell’s websites have well-labelled products based on their purposes like office items, drinkware, apparel, bags, and travel. However, the new arrivals are the first to view and allow users to shop by brand, making the website accessible and user-friendly. Dell has broken up the longer pages with anchor links which are jump lists that enable the users who may use the keyboard only to navigate through the items sold. This enhances the accessibility of the users to the website. They also arranged the local menus like new arrivals, apparel, etc., which enhances the accessibility of the content using a keyboard. Dell employs Dynamic content on its web page, which enhances user accessibility by user signals taking the user to the next page. For instance, the arrow left and right on the first page takes the user to the next items, which will be labelled and mentioned making the websites more interactive and accessible (Wilkinson, 2018). The screen users may easily access the content by pressing the arrow left and arrow right.

Dell design teams provide relevant and meaningful experiences to their buses by properly designing the products. Dell has adopted various ways to improve the website’s user experience. Dell uses the white space on its websites to advertise more of its services (“delleventshop,” 2022). This has made its content more legible and enables the web users to focus on the elements surrounding the texts (Hartson & Pyla, 2012). Hartson and Pyla (2012) argue that white space increases users’ attention by 20%. Dell’s white space makes the websites feel open, fresh, and modern, which is usually consistent with their branding communicating the feeling to the users. This quality has given Dell a competitive advantage compared to other companies. 

Importance of Web Accessibility in E-commerce

One important way of marketing is using attractive statements when printing your products, including calls to action. Dell is one company whose website is full of calls to action. For instance, the company’s top page states, “check out these new items!” (“delleventshop,” 2022). As you navigate through the page, you find words like “shop work from home,” “shop bags & travels,” and “Trending Now,” among others (“delleventshop,” 2022). The use of attractive calls to action enables the customers to follow Dell’s product and determine the most suitable counters. It enhances easy navigation for the website users, making it easy to use. Dell’s website is also mobile-friendly, responsive, eye-catching, has content pages, has well-designed and written headings, and makes wise use of images, making it user-friendly and giving the customers a good user experience.

Comparison of user experience and web accessibility for GMS, Tesla and Dell

The reports from pagespeed Insight indicate that Tesla’s web accessibility and user experience has a First contentful Paint (FCP) of 1.3 s, the site has a Frist Input Delay (FID) of 19 ms, Largest Contentful Paint (LCP) of 1.3 s and Cumulative Layout Shift (CLS) of 0.00 which is excellent (Tesla pagespeed Insights, 2022). This was higher when compared with Dell, which scored an FCP of 1.7 s, FID of 12 ms, LCP of 2.2 s, and CLS of 0.19. This gave it an overall performance of 31%, which is very low when cored to Tesla, which scored an average performance of 38%. GMS was the poorest indicating very low on mobile phones with a total performance of 6%.  

However, gms scored 52% on desktops with an interactive time of 1.9 s and no Blocking Time, which indicates that GMS performs better on desktop devices than mobile phones (GMS pagespeed Insight, 2022). This was still very when compared to Tesla, who scored 84% performance with time to interactive of 2.2s with best scores in CLS (0.00), FID (3ms), FCP (1.2s), and LCP (1.4s). Dell scored low on desktop devices in all the three companies with an average performance of 51%, time to interactive of 3.5s which is more (Dell pagespeed Insight, 2022). FID time was the greatest with 1ms, followed by FCP of 0.9s, LCP of 1.5 s, and CLS of 0.19s.

A good number of influencers like the Garrett model also influence social media platforms for companies in the fashion industry. Garret has a lot of fans who follows him on social media platform where he posts more about company products hence being used for marketing the company websites (“Garrett Model (Wisconsin) Profile | wrestlestat,” 2022). Tesla and Dell often allow fans to share the posts and get the attention form millions of people who follow them. Garett Model shares Dell’s apparel on social media, enhancing social media engagement.

Analysis by gtmetrix.com indicates that GMS loading scored an average performance of 33% and structure of 38% with LCP of 13.0s, TBT 0ms, and CLS 0.5 with a fully loaded time 13.6s on all devices (“gtmetrix Performance Report,” 2022). With GMS scoring less than 40% performance, loading on devices is too low, which gives the worst user expenses and web accessibility compared to the competitors like Tesla, which is the best performing, and Dell. Tesla led by 87% performance and 89% structure with 521 ms LCP and 290 ms 0 CLS, which was the best performing company on averagely on both mobile and desktop devices (“gtmetrix Performance Report,” 2022). Dell was the second most performing with 83% performance and 68% structure with 1.2s LCP, 10ms TBT, and 0.55 CLS (“gtmetrix Performance Report,” 2022).

User Experience in E-commerce

GMS assessed the mobile page speed and scored a very slow mobile speed of 4.9 seconds on a 4G connection. Dell’s website also scored slowly, with a mobile page speed of 10.5 seconds on a 4G connection (Thinkwithgoogle.com, 2022). Tesla recorded the highest speed of 1.9 seconds in the UK on a 4G connection, which was fast, making it the leading website with the best user experience and accessibility.

However, for web accessibility, the WAVE tool indicates that Dell scored two accessibility errors, two contrast errors, 19 alerts, and 2 good features. The site had an average of 31 structural elements and 33 ARIA (“WAVE Report,” 2022). GMS site leads in the number of errors scoring 50 errors, 7 contrast errors, and 12 alerts. It has four features, 71 structural elements, and 69 ARIA. Tesla was the best network on user accessibility and experience with no errors, no contracts errors but 58 alerts. It has 165 good features, 1085 ARIA, and 133 structural elements, making it the best user-friendly and accessible website.

Social listening allows the company to understand what is being said about the company and its products on the internet. This can be carried out through social media monitoring, audience development, and tracking the conversation around the industry. After conducting a social media listening in the apparel industry from sites like page speed.web.dev. It helps to understand what the users and customers are experiencing. From buzzsumo.com, we find that GMS has a very high Facebook engagement of 300, one Twitter share, 11 links, and one evergreen score, giving 301 total engagement (BuzzSumo, 2022). Dell had a total engagement of four with two Facebook engagement and two twitter engagement. However, Tesla scored a total engagement of five social media engagement. Thus, GMS has higher social listening than its competitors. We find that most combines in the industry use various social media engagement means to market its product and reach customers on social media. Companies use social media platforms to foster customer interactions and build brand awareness.

Sentiment analysis refers to an automated text analysis that extracts aggregated emotional information for a text, analyzing the comments, user feedback, and opinions of data sets. Marketers use sentiment analysis to offer insight into the mix of features, product strengths, and weaknesses which indicates the perceptions of the company in terms of value, performance, service quality, and product quality (Liu, 2012). This enables the company to understand how the customers feel about its brand by considering opinions and emotions. Sentiment analysis helps the coronary understand their audience, improve customer services, tweak brand messaging and product development, understand where the company stands in its niche, and spot brand crises at early stages.

GMS happens to lead in the number of tweets in the past eight days scoring 37 tweets, 227,672 reach, 386,929 impressions, 21 RTs, 2 replies, and 143 total faves. GMS has a total of one review, which is designated as excellent by a rating of 3.7 on the trust pilot (Trustpilot, 2022). It has a sentimental of 2.7% as great, 37.8% as good, and 59.5% as neutral, slightly higher than Dell but below Tesla. Most of the tweets posted by GMS indicated pleasant high confidence sentiment on sentiment visualization, with most ranging from being calm to relaxed (Sentiment Viz, 2022). Therefore, from this analysis, GMS tends to use more reactive engagement while responding to the tweets, enhancing positive sentiments on Twitter while making comments, directing tweets, and mentions.

GMS and Its Competitors

Tesla had 19 tweets in the past eight days with a reach of 229,074, imprison of 229,159, and a total RT of 333. The total Faves were 7,408 and six replies. The average tweet sentients scored 36.8% as great, 15.8% as good, 42.1% neutral, and only 5.3% as terrible. Therefore, a large portion managed to give good percentage sentiments of above 50% is good to great (Socialbearing.com, 2022). Tesla had zero reviews on Trustpilot. Out of 13 tweets of Tesla, two scored unpleasant sentiment, but the rests were pleasant and high confidence (Sentiment Viz, 2022). However, Tesla also records higher positive sentients due to their proactive engagement with other users, which increases the buzz around most of their marketing campaigns. The analysis indicates that sometimes the Tesla customers get angry, but they are happy and joyful in most cases, as indicated by the sentiment viz. 

Dell had two tweets in the past eight days with a total reach of 2821, 5642 impressions with no RTs, total faves, and recipes. 50% of the tweets were classified as great sentiments, and 50% were neutral (Socialbearing.com, 2022). Dell recorded zero reviews on the Trust pilot (Trustpilot, 2022). Dell presented two sentiments on sentiment visualization, which were all confident and pleasant, indicating that the customers were active and alert (Sentiment Viz, 2022). Therefore, Dell records low reviews and sentiments, which is difficult to compare with GMS and Tesla, which have increased the number of positive sentiments, emotions, and mentions of the customers.

GMS has a considerable number of audiences based on google data analytics. This is the number of followers that interact with the company websites. The data indicates the highest number of audiences in April, which was incurred due to higher audience engagement by the company, and the contents posted, which recorded deeper impressions and comments. The website recorded 75.5% returning users and 24.5% new users in April. There were 177 conversations at a conversation rate of 96.92% (Google Analytics Report, 2022).

Interactions of the likes and comments from the 15th to the 21st of April indicate that Tuesday is the most engaged day for social media interaction (Socialbearing.com, 2022). The web traffic indicates 1,687 sessions (Google Analytics Report, 2022). The total interaction is 4. Therefore, Tuesday is the best day for posting our products on social media due to the increased audience. Besides, Friday and Wednesday have an average of 1, with other days recording 0. Interventions should increase the audience’s attitude toward social media interaction. Such strategies have been discussed to address this issue. 

The page has an average page visit of 1.92 and 862 unique visors (Google Analytics Report, 2022). The company records higher social media activities like on Twitter with a weekly average of more than 20 posts with a higher engagement of the posts in the past one month, which could be improved to attract more audience and customers. 

There were 780 transactions realizing a revenue of $1,659.98 which was $9.26 revenue per transaction and $4.36 revenue per visit (Google Analytics Report, 2022). The total revenue recorded was $9,675.80, with an average visit value of $2.13, a positive deviation from the previous period and years. It indicates that the company websites managed to record considerable revenue in the previous sessions. 

Recommendations for Improving GMS’s Digital Marketing Strategy

After analysis of the GMS and its competitors on user experience, web accessibility, social listening, social sentiment, and e-commerce performance, we find that the consent presented by the company has a low-quality image, low-quality comment, page layout not appropriate, the message fails to match, delivery is not clear and not good offers and has a high converting copy. The technical issues receded include failure of the links to work, too slow loading, and difficulties accessing the websites. For the commerce performance, GMS has truly issues due to its failure to be transparent in marketing and online since it dies not to have a very clear privacy policy, its refund policies are not clear, and there are no good ratings and reviews on sites like Trustpilot, lack of SSL certificate and asks the card details earlier. Poor user experiences have been recorded due to unclear navigation, lack of progress bard, unclear call of cations, confusing pop-ups, and no relevant target market. Therefore, we recommend the following in the next 12 months.

To increase user experience, the company needs to make good use of white space, optimize the page speed, use more attractive calls to action, use bullets to segment the key information, and make the website friendly. To increase web associability, the company needs to choose a connect management system that suppliers accessible. For instance, they may use WordPress and Drupal, which the competitors use to enhance accessibility. Secondly, the need to organize the structure of the content very well through headings where <h1>, etc., needs to allow the screen users to access the content. GMS needs to include proper lat text for the images on the websites to enhance accessibility by screen users. They also need to give their links more unique and descriptive names and use color with care, design forms for accessibility, use tables for data, and ensure that the contents can be accessed by only a keyboard in a more logical way like the Tesla website. They also need to incorporate ARIA roles and landmarks and make dynamic connect accessibly. 

The company needs to monitor its brand name, and care site for better content from the social media listening strategy since content marketing forms the most effective marketing. They also utilize social listening for social selling by discovering opportunities from the platforms. GMS needs to use the information obtained to lens the marketing stages that the competitors like Tesla and Dell are using to be on the top in the industry. They need to identify potential brand ambassadors and social influencers. Moreover, social listening data must help GMS learn about their audience, their desires, likes, and dislikes to provide what is the best for them.

To boost the sentiments, in the next 12 months, the company needs to perform a Social Media Campaign to create a strong social media presence for GMS, which will improve good customer relationships, improve brand awareness and product differentiation, and increase the company’s sales. The company will win the largest market share and invent unique computing products that satisfy Customers’ choices and preferences. 

For better e cover performance, the company needs to increase trust by clearly stating its privacy policies, being transparent on online marketing m ensuing reviews, and rings. Also, in the next 12 months, Google Merchandise Stores need to perform an audience review to identify if the company has gained the appropriate audience with diversified ideas and opinions. They shall also incorporate an advanced social media monitoring system, including google alerts, so that we can monitor every process or action, however tiny it may be, to preserve the reputation of the brand. They will also analyze and compare the strategies and performance of our competitors in terms of communication and content so that we can improve on our weaknesses in the future. In the future, they will also provide clear procedures on content formulation, posting frequency, and proper reporting channels so that social media workflow does not leak at any point. They will also review our goals in the future so that we can perfect what went astray by identifying the reasons that made us fail to achieve some of our initially set goals.

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