Toyshops competing for toys online market share

Toyshops competing for toys online market share – SEO Industry Report

FIRST, a leading digital marketing agency specialised in conversion rate optimisation, Analytics, Search and Digital Strategy, has just released a new industry report showing how visible toy stores are within Google’s Search Engine. Furthermore a consumer survey was carried out discovering that the quality of the toy was perceived as most important and that more than 60% of Kiwis mentioned that it would take them just a few days to find the right toy.

By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that “Toy World” leads the RBR for the analysed search terms in New Zealand – followed by “Mighty Ape” and “Fishpond”.

The toy market is highly competitive and also international operating toy companies like Toys “R” Us are trying to increase their market share in New Zealand. It will be a necessity for smaller and medium sized companies to invest in a robust digital strategy if they want to be competitive and increase revenues.

Furthermore FIRST took a look at trends for specific keywords like “toys nz” and discovered a continuous increase over the past few years. When taking a look at the brand search volume of different countries, Fishpond and Toy World showed peaks in search volumes before the Christmas season, which also shows the importance for these companies to trigger relevant special offers and deals at this time.

The consumer survey revealed that a large proportion of people go to Trade Me first when searching for new or used toys, followed by a large proportion which directly goes to the website of a known toy store website.

Moreover, more than 60% of Kiwis decide which present to buy within a few days and 20% of the respondents decide within a week. Thus, the customer journey which should taken into consideration when selling toys online.

If you are interested to read the full and detailed toys seo industry report for free, please download it on the FIRST website.

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ENDS

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