Posted: Tuesday 25th October 2016 in Paid Media, Retail Strategy, Thought Leadership.

With online research on the rise and in-store browsing edging down, many retailers are looking to drive web shoppers in-store.

A recent Google study revealed that three in four shoppers who find local information in search results are more likely to visit stores: digital offers retailers the opportunity to connect with the consumer, by providing them with information online before they go to stores.

According to online retail specialist Summit’s senior paid search manager Katie Masterman, local inventory ads offered by tech giants including Facebook and Google can bolster this process.

“Local inventory ads work best for retailers who want to turn their online shoppers into in-store customers, or for those retailers that might have in-store-only products and want to drive people into the store to buy them,” she says.

The ads update according to local stock levels in-store in real time so shoppers can click through to the retailer’s website from the search engine, reserve or purchase the product they wish to buy and then collect in-store.

More than footfall

But local inventory ads are valuable beyond driving footfall.

“Using local inventory ads, retailers can help to identify which categories and products to push and when will be the most effective time to do so, to not only drive footfall, but also online sales and purchases in-store,” Masterman explains.

However, a great deal needs to be invested into a retailer’s infrastructure to make the most of this tool.

“Local inventory ads are powered by shop and product information,” says Masterman.

“In order for stock feeds to update in real time it is vital that retailers invest in a real-time solution to ensure up-to-date information for every shop and every product is accessible.”


Republished from Retail Week, 21st October 2016