Think online advertising only drives online purchases? It’s time for those concerned with in-store sales to re-think how digital influences consumer buying behaviors in brick-and-mortar environments.
Scenario #1: Product Researchers
According to a March 2015 survey from DigitasLBi, 86 percent of customers across all countries research a product online before buying in-store.
Clearly, access to product information – from brand websites, social media or product reviews – is a huge priority for customers.
Companies that want to drive in-store purchases need to determine ways to get that information in front of customers when and where they are looking for it. Online advertising via search and social channels is a powerful medium to reach, educate, and encourage customers who are most likely to buy.
Scenario #2: Local Searchers
Do you know that three out of four shoppers who find local information in search results are more likely to visit stores?
For retailers, this means information about in-store availability of an item, store location and hours, or pricing at a nearby retail location is essential to securing in-store sales.
An even more convincing statistic is that one in four shoppers say they will steer clear of a nearby store altogether to avoid the risk of items not being available.
Most local searches will take place on mobile devices, although desktop should not be ignored. Companies that want to secure shoppers in their stores need to reach consumers with local information before they arrive, and one of the best ways to do this is with online advertising that speaks to desktop and mobile searchers who can be in your stores, within minutes.
Scenario #3: In-store Shoppers
Think with Google says that 42 percent of in-store shoppers search for information online while in-store. While 64 percent of those surveyed use search engines, almost half will use the retailer’s own site or app. This is a can’t-miss opportunity to serve online ads to consumers as they are searching for information, not only to show them you have what they are looking for but also to keep them in your store and away from competitors.
No matter how your consumers are looking for information, online advertising can be designed to drive in-store purchases and create a better customer experience that encourages repeat visits.
What are some examples of online advertising that you have seen with retailers? Effective or not?