Are you a retailer with one or multiple brick and mortar locations and an online store? How can you leverage the advertising tactics you’re using on the web to drive more customers in-store? The platforms and technology to deliver local ads are becoming necessary to drive online demand for in-store purchases. Companies like Macy’s, Argos, Pottery Barn, Target and many other retailers are reaping the benefits of Local Inventory Marketing and so can you!

Learn how to get in-store sales from local online ads by:

  • Synchronizing your inventory and product data in real-time with ad platforms
  • Tracking your in-store inventory to be used for online advertising
  • Targeting your customers online and sending them in-store

Local Inventory Marketing

How does Local Inventory Marketing work and why is it important get your in-store product catalog synchronized with Google and Facebook to serve local ads?

In the past few years, Google and Facebook recognized that local businesses needed new advertising options to convert customers from online to in-store. They have been the drivers to expand Local Inventory Marketing in a way that was previously unthinkable.

Highstreet.io works with 3 different ad types to synchronize product data in real-time to users.

1. Google Local Inventory Ads (LIAs)

Google Local Inventory Ad’s are an excellent way to connect your customer’s path-to-purchase from online to offline. Your customers are currently doing research on your products online so why not give them everything they need to pick up the product in-store?

In the example below, you can see a typical customer brand search that leads the user to the product they were looking for from a Google Local Inventory Ad. After clicking on the product ad, all of the relevant product inventory and location information is listed. A shopper can also find alternate locations with inventory details by clicking on “See other locations”.

*Highstreet.io will connect your local inventory to your Google Local Inventory Ads (LIAs) to ensure you always have the most up-to-date-stock in your ads at all times.

Google Local Inventory Ad Experience

  1. Initial Local Search in Google: Samsonite New York City

Google-LIA-Brand-Search

2. Clicked on Macy’s Result and landed on Macy’s Google Shopping Local Listing

Google-LIA-Ad-Landing-Page

3. Clicked on “See other locations” to see if the product was in-stock at another store.

Google-LIA-Change-Location

2. Google AdWords Local Search Text Campaigns

If your country doesn’t have access to Google Local Inventory Ads, another way to move your online traffic in-store is through Local Search Text Ads. Highstreet.io can automate your AdWords Search Text Ads based on a feed to integrate the inventory data of your physical stores with your ads and dynamically create and include landing pages associated with each local ad from your data feed.

  1. Local Targeting with Ad Extensions

Create-AdWords-Ad-With-Location-Extensions

2. Create AdWords Text Ads Automatically Based on Feed Data

Create-AdWords-Ad-With-Location-Extensions

3. Create Dynamic Landing Pages with Feed Data

Google-AdWords-Local-Text-Ads-Example-of-Dynamic-Landing-Page

3. Facebook Dynamic Ads using Local Audiences

In 2016 Facebook expanded their Dynamic Product Ads to drive not only online sales but in-store sales with a product called “Dynamic Ads for Retail”. Facebook states that their ads include:

  • Local availability: An availability indicator on the ad shows people that a product is available at a store near them, and the store locator makes it easy for people to get directions.
  • Product summaries: Advertisers can use Facebook-hosted product summaries to give potential shoppers the information they need without leaving the Facebook app.
  • Different actions: Product summaries include ways for people to take actions like contacting the nearest store, buying online, or saving the product for future reference.
  • Similar products: Similar products available at the nearest store are featured so people can browse the aisles right from their phone.

Facebook-Dynamic-Retail-Ads-Multi-Ad-Carosel

*Highstreet.io synchronizes your e-commerce product data feed with Facebook to offer real-time local availability and up-to-date product information to target the people in areas that are closest to your location.

How do Retailers start using Local Inventory Marketing?

It’s important to get your in-store product data feed synchronized with Google and Facebook because the execution of your ads will leave a lasting impression on your customers. If you are marketing out-of-stock items or out-of-date brand or product information, your customers won’t trust your marketing.

Working with a reputable Product Feed Management company with Local Real-time Inventory Marketing experience will help to keep your product inventory and content up-to-date.

Here’s how Highstreet.io takes care of the details:

Highstreeet.io-Local-Store-Inventory-Integration

RFID

RFID stands for Radio Frequency Identification. It refers to small electronic devices that contain a small chip and an antenna.

The RFID device works in a similar way to a barcode on the back of a credit card. It provides a unique identifier for an object and can be scanned to pull the correct information.

Retailers are using RFID technology to lower shrinkage, synchronize inventory to cloud platforms and connect bricks and mortar data in one single stock. They are also looking at RFID technology to support their Local Inventory Marketing Campaigns.

Some RFID Suppliers include:

How do Local Inventory Marketing & RFID technology work together to transform your retail business?

By using RFID technology to track your in-store and online inventory in the cloud and synchronizing the inventory with a real-time product feed, you can achieve an effective local inventory marketing campaign that is:

Highly Visible

  • Increase brand presence for high intent search queries

Precise

  • Location selection
  • Local Inventory

Relevant

  • Search Query Text Ad
  • Text Ad Landing Page

Contact Highstreet.io to find out more about how retailers can set-up their Local Inventory Marketing.