- How to Drive in Store Sales Using Google Applications to their fullest
Today we’re going to describe how to turn online shoppers into in store buyers resulting in more foot traffic into retail brick and mortar stores. Let’s examine 3 ways to accomplish this objective growing sales and profits.
3 Techniques for Driving and Measuring the Omnichannel Impact
- Show Consumers You Are Open for Business (hint: Google My Business)
- Drive Foot Traffic to Your Store (hint: Google Maps, Location Extensions)
- Value Total Sales from All Channels (hint: Google Analytics CRM integration)
Shopping Habits Evolve
To add some context to this, let’s examine the shopping habits of contemporary buyers:
- People today use their mobile phone an average of 150X times per day.
- 93% of [German] retail sales happen in [brick and mortar] stores. Data for other users in other countries is similar.
- 92% of consumers use a digital device before or during the purchasing process.
- The research omnichannel leads to the purchase omnichannel.
Omnichannel Consumers Spend More
Data shows that the omnichannel consumer is a far more valuable client than a just online client or just in store shopping client.
Look at the data below gathered for some large international retailers and notice the large lift in value from their omnichannel clients.
Targeting the Micro Moments Matter Most
The following are micro moments to build ads around to drive in store sales:
- “I want to do”
- “I want to go”
- “I want to know”
- “I want to see”
- “I want to buy”.
As of today, Google is the largest omnichannel measurement provider in the world.
“Let us [Google] help you capture the whole offline piece of the online input.”
As you can imagine, mobile advertising is central for driving people to stores, but bear in mind that lots of the converting happens offline within the store. That’s why it’s so important to be able to connect the dots.
3 Keys to Driving Omnichannel Impact
1 -Show Consumers You Are Open for Business with Google My Business:
This can especially help address the:
- “I want to go” moment
- where there is a 2X increase in “near me” queries since last year
- resulting in a 76% of consumers who conduct a local search to visit a store within 1 day.
Make sure your store hours, amenities, pictures, and location information are all available online. Making a great first impression has never been more important.
Fortunately, creating and maintaining a Google My Business listing is designed to be easy for all businesses to do and will help a lot of external help required. For those that want some help in this area, Contact Us!
Location extensions are great for this as well in Search and Display campaigns. This will direct customers toward your physical locations.
Local search ads connect with consumers looking for local store information.
1. Location extensions Unlock the Location Details Page
Let’s take a quick look a typical use case for a local search:
- User clicks the address line
- User presented with location details
- User scrolls for further information
2 – Drive Foot Traffic to Your Store
- Identify and target search keywords which drive the most store traffic
- “I want to do”
- “I want to know”
- “I want to buy”
- Identify and value top performing online to offline categories
(Examples include Apparel, entertainment, Toys and Auto)
- Bid-by-distance allows you to prioritize customers near your stores. Distance reports help you identify and determine the optimal bid.
- Increase mobile bids where ROAS is highest.
- Provide a rich shopping experience with Local Inventory Ads (LIA).
- Let shoppers know you have the item they want within driving distance – with the local pin and distance to the store right on the ad.
Retailers saw an average 2% increase in CTR when LIA were served instead of shopping ads.
- LIA sparks omnichannel shopping.
- Average +5% ppt increase in CTR when LIA were served instead of shopping ads, as opposed to 2% last year.
- Adding LIA to your Shopping Campaigns Will NOT decrease your overall online conversion rate.
The bottom line? LIA drives more customers to your physical stores.
3 – Be Sure to Measure and Value Total Sales
Value not just online sales, but offline and call center sales as well. They all add to your bottom line so to be sure to include all sales sources/channels in your KPIs (Key Performance Indicators).
There are multiple options to measure offline impact:
- Store visits reporting
- Store sales
- Google Analytics CRM integration
Tying It All Together
Advertiser’s interested in a more precise ROAS must learn how to measure, track and value total sales. In order to do this, we need to take into account not only the green stuff the online sales but in addition, we also need to take into account offline sales and call center sales for whom that data is available and relevant.
Only factoring in these three components will provide a more complete picture on how much total sales are online ads actually drove while providing the insights necessary to make effective advertising decisions to drive online shoppers in local buyers.
Additional Resources (Target Audience: Ad Agencies)
Google Partners ‘Discover’ – Drive Online to Offline Sales (originally aired: 30 Nov 2017)