Are You Reaching The Omnichannel Consumer?

By — 10.04.17

Gone are the days when a consumer casually pops into a store and walks the aisles until she finds a product that suits her.  Life is more hectic now, technology is more accessible, and consumers are becoming more purposeful in how they shop.  In a recent survey we conducted of US-based consumers, 37% said they do their product research on a mobile device, with desktop coming in second at 30%.  Once online, nearly half (47%) start their research on a search engine.  Many, however, will not make a purchase right away, rather switching from one device to the next—so it’s important that your digital ads are prepared for this behavior.  

We also know that while consumers research online, the purchase doesn’t often occur online.  In fact, 70% of consumers surveyed said they purchase products using a combination of online and in-store purchases.

So how do we reach the evolved consumer that expects a frictionless, multi-device, omnichannel shopping experience?  By creating digital advertising campaigns leveraging location-based tactics that meet the consumer in her online research phase and effortlessly direct her to purchase at your closest physical store.

Local Inventory Ads are a great place to start as they help retailers make relevant store information readily accessible by providing online searchers with directions to your store from wherever the consumer is located at that time.  Social is also a growing force in this category and can be a great method for using digital to drive sales in your physical stores, too.  Creating ads on Facebook that target specific lookalike audience sets and encourages them to purchase your product in your nearby store can be a great way to acquire new customers.  MomentAware™, Adlucent’s DMP, is also a solution that can boost in-store sales by leveraging phone use data to create relevant and timely digital ads that motivate consumers to act.  These tactics are the just tip of the iceberg—check out our recent white paper to learn more about each one and see some additional ideas, too.

And—great news! There are now more (and better) ways for attributing your digital location-based ads to revenue from physical purchases.  With Store Visits and Store Sales Direct (both by Google) you can match brick & mortar customer purchases to consumers that interact with your digital ads by using mobile location data and unique customer information.  Third party solutions like LiveRamp can also help put together the pieces in the attribution puzzle.  These measurement solutions are doing a great job at clearing up the big storefront revenue attribution question.  Hopefully, the next time a member of your executive team stops you at the water cooler to ask how much in-store revenue your digital campaigns have generated, you’ll be prepared to fire off your numbers with confidence.

There’s no doubt that consumer desires will continue to dictate the shopping experience.  And with our technology-centric, on-the-go lifestyles, consumers are drawn to shopping experiences that allow them to purchase a product by combining online and offline methods.  This means that retailers need to use digital ads that facilitate a convenient online research experience and seamlessly guide the consumer to purchase at her nearby store.  To learn more about how you can build out your location-based ad strategy, take a look at our new white paper

Read more about our survey here.


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