Using Paid Search To Bring Customers In-Store
With the holidays quickly approaching, what better time than the present to look for ways to increase foot traffic to your stores? Columnist Amy Bishop shows how to leverage geography & intent, audiences and your web experience to drive more in-store traffic.
For the consumer, online purchases are easy and require fairly little effort, but there are a few hang-ups: returns can be a pain, paying for shipping stinks, and waiting for a shipment to arrive is even worse.
For those reasons and more, it’s no surprise that customers still prefer to shop in-store versus online.
From a business’ standpoint, bringing customers in-store provides the opportunity to immerse them in the brand in a way that can’t be accomplished online. Plus, this IDC study showed that consumers who shop online and in-store had a 30 percent higher lifetime value than shoppers who used only one channel.
So how can advertisers motivate consumers to come in-store?