The Future of Retail Advertising is Omnichannel
Building an effective omnichannel strategy, particularly on paid social, is one of the trends we are betting on when it comes to retail marketing in 2019. Understanding how your audience behaves on mobile and in-store and mimicking those crossover moments is crucial to making the most out of Facebook marketing; for instance, is your business catering to showrooming where people browse in-store but want the items shipped home? Do you allow for in-store pickups for online purchases? And, perhaps most importantly for our topic, are you reaching people locally on mobile or are you still relying on traditional local media to get your message through?
Companies who have adopted omnichannel strategies are already reaping the benefits; retailers who do so retain an average of 89% of their customers, while companies without omnichannel offerings only retain 39%, according to this study.
Ps. if your brand sells online, check our post on the 2019 e-commerce advertising trends, too.
From Print to Pixels: Driving ROI and Sales Lift on Paid Social
The age-old argument to use traditional media for retail advertising (particularly for grocery and chain stores) has been that it is hyper-local and can thus drive foot traffic effectively. In 2019 it is time to turn your weekly offers from print to pixels by using Facebook formats and local targeting to do so. Half of US retail sales are impacted by digital, so you don’t want to miss out on the opportunity.
How does localized advertising work on Facebook? First, let’s take a look at localizing content and offers. Creating all the required variations to take into account store-specific offers or regional campaigns manually is a near-impossible task – you’ll need creative automation to streamline the process. For instance, our Image and Video Templates help retailers design the templates once and pull dynamic content, such as weekly product offers and prices dynamically into the ads, and then even run those ads only in the proximity of the locations where the offers are valid. The convenience store MIX ran over 10,000 geo-targeted variations across Norway with creative automation, explore the case here.
Making Sense of Measurement
Measurement is crucial component retailers are looking to crack on paid social this year. Luckily, there are solutions to understand the in-store impact of Facebook advertising. You can use tools like our Offline Data Connector that securely transfers your in-store purchase data to a format Facebook can use to better target and optimize your campaigns. Frávega, the electronics retailer was able to see a 3% lift in weekly smartphone sales by driving foot traffic from Facebook. Read more here.
Circulars, Meet Facebook Advertising
Retailers who rely on circulars now have a new way to reach their desired audience in a measurable manner; digital circulars are essentially the good-old print version reimagined as a Facebook format. Just like we detailed above, this ad includes your weekly store deals on a full-screen mobile format, reaching the people that matter to your business. You can target a defined audience that aligns with your brand interests and location (eg. store radius, city, region etc). The biggest benefit to digitalizing circulars is that unlike print, there isn’t a limit to how many products or offers you can show. You can even show the directions to the nearest store right in the ad, turning it into a pleasant, user-first experience.
Interested in learning more? See how Walmart runs digital circulars that have their audiences spend close to a minute browsing their weekly deals. Read their success story here.