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?
[Read the full article on Search Engine Land.]
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.
(Some images used under license from Shutterstock.com.)
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