July 10, 2020
Do you have an offline store as well as an online shop? If you do, you can boost your sales by advertising live stock updates from your physical stores on Google Shopping. In this blog, discover how our client Gall & Gall increased their sales using local inventory ads. And learn exactly how you can do this for your own business.
With highstreets slowly opening up again and with consumers ready to shop offline, now is the time to respond. Using local inventory ads, online shoppers know exactly which of your products are in stock in every offline store.
There are many ways to promote your products online. You can show them on different channels like Amazon or eBay. You can advertise with search ads via Google Ads or Bing Ads. But have you considered promoting your offline store’s inventory online? Whether you have a special offer or a huge sale. Or, if your product is sold out online but you still have some in your offline stores. In many situations, it’s a no-brainer.
Google developed local inventory ads exactly for this purpose. These ads become visible when a potential consumer is close (within 50km) to one of your offline stores. They can see whether the product they are looking for is still in stock and in precisely which store they can get it. This way you can perfectly combine your online shop with your offline stores.
Gall & Gall, the most popular liquor store chain in the Netherlands and one of our clients, faced a dilemma. The company was founded in 1884 and today has around 600 physical stores across the Netherlands. These stores are hugely important to Gall & Gall’s success. However, buying drinks online is becoming more common. And in recent years, their online marketing has focused mainly on online sales. But how do you combine online and offline the right way? Plus, how do you measure the effectiveness of online marketing on offline sales?
Jan-Willem den Dunnen, an online marketer at Gall & Gall explains, “When Google introduced local inventory ads in the Netherlands, we were one of the first to try it out. We are an omnichannel retailer and know better than anyone that online advertising is an important driver to stores. We'd like to increase this effect. So we set up local inventory ads mainly for our customers. If you want a bottle of Bacardi today but when you check online it says it can’t be delivered until tomorrow, you won’t order it online. Local inventory ads provide a solution. We see an increase in the number of clicks on Fridays and Saturdays. People would like to pick up drinks for that evening. With the help of local inventory ads, we offer them the chance to find if what they want is in stock, in the shop around the corner!”
Gall & Gall first started last year with a test in Amsterdam. They saw that their local inventory ad campaigns resulted in a significant increase in physical store visits. As a result, Gall & Gall rolled it out across the Netherlands.
Are you looking to combine your online and offline stores using local inventory ads? Make a start by using your Channable account and creating optimized feeds for Google Shopping. You can also contact our sales team for more information.