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Increase Retail Store Foot Traffic with Google Local Inventory Ads

Increase Retail Store Foot Traffic with Google Local Inventory Ads

Google Local Inventory Ads (LIA) significantly increase retail store sales by turning nearby shoppers who are searching online into in-store customers.

River IslandBest Buy, and Williams-Sonana Inc. are examples of retailers who have successfully leveraged Google LIA together with their POS systems to grow foot traffic and sales. Now, smaller retailers have the chance to do the same with a minimal budget. 

Keep reading to find out how you too, can take advantage of this opportunity to increase your retail sales.

Local and Mobile Searches Lead to In-Store Purchases 

There are two factors that make Google LIAs so effective:

For retailers, this means that there is a lot to be gained by being easily found online. The challenge then becomes figuring out how to give target shoppers the answers they are looking for at the exact moment that they are searching. 

This is where Google Local Inventory Ads come in. 

Google LIAs helps store owners succeed in these micro-moments – by capturing shopper intent and most importantly, the sale.  

What are Google Local Inventory Ads (LIA)? 

Local Inventory Ads showcase product and store information to nearby shoppers who are searching on Google. They are different from traditional Google ads as they are designed to drive shoppers to your physical store. While users also have the option of purchasing online (if you have an e-commerce store), LIAs are meant to attract nearby users and only show when a shopper is within a certain range of your store. 

When shoppers click on an ad, they are taken to the local storefront page which can be either a Google-powered product listing or your own e-commerce site. Here, they can view other in-stock merchandise as well as important store information such as business hours, directions, current promotions, and more. 

Below is an example. 

laundry detergent google search

When I search for “laundry detergent near me”, Local Inventory Ads  appear next to the search results. Both Canadian Tire and the Home Depot are currently running LIA campaigns for laundry detergent (pointed out in red below). 

I know that at Canadian Tire and the Home Depot, the items are definitely in stock because of the “in store” label. 

Google LIA example

How do Local Inventory Ads Work?

Let’s take a look at the example below. 

Canadian Tire is looking to increase foot traffic to their physical stores. 
So they’ve purchased Local Inventory Ads hoping to target local shoppers like me. They’ve set up a Google Shopping campaign that showcases ads to shoppers within a 45 km radius.

google local inventory ads

As you can see above, I’ve made a search on my mobile phone for a ceramic stove top-cleaner. Like most people (87% of shoppers), I frequently turn to a search engine as a resource for product information.  

By looking at the search results, I can see that Canadian Tire has what I need in stock and the closest store is only 2 km away. 

I decide to head to the store because I am certain that they have the product that I need. A store associate is able to tell me more about the product in-store and even recommends I try out a surface scraper. After my conversation with a store employee, I’m happy to purchase both products. 

Key Benefits of Google Local Inventory Ads 

1) Promote In-stock Inventory: 41% of shoppers wish that retailers would do a better job at sharing inventory information.

LIAs let local shoppers know that you have the items they are looking for – at the exact moment that they are searching for it. The ads even create a sense of urgency and encourage shoppers to act by letting them know when certain items are low in stock. 

2) Advanced Geo-targeting Capabilities: Target local shoppers who are actually nearby the store and are looking to purchase. Advanced geo-targeting capabilities allow retailers to reach target shoppers within a certain km radius.  

3) Measure Campaign Results: See how your ads are impacting your bottom line. Monitor the effect LIAs are having on foot traffic and in-store sales – and adjust your campaign bids accordingly. 

4) Gain a Competitive Edge as an Independent Retailer: In the past, Google LIAs were only available to national retailers. But now, independent retailers have the ability to run high-performing ads on Google with a minimal budget. For as little as $150-$300 per month, store owners have the ability to drive local foot traffic and increase store sales.

5) Automatic Ad Optimization: To minimize marketing costs, LIAs automatically turn off when products sell out. Not only does this benefit your bottom line, it also results in a better shopping experience for your customers.


To learn more about how your retail store can easily implement Google LIAs to increase foot traffic and in-store sales, click here

#google #localinventoryads #retail #onlinesearch #foottraffic #physicalretail #retailstore 

Sell More: A Google Integration for your Retail POS

Sell More: A Google Integration for your Retail POS

A point-of-sale system is an essential tool for retail stores; from speeding up the checkout process to simplifying inventory management, store operations become more efficient with a retail POS software.

But a good retail POS system can help you do much more than just manage your store operations or track sales history – it can also help you sell more. 

Selling More on Autopilot

More people are searching online prior to buying (or “pre-shopping”) than ever before. According to Google: 

  • 3 out of 4 shoppers use a search engine to find a business

  • 7 out of 10 people made a purchase from a business they found using a search engine

Which means that getting your retail store to show up on Google is necessary in order to drive foot traffic and increase store sales. This is where integrating Google to your retail POS comes in.

3 Benefits of Integrating Your Retail POS with Google My Business

1) Be Found on Google

Google My Business profile

Building a strong online presence on Google starts with your store’s Google My Business listing. 

Google My Business (GMB) is a free online listing service. It ensures that your store shows up in online local searches and lets you manage how your retail store appears in both Google Search and Google Maps.

Here are a few reasons why GMB is so powerful:

  • GMB listings dominate the first page of Google search results 
  • ​They appear based on a viewer’s actual location
  • They appear in local searches for business types on both Search and Maps (for ex: if a user searches for “pet stores”)

A direct GMB integration allows you to set up and manage your Google My Business listing right from your retail POS software. Not only does this reduce the time and effort required to set up a listing, it also helps your store appear higher up in Google Search and Google Maps when local shoppers make relevant searches to your business.

2) Advanced Targeting with Google Local Inventory Ads (LIAs)

With automated POS integration to Google, retailers now have the power to reach out to shoppers when they are near one of their stores.

By running Google Local Inventory Ads (LIAs), stores are able to drive in-store sales with online product ads that allow retailers to attract nearby shoppers at the right moment – when they are ready to buy!

Not only do LIAs only show when local shoppers are within a certain distance from a store, with an automated POS integration, LIA ads run directly from your POS and only show when products are in stock. This means that LIA ads automatically turn off when products sell out to help minimize your marketing costs. LIAs even encourage urgency by letting nearby shoppers know that stock is low and that they need to act.

According to Google, shoppers prefer and act on location-based ads:

While LIAs were only available to national retailers in the past, with the TAKU-Google LIA integration, even independent stores can now run

high-performing and affordable ads for all of their products. TAKU POS will handle the entire basic campaign – which means that merchants can start running products online with only a few clicks. Set your daily budget and the geographic area you wish to target and you’re set! There’s no need to manually input or upload product information to Google.

3) Free Online Product Showcase

Even if you’re not ready to buy digital ads yet, the TAKU-Google integration helps you showcase what your store sells online to shoppers. By using Google’s “See What’s In Store” feature, your in-stock products will be visible underneath your GMB listing. This feature is automatic and completely free to merchants using an integrated POS. 


Give shoppers an additional way to discover what your store sells.

Join the beta for TAKU POS today to see what it’s all about.

#googleintegration #retailpos #cloudpos #marketingintegration #posintegration #sellmore #retailmarketing #foottraffic 

Retail Marketing: 3 Digital Marketing Tactics That Drive Foot Traffic

Retail Marketing: 3 Digital Marketing Tactics That Drive Foot Traffic

Are you looking for a cost effective tool to drive footfall to your store? 

Then you should consider targeting shoppers online with digital marketing tactics. 

The Importance of Digital Marketing for Retailers

Many retailers disregard the importance of digital marketing. In fact, only 44% of local retailers have claimed a Google My Business Listing

If you are not making use of digital marketing tools, you are missing out on a huge chunk of customers! 

Shoppers are now searching for retail businesses like yours online. According to Google:

  • 3 out of 4 customers now use a search engine to find a business. 

  • 7 out of 10 customers made a purchase from a business they found using a search engine. 

This is why digital marketing strategies are essential for retailers who are looking to drive foot traffic and sales. 

To learn more about the benefits of digital marketing for retail stores, click here

Below are three strategies you can leverage to build an online presence and attract more shoppers. 

3 Online Marketing Tactics that Increase Foot Traffic 

1) Local Directory Listings 

local seo

Local search results present a huge opportunity for retail stores; according to Google, 80% of people now use a search engine to find local information. 

This is why local directory listings are so valuable to retailers as a digital marketing tool – they help optimize your retail business for local search (or local SEO). In simpler terms, they help you be found locally by making your retail store appear in search results. 

Directories feature business information such as your address, contact information, store hours along with other useful features such as customer reviews, images, videos, and preferred payment options. 

Not only do local directories help you appear higher up in search results – they also help your business stand out among big box stores and online retailers. 

As mentioned above, most retail stores haven’t optimised for local search while online competitors can’t compete with your store locally. Meaning – there is a competitive edge you can gain by focusing on local SEO. 

To learn more about the basics of SEO, click here

The following are some online directories that will help you get noticed in local search results:

  • Google My Business

  • Yelp 

  • Yahoo Local 

  • Bing Places for Business

  • MerchantCircle

  • Yellow Pages

  • Foursquare

  • Manta

  • Angie’s List

  • Citysearch

2) Buy Online, Pick Up In-store (BOPI) 

shopper buying online

Buy Online, Pick Up In-store or BOPI (also commonly known as click and collect) takes advantage of consumer shopping habits to drive foot traffic. 

This omni-channel strategy draws on the fact that shoppers prefer to see the physical product in person but want the convenience of browsing online. In a recent survey, 50% of shoppers stated that they decided where to make a purchase based on whether a store offered BOPI options

BOPI is increasing in popularity as more and more retailers are adopting the strategy in order to remain competitive in the age of Amazon. And it is a tactic that seems to be working – according to the Business Insider, 68% of US consumers have made multiple click and collect purchases

Retailers adopting BOPI strategies are also reaping the benefits – 85% of shoppers made additional purchases when picking up an order in-store

To summarize, BOPI drives foot traffic while offering several advantages to retailers including: 

  • Higher rates of impulse purchases  

  • Decreased shipping costs 

  • Lower return rates

  • Satisfied shoppers

3) Google Local Inventory Ads

foot traffic

Google Local Inventory Ads are one of the most important digital marketing tools that retailers can leverage to drive foot traffic. This is because LIAs give retailers the unique ability to display a store’s in-stock merchandise –  at the exact moment that a relevant local search is made.

According to Google, shoppers prefer and act on location based ads

When a shopper makes a relevant product search, and that product is available at a local store, they will be shown a local inventory ad with an “in stock” label.

Once that shopper clicks on the ad, they will be taken to the Local Storefront page. Here, they will be given more information about the product and your physical store including other in-stock inventory, current promotions, store location, and hours. 

So by implementing Google LIAs in your digital marketing strategy, you will be able to target local shoppers and drive relevant traffic to your store! 


We hope you found this article helpful!

Would you like to learn more about how to increase your retail store’s online presence? 

Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.

#digitalmarketing #foottraffic #builtforretail #increasefootfall

The Importance of Google Reviews for Retailers

The Importance of Google Reviews for Retailers

Did you know that 90% of shoppers read online reviews before visiting a business

This is where Google comes in – Google My Business (GMB) is one of the post popular online review platforms on the web. When managed correctly, GMB reviews can have a huge impact on your retail business’s bottom line!

So keep reading to find out how your retail store can benefit from Google Reviews. 

Advantages of Google My Business Reviews

1) Improve Your Online Visibility (SEO) on Google 

Google wants to deliver the most relevant and beneficial content to its users. In order do this, it takes many factors into consideration – mobile responsiveness, content quality, a secure website, link building, keyword optimization etc. 

However, when it comes to local search ranking, customer reviews are one of the most important ranking factors. Google even confirms this!

According to Google,  “Google review count and score are factored into local search ranking ; more reviews and positive ratings will probably improve a business’s local ranking. ” 

You’ve probably noticed that when you search Google for a local store or product, the business listings with more reviews and higher ratings appear in the “Local 3 Pack”. 

For example, when I searched for “pet stores in my area”, one of the factors highlighted by Google are customer reviews – indicating that it is an important ranking factor. You can see that the top 3 positions are occupied by stores with 1) a higher rating and 2) a large number of reviews. 

pet store GMB listings

This means that by focusing on customer review management, you can improve your store’s presence in local search results. This in turn, will increase click-through rates to your website and drive more local traffic to your store!

2) Build Trust and Credibility Among Target Shoppers 

Word of mouth has always been an incredibly powerful and beneficial marketing tool used in business.

This is because shoppers value the opinions of those around them – owing to the trust and credibility that exists in those relationships. So whether it comes from a family member, friend, acquaintance, or co-worker, store and product recommendations are taken in high regard.

The difference now however, is that rather than asking someone they know for a recommendation, shoppers can just go online!

In fact, 78% of people trust online reviews as much as personal recommendations

And that’s why customer reviews play such an important part in your online marketing strategy. By establishing trust and credibility among target shoppers, you build a good reputation.

A good reputation will set you apart from your competitors, boost your online visibility, and ultimately increase your sales.

retail customer

3) Get Useful Shopper Insight and Feedback 

Google My Business reviews give retailers another advantage – they provide valuable shopper insights which can be used to improve business operations. 

Let’s put it this way – your retail business will make more money if your shoppers are happy. 

But how do you keep shoppers happy? And how do you know what they like or dislike about your retail business? 

By asking for customer feedback! 

That’s why each Google review you receive should act as an insight as to what your business is doing right or wrong. 

Keep in mind that top performing retailers are constantly looking for ways to improve shopper experiences. With reviews, your target shoppers are telling you exactly what they like, hate, and ultimately –  what needs to be changed.

By actively seeking feedback, you can observe what is working for your shoppers and what is not. This way, you can adjust your business operations to make your store’s customer experience the best it can be. At the end of the day, this will lead to better business and more sales. 

customer review ratings

Google Reviews Lead to Store Visits 

By now, you should have a good idea of why Google Reviews are so important. In short, Google reviews provide small retail businesses the tools to build their online presence, establish authority, and understand customers better. In turn, these factors lead to more foot traffic and higher revenue.

So reap the benefits of Google reviews today by implementing strong customer review management in your business strategy!

shopper in store

We hope you found this article helpful!

Would you like to learn more about how to attract local shoppers on Google? 

Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here

#googlereviews #googlemybusiness #retailmarketing #onlinepresence #increaseretailsales #builtforretail 

5 Simple Ways to Increase Your Retail Store’s Online Presence

5 Simple Ways to Increase Your Retail Store’s Online Presence

Many store owners face the same dilemma and they often phrase it like this: “How do I drive more foot traffic to my physical store?”

As 87% of shoppers begin their product searches online, building an online presence is a great place to start!

What Does it Mean to Have an Online Presence?

The term online presence is often confused with the existence of an online store or website. However, they are two completely different things. 

Simply put, a strong online presence means that shoppers can easily find you online. 

It is much more than just your website or online store –  it is your entire existence on the web! This includes your social media, shopper reviews, local listings/directories, your ranking in search results etc. 

Why Does My Retail Store Need an Online Presence?

It’s no secret that today’s shoppers spend a significant amount of time online. 

The majority of shoppers start their product searches online but end up purchasing in-store, giving rise to the trend of Research Online, Purchase Offline (ROPO).

So in order to stay relevant and meet shopper expectations, retailers must have a strong online presence. 

research online, purchase offline

5 Ways To Increase Your Store’s Online Presence

1) Google My Business (GMB)

Google My Business is one of the most effective ways to increase a retail store’s online visibility. So, if you are a local store owner looking to build an online presence,creating a GMB profile is the first step you should take!

Why?

Because most shoppers conduct online searches with location in mind. In fact, 4 in 5 shoppers use search engines to find local information. 

This is why Google My Business is so important. As Google wants to display the most relevant information, it will always display search results based on a user’s location.

For example, if you decided to Google “pet store”, the GMB profiles of local pet stores in your area would appear. 

This means that by creating a GMB listing, you can easily target local shoppers in your area. 

And the best part? It’s completely free! 

By having a complete and accurate GMB profile, the greater your chances are of ranking higher in both Google Search and Google Maps. 

Learn more about the benefits of Google My Business here.

local search

2) List Your Products Online with Google Shopping 

According to Think With Google, 4 in 5 shoppers prefer to have ads customized to their city, zip code, or immediate surroundings. 

This may be due to the fact that increasingly, shoppers are searching for products online and subsequently making purchases in store. 

In fact, 32% of shoppers visited a store or made a purchase due to location based ads.

This is why Google Shopping is one of the most important tools available to retailers – especially to those who are looking to increase their online presence. 

Google Local Inventory Ads (LIAs) give retailers the ability to display their local, in-stock merchandise at the exact moment that a relevant product search is made. 

Once a shopper clicks on the ad, they are redirected to your store’s page. Here, they can view your in-stock inventory, current promotions, store location, directions, and store hours. 

By implementing Google Shopping Ads in your online business strategy, you can increase your online visibility while driving more foot traffic to your physical store!

Click here to learn more about Google Shopping. 

Google search

3) Social Media

Social media is key to building a strong online presence. With almost half the world population using social platforms (over 3.48 billion people worldwide), it has become an effective, fast, and inexpensive way to reach target shoppers. 

According to PWC, 61% of shopper purchasing decisions are influenced by social media!

Social media also gives retailers the ability to engage with shoppers on a personal level. And 80% of shoppers are more likely to make a purchase when brands offer personalized experiences.

So whether you choose to use unpaid (organic) or paid social media tactics, it is a great way to boost online visibility and store sales.

You can start by posting attractive content on social media platforms such as Instagram, Twitter, Facebook, Youtube, Pinterest, and Google My Business. You may want to determine which platforms are best for your retail store. Determining the right social media platforms for your business depends on several factors – your target shopper, retail sector/industry, and business goals. 

It’s also important to post consistently in order to deliver relevant content to your shoppers. Posting regularly also helps in growing your following and online presence. Ideally, you should aim to update your social accounts several times a week. 

Some good content ideas include: 

  • Sharing appealing images of your products and store. Videos and images are proven to receive higher engagement than text-only posts.

  • Promote exclusive events,limited time offers, and promotions to drive traffic to your store.

  • Hold social media contests. Incentivize shoppers to follow your social accounts by making it a rule or condition of the contest.

social media platforms

4) Customer Review Management 

Increasingly, shoppers are relying on reviews to help them make purchasing decisions. In fact, 90% of shoppers read online reviews before visiting a business!

This is why customer review management plays an important part in building your online presence.

It establishes trust and credibility amongst target shoppers. This in turn, helps boost your online visibility and leads to more sales!

Here are a few tips for managing shopper reviews:

Respond to reviews (even the bad ones!) 

Responding to customer reviews says a lot about your business – it shows that you are paying attention to the needs of your shoppers and that you care about providing good-quality customer service. 

It’s important to thank shoppers for leaving positive reviews. This often encourages other shoppers to leave a review as they know it will be read. 

Don’t feel discouraged by bad reviews! In the case that a shopper leaves a negative review, it is best to address it and resolve the issue. This way, potential shoppers will feel more comfortable doing business with you!

Incentivize shoppers to leave reviews

Oftentimes, shoppers do not like taking time out of their day to leave a review. So it’s a good idea to incentivize these busy shoppers! 

You can do so by offering every shopper who leaves a review a reward. Some good ideas include:

  • Offering shoppers a discount on store merchandise. 

  • Holding a monthly contest – where every shopper who leaves a review will be entered for the chance to win a prize (a gift card or popular store merchandise etc.) 

  • Giving out coupons/gift cards(for ex: $5, $10 ,15 off) that are only redeemable in-store. 

It’s important to be cautious when offering incentives! Some review platforms such as Yelp discourage incentivizing shoppers. So make sure you carefully read the guidelines of the platform(s) you choose to use. 

Display reviews on your website 

Review platforms don’t have to be the only place where you leverage the positive thoughts and experiences of your shoppers. 

Displaying shopper testimonials on your website can help establish credibility. When they are accompanied by photos, videos, and customer information, they are also highly persuasive. 

Here is a great example of ACE POS leveraging positive reviews on their website:

website testimonials example

Anyone can make up a positive testimonial and attribute it to a fake name. Since the goal is to establish credibility, it is important to include the customer’s full name, job role, company, a link to their website (if applicable), and other identifying information.

5) Make your Website “Mobile Friendly”

The majority of web searches are now being done on mobile devices rather than desktops or laptops. Meaning – shoppers have high expectations when it comes to mobile sites!

According to Think With Google, useful mobile experiences bring shoppers in-store. In fact, 76% of shoppers who search something on their phones for something nearby, visit a business within the next day

Having a mobile friendly website also has a direct impact on your online presence. Mobile-friendliness is one of the key factors used by Google when deciding how to rank your website.  

This is why it is so important that your website is optimized for mobile search!

You can check the mobile responsiveness of your website with Google’s Mobile-Friendly Test. 

At this point, you may be wondering : “how do I optimize my website for mobile users?” 

Most website builders (Wix, Squarespace, etc.) provide mobile optimization – but it all comes down to what best suits your retail business. For an in-depth review of website builders for mobile editing, click here

mobile search

We hope you found this article helpful!

Would you like to learn more about how to increase your retail store’s online presence? 

Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here

#retailmarketing #onlinepresence #increaseretailsales #builtforretail