Google's Retail innovations will make company content and products more interactive for Customers by increasing purchase conversions.
Google innovations affecting Retail are an interesting topic because they will offer new opportunities. They will continue to revolutionize and define the customer journey, increasingly bridging the needs of potential buyers.
Many of these tools are already operational in overseas countries. Some Italian companies that have outlets and also operate externally are beginning to follow these new trends. It is good not to be found unprepared!
Google's innovations for Retail
Alessandra Domizi, Industrial Head Retail Google Italy, talked about them at the Netcomm Forum. Let's briefly look at them together to get an overview:
Google Discover has about 800 million active users and serves as a personal palimpsest. It collects relevant content according to user interactions, from videos to events. If you love sports and make-up, for example, you might view the Kiko line designed for people who do sports. "Today we can leverage this collection of information," explains Alessandra Domizi, "to tell the story of our brand or provide details about our business!
Gallery Ads gives power to eye-catching images to increase leads and generate sales for your business. Ads can be supplemented with images, combining the effectiveness of the search engine with the evocative power of photos. Think what prominence a tour operator's services can have, but those of restaurants, hotels, supermarkets, fashion-related outlets, and so on.
Showcase Shopping Ad allows your brand to be known when the user searches for generic products, for example, products related to the search "swim shorts." It is a useful tool to acquire new users by familiarizing them with your brand!
Local Inventory Ads. We come to one of the most interesting propositions for Retail. Seventy percent of users want to geolocate what they will buy, half want to know it is in stock before they go to the store. Local Inventory Ads presents the product card a user is looking for and links to your local storefront with the ability to know hours, availability, directions.
Local Catalog Ads (LCA) becomes your store's inventory. You can let people who are browsing Google Search know that your store has just that shoe model, that color and even that size. This can encourage users to visit your store, and you can track the impact of your digital ads and in-store sales.
Universal Local Campaigns are born to bring new traffic to your stores. This is a vital aspect, especially for those industries that are suffering, to intercept consumers and give information that pertains to your business.
YouTube for Action offers a new type of ads and empowers users, through targeted campaigns and a call to action, to generate leads and conversions, allowing them to learn more about your company and products.
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