Retailer Web Services Digital Advisor Summer 2018 | Page 12

FEATURE
Pros Visit RWS,
Offer Digital Ad Insights for
Independent Retailers
R
epresentatives from Google’s
Mountain View, Calif.,
headquarters visited Retailer
Web Services (RWS) offices
in Scottsdale, Ariz., in the spring to
discuss how Google and RWS can
work together to help independent
retailers implement effective digital
ads. For RWS CEO Jim Kane Jr. and
COO Jennie Gilbert, hosting the
Googlers affirmed RWS’ commitment
to delivering on the promise of
technology for independent retailers.
The February launch of AdRocket ™ , an
automated digital advertising software,
expanded RWS’ leading-edge,
integrated digital platform developed
exclusively for appliance, electronics,
furniture and mattress retailers.
“The opportunity to discuss best
practices in digital advertising with
Google experts at our office is a
testament to over 2,700 retailers that
have trusted RWS with their digital
marketing needs,” said Gilbert.
FIRST AND FOREMOST: AN
EFFECTIVE WEBSITE
Discussions with Google Strategic
Partner Managers Liz Olinger and
Lenny Hatch underscored the
challenges and opportunities for
today’s independent retailers given
the proliferation of informational
devices in the palms of consumers’
hands. Gone are the days of bulky
phone books and driving around
12
from store to store, relying solely
on salespeople for information on
home purchases such as mattresses,
dishwashers and sectional sofas.
According to Olinger, “Today’s
consumer goes online first and is
doing more research on their mobile
device. The purchase decision is made
prior to going into the store, so for
independent retailers, the need for an
effective website is first and foremost.”
What makes an effective website?
Olinger and Hatch point to three key
factors:
1) Useful information, from products to
pricing;
2) Fast page load times—less than
10 seconds to appear on mobile, 24
seconds to fully load; and
3) Online reviews, also known as
reputation management.
“Providing these three things creates
a big opportunity for independent
retailers to provide value and educate
potential customers who are looking
for a local store to come into today,”
said Olinger.
THE POWER OF LOCAL
Google’s “Near Me” searches (e.g.,
“buy a refrigerator near me”) have
increased dramatically over the
past few years, according to Hatch.
He explained consumers want
the convenience of going to and
supporting local business.
In fact, 92 percent of consumers who
conduct local searches on their mobile
devices will come into a store within
24 hours, according to a Google study,
“How Mobile Has Changed How People
Get Things Done.” Also, according to
Google data, 71 percent of smartphone
users use the “Store Locator” feature.
SIX INSIGHTS ON DIGITAL
ADVERTISING
Offering an enriching user experience
on your website is part and parcel with
keeping your store top of mind online.
To accomplish this, an increasing
number of online retailers are shifting
their marketing budgets to digital
advertising, according to Olinger.
To that end, she and Hatch shared six
insights independent retailers should
know now about the world of online
advertising in the googlesphere:
1. Digital advertising should be a long-
term approach.
Create a budget just as you would with
traditional advertising. When starting a
digital ad campaign, give it a minimum
of three to six months as the system
needs a learning period to effectively
measure results over time.
2. Apply a comprehensive strategy.
Think about where consumers are in
the sales cycle. For example, create
different digital ads that build brand
awareness, generate leads, increase
sales or encourage calls and walk-ins
to your store.