Bricks and mortar retailers are using the internet to drive consumers to their stores this Christmas shopping season. By advertising with Google – the leading worldwide internet search engine – retailers are able to gain online presence even if they don’t sell their goods online.Research provided by Hitwise Australia says that there has been a “significant shift” by consumers researching products online before they purchase them offline in retail stores.
According to Google, the number of online advertising is increasing as retailers realise the benefits of adding an online strategy to their marketing mix.
Dick Smith Electronics (DSE) has begun using Google’s AdWorks advertising system for Christmas. AdWorks allows companies to purchase sponsored links on Google’s search engine, ensuring they take prime position when a user searches.
To gain a presence on AdWorks, companies must bid for keyworks, such as ‘MP3 player’ and ‘plasma’, so that when a consumer is searching for this item the company’s sponsored link will appear beside the search results.
“The internet is now playing an increasing part in the consumers’ decision making process as they make their way through the purchasing lifecycle,” said DSE marketing director, Brent Allan.
“By placing advertisements on Google’s search engine this Christmas, we are now able to put DSE range of product offerings front of mind, as consumers search for product information and a store to purchase.”
Dymocks booksellers is also using AdWords to help its customers find their way to the sales counter.
“We’re coming up to our busy Christmas period and we want to make sure that gift givers can quickly and easily find the gifts they want”, said Dymocks CEO, Don Grover.
“We wanted to encourage people to discover our new on-line storefront and search engine marketing is a great way to drive traffic both in store and online.”
Google says retailers are growing more aware of the importance of online advertising.
“Surveys across the world have consistently identified that around two-thirds of consumers search online and purchase offline,” said Google Australia head of retail, entertainment and media, Will Easton.
“We have been working for the last six months with Australia’s largest retailers to help them develop an online strategy that enables them to use the internet to gain a competitive advantage and drive sales.”
The Australian Centre for Retail Studies says “multi-channel retailing” is becoming more important for retail success as customers use multiple types of media in making their purchase decisions.
“The Internet represents an increasing amount of the Australian shopper’s media consumption and it should be an increasingly important part of retailers’ communication strategy,” said a spokesperson from the company.