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BizReport : Mobile Marketing : November 23, 2016

Merchants: How to use mobile ads to drive store traffic

Mobile is becoming ubiquitous with shopping for many consumers, but merchants continue to struggle with the right way to use mobile to drive traffic. Here are three tips to help merchants use mobile ads to drive in-store traffic.

by Kristina Knight

Change price perceptions

"Coupons and promotions are a powerful way to equalize the perception of in-store prices with the apparent savings on e-commerce sites," said Rob Lennon, Sr Product Marketing Manager at Thunder. "Target nearby consumers with mobile ads for deeply discounted items on sale in-store. This will increase the perception of price competitiveness in your physical locations versus sites like Amazon. The temporal nature of the sale will create urgency for shoppers to show up soon so that they don't miss out on other great deals."

Bring in loyal customers

"Loyal customers, not new customers, can be your easiest and biggest opportunity for growing in-store sales volume. Retarget them with mobile ads to suggest products and categories based on what they have purchased previously," said Lennon. "Make sure your loyal customers are aware of important promotions as they happen, too. One of the most precise mobile ad platforms is Facebook, where you can upload lists of email addresses of loyal customers, target a low mile radius around shopping locations, and enable only mobile ad placements."

Use mobile for more than just location

"Mobile devices unlock fantastic location-based targeting, but don't forget to leverage other contextual and behavioral options too. Consider only showing geotargeted ads during times when your stores are open. If your customers are likely to use certain devices, apply that information, such as how a high end store might only show ads to nearby iPhone owners who are willing to pay more for higher quality items. By filtering out unlikely prospects, your media dollars will go further," said Lennon.

Bonus! - Use mobile with e-commerce sites

"Brick and mortar stores with e-commerce sites can retarget site visitors with ads highlighting any buy online, pickup in-store services. By not having to wait days for shipping, your customer can be instantly gratified. When they arrive to claim their item, they may buy something else. With big gifting holidays around the corner, there is a strong appeal around not having to wait for shipping that you can leverage," said Lennon.

Tags: m:commerce, mobile ads, mobile commerce, mobile marketing, Thunder

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