How Will The New Facebook Store Visits Be Of Help To The Retailers?
Are you still in favor of in-store shopping? Don’t worry because there are several others like you who still like the idea of getting up from bed, putting on their clothes and going to shopping for their daily requirements. People still like the idea of touching things before they buy them; habits do not change so fast, it seems. Acknowledging this mentality of people and also understanding the value of mobile advertisers, Facebook introduces three new metrics for in store visits for both consumers and retailers to work unanimously. This post is going to shed some light on the very same Facebook Store Visits.
According to an eMarketer study in 2015, brick and mortars still hold 90% of all retail sales. Surprising, right? Now that online shopping is surging, these statistics show that people have not yet come out of their old habit of shopping in the brick and mortar stores. So Facebook introduced some brand new features, the “Store locator” and “Store visits” to build a bridge between digital advertisement campaigns and in-store sales. With the new Facebook Store Visits, Facebook is competing against Google who has already decided that it is going to give more space to advertisers in their attempt to draw more sales from Google Map advertisements.
So, how will the “Store Locator” help Facebook advertisers?
Alongside the Facebook Store Visits, the other metric introduced by the social network is Store Locator. With the new “Store Locator” feature, mobile ads will show a map with the advertisers retail locations that are closest to you. If you tap on a particular location, you will get all details like the NAP (Name, Address and phone number) information, an estimation of how much it will take for you to reach there, opening and closing times of the store and other minute details that you may need to visit the store. And all of it will be easily available on the “Store locator” feature. You will also get directions of the store from the new ad format. Thus you no longer need to copy address and paste them in Google Maps to locate a store. This will help the retailers to a great extent now that their potential consumers can locate them easily and end up reaching the spot in no time.
Facebook Store Visits to track consumers who end up in stores from Facebook ads
Facebook is also helping advertisers to track consumers who actually end up in their stores from their Facebook ads with the help of Facebook Store Visits. By using the location option on their consumers’ mobiles, they will be able to evaluate whether their Facebook ads did add any value to their overall marketing campaign. It has been tested by French retailer E.Leclerc who revealed that about 12% of the clicks made on its advertisements resulted in real time in-store visits within seven days.
So, you can see that both advertisers and consumers are going to benefit a lot from the aforementioned features introduced by Facebook. While advertisers will get to track whether their ad campaigns are adding any real value to their sales, consumers will be able to locate stores nearby without needing to visit Google Maps for directions. Everything will happen from the platform of the social media giant itself. What do you think about Facebook Store Visits and Store Locator metrics? Do you think that they will be able to change the way mobile advertisements work? Let us know your thoughts on the matter. We will be eagerly waiting for your feedback. Have a productive day!