A big problem for brick-and-mortar retailers has been people “showrooming”, which means browsing at the retail store and then making purchases online instead. However, a growing trend is doing the exact opposite. “Webrooming” is the act of moving people from an online environment into an actual retail store for the sale. Web ads are proving to be a huge boon to this trend. However, it’s difficult for all retailers to hop on the bandwagon because it’s very tricky to measure the conversion rate between seeing an online ad and making an in-store purchase. Google introduced a “Store Visits” metric into AdWords, but only the largest of retailers can provide enough data to show statistical significance. Webrooming continues to grow as a trend and new ad-serving features that target specific moments in the real world will likely help spur this type of interaction.
Read the full article here: Webrooming: How Mobile Ads Are Driving Shoppers To Stores