Facebook is introducing three new ad products this week that are specifically designed to help retailers connect with shoppers and drive sales.
While mobile devices are increasingly important when it comes to researching future purchases, comparing prices, and ultimately making purchases, we must not underplay the importance of brick and mortar stores when it comes to driving retail sales. For those to happen though, mobile can play a very important role in helping retailers connect with shoppers who will ultimately make sales in-store.
To help retailers drive in-store sales, Facebook previously introduced custom audiences for offline conversions, that help marketers “re-engage their in-store customers” with Facebook ads. Facebook is now expanding the ways in which advertisers can use offline data, with the new store sales optimisation that leverages the power of machine learning to help retailers show ads to the audiences that are most likely to make in-store purchases – even if they are not existing customers.
To help “inspire shoppers with a personalised catalog experience,” Facebook brought retailers the ability to use shopping templates for collection ads. In some ways, it’s a way to turn print catalogs and their enticing imagery and storytelling into mobile experiences. Now, Facebook has announced that it’s “making the catalog experience on mobile even more effective by personalising it through tabs for Canvas.” With the feature, shoppers will be able to see a collection ad which they can click on to see a fullscreen experience complete with a “personalised catalog organised according to their interests.”
Tabs for Canvas use the same technology that dynamic ads use to suggest relevant products to audiences, allowing shoppers to see only the parts of a catalog that is most relevant to them. Essentially, catalogs become dynamic and totally personalised with the changing interests of the audiences themselves.
The ability to reach people earlier in the shopping journey with the most relevant ads, is crucial to retail success. Dynamic ads have helped businesses for the last three years to reach people with the most relevant ads. Now, Facebook is adding categories for dynamic ads to help retailers reach audiences earlier in the shopping journey. For example, retailers can serve audiences ads from a specific category – i.e. furniture – to inspire them to “take the next step in their shopping journey.”
Categories for dynamic ads help expand the reach of campaigns, improving customer acquisition along the way, as they help retailers “introduce categories of relevant products to shoppers even if they haven’t browsed for specific products yet.”