According to a recent eMarketer article, 90% of national ad agencies have clients asking for geographically targeted online ad campaigns. Daily deal sites, like Groupon, and mobile check-in sites, like foursquare, are hot because they can deliver local shoppers.
Seventy-five percent of survey respondents said location was key in helping national brands reach their target audiences, and more than 50% said the ROI on geographically targeted ads is higher. It makes sense -- if you’re looking to buy a new sofa in Chicago, would you be drawn to an ad about stylish sofas or one about stylish sofas in Chicago?
Local advertising brings what the consumer is looking for that much closer. Local means you can see it in a store; maybe get a local deal; and get it quickly and cheaply (and even get service if you have to).
But is your ecommerce platform ready for local shopping? Very few are.
Local Commerce Makes Good on Local Advertising
Remember the early days of ecommerce, which promised to “Amazon” everything? Stores were to become obsolete, and as a result, most ecommerce platforms were built as national channels, designed to bypass local stores entirely.
That’s a real problem for most bricks-and-mortar retailers. The promise of a local ad falls flat when a customer clicks to a homogenized, national website.
To monetize local ads, you need to provide your customers a complete location-based experience that delivers on the ad’s local promise. A landing page isn’t enough -- you need to deliver local online shopping.
At Blueport Commerce, we enable local online shopping experiences for our clients. Blueport’s clients present localized content to their shoppers based on location, including merchandise trends, selection and availability, in-store inventory and pick up, local pricing and deals, fast, cheap local delivery, and even “About Us” pages, managed by stores, and that can speak to a local store’s place in a community.
It’s seamless cross-channel shopping between online and a local store, and it dramatically improves the already impressive ROI of local online advertising.
Your customers are ready for a complete local commerce experience -- are you?
Related posts:Copyright 2010, Official Blog of Blueport Commerce
Seventy-five percent of survey respondents said location was key in helping national brands reach their target audiences, and more than 50% said the ROI on geographically targeted ads is higher. It makes sense -- if you’re looking to buy a new sofa in Chicago, would you be drawn to an ad about stylish sofas or one about stylish sofas in Chicago?
Local advertising brings what the consumer is looking for that much closer. Local means you can see it in a store; maybe get a local deal; and get it quickly and cheaply (and even get service if you have to).
But is your ecommerce platform ready for local shopping? Very few are.
Local Commerce Makes Good on Local Advertising
Remember the early days of ecommerce, which promised to “Amazon” everything? Stores were to become obsolete, and as a result, most ecommerce platforms were built as national channels, designed to bypass local stores entirely.
That’s a real problem for most bricks-and-mortar retailers. The promise of a local ad falls flat when a customer clicks to a homogenized, national website.
To monetize local ads, you need to provide your customers a complete location-based experience that delivers on the ad’s local promise. A landing page isn’t enough -- you need to deliver local online shopping.
At Blueport Commerce, we enable local online shopping experiences for our clients. Blueport’s clients present localized content to their shoppers based on location, including merchandise trends, selection and availability, in-store inventory and pick up, local pricing and deals, fast, cheap local delivery, and even “About Us” pages, managed by stores, and that can speak to a local store’s place in a community.
It’s seamless cross-channel shopping between online and a local store, and it dramatically improves the already impressive ROI of local online advertising.
Your customers are ready for a complete local commerce experience -- are you?
Related posts:Copyright 2010, Official Blog of Blueport Commerce
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Shoppers -- Is Your Website Ready for Them?