As the back-to-school shopping season approaches, Google has released four key tips to help retailers maximize their sales. These strategies focus on attracting price-conscious shoppers and leveraging both online and in-store experiences. Recent data shows that price and promotions are crucial factors for shoppers:
- 77% of US consumers prioritize retailers offering the lowest prices.
- 79% consider good deals, discounts, or promotions important when choosing where to shop regularly.
1. Utilize Automated Discounts
Google has a new feature called automated discounts (beta). This tool optimizes sale prices for products across Shopping ads and online product landing pages, considering factors such as:
- Price competitiveness
- Seasonality trends
- Shipping costs
2. Implement Promotion Assets
Retailers can add promotion assets to various campaign types:
- Search campaigns
- Performance Max campaigns
- App campaigns
For Performance Max store goals campaigns, ads can now feature redeemable coupons. Additionally, customers can view, save, and share digital coupons on Google Maps for both in-store and online use.
3. Enhance Local Visibility
With a significant portion of shoppers planning to make in-store purchases, Google recommends:
- Showcasing in-store products on Google Search and Maps at no cost
- Using local inventory ads and Performance Max for store goals to promote specific locations and product promotions
4. Offer Flexible Fulfillment Options
To cater to diverse shopper preferences, retailers should highlight various fulfillment options:
- Same-day delivery
- Buy online, pickup later
- Curbside pickup
By implementing these strategies, retailers can better position themselves to capture the attention of deal-seeking back-to-school shoppers while maintaining profitability and offering a seamless shopping experience across online and offline channels.
