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Introducing More Ways to Drive Retail Sales
When deciding where to shop and what to buy, people are increasingly relying on their phones to research products, compare prices and make purchases. But while 45% of all shopping journeys involve a mobile action,1 the majority of retail sales still happen in stores.2 This means retailers need to connect with shoppers both on mobile and in stores. That's why today, we're introducing three new solutions to help drive retail sales.
Drive in-store sales
Over the past few years, we've been helping businesses tackle the challenge of understanding how online ads influence in-store actions. Last year, we introduced custom audiences for offline conversions, which helps marketers re-engage their in-store customers through ads on Facebook. And now, we're expanding the ways in which advertisers can use their offline data to drive in-store sales. Today, we're introducing store sales optimization, which leverages the power of machine learning to help retailers show ads to people most likely to make an in-store purchase, even if they are not an existing customer.
Brands testing store sales optimization have already seen its ability to drive results. Michael Kors used store sales optimization with its recent brand video campaign on Instagram, and saw an 11% incremental lift in in-store sales.
We carefully designed store sales optimization with people’s privacy in mind. People will be able to opt out of ads based on information we get from offline interactions, just like they can for other types of ads targeted based on online activity data.
Inspire shoppers with a personalized catalog experience
Print catalogs have a history of delighting shoppers with enticing imagery and storytelling. But today, people are flipping through pages less and swiping on their phones more. That's why we created shopping templates for collection ads to enable retail advertisers to deliver the rich experience of print catalogs on mobile.
Now, we're making the catalog experience on mobile even more effective by personalizing it through tabs for Canvas. Shoppers will see a collection ad in feed and when they click on the ad, they will be taken to a fullscreen experience and will see pages of a personalized catalog organized according to their interests.
Tabs for Canvas are curated using the same product recommendations engine that powers dynamic ads today. This enables us to show shoppers the parts of a catalog most relevant to them, both within news feed and in the fullscreen experience, based on their changing interests and shopping behavior.
Sephora ran a campaign using tabs for Canvas to bring its holiday catalog to life on mobile. Sephora's audience saw ads focused on the beauty category most relevant to them, both in feed and in the Canvas tab after clicking on the ad, resulting in a 32% higher return on ad spend.
Reach people earlier in the shopping journey with relevant ads
For over three years, dynamic ads have been helping businesses reach shoppers with the most relevant ads based on people's interests. Now, with categories for dynamic ads, advertisers can reach people earlier in their shopping journey. For example, let's say someone is generally interested in new furniture, but has not shown interest in a specific product yet. Businesses can use categories for dynamic ads to display images corresponding to that category of product, such as couches or tables, and inspire the person to take the next step in their shopping journey.
TechStyle Fashion Group used categories for dynamic ads to expand the reach of its campaigns and improve customer acquisition for brands such as Fabletics.
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By promoting product categories, we were able to introduce categories of relevant products to shoppers even if they haven’t browsed for specific products yet, building excitement for the wide range of styles we offer. Categories for dynamic ads has allowed us to both further tailor our retargeting campaigns as well as expand our prospecting strategy ultimately resulting in more efficient new customer acquisition, noting CPA decreases ranging from 24-58% across our brand portfolio.
Aubrie Richey
Senior Director, Paid Social Media, TechStyle Fashion Group
Store sales optimization, tabs for Canvas and product categories for dynamic ads enable retailers to showcase the right products to the right people, seamlessly on mobile. We know retail advertisers face unique challenges and opportunities in the digital world, which is why we'll continue to create mobile solutions to help drive sales.
