In April, independent retailers across the RWS network using AdRocket™ smart digital advertising saw an increase of more than 70 percent in online orders over those who were not using AdRocket. With that, we’ve been talking to many independent retailers over the past few months who are exploring or considering (or, launching for the first time!) digital advertising as a way to set themselves apart in this uncertain environment. 

As the new normal continues to evolve for appliance, electronics, furniture and mattress retailers, there’s never been a more important time to have a strong digital strategy across your online presence. Digital advertising is an exemplary way to leverage limited resources and maximize your return. But don’t take only our word on it. RWS’ Jennie Gilbert and Genna Majuta spoke with Google’s Patrick Tam, strategic partner manager of SEM & Platform Partnerships, for key insights retailers should consider when dabbling in digital advertising…  

At a minimum, having a digital storefront with a website is something you need to get started. Ideally, it’s a website that’s e-commerce enabled and features your product catalog that’s been digitized to drive online sales. Then you can begin promoting products on your website through various types of Google, Facebook and other ads. 

Reminder: Ensure your store profile is up to date with all pertinent, timely information in Google My Business™. This includes store hours, delivery options, COVID-19 precautions, etc. This also goes for Facebook and other social media, Yelp and other review sites. 

If you’re getting started and don’t have a lot of resources, go with direct response solutions. This includes text ads on search or shopping ads to drive direct response purchases with search. You could target brand- or product-specific keywords to leverage in-market audiences. Small tweaks to text or shopping ads can make the difference between a sale and a cart abandonment.

If you’re interested and focused on driving online sales, also consider logistics, e.g., having an order management or payment system in place, and shipping services integrated and ready to go. Also think about customer service, whether it be by phone or online chat, to answer questions in real time for customers who may be shopping and interested in making a purchase.

For retailers that are developing digital ad campaigns, a few key recommendations:   

• Make sure your content has the right call to action
• Consider supply and demand, and focus on what’s in demand
• Use free tools available to you such as “Google Trends” (search on Google) to evaluate where inventory is scarce or nonexistent 
• Contact RWS for more information on enhancing or launching an effective digital advertising program through its AdRocket™ software.   

Above all, recognize that advertising is here to help consumers find you. Search remains one of the key entry points for people making purchase decisions. We understand that many small businesses such as independent retailers are budget constrained at this time. 

The good news amidst the new normal backdrop: As a Premier Google Ads Partner, RWS has insights into additional resources that show shopping for furniture, mattresses and appliances is on the rise!   For more insights from the RWS conversation with Google, watch the short videos or browse, “A Conversation with Google” in the latest issue Digital Advisor Magazine.