The search giant today rolled out new ways for marketers to understand the in-store impact of their ads.
The electronics retailer wants to reach consumers closer to their digital homes.
RadioShack Corp. hopes to increase sales and drive more shoppers to its e-commerce site by offering its weekly ads on the retail chain’s Facebook page.
Visitors to the Facebook page can browse the retailer’s digital circular, clicking on products for more information or to buy; clicking for more information brings forth a page with detailed product data, while pressing the red ‘buy now’ button for a particular product sends the shopper to the RadioShack.com, the retailer’s e-commerce site, to complete the purchase. Clicking on a product from the digital circular also presents the consumer with other product recommendations.
“Bringing the purchase and product closer to the social conversation is very important,” says Adrian Parker, the retailer’s director of social media. He says offering the digital circular on Facebook represents RadioShack’s most significant effort yet to gain sales through social networks.
RadioShack is No. 254 in the Internet Retailer Top 500 Guide.
The retailer used technology from PointRoll to launch the weekly ads on Facebook.
"Based on our proprietary research, we know most RadioShack shoppers search online and seek referrals from friends and family before visiting a store. So we're making it easier for them to learn more on their terms," says Lee Applbaum, executive vice president and chief marketing officer for RadioShack. "Facebook is often a hub for these information-seeking conversations and provides a great forum for injecting relevant product details into these discussions.”