E-commerce grew 20% for Costco in fiscal 2015—20 times faster than store sales.
The new ad format is designed to help retailers drive foot traffic.
Google Inc. will add another paid ad option for retailers when it debuts Google Circulars tomorrow. Google says Circulars, which is aimed at promoting in-store sales, will allow retailers to provide consumers with a personalized and interactive marketing experience.
A Circulars example provided by Google shows an ad from Macy’s Inc. that the retailer is testing, a Google spokeswoman says. The ad features ongoing sales and includes the address of a Macy’s store near the consumer and a map of that location. A consumer can view the ad page by page, similar to the way she would browse a print ad circular, or select to view a particular department from a drop-down menu. Macy’s Inc. is No. 17 in Internet Retailer’s Top 500 Guide and operates 810 Macy’s department stores.
Consumers can view Circulars ads on desktop, mobile and tablet computers, a Google spokeswoman says. The search giant says 20% of searches entered on Google.com from desktop computers include a location element, and 40% of mobile searches do.