Company Interview / Retailers eye digital ads for in-store traffic boost

Key points:

Digital marketing can effectively drive in-store visits and higher conversion rates Mixed attribution techniques help measure the impact of digital campaigns on physical store traffic Strategies benefit both large retailers and small local businesses Shift back to in-person shopping observed post-pandemic, especially for tactile product categories

Matthew Forzan from Yogurt Digital outlines strategies for transforming online interest into in-store visits, particularly for retailers navigating the complexities of post-pandemic shopping behaviours. Forzan places emphasis on optimising the entire customer journey, from the initial online search to physical purchases. He identifies that while digital advertising can be costly and competitive, directing traffic into physical stores can deliver a stronger return, thanks to benefits such as improved customer service and higher conversion rates in-store.

Forzan explains that using targeted digital campaigns—like engaging customers searching for specific products or store locations—can effectively bridge the online-to-offline gap. This method allows retailers to capture high-intent customers who are more likely to make a purchase when they physically interact with products, especially in categories where tactile experience is crucial, such as mattresses. He also highlights the ability to tie digital campaigns to in-store offers, improving measurement of marketing effectiveness by analysing mobile location data and campaign responses.

According to Forzan, both large and small businesses can access these marketing technologies. He notes growing evidence of a return to in-person retail experiences, driven by consumers' desire to physically shop following lockdowns, especially for products best experienced in-store.