For many online shoppers, Google is the first port of call when thinking about making a purchase. So making potential customers aware of physical stores near to them that carry the items they are searching for could be lucrative.
Google Local Shopping (GLS), launched in 2010, helps retailers do just that. It matches relevant searches to products and displays the prices and availability of items at stores near the shopper’s location.
One retailer that is taking advantage of this technology is Toys R Us. The retailer has teamed up with Hybris to develop a plug-in that is designed drive online customers back in-store.
The plug-in works by allowing Toys R Us to update its stock numbers each morning by sending three key pieces of information to GLS: up-to-date store locations and opening times, the products available and the current prices and availability.
The plug-in will be used to target customers who are using smartphones to research products, who can then use the retailer’s click-and-collect service.