Using Paid Search To Bring Customers In-Store

For the consumer, online purchases are easy and require fairly little effort, but there are a few hang-ups: returns can be a pain, paying for shipping stinks, and waiting for a shipment to arrive is even worse.

For those reasons and more, it’s no surprise that customers still prefer to shop in-store versus online.

From a business’ standpoint, bringing customers in-store provides the opportunity to immerse them in the brand in a way that can’t be accomplished online. Plus, this IDC study showed that consumers who shop online and in-store had a 30 percent higher lifetime value than shoppers who used only one channel.

So how can advertisers motivate consumers to come in-store?

[Read the full article on Search Engine Land.]