IT’S CRUCIAL FOR
RETAILERS TO
EMBRACE THE LATEST
TRENDS AND ENGAGE
WITH SHOPPERS IN
NEW WAYS.
were still operating and marketing separately, even as
more than 50% of their sales in the patio category
were coming through Target.com.
The company looked at it from its customers’ point of
view. Guests might search on smartphones for patio
furniture, then see completely different merchandise
when they came into their local store. So Target
merged its online and offline marketing and mer-
chandising teams into a single unified patio team that
was mobile-first. It decided what products and sig-
nage to feature in-store based on digital demand.
Target also ran Google local inventory ads to show
customers on mobile the exact patio furniture that
was available in the store nearest them. As a result,
patio revenues in the stores in which Target made
this change have been dramatically outpacing the
stores in which the change has yet to be made.
In addition to understanding intent and context, it’s
crucial for retailers to embrace the latest trends and
engage with shoppers in new ways.
This article originally appeared on the Think with Google Blog.
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