This year, 46% of retail sales will be influenced by the web – but more than 90% of total retail transactions will occur in-store, from small neighborhood boutiques to national chains according to eMarketer's Mobile Marketing from In-Store study of June 2010.
How will retailers ease the transition from online to offline? Data.
Moosejaw, the multi-channel retailer of outdoor gear and apparel, announced that it will be part of the new Google Local Availability feature. The offering enables participating retailers to upload inventory feeds from all their retail locations, along with their online availability. Google will then offer and profile options that are both online and in store fronts that are in close proximity to customer. AdWords advertisers can also use local availability data to supplement their product-based ads.
“Google Local Availability should really drive sales, not just traffic, as this program is designed to bring in buyers that know the product that’s in stock at a price they like.” Said Eoin Comerford, SVP of Marketing and Technology.
The data enhanced listing will be available through Google Product Search, shopping results on Google.com, and through Mobile Product Search and Google Shopper for Android.