How Local Retailers Can Use Digital to Connect With Consumers

Conventional wisdom suggests that the rise of digital is making local retailers obsolete. But the reality is much different—technology actually presents new opportunities to help savvy retailers connect with consumers, drive them to the store and increase sales.

To better understand the impact of smartphones and online information on in-store shopping, Google partnered with Ipsos Media CT and Sterling Brands to conduct an online survey. With this new research, we were able to uncover the real relationship between digital and local retail, as well as debunk three common retail myths.

Myth: Search results only send consumers to e-commerce sites.
The Reality: Search results are a powerful way to drive consumers to stores.

Many retailers believe that when shoppers look for products online, they limit their research strictly to e-commerce websites. In reality, three out of four shoppers who find local information in search results helpful are more likely to visit stores. When information about store location, hours and product availability is clearly communicated in a local search ad, shoppers are actually inspired to make the in-store purchase.

Head to Think With Google to learn more retail myths and uncover the realities about technology’s impact on local shopping.