How Advertisers Should Adapt to the Surge in Hybrid Shopping
Two years ago, advertisers scrambled as the pandemic forced everyone to adapt. This led to a surge in hybrid shopping, a term coined to describe the mix of in-store and online experiences. As a result, direct-to-consumer brands need to capitalize online and offline, where applicable. Simpli.fi’s online and offline targeting and attribution capabilities meet those needs.
WHAT THE SURGE IN HYBRID SHOPPING MEANS FOR D2C & ECOMMERCE ADVERTISERS
Not only are people shopping more, but their needs have changed. And, that’s altered the way consumers make their purchases. In its annual review, Google’s 2021 Retail Report found that searches for ‚Äúavailable near me‚Äù grew by 100%. The same study found that a majority expect to be able to shop from their smartphone. That is, to make purchases with a site or app from their mobile device.
Looking back, work environments weren’t the only area influenced to go hybrid due to the pandemic. The shift towards a hybrid lifestyle changed shopping experiences for almost everyone. With more buying and delivery options than ever before, hybrid shopping keeps growing. Curbside pickup, buy-online-pickup-in-store (BOPIS), and home delivery became near-overnight societal norms.
As a result, advertisers must know how to market and measure their digital efforts. They must be able to identify, target, and reach a relevant audience at scale. And they must be able to quantify and qualify performance metrics with ease.
HOW SIMPLI.FI BENEFITS ADVERTISERS TARGETING HYBRID SHOPPERS
With advanced targeting and unmatched reporting solutions, Simpli.fi excels with hybrid shoppers. Through these, our platform technology meets the needs of e-commerce and brick-and-mortar advertisers.
Our highly-targeted audience solutions track consumers centered on online and location-based behaviors. Web-surfing for product options, research, and reviews mark common online consumer behaviors. Physical visitation provides insight into location-based consumer behaviors. These factors allow us to identify and target relevant audiences at scale. For hybrid shopping, we could do this with the following tactics, or campaign types:
Search/Keyword Retargeting (i.e., target users searching for key, relevant shopping terms)
Keyword Contextual Retargeting (i.e., target users viewing shopping-related content)
Site Retargeting (i.e., target recent website visitors who left without taking action)
Geo-Fencing (i.e. target physical locations, like competing stores, using polygon-shaped geo-fences)
Addressable Geo-Fencing (i.e., household-level using CRM data or Simpli.fi’s addressable tool)
With our advanced analytics and reporting solutions, we show a return on investment. Generally speaking, two buckets describe our approach to performance reporting. First, online attribution covers any sort of online action or value derived from seeing an ad. Related metrics include form fills, purchases, cart value, and ROAS metrics. Second, offline attribution covers any foot traffic visitation-related action after seeing an ad. This includes individual and total store visits, as well as incremental lift metrics.
We can target, optimize, and report on a variety of channels using different creatives. Our platform succeeds with programmatic CTV, display, video, native, and audio. Because we’re built to handle a variety of channels, we can meet a range of advertising needs. No matter your strategy, we’re here to help you reach shoppers online and in-store.
USE SIMPLI.FI’S TARGETING & ATTRIBUTION TO WIN WITH HYBRID SHOPPERS THIS YEAR
Looking ahead, plenty of shopping events exist for advertisers to prepare for. Easter, Mother’s Day, Memorial Day, Father’s Day, Amazon Prime Day, and the 4th of July will all be here soon. Are you prepared to handle the surge in hybrid shopping? Let Simpli.fi help you succeed with our advanced targeting and unmatched reporting.
Looking to solve your e-commerce / D2C advertising needs?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for next steps.
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