Argos has partnered with Google and now shows the product availability from its local stores in real-time in the search results. Google also runs tests with other retail partners in the UK, as well with companies in Germany, France, Australia and Japan.
According to RetailWeek, Argos was among the first retailers included in the development testing, which started in January. The so called local inventory ads let shoppers see which products are available at local stores. In the case of Argos, the feed pulls stock inventory information from across 850 physical stores every two seconds, with the ad showing the mobile user search results that are based on the availability of the relevant item at their nearest store.
“Connecting digital customers to stores allows them to get hold of those products immediately and also works in harmony with our new fast track collection offer, where those who have pre-paid online can get their purchase in their hands in as little as 60 seconds”, digital marketing controller Matt Roberts told RetailWeek. “Core to the Argos model is our real-time view of stock and using that as part of our mission to be at the forefront of digital is key to our success.”
Local inventory ads were introduced in the US in the fall of 2013. One year later these ads expanded to the UK, France, Germany, Japan and Australia. The advertising tool is designed to drive online shoppers into physical stores by offering them localized information and real-time product availability.