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Facebook launches customised local ads for bricks-and-mortar retailers

Facebook has extended its mobile ads to include a local availability indicator for nearby stores and a “similar product” function, to drive bricks-and-mortar sales.

faceboook local

faceboook local

The local availability indicator appears alongside the product image, to show shoppers if the item is in stock in a nearby store and its price.

The similar product feature allows shoppers to browse for alternative items in nearby stores within the Facebook app.

Joe Devoy, Facebook’s product manager for local ads, told Drapers the new functionality was developed following demand from retailers.

“It taps into multichannel customer behaviour,” he explained. “We’ve found more and more people are researching products online in advance so knowing the product availability of nearby stores can be invaluable. It’s a way for retailers to drive people into stores, which is a top line business objective for many of our retail partners.”

He added: “We’ve had a lot of demand from fashion retailers in particular as shoppers often want to try on product before buying either in store or online. In that sense it creates an exciting opportunity for add-on sales in store.”

Facebook is currently testing dynamic ads with retail partners including US retailers Abercrombie & Fitch, Macy’s and Target.

Billy May, senior vice president for marketing, direct to consumer and corporate development at Abercrombie & Fitch, said: “Dynamic ads allow us to take our product assortment and not only personalise it based on a customer’s online shopping behaviours, but localise the assortment in real time.”

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