The Digital Ad Reigns Supreme

Mar 22, 2019

Grocers are bombarded with solutions to revolutionize how they connect with shoppers online. From smart phone store mapping to branded fitness trackers, there’s a seemingly endless parade of new options to beef up your website or mobile app, and help you serve your shoppers better. 

As your Red Oval partner for digital marketing, our job at Webstop is to stay abreast of all the new ways to connect with shoppers and help you find the solutions that suit you best. That’s why Webstop recently completed a detailed analysis on retailer website engagement, and here’s what we found: the weekly ad is still king!

Making your ad count

Shoppers still care more about that ad than anything else on a grocer’s website and mobile app. Now that’s not to say there isn’t a place for innovation, because as it turns out, how the weekly ad is presented/delivered makes a huge difference.

Our team analyzed a variety of digital circulars from the simplest approach—a basic PDF ad—to the most advanced digital circular features available. What we found is the advanced features are paying off.

On a variety of metrics, the grocery websites with advanced digital circulars fared much better than the websites with simple PDFs. These metrics included:

  • Average time spent per website visit
  • Number of pages visited per session
  • Reduced bounce rates

In all cases, the retailers with advanced digital ads had more positive engagement results than the retailers with a simple PDF ad.

And here's some more good news: If you're a Webstop customer using the advanced digital circular, you're ahead of the game when it comes to IGA's National Digital Ad. Those national offers are already automatically included in your store's digital circular. And it's working: collectively, IGALink retailers with an advanced digital circular have contributed an additional 1.2 million views to the National Digital Ad, building the power of your brandand strengthening the quality of national offers IGA can get going forwardwith each and every view.

So, if you’re already using an advanced digital circular, begin exploring how you can get more eyeballs on it. Send emails that link directly to the ad, use digital advertising to direct new folks directly to the ad, send push notifications—basically whatever it takes to get them to that digital ad. Our studies show that if you can get a user to access the advanced ad, they will stay on your site longer and visit more pages.

If you're not yet using an advanced digital circular, you don’t have to do a vast search to get this solution in place. Webstop and IGA have the features you need, ready to go. What are you waiting for?

Shawn Tuckett, Vice President of Sales and Client Service
Webstop

727-953-6204 Direct
727-507-1660 Mobile

shawn@webstop.com

 

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