Google’s Multi-Channel Technology (LIA)
According to an article by BCG, the internet influences more than 50% of purchases made in physical stores by connected consumers. This means that consumption decisions no longer happen exclusively when people are inside the physical store with the product in their hands.
With so many sources of information available, the decision to buy is consolidated in different micro moments during the consumption journey.
And since the public lives an omnichannel life, it no longer makes sense for brands to create totally disconnected online and offline strategies. In fact, only with an integrated strategy will they be able to impact the consumer in each of these micro-moments until conversion. And this is the role of LIA (Local Inventory Ads) – a tool that allows the company, through digital advertisements, to indicate the availability of the product in the physical store closest to the potential customer.