Argos testing Google’s Local Inventory Ads

Argos is one of the retailers that is currently working with Google and online retail specialist Summit to test the new “Local Inventor Ads” product, which lets shoppers see live product availability in local stores. Launched in January, Local Inventory Ads generates online advertising that updates according to local stock levels in-store every two seconds.

Argos and Summit were part of Google’s initial Alpha trials, which meant they could feed into the “product roadmap”.

So how does the system work? When the consumer Google searches for a particular product, an ad will appear at the top of the page promoting Argos as a retailer, but only if it has the product in stock in the nearest store. If the item isn’t in stock, then the ads do not appear.

The system is now working in more than 850 Argos stores across the UK and, according to Summit, it serves the dual purpose of both driving online shoppers in-store and also ensuring that marketing budget is “not misspent on products that are unavailable”.

Matt Roberts, Digital Marketing Controller at Argos, commented: “We have seen a fantastic response to our click and collect offering since we introduced it in the early 2000’s, so it made total sense to develop this further and take part in the Alpha trial with Google. Working with Summit on the Local Inventory Ads project was immediately attractive as it demonstrates our thinking as a digital retail leader.”

Focusing on tangible business benefits for Argos, Roberts added: “We are able to focus our digital marketing spend on products that we know are immediately available in our customers’ local stores. Connecting digital customers to store 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.

“It also allows us to capitalise on strong in-store conversion and cross-sell other products that they may see while in store. 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.”