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Convert More Digital Consumers with AdRocket™ Ignite

Convert More Digital Consumers with AdRocket™ Ignite

Proven results stretch beyond the limits of traditional ad types

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American consumers have rapidly devoted their time to online activities in recent years, a trend that accelerated in the wake of the coronavirus pandemic. The average American spent nearly 12.5 hours in front of screens in early 20201, up almost 60 minutes a day over the same time just a year earlier!

As public movement was restricted and shops closed in many parts of the country, Americans were forced to take some or all of their shopping habits online last year, increasing e-commerce spending 47.3% year over year in the process.2 With people spending more time in their homes than ever before, consumers quickly became comfortable with the idea of buying big ticket items—like furniture and appliances—online. Home goods experienced massive e-commerce gains as a result, including the categories of home/decor/furniture (up 34.1%), consumer electronics/appliances (up 70.6%) and home improvement (up 84.8%).

There are strong indications the digital habits consumers adopted due to coronavirus aren’t going to be dropped as soon as the pandemic is behind us: 51% of consumers surveyed in one study said that they would retain some of their new digital purchasing behaviors in the new normal.3

The right message in the right place at the right time, automatically

What does all this mean for independent retailers?

To thrive in 2021 and beyond, you’ll need to adjust your marketing spend to keep up with the increasingly digital methods your prospects are using to find the products they want and the retailers from which they choose to buy.

That’s why Retailer Web Services (RWS) has expanded its AdRocket™ smart digital advertising software with Ignite, a bundle of advanced technologies designed to achieve increased consumer acquisition and drive more conversions than traditional digital advertising can alone. While the largest and most effective retailers in the world are engaging in AdRocket Ignite-style advertising, RWS is the first and only provider to bring this capability to the independent appliance channel.

AdRocket Ignite brings your paid advertisements to life on your WebFront, using machine learning and artificial intelligence. Going beyond traditional ads, AdRocket Ignite reaches consumers who have not or will not engage with paid advertising.

Here's How AdRocket Ignite Works

1

A consumer in your area searches for “appliance sale” in their search engine of choice, using any internet connected device.

2

Because you’re an AdRocket Boost customer and you have Google Responsive Display Ads currently running on Google’s platform, your display ad is now in front of this shopper.

For whatever reason, they don’t click. Maybe they’re pressed for time, don’t know your business, or they’re otherwise not ready to take action yet. They close out their browser session without clicking.

3

Later on, they decide to continue their search for appliances again, since they’re ready to take the next step in their customer journey. They type in “appliance sale” again.

4

Instead of serving up another display ad or a text ad, your business appears as the first organic listing in their search results. According to Google, search users click the first result 28.5% of the time, and it drops quickly after that, with just 15.7% clicking the second result and 7.2% clicking the fifth!4

Your prospect clicks the link and goes right to your website. Since you’re an RWS WebFronts® Level 4 customer, your AdRocket account talks directly with your website and serves up the same display ad your prospect saw earlier. This exposes them to the promotion another time, using the same familiar imagery and offer. This time, it’s more relevant since it appears atop the page that offers the products that are specifically applicable to the promotion offer. Once on your WebFronts website, Ignite engages consumers in multiple ways to increase acquisition. Purpose-built with today’s digital consumer in mind, Ignite coordinates image advertising, product placement and other marketing assets, unlocking the full value of each, by:

• Increasing the value of a Google or Facebook display ad impression by reinforcing the same message throughout the site. • Getting more consumers—particularly those less likely to click on (or see) display ads—to view and interact with the promotion.

• Making it more likely consumers will click on products that are part of the promotion.

• Increasing the number of conversions these promotions deliver by serving the right offer in the right way at the right time.

How well does it work?

In February 2020—before the effects of the pandemic had begun to spread across the country—RWS executed a series of AdRocket Base campaigns with Ignite, featuring vendors like Whirlpool, LG and Maytag for hundreds of RWS customers over Presidents’ Day weekend.

AdRocket Ignite results—driven by the ability to reenforce advertising messages with paid traffic AND reach orgranic traffic—outperformed the same AdRocket Base campaigns for dealers unable to take advantage of Ignite:

• Promotional products’ page views increased 96%

• Rebate form downloads increased 98% • Calls to stores from mobile sites increased 92% • Digital store/website visits increased 92% • Ad spending increased just 25%

How can RWS customers take advantage of AdRocket Ignite?

For dealers with a WebFronts website, AdRocket Ignite currently can be paired with AdRocket Base campaigns. The RWS team is working to bring this powerful feature to AdRocket Boost with an expected launch date in the second quarter of this year. At that time, if you’re an AdRocket Boost customer, your digital advertising advisor will be in touch to let you know when AdRocket Ignite’s powerful technology is available to dramatically increase your website traffic and conversion rates.

For RWS dealers not currently utilizing AdRocket Boost, there’s no better time than the present to get started so you’ll be ready to realize the benefits AdRocket Ignite delivers to your digital advertising strategy. Contact your RWS representative or visit adrocketlaunch.com to speak with one of our digital advertising specialists.