Jacqui Owens, Director of Lifestyle Retail at Google, outlines how retailers can capitalise on peak trading through the use of AI-powered ads...
The shopping season is now in full swing with 50% of Christmas shopping happening in December. With retail debit card spending also spiking after Cyber Weekend, it is a huge opportunity for Retailers to not miss out on the strong consumer demand by ‘keeping the lights on across December’. This is true right throughout the month, with gift inspiration searches peeking from mid-December (+13% higher than Cyber weekend) right through to Boxing Day sales – which this year also coincides with payday.
For the next few weeks, consumer demand isn’t going anywhere. With the added advantage of AI-powered ads, here are two ways to ensure you are capturing the heightened consumer demand across December and January.
Leverage AI to drive customers in-store
Last year, Google saw a 29% month-over-month increase for ‘near me’ searches in December. With Christmas delivery deadlines fast approaching, it’s crucial that relevant brands and retailers continue to think omnichannel to entice customers in-store by showcasing the most helpful information, such as product availability and location. Brands and Retailers can leverage Google’s AI-led Performance Max for ‘Store Goals’ to convert online intent to store footfall.
Leverage AI to drive ‘in the moment’ relevance
Consumers want choices tailored and relevant to their specific needs – and we’re seeing search queries getting longer and more detailed as a result. We also see a rise in searches for modifiers like “ideas for”, “compare” and “review” during peak retail moments — suggesting that UK consumers are intent on seeking out additional information to help them make better-informed decisions.
During this time of year, time-constrained shoppers want to purchase as quickly as possible, make sure to harness your first-party data and experiment with the latest AI-powered personalisation tools available.
In short, leverage AI in these key sale moments “while the lights are still very much on” to show customers how and why your product will make the perfect gift for their loved ones this festive season.
