Retail Industry Tips For Adjusting Ad Strategy During Disruption

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Facebook has tips for helping retail owners connect with their customers and keep their businesses on track whether the businesses are temporarily closed, slow or growing.

Here are some recommendations based on the status of your business:

1. Business temporarily closed

• Consider taking your retail shop online with your own website. Set up a Facebook Shop, Instagram Shop or integrate with e-commerce partners to show and sell products directly from Facebook or with any other online channels that you use.
• If you have to close temporarily, consider offering gift cards or a discount on future visits as a way for others to support you during this time.
• Give customers a way to support your business and staff by setting up a fundraiser.

Stay connected to your customers

• Answer customer questions that your business receives using Messenger, Instagram or WhatsApp. Set up automated responses to frequently asked questions such as business hours and how to place orders.
• Take your events online by hosting a Facebook Live or Instagram Live session. Think of it as a chance to take your customers behind the scenes or showcase your products. Find tips for going live here.

Tips for adjusting or restarting ads

• If you have the pixel installed, set up a retargeting campaign to reach existing customers who have visited your website or Facebook page before. Retargeting campaigns tend to deliver better return on ad spend (RoAS) in the short term.
• Use the Conversions or Traffic objective to reach customers who are most likely to take action.

2. Business is slow

Tips for optimising your current ads
• Offer discounts, via Offer Ads, that you can share with your customers to encourage people to shop on your website or Facebook shop.
• Let customers purchase gift cards as a way to support you during this time.
• If you have the pixel installed, set up a retargeting campaign to reach existing customers who have visited your website or Facebook page before. Retargeting campaigns tend to deliver better return on ad spend (RoAS) in the short term.
• Update your ad messaging to include information on product availability, delivery expectations and business hours. Make sure that your ad messaging could not be perceived as opportunistic during this time.

Stay connected to your customers by following the tips on this in section 1.

3. Business is stable or growing

Tips for optimising your ads
• Increase your reach by opting into automatic placements to distribute your ads across Facebook, Instagram, Messenger and Audience Network.
• If you have the pixel installed, set up a retargeting campaign to reach existing customers who have visited your website or Facebook Page before. Retargeting campaigns tend to deliver better return on ad spend (RoAS) in the short term.
• If using the Traffic or Conversions objective, consider broadening your audience with a Lookalike Audience so you can reach more people who are like your current customers.

Stay connected to your customers by following the tips on this in section 1.

To see a vertical guide to find tips tailored to your retail business, click here.

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