Facebook has launched local availability adverts that will show users products that are available at nearby retail outlets in real-time.
The social media giant is extending the dynamic advert technology on its mobile app to allow shoppers to see items that are available at a store near them, alongside an approximate distance to see how far away the outlet is.
Facebook has partnered with Argos in the UK and Macy’s and Abercrombie & Fitch in the US on the advertising technology, which will also feature similar products available nearby and automatically remove advertised items if they have sold out.
“As people do more research in advance of a purchase, knowing a product is available nearby makes an advert actionable and useful for customers”
Facebook’s product manager Joe Devoy
The advertised items also come with product descriptions that allow shoppers to find information on the products within the Facebook app.
Facebook product manager Joe Devoy told Retail Week: “Mobile has a large and growing influence on shopper’s purchasing decisions, but the majority of retail sales still happen in-store, so we wanted to meet the needs of both our users and retailers by connecting mobile with stores and the products that are sold in them.
“As people do more research in advance of a purchase, knowing a product is available nearby makes an advert actionable and useful for customers.”
Argos online manager Gemma Thompson said the technology would bolster the retailer’s Fast Track click-and-collect proposition.
“By connecting in-store inventory to Facebook, dynamic ads for retail allow us to leverage this strength in our mobile campaigns and opens up new possibilities for using our high-street footprint to drive sales in a mobile-first world.”