Facebook’s New Retail Ads Show In-Store Product Availability

Facebook is making a new play for retailers. Yesterday, Facebook debuted a system titled "dynamic ads for retail" that will use personalization and location data to allow merchants to only serve promos of products that are actually available at a chain brand's location. Adweek reports retailers currently testing the new program are Argos, Macy's, Target and Abercrombie & Fitch. The new feature update also includes "store visit optimization" tools, which help brick-and-mortar stores connect with consumers via location services enabled on their phones.

Total Retail's Take: Facebook has come a long way since F-commerce. The social network now seems intent on helping retailers become more omnichannel focused. With online the future of retail, but brick-and-mortar still seeing the vast majority of purchases (92.5 percent of purchases, according to MarketingLand), Facebook is working to find a way to navigate the mobile-to-store shopping pattern. What makes this update different from the original Dynamic Ad product introduced last year? The SoLoMo approach and focusing more on local store locations and stock available for immediate purchase.