turn-online-searches-into-in-store-sales-a-retailer-s-guide-to-swis-and-lia

Turn Online Searches into In-Store Sales: A Retailer's Guide to SWIS and LIA

In today's retail landscape, the "window shopper" has moved from the sidewalk to the smartphone. Before a customer steps through your front door, they are searching for a specific product nearby. At Locally, we provide the tools to ensure your store is the one they find.

Two of our most powerful discovery tools are See What's In Store (SWIS) and Local Inventory Ads (LIA). Here is how they work together to drive foot traffic to your shelves.

1. See What's In Store (SWIS)

The Digital Window into Your Shop

SWIS is the foundation of your local digital presence. It is a real-time, automated feed that displays your live inventory directly on your Google Business Profile, your own website, and brand-partner sites.

• How it works: Locally syncs with your Point of Sale (POS) system. When a customer finds your store on Google, they see a "See What's In Store" section showing exactly which products are currently on your floor.
• The Benefit: It builds immediate trust. Customers are much more likely to visit your store when they have 100% certainty that the item they want is sitting in the building.

2. Local Inventory Ads (LIA)

The Engine that Captures Local Demand

While SWIS shows your inventory to people who have already found your profile, Local Inventory Ads (LIA) proactively finds new customers. These are highly targeted Google ads that appear at the very top of search results when someone nearby searches for a product you carry.

• How it works: When a shopper searches for "running shoes near me," Google displays a product ad with a "Pick up today" or "In stock" label pointing directly to your store.
• The Benefit: Unlike traditional e-commerce ads that ship products from a warehouse, LIAs are designed specifically to drive physical foot traffic. They capture high-intent shoppers at the exact moment they are ready to buy, diverting them from giant online marketplaces to your local checkout counter.