Search engine Google has created a new service called Store Visits, that will show the online actions that have pushed consumers to the 'brick & mortar' stores.
Google's tool will calculate how many customers visit the store within 30 days of viewing a particular ad. The sole prerequisite is that consumers share their smartphone location with Google.
Famous Footwear and Office Depot already use the service at this point. The former has used the service for about a year and has noticed that about 15 to 17 % of clicks lead to a store visit. Office Depot uses the service to see which products have been researched online prior to a store visit.
Store Visits is one of Google's newly-created services to take advantage of offline sales, which are still more important that online sales. For the time being, the service is only available in the United States and will be expanded over the next few months.