Web to Store | Generate in-store traffic with Store Locator

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30/03/23

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Written by

Rémi

As the boundaries between distribution channels shrink, and consumers become increasingly demanding, businesses are redoubling their inventiveness to attract people to their physical outlets. Web-to-store strategy tools are the ideal solution to meet the needs of both parties. Among them, you'll no doubt recognize the Store Locator, but can you precisely define the advantages it represents for your business?

What is Store Locator?

A Store Locator is a store locator. It takes the form of an interactive map on which markers indicate the geographical location of your network's physical points of sale. Integrated into a web page, the Store Locator enables web users to locate a physical point of sale: stores, boutiques, banking, insurance, real estate agencies... and many more!

The major advantages of Store Locator

The Store Locator, like Click and Collect or e-reservation, is a solution at the heart of the Web to Store strategy, and more specifically at the heart of the ROPO (Research Online Purchase Offline) strategy, which consists of a preliminary online search that then encourages the consumer to visit a physical point of sale to finalize his or her purchase.

1 Enhanced customer experience

For your customers, Store Locator is yet another way of enhancing the experience your network can offer them. How do you do this? First and foremost, through the simple presence of a physical point of sale. More and more consumers are making purchases on the internet, with sales topping the 100 billion euro mark in 2019. However, a significant proportion still enjoy going to the store, since in 2019, 90% of purchases will be made in-store. Finally, human and social contact is an element of reassurance for the consumer before concluding the act of purchase.

By 2024, 87% of purchases will be made in-store, compared with 13% online.
The Future of Retail: Informing your strategy to 2024, Google

Always with a view to enhancing the customer experience, Store Locator enables your visitors to carry out a "nearby" search to find the nearest point of sale, as well as other, more precise criteria, such as stores open on Sundays or offering a particular service. In addition to accessing this information, visitors can also consult opening hours and available services. With all the necessary information at hand, they can be sure that their visit will be worthwhile, and that they will be able to obtain the services and products they need.

A Store Locator represents an average of 10% to 20% of a website's traffic
Evermaps

2 Greater visibility

Despite the growing market share of internet purchases, many consumers still prefer to store in physical stores, and thus practice the ROPO strategy.

Store Locator is an interactive map that lists the physical points of sale in your network, giving you greater visibility on the web. Each point of sale accessible from your Store Locator has its own SEO-optimized local page. When searching for a store, the list of outlets often appears in the first search results.

97% of consumers search online to find a local business
HubSpot

So, with a search like "Service + city", thanks to the favorable positioning of your Store Locator and its related pages, you have every chance of appearing in these first results. With just a few clicks, Internet users will be able to access information about your point of sale. You'll increase your visibility and facilitate the acquisition of new leads.

Having a regularly updated Google My Business listing will complete this part of your Web to Store strategy, ensuring maximum visibility and increased traffic to your point of sale.

3 Obtain quantifiable and analyzable conversion rate data

The use of a Store Locator is an effective way of increasing your On and Offline traffic, giving you more data to analyze and better understand your customers' behavior.

In addition to Google Analytics, which gives you information on your website visitors, Store Locator gives you valuable information on your prospects. You'll be able to measure :

  • the number of visitors and thus find out which is their favourite point of sale
  • time spent on page
  • conversion rate

but also many other essential indicators for defining an effective Web to Store strategy.

Finally, animating your local pages or your Store Locator is an effective way of improving your conversion rate. You can broadcast local campaigns on your store/agency pages to publicize a new offer and attract more traffic to your physical sales space. The resulting data will enable you to assess the success of your campaign and adapt future ones!

Integrate online appointment booking into your Store Locator

Integrating an online appointment booking solution, such as we offer, into a Store Locator is an effective way of improving the customer experience and, by extension, customer satisfaction. Integrated directly into your Store Locator sales space, online appointment booking enables web users to book an appointment without having to pick up the phone. What's more, as the tool is available 24/7, you can considerably increase your booking rate.

70% of bookings are preceded by an online search

What's more, with appointments now booked online, your teams can free themselves from scheduling and refocus on the core business!

Agendize is in partnership with Evermaps for the implementation of online appointment scheduling solutions integrated with Store Locator or Store Select solutions, and across all Web to Store channels, to meet the needs of your physical point-of-sale network, boosting local performance and facilitating the acquisition of in-store traffic.

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