A Store Locator is a key tool for online retail; however, it is often overlooked in the e-store evolutionary roadmaps. Here are some tips to enhance its value.
What is usually the first objection moved by an ecommerce manager, when we suggest they work on their store locator?
It is just an utility we don’t want to invest too much time on. And then, who lands there, just purchases on physical stores.
Our experience tells us that the Store Locator is a key tool for online retail; however, it is often overlooked in the e-store evolutionary roadmaps, and there is an organizational reason behind this:
This causes many retailers – including big ones – to have pretty basic store locators, which could be exploited more thoroughly instead, in an omnichannel view.
1) Use it to boost promotions directly in the store locator layout, by engaging a user oriented to traditional channels online
2) Use it for lead generation: users that register can be provided with updated info on the new collections available in physical stores
3) If the store warehouse is synchronized, you can start customizing the navigation experience from the store locator:
4) Customize the catalog navigation experience, based on the relevant store with communication/visual merchandising activities (e.g. promos in your store, talk to your store manager, …).
These examples let us see how, starting with the store locator optimization, we can create effective omnichannel synergies and reach new potential customers via the SEO and personalized advertising activities.
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