A recent study by the company focused on the foot traffic at mass merchandisers and grocery stores and airport traffic, and pointed to the NC city as the best choice for Amazon’s HQ2. “Being able to dig in to real world behaviors, it draws out real actionable recommendations,” says Sarah Ohle, VP of marketing insights.
A number of major retailers and startups have been pioneering a local showrooming strategy, divorcing the purchasing of products from the distribution, and focusing more on experiences than in-person sales. Here are six examples of retailers that have been able to navigate this merchandise-free (or light) approach to local retail.
While some company founders sit down and write out their core values and identify what their company’s culture should be before they even find the people who will help them, others just go with their gut. For Pete Gombert, founder of local marketing company Balihoo, his gut feeling about culture has turned into a whole new company.
Dublin-based digital search platform startup Pointy is still at that point where the culture is just what it is, without special definitions or structure. “The number of people on our team now is small, almost painfully small,” says co-founder Mark Cummins. “There’s not a lot of structure. Well, there is structure, but there’s not a lot of process around it.”
Many brands are already breaking out holiday decorations, hoping to attract the efficient crowds this early in the season. But glittery ornaments and fake snow only goes so far: 30% of local search users have cited “inaccurate” information as the issue they most frequently experience, and Google’s “near me” searches have increased 34-fold since 2011. Once the Brandify 360° Network completes initial listing corrections, the solution provides additional insights and value, such as pinpointing where online traffic originates from for specific listings and automating details to save time and energy for management.
Local search takes place across services that are proprietary and dedicated, even if indirectly, toward earning revenue for the companies that run them. But that doesn’t preclude us from thinking of local search as a kind of public utility whose objective is to provide accurate and consistent information. That means treating local listings primarily as a public good, not a business.
This month’s Brand Battle, in conjunction with Brandify, compares the local digital marketing footprint of two of the country’s largest pharmacy chains: CVS and Walgreens. The contest was close on several counts, but Walgreens emerged as the winner, edging CVS in five of the six categories evaluated.
National retailers have access to expertise, money, and boatloads of data-driven marketing tools, but that doesn’t necessarily mean they’ve got it all figured out when it comes to local marketing. One-quarter of national brands say they’re unable to track ROI at the local level, and 33.8% aren’t even investing in local marketing. Here are six strategies that national brands should consider…
Gut feelings and instinct can only take business owners so far. To determine the actual value of local campaigns, marketers need access to raw data. Unfortunately, obtaining this information — and then using it to compare two or more hyperlocal platforms in a head-to-head setting — isn’t always as straightforward as it seems. Here are seven platforms that businesses can use to measure the effectiveness of their local campaigns…
In a poll conducted in early November by Street Fight, 500 U.S. consumers were asked who or what sources they are most likely to consult before visiting a local business. The survey found that 37% say they ask a friend or colleague about their opinion of the business; 36% visit that merchant’s website; 16% examine the merchant’s reputation on review sites; and just 11% conduct local searches for information about that business and/or nearby competitors…
“[Mobile advertising] is definitely a significant part of our strategy, a significant part of our DNA,” John Hilton, director of the company’s sales strategy told Street Fight. “So there’s going to be a lot of emphasis and focus on the mobile advertising dollar for us. In terms of revenue generation, we’ve done a significant job, and that’s just going to go up and to the right.”