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Store Locator Digital Project Award (7FAM)

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Verdiana Venturi

on 16 July 2014

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Transcript of Store Locator Digital Project Award (7FAM)

LOCATOR
If a website is a company's business card in cyberspace, Store Locators represent the address details on business card
A store locator is a feature found on websites of businesses with multiple locations that allows visitors to find locations of the business within proximity of an address or postal code or within a selected region.
There are two approaches in the
implementation of Store Locators
:

PUSH STRATEGY
consisting in a pre-defined list of branches
The Internet might be virtual, but
customers live in physical space
 and often need to visit companies in the material world.

There are
six benefits
of having a store locator on a company website:

1.
INCREASE SALES
by providing clients multiple purchase options, guiding them directly to stores
2.
SAVE TIME
and
MONEY
both from a client and business perspective
3. Create a
BETTER CUSTOMER EXPERIENCE
being able to respond to location inquiries 24/7
4.
ADD PRESTIGE
and
VALUE
to a company website
5. Collect
VALUABLE MARKET RESEARCH INFORMATION
6.
CENTRALIZE
and
SIMPLIFY
brand communication
February - July 2014
Verdiana Venturi

STORE
1. The Theory
2. The ROPO Effect
3. Best Practices
4. Competitors Strategy (EU)
5. 7FAM
Store Locator
Performance
6. My Survey
7.
7FAM Store Locator
Improvements
8. Future Plans
9. Conclusions

Table of Contents
"Here we are"
1.1 What is a store locator?
PULL STRATEGY
where users are able to customize the branches list by providing their address
1.2 Why is a store locator important?
Store locator
usability problems
lead to:
1.
Customers' give up
2. Encounter frustration, resulting in a
negative
customer experience
3.
Turn to a competitor
4.
Loss of competitive advantage
1.3 Recurring features
Geolocalization
Map
Filter by collection
Method of search
Pictures
Personalized map pointers
Map directions
3. The ROPO Effect
Consumers are increasingly engaging in the so called
ROPO behavior
:


It has been studied that Europeans who spend
100 €
online after researching products via digital touch points tend to spend up
500 €
in a physical store afterward.
The traditional "
DIGITAL PATH TO PURCHASE
" has four phases:

1. Consideration
2. Evaluation
3. Purchase
4. Post-purchase

Since consumers base their buying decisions first on
extensive online research
, local businesses need to ensure that their
correct and updated information appears online
.
51%* of
purchases
studied were heavily
influenced by digital media and technology
*2011 Study by GroupMNext and Compete surveying 20’000 consumers in France, Germany, Italy and UK
Consumers decisions journey
highlights that:
3. Store Locators' Best Practices
1. Easy-to-find position

2. “Get the location in few click”

3. Allow multiple search options

4. Nearest store should always be
displayed

User-
Friendly
Updated
Information
Do not
over complicate
Geo-
Localization
2. The ROPO effect

esearch nline urchase ffline
4. Competitors' Strategy
(EMEA)
13 competitors
' store locator
design
:
8
store locator
recurring features
:
Address
Contacts
Type of sellers
Map
Filter by collection
General information
Method of search
Position in the website
5. 7FAM Store Locator Performance
Who is using 7FAM Store Locator the most?
From which device is 7FAM Store Locator searched the most?
50,82%
27,67%
21,51%
DEMOGRAPHIC CHARACTERISTICS
6. My Survey: Customers' Buying Behavior
SHOPPING ATTITUDES
ONLINE BEHAVIOR
90%
of the interviewed
agrees with the statement
"over the last year, searching online has become more important in the use of Internet"
87%
uses search engines at least
multiple times a day
daily
61%
25%
of respondents
always
search online
before going to a physical store for shopping
68%
often
Most searched
1.
2.
3.
Most searched


&
&
&

1. Product information
2. Sales and offers
3. Store Locations
4. Customers reviews
CATEGORIES
online:
TOPIC:
If you are looking for a place to buy a specific item,
where
do you search?
DESIGN PREFERENCES *
INFORMATION-FOCUSED
28%
MINIMALIST
11%
SIMPLE but ELEGANT
27%
ELEGANT and ADVANCED
35%
7. 7FAM Improvements: Store Locator Restyling
BEFORE
7FAM Improvements: Google Places
SHOW UP ACROSS THE WEB


A business can be listed on Google Maps, so that customers can easily locate and find it on Google Search, Maps, Google+, and mobile devices.

Business owners can use Google Places to manage the information regarding the physical location of their business.
IMPROVE BUSINESS INFO
CONNECT WITH CUSTOMERS
Customers are allowed to leave feedback, while the official business owner could respond to reviews and benefit of suggestions.

Google Places accounts are active for
14 STORES NOW!!
1. High search engine results

2. Integrates superbly with other
online and offline marketing efforts

3. Best marketing tool in terms of ROI

4. Photographs and images of the
business increase trust
Zero
COST
SHOW OFF
Mobile Friendly
Google Places Advantages
AFTER
Information uniformity
Information update both EMEA and US
Map visualization
Fresh look
Information uniformity
Information update
Satellite visualization
Who is looking for 7FAM stores the most?
R
O
P
O
How do visitors interact with 7FAM Store Locator?
ADDITIONAL TIPS


Most users come from another page of 7FAM website and only
4%
from a
Google Search.

The
average permanence
on the page is around
20 seconds
.
Digital Project Award
10. Conclusion
BENEFITS
Increase visits and the chances of purchases offline

Increase stores visibility both online and offline

Boost brand awareness and foster the full customer experience

Recalling the ROPO effect...
Thank you!
Phygital: connecting the online with the offline
Def
.
1.4 Store Locators' Structure
Giving them a score
DESKTOP VERSION
MOBILE VERSION
Left
sight of the
screen predominance
.

No one zooms in the map and look for multiple locations in the scroll down result window on the right.
*
* Results are based on a 110 sample survey from EMEA
*
* Results are based on a 110 sample survey from EMEA

ONLINE
ASK FRIENDS
STORE LOCATOR
GOOGLE
* Results are based on a 110 sample survey from EMEA
*
8. 7FAM Improvements: Future Plans
Registration of all retail stores and outlets
Communication of store activities on store accounts pages
Systematic update of information
Pr(
offline
visits to stores)
=
f
Google Places
(
+
Store Locator website
+
+
...)
where
> 0
,
,
,
Let's talk about costs
Development 50%


Project Management 30%
Testing 20%
35% back office development
15% HTML development
10 € - 50 €
1 € - 5 €
100 € - 500 €
1,000 € - 5,000 €
10,000 € - 50,000 €
100,000 € - 500,000 €

Total Forecast Expenses 25,000 €*
MAIN ACTIONS TO TAKE
1. Radical Store Locator redesign (July-November before the Christmas Holiday pick)

2. Continuous monitoring of Google Places
New Store Locator + All Google Places accounts (monthly) > 100,000 €
12,500 €
8,750 €
3,750 €
7,500 €
5,000 €
* The calculation of potential new customers is based on survey results (68% of respondents states to search online before going to a physical store).
** The percentages are calculated on total sales for each store.
***
*** The percentage is based on market researches which attest visits to store locator of fashion brands around 1.5% - 2% of online website visits.

1.5 Changes over the past years
Long-term trends in locator usability analysis shows
great changes
over the past
ten years
*.
*
“Store finders and Locators”
study by Nielsen Norman Group, 2012.

User success rate
 in finding and using the locators increased from 63% to
96%

In particular, in 2005 only 30% of websites included a
Store Locator
, whereas nowadays
90%
of the sites do so

However, users encounter 
difficulty
with the locators
32%
of the time

New Store Locator + All Google Places accounts (yearly) > 1,200,000 €
1. Radical Store Locator redesign
Carousel of 3 store images
Geo localization
Pull Strategy in search option
Type of Store definitions
More locations are showed
Customized pointers
Increase customer engagement:
The
brand website
still
plays an important role
for 72%* of purchasers
“The nature of the
online
is evolving rapidly and challenging traditional business models. The challenge today is much bigger than simply building an efficient online sales engine. Instead, it involves creating brand
engagement
through
digital media
and
platforms
, turning that brand engagement into
brand preference,
and leveraging it to drive
sales
and
loyalty.

McKinsey & Company
What's 7FAM score?
* Results are based on a 110 sample survey from EMEA
Improved Customers' Satisfaction
(1)
1. Radical Store Locator redesign
(2)
**
*
2. Continuous monitoring of Google Places
Other Marketing Tools
*
*
*
* Store Locator contains only Partners
Stores' and/or Shop in Shop.
of
Store Locators
Detailed information
Neighborhood tips
Map Directions
Possibility to send the info via email/Print
40%
22%
14%
12%
6%
6%
* Total Forecast Expenses represent only 2% of the potential increase in sales (1,200,000 €)
Full transcript