In order to thrive in a digital world and remain top of mind for buyers, offline retailers must focus on maintaining a strong online presence to keep themselves on a level playing field with online retailers in terms of search and discoverability.
SDO (Store Discovery Optimisation) can make a big difference in ensuring your store remains visible to shoppers. Take a look at three keys ways SDO can improve businesses of any size, converting online searches to in store visits and sales and helping your store to thrive over the festive season.
Ensure visibility across a wide customer base
Quite simply, stores need to be easier to find based on the products they sell. With work, family and social life getting busier coming into the holiday period, time-poor consumers are turning to smartphones to inform their purchases, with more than 50% of smartphone users discovering a new company or product while conducting research on their phones.
Additionally, while word-of-mouth and foot traffic are still very important, they are no longer enough to stay competitive with bigger retailers that boast equally big marketing budgets.
For these reasons, discoverability is a retailer’s biggest asset. SDO ensures buyers know where they can find you and what products you can offer them, saving the frustration of visiting multiple stores unsuccessfully and encouraging a positive retail experience.
50% of smartphone users having discovered a new company or product while conducting research on their phones.
Take advantage of location-centric searches
Imagine being able to market the precise product a shopper is looking for at the exact moment they’re searching for it. According to Google Trends data, search queries with location-specific phrasing such as ‘near me,’ ‘nearby,’ or ‘closest’ have increased 34 times since 2011, and almost doubled from 2014 to 2015.
With enormous growth of mobile technology, many shoppers employ on-the-go searches to find instant solutions. Research has found that shopping crowds are considered the most stressful part of the holiday season (35.5%), closely followed by finding the perfect gift (29%). SDO alleviates these stresses by allowing buyers to search for a specific product at a specific location.
Find the perfect gift this Christmas using Booodl.
Enhance the customer experience via omnichannel marketing
First impressions are everything, and while you might feel confident winning over customers face-to-face with friendly and efficient service, a shopper’s retail experience starts well before they enter your store.
Omnichannel is a multi-channel sales approach that gives consumers an integrated shopping experience. While a product or location search in Google is likely to be the first step, it is also very useful to understand a buyer’s journey from start to finish.
76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase. Being there for the entirety of the consumer journey has never been more important for bricks-and-mortar retailers.
At the end of the day, shoppers want to spend less time finding the right store, and retailers want to create to meaningful relationships with customers and in turn grow their businesses.