A brand sells online and also through grocery retail in several countries. Many customers don't want to order, they want to know: Where can I get this in a shop? So during the relaunch, we built in a store locator. It doesn't count as an online sale, but it's a real goal of the store.
The case
People who discover a brand on the supermarket shelf look it up online afterward, often just to find out where to get it nearby. If they can't find that quickly, the chance is gone. At the same time, a retail presence builds trust in a young brand, including among people who buy online.
What a good store locator does
- Easy to reach. In the menu and on product pages, not hidden in the footer.
- Search by location. Enter a ZIP code or location, see the nearest shops, with a map.
- Up-to-date data. A store locator listing shops that no longer carry the product does more harm than none at all. Someone has to maintain the list.
- A plan B. No shop nearby? Then order online right away, with a link to the product.
- Tied into repeat purchases. People who bought in a shop can reorder online, subscribe or sign up for the newsletter.
The same relaunch added more features: reviews, chat, a loyalty program, bundles, subscriptions and social commerce channels. The store locator is the link between the shop shelf and all of that.
What you can take away
- Not every goal of your store is an online purchase. If you also sell through retail, “found in a shop” is a real success.
- Connect online and offline. Retail brings trust, the online store brings repeat purchases. Each strengthens the other.
- Maintain the data. Decide who keeps the retailer list up to date and how often.
- Always offer a next step. Anyone who can't find a shop nearby should be able to order online right away.
Do you sell online and in retail? We build your store so both work together.