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Store Locator: review of good practices

08/03/18 13:54

A Store Locator is a must-have for any web-to-store strategy, as it helps locate a business’s physical points of sale on its website. Functioning based on geo-location or user request, it displays the points of sale near the user’s position or in a place specified by them.

Along with the Store Locator, there’s also the Product Locator, which focuses specifically on the location of products or services.

How does a Store Locator work?

The Store Locator is generally accessed via a menu such as Where to find us, Our stores, Our restaurants, Our sites, etc. The user is then taken to a search page, i.e. a map with point-of-sale markers (location pins) and a list of identified sites.

By interacting with buttons such as Learn more, See the local page, etc., the user can view the local pages of the points of sale.

The Store Locator promotes web-to-store activations via various calls-to-action (directions to the point of sale, call the point of sale, view the local page, make an appointment, reserve a product, view an offer, etc.) and good web ergonomics (usefulness of the content, ease of use, design).


A Store Locator needs to be designed for Google!

The majority of Web users search for local info on Google, so, for a “business name + city” type search, the link to the Store Locator must be visible among the top search results.

Along with being integrated into consumers’ purchasing processes, a Store Locator needs to be optimised so that it’s ranked among the top search results:

  • This SEO optimisation starts with the creation of a specific URL and the proper listing of basic information for each site.

  • Regular posting of unique, local content on the store's pages.

  • Inclusion of incoming and outgoing links to/from your website and your external pages (Google, Facebook, directories, etc.).

  • Compatibility for display on mobile devices.

  • Also important is structured data, or information contained in the code which Google can easily use. A telephone number posted on one of your web pages can, for example, be displayed between tags telling Google: this is a telephone number. This data then enables Google to display additional information about your web pages in its search results.

And what about data management?

Earlier in this article we mentioned the different tools available for consumers on Store Locators. Those tools are able to work because of all the data interactions that happen behind the scenes. When you ask for an itinerary, the database has to come up with the right address and when pushing the call-button, the database must provide the correct phone number out of thousands. The same dynamic applies for opening hours, promotions or review management. These are all data and interactions that a company has to manage properly in order to improve its digital strategy.

Nevertheless, if a company want to manage those data properly and gain more in-store traffic, there are two elements to keep in mind:

  • Get the right tool! Find a tool that suits your organisation, for example, it’s interesting to opt for a tool that allows a centralized management of your data displayed on multiple channels like your Store Locator, Google and Facebook for example.

  • Inform and educate your local teams on the digital strategy of the brand.

It is with such challenges in mind that Mobilosoft develops custom solutions for its partners in order to make sure that they get the most out of their digital marketing strategy.

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Topics: Store Locator

Written by Ambre