99,9% of Retail Stores have a bad Virtual Identity

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Points of sale must have a presence online on Facebook, Foursquare and Google Maps. …

Points of sale must have a presence online on Facebook, Foursquare and Google Maps.

Still, companies don’t seize the opportunity to attract consumers to their POS and only display information on their website.

This mismanagement of information can cause large revenue losses by losing consumers.

Our study was conducted on 1000 Belgian retail POS randomly selected from 10 different industries.

We studied the following data:
- Address (number and street)
- GPS coordinates
- Phone number
- Business hours

The results are horrible: only 1 shop (out of 1000) was correctly referenced on his website, google, facebook and foursquare!

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  • 1. 99.9% of Points of Sale Have a Bad Virtual IdentityIt’s time for retailers to develop a virtual presence for their physical stores
  • 2. Is this study made for you?o Do you own/manage physical (brick and mortar) stores?o Are you aware of the big changes occurring in the retail market?o Do you know what a virtual presence is?o Do you still doubt that the Internet can help your POS?Then, this is for you.Mobilosoft, a company that specializes in managing the virtualpresence of physical stores, conducted a study of 1000 retail POS toanalyze their virtual presence.The statement is alarming. Be one of the first to react. 2
  • 3. Agendao New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react 3
  • 4. Today, points of sale are threatened! More Time Lower diversity saving sales Economic crisis e-Commerce People are looking for good bargains onlineDecrease in More Shopping demanding convenienceconsumption consumers 4
  • 5. Consumers are changing Now, they demonstrate “cross-channel” behavior and check info on various sources Google is the no. 1 Almost 5 million Almost 300,000 search engine Facebook users in Belgian users Belgium Having a website is not enough anymore! 5
  • 6. It’s time to develop a consistent virtual presencePoints of sale must have a presence online on Facebook,Foursquare and Google Maps.Still, companies don’t seize the opportunity to attractconsumers to their POS and only display informationon their website.This mismanagement of information can causelarge revenue losses by losing consumers. 6
  • 7. Agendao New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react 7
  • 8. Physical stores are still relevant “85% of Belgian people prefer to buy in-store, whereas the European average is around 66%.” (Deloitte, 2012) Main reasons quoted by consumers for shopping at physical stores:- You can SEE, TOUCH and TRY the items (71%)- You receive your product IMMEDIATELY (51%) (Observatoire LCL, 2012) 8
  • 9. Customers search online and keep buying in-store In Belgium, online research has Online purchases attracted only 1% more doubled over the past 2 years customers over the same period 60 20 50 17 50 16 15 40 30 25 10 20 5 10 0 0 Online research Shift from offline to online 2010 2012 purchasing 9Thinkinsights with Google, 2012
  • 10. Inside a physical store, consumers tend to buy more! 46% of people report being more None prone to impulse purchases in-store 20% In-Store 46% Online 34% Moreover, the frequency of visits to physical stores is higher than forObservatoire LCL, 2012 online stores (Ifop, 2013) 10
  • 11. Do retailers understand this change?By optimizing your virtual presence, you can increase thetraffic to your POS and increase your sales andrevenue.In the current economic context,virtual presence optimization isA MUST. 11
  • 12. Agendao New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react 12
  • 13. Study on 1000 points of sale from 10 different sectorsHOW GOOD IS THE VIRTUALPRESENCE OF POINTS OF SALEIN BELGIUM? 13
  • 14. “Is the virtual presence optimized?”Our study was conducted on 1000 Belgian retail POS randomlyselected from 10 different industries.We studied the following data:  Address (number and street)  GPS coordinates  Phone number  Business hoursOn these sites Website Google Maps Foursquare Facebook 14
  • 15. Virtual Presence Model by MobilosoftThis study is based on a Virtual Presence ofPhysical Stores Model developed by Mobilosoftto better illustrate how POS are listed through theirwebsite, Google Maps, Foursquare and Facebook.We used it to represent: o The performance of each platform o The quality of information available Want to know more about it? Check out our eBook at www.mobilosoft.com! 15
  • 16. How does it work? - PlatformsEvaluation of the performance of each platform for all10 sectors:We built a model based on weighted grading to avoid eliminating anyconsiderable difference in results. Information on POS* GradeFor each platform (Retailer’s website,Google Maps, Foursquare and Facebook) Complete 2 Incomplete 11. Analysis of every point of sale (street address, GPS point, phone, business hours) Incorrect -12. Grading of each POS according to Non-existent 0 the table on the left3. Computation of the scores to get a grade out of 1004. Construction of a four-quadrant * Complete: All data is available radar chart (Retailer’s website, Google Maps, Foursquare and Facebook) Incomplete: At least one piece of data is missing Incorrect: At least one piece of data is wrong Non-existent: No data is available 16
  • 17. How to read the chart - Platforms Sector 1 has a score of 35%* Website on Google Maps. It has: 100 - 24 complete POS 80 - 38 incomplete POS - 18 incorrect POS 60 - 20 non-existent POS 40 20 Facebook 0 Google Maps Sector 1 Optimum *Score detail: 35 =[(24x2)+(38x1)+(18x(- Foursquare 1))+(20x0)]/200 17
  • 18. How does it work? - InformationEvaluation of the availability of information on each platform:Analysis of the 5 types of data (street address (no. and street), GPS point, phone numberand business hours) researched.We used the grading system as we did previously for the platform analysis.For each platform (Retailer’s website, Data GradeGoogle Maps, Foursquare and Facebook) OK 21. Analysis of information provided by each POS Incorrect -12. Grading of each POS according to the table on the left Missing 03. Computation of the scores to get a grade out of 1004. Construction of a 5-sided radar chart * OK: Data is given and correct (street address, GPS point, phone number and Incorrect: Data is given but wrong business hours) Missing: Data is not given 18
  • 19. How to read the chart - Information Number Sector 1 has a score of 100 81.5%* for the street. 90 It has: 80 - 83 entries that are OK 70 - 3 incorrect entries 60 50 - 14 missing entries 40Business hours 30 Street 20 10 0 Sector 1 Optimum *Score detail: Phone GPS point 81.5 =[(83x2)+(3x(- 1))+(14x0)]/200 19
  • 20. How do the 10 sectors perform?GENERAL OVERVIEW 20
  • 21. Only 1 POS has optimized its virtual presence Website Number OK OK OK OK Street OK OK OK OK GPS Point OK OK OK OK Phone OK OK OK OK Business OK OK OK OK Hours1 POS in Hair & Wellness is completely and consistently listedacross all 4 platforms 21
  • 22. Companies are not keeping up with the cross-channel trend Website 100 64% of POS are94% of POS 80 properly listed ondon’t efficiently the siteuse Facebook 60 40 20 Facebook 0 Google Maps 19% of POS enjoy all the features of 95% of POS Google Maps misuse or neglect Foursquare Foursquare 22
  • 23. Website Google Maps Foursquare FacebookHow does each platform perform?PLATFORMS 23
  • 24. On retailers’ websites, information is inconsistent! Number 100 80 60 40 Business hours Street 2020% of POS don’t 0have theirbusiness hoursdisplayed 7% of POS have an incorrect GPS point Phone GPS point 24
  • 25. 31% of POS are not on Google Maps Number 100 80 60 40 Business hours Street 20 73% of POS 0 67% of POS don’t have their show the business hours correct displayed address Phone GPS point 25
  • 26. Foursquare is not managed by retailers! Number 100 80 60 40 Business hours Street 20 0 Still, 38.5% of GPS72% of POS don’t points are nothave their business displayed and 6%hours displayed are incorrect Phone GPS point The listings for most locations are created by their customers 26
  • 27. Facebook, poor or non-existent data Number 100Only 9% of POS 80have theirbusiness hours 60 40 Business hours Street 20 0 20% of GPS points displayed are incorrect Phone GPS point 27
  • 28. How does each industry perform?INDUSTRY 28
  • 29. 10 sectors• Restaurants, Fast Food and Sandwiches• Grocery Stores• Gasoline• Automotive• DIY• Banking• Fashion• Hair and Wellness• Press• Sporting Goods 29
  • 30. RESTAURANTS, FAST FOOD & SANDWICHES 30
  • 31. Restaurants Aside from the business’ website, at best 14% complete info Website 100 80 60 12% incorrect POS information 40 20 Facebook 0 Google MapsOnly 6% of POS arecompletely andcorrectly listed Foursquare 31
  • 32. Restaurants Strong but incomplete use of Foursquare Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number NumberGoogle 100 Facebook 100Maps 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point 32
  • 33. GROCERY STORES 33
  • 34. Grocery Stores Hard to check-in on Foursquare Website 100 80 60 40 20 Facebook 0 Google Maps 20% of POS are not even listed2% of POS areadequately indexed Foursquare 34
  • 35. Grocery Stores Good performance for Google Maps except with regard to business hours! Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number NumberGoogle 100 Facebook 100Maps 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point 35
  • 36. GASOLINE 36
  • 37. GasolineTough to find a gas station on social media Website 100 80 60 40 20 Facebook 0 Google Maps Only 1% of POS adequately indexed Foursquare 37
  • 38. Gasoline Gas stations are almost non-existent on Facebook Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number NumberGoogle 100 Facebook 100Maps 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point 38
  • 39. Gasoline - GPSGPS: A powerful, underestimated toolNo complete Apple Mapsinformation on GPS. 100 93% of gasBusiness hours are stations don’t 80 appearnever displayed 60 40 208% of GPS points are 0not accurate Nokia Prime TomTom Places Place 19% of analyzed gas stations show inaccurate information 39
  • 40. Gasoline - GPSWrong GPS point in GPS systems Number NumberApple Maps 25 Nokia Prime 100 20 Place 80 15 60 Business 10 Business 40 Street Street hours 5 hours 20 0 0 Phone GPS point Phone GPS point Number TomTom 100 Places 80 60 Business 40 Street hours 20 0 Phone GPS point 40
  • 41. AUTOMOTIVEManufacturers, tires, auto glass, stores, dealers and body shops 41
  • 42. AutomotiveComplete information is rarely listed in the automotive industry Website 100 72% of POS have incomplete 80 information. Only 60 26% have their 14% of POS have business hours 40 incorrect displayed. information 20 Facebook 0 Google Maps Foursquare 42
  • 43. Automotive Business hours and street address missing from Google Maps Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number NumberGoogle 100 Facebook 100Maps 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point 43
  • 44. DO IT YOURSELFStores providing everything customers need to build, modify orrepair something by themselves. 44
  • 45. DIYDIY not accessible to social media users Website 100 80 60 40 20 Facebook 0 Google Maps Only 17% of POS show complete 83% of POS are not information available Foursquare 45
  • 46. DIYFocus only on retailers’ websites Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number Facebook NumberGoogle 100 25Maps 80 20 60 15 Business 40 Business 10 Street Street hours 20 hours 5 0 0 Phone GPS point Phone GPS point 46
  • 47. BANKING 47
  • 48. Banking Banking sector neglects Facebook Website 100 80 60 40 20 Facebook 0 Google MapsNo use of Facebook 19% of POS show incorrect data Foursquare 48
  • 49. Banking Good virtual presence except for Facebook Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Facebook Number 100 80 Number 60Google 100Maps 80 Business hours 40 Street 60 20 Business 40 0 Street hours 20 0 Phone GPS point Phone GPS point NO use of Facebook 49
  • 50. FASHIONClothing, shoes and accessories 50
  • 51. FashionPoor virtual presence of fashion POS Website 100 80 60 40 20 Facebook 0 Google Maps Only 2% of POS show 75% of POS are not complete listings available on Facebook Foursquare 51
  • 52. FashionMost listings are created by users Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number Facebook NumberGoogle 100 25Maps 80 20 60 15 Business 40 Business 10 Street Street hours 20 hours 5 0 0 Phone GPS point Phone GPS point 52
  • 53. HAIR AND WELLNESSHairdressers, fitness clubs and wellness centers 53
  • 54. Hair & Wellness Hair & Wellness sector on the trail of cross-channel consumersThe only sector with 1 POS Websitewith an optimized virtual 100presence 80 56% of POS don’t 60 appear in search results 40 20 Facebook 0 Google Maps 72% of POS are listed, but only 1 is complete Foursquare 54
  • 55. Hair & WellnessCross-channel management is emerging Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number Number Facebook 100Google 100Maps 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point 55
  • 56. SPORTING GOODSSport shops 56
  • 57. Sporting GoodsOn average, 20% of information isinaccurate Website 100 80 15% of POS have inaccurate 60 information 40 20 Facebook 0 Google Maps Only 3% of POS have correct and complete information Foursquare 57
  • 58. Sporting GoodsOn average, 12% of GPS points areincorrect Number NumberWebsite 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number Number Facebook 100Google 100Maps 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point 58
  • 59. NEWSSTANDS 59
  • 60. NewsstandsNewsstands have the weakest digitalpresence Website 100% 80% 60% 38% of POS have 40% wrong information 20% Facebook 0% Google Maps Only 6% of POS have complete information Foursquare 60
  • 61. NewsstandsNo signs of virtual presence optimization Number Number Website 100 Foursquare 100 80 80 60 60 Business 40 Business 40 Street Street hours 20 hours 20 0 0 Phone GPS point Phone GPS point Number Facebook Number Google 100 25 Maps 80 20 60 15 Business 40 Business 10 Street Street hours 20 hours 5 0 0 Phone GPS point Phone GPS point 61
  • 62. It’s time to get in the game o Among the 1000 POS selected, only 1 is correctly and completely listed on its website, Google Maps, Foursquare and Facebook. o Without consistent digital presence management, there is a risk that consumers will choose competitors with a better online presence. o A consistent online marketing strategy is now needed to build a cohesive, effective virtual presence. 62
  • 63. Agendao New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react 63
  • 64. We manage the virtual presence of physical stores 64
  • 65. We publish your store data 65
  • 66. We manage your mobile website A mobile site that features what your customers really need:  Your stores  Your promotions  Your catalogue  Links to your social networks Test it: http://m.total.be/ 66
  • 67. We make sure your local promotions arewell listed On Foursquare, your mobile website and Google 67
  • 68. All of this is done via a single tool Centralized data management Synchronized across all platforms 68
  • 69. And you can focus on your strategicbusiness! Don’t spend time on updates, we have solutions to: • Synchronize content with your current CMS • Send us your data, we update it • Let us transform your PDF files into digital content 69
  • 70. Test how your site looks like on smartphoneand how well your point of sales are listed: http://www.mobilosoft.com 70
  • 71. Contact uswww.mobilosoft.com 72