Driving Retail Foot Traffic with Product Inventory Data
•
0 likes•94 views
This session was presented at the 2018 Place Conference in New York City on September 13, 2018.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Driving Retail Foot Traffic with Product Inventory Data
Similar to Driving Retail Foot Traffic with Product Inventory Data (20)
More from Localogy
More from Localogy (20)
Recently uploaded
Recently uploaded (20)
Driving Retail Foot Traffic with Product Inventory Data
- 1. Driving Retail Foot Traffic with Product Inventory Data 1
- 2. Duncan Young Director, App Directory Yext Will Plaehn CTO Lastmile Introductions 2
- 3. • Case study about a national wireless carrier • Valuable customers and contracts • Difficult competitive landscape Background 3
- 4. • Can we bridge the gap, and create something new? Retail Online vs. Retail Offline 4
- 5. • Personalize, localize, and humanize • Differentiate and innovate with Context and Content • Embrace shopper behavior Putting it Together 5
- 6. Project Goals • Win customers with more relevant content • Enhance Local SEO • Better measurement at the local level 6
- 7. How? 1. Increase Listings Discoverability 2. Maximize SERP Real Estate 3. Drive Local Organic Traffic Yext Location Pages with hyperlocal content optimized with schema.org best practices will help our carrier rank in more Local Packs for non-brand search and capture more engagements Dominate first page of Search Results with our carrier’s properties to regain search market share from third parties Build incremental organic traffic and provide a localized experience to drive customer activation for app downloads, online orders, product inventory, and careers searches 7
- 8. 8
- 9. Sales Store Visits Local Marketing (Email, inventory ads, etc) Local Product & Service Search (product, subcategories, promos) Store Pages & Top level search (Store type, top categories & brands) Maps & Directories (Yelp, GMB, Etc) Customer 9 How it fits together
- 10. Implementation • Runs along-side existing web assets • Non-disruptive 10
- 11. Results and Impact: SEO • 4x better ranking than competitors on average in major cities • Higher click-through rates 11
- 12. Results and Impact: Conversions • Customers who entered the purchase funnel completed it 5x more often • BOPIS Conversions • 3.2x better than the rest of the website • Appointment Conversions • 1.7x better than the rest of the website 12
- 13. Ecommerce referral traffic Conversion rate and revenue Lift Store and brand audiences and segments OnlineOffline Lead Actions Store Visits Top regions / stores / products Visits and sales Ship to home Reviews Appointments Calls or Directions Order for pickup Fully measure both the online and offline impact of local digital marketing 13 New Kinds of Reports
- 14. More Benefits: • Find a nearby product improved customer satisfaction • Digital teams measuring local attribution for the first time 14
- 15. Takeaways • Location and Inventory content works with SEO • vs. optimizing generic pages for local keywords • Easy access to Product Inventory • Boosted conversions both online and offline • Improved customer satisfaction 15