How Can Retailers Benefit From Hyperlocal Marketing?
According to Google’s Consumer Insights, “near me” searches have increased by 900 percent in the last two years. As hyperlocal marketing continues to evolve, retailers are reaping a variety of benefits. Here’s how.
Research indicates that 93 percent of consumers typically travel less than 20 minutes for daily tasks such as grocery shopping, auto repairs and more. Hyperlocal marketing allows retailers to target potential customers within a specific geographical area or neighborhood. This highly strategic marketing tactic provides retail matches for shoppers who perform “near me” searches via their mobile devices.
For example, when searching Google in Clearwater, Florida using the words “slushies near me,” c-stores optimizing relevant and location-based keywords appear. The potential customer is provided with store hours, directions and a link to the retailer’s website.
Hyperlocal marketing is smart way to drive additional traffic into stores. For example, Chicago-based True Value Company embraced hyperlocal targeted marketing to increase profitable retail sales by offering its independent retailers programs and campaigns designed to help their stores compete in the omnichannel market. True Value experienced up to a 4X increase in store foot traffic. More than 75 percent of consumers who search locally, visit the physical store within 24 hours of performing that search.
From creating local events to enhancing local social media, retailers doing hyperlocal right can easily boost sales. Nearly half of all Google searches is location-based. Statistics show that more than 80 percent of “near me” style searches result in a sale. Hyperlocal is tailored to shoppers intending to “buy now” or customers who are ready to make that purchase.
AccuStore provides real-time store and marketing intelligence through professional surveys, mobile audits and cloud-based site profile management. With 24/7 access to accurate, store-level insight, retailers can easily spot trends, stop wasteful spending, improve execution and resolve issues quickly. From operations to merchandising to fulfillment, all teams can benefit and make smarter, data-driven decisions. Contact us to hear how we can help.