Online to offline performance has always presented a challenge for chain businesses who want to reach millions of consumers through social media campaigns, but also need them to buy from brick-and-mortar locations. The challenges created by the pandemic, over the past year, have suddenly made the drive to offline purchase at stores much more challenging, while all the more necessary. It's true that more and more people have been staying home, but they also still need to eat and shop, so take-out, curbside (inclusive of BOPIS and BORIS), and delivery demand have been on an upward trajectory.
Today we’re going to talk about the data case for multi-location brands really focusing on performance Location Marketing. Brands can not only create a really frictionless local customer experience, but also gain in-depth insight and understanding of how you various locations perform and what types of activities the local communities that you serve respond most favorably to.
Multi-location Marketers: A perspective on how to get franchisees more excited and compliant with your marketing efforts. We'll talk through why they may not be as engaged as you'd like and how to change that by looking empathetically at their perspective.
Multi-location businesses: Find out if you are missing key opportunities to drive traffic and commerce for your stores with this reminder of what your customers are searching for, before they engage or come into your locations?
Today we're providing content recommendations for multi-location businesses who are already beginning to prepare for a different kind of Holiday season in 2020. We talk about the need to inform, reassure, and inspire local audiences in order to drive traffic. With Covid-19 having created so much disruption new techniques and capabilities will be necessary to communicate proactively at the store-level across websites, social media, 3rd party publishers like GMB, Facebook, and Yelp, and even branded apps.
Today we're providing an illustration, featuring Costco, that showcases the reasons that multi-location businesses need to keep their local store communities updated about store hours and operational policies across all channels at all times. Letting customers know whether you are open, what your hours of operations are, and whether there are any special operational accommodations or policies that they need to know about.
Let’s recap what many brands have had to think through during COVID-19. While these examples are referenced specifically around “Search” (according to this article in Search Engine Watch), they have broader implications for marketing in general: