Going Beyond the “Store” Locator: Next-Generation Location Intelligence for Retailers
Published on July 31, 2013
For the past several years, consumer “store” locator apps served as an ideal foundation for effectively driving more consumer foot traffic. In fact, research from Pew Internet recently showcased the popularity of these services with 74 percent of smartphone owners using these kinds of apps for gathering real-time location data.
Driving consumers to a retail outlet via a mobile app is certainly laudable. However, next-generation “store” locator apps are poised to take off in new and highly unique ways.
For example, from an enterprise perspective, it is now possible for retail outlets to mine the data from mobile locator apps for analyzing performance of current locations, consumer demographics and buying behaviors. It can also provide the insights needed to analyze gaps in coverage in certain regions, which can influence major decisions about the location, pricing, and even the stock of new stores. Paired with a web-based Google Maps for Business or Google Maps Engine-powered interface, the result is a well-rounded, powerful solution.
I say “store” with quotations because physical retail locations are not the only option for a service like this. Distribution centers, service depots, administrative offices and other types can all benefit from the information analyzed here.
These new apps can also be tied into inventory systems to provide insights as to what product SKUs are the highest performers – especially when coming from customers who are embracing mobile solutions.
There was once a time when “store” locator apps offered new and innovative way for enhancing retail foot traffic. Though, getting customers in the door was merely the first step. Thanks to new innovations, it is possible now to leverage data on a much deeper level for enhancing major retail business decisions.← Back