99,9% of retail stores have a bad virtual identity
DESCRIPTION
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!TRANSCRIPT
99.9% of Points of Sale Have a Bad Virtual Identity
It’s time for retailers to develop a virtual presence for their physical stores
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 virtual presence of physical stores, conducted a study of 1000 retail POS to analyze their virtual presence.
The statement is alarming. Be one of the first to react.2
Agenda
o New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react
3
Today, points of sale are threatened!
Economic crisis e-Commerce
Time saving
Shopping convenience
More diversity
People are
looking for good bargains online
Lower sales
Decrease in consumption
More demanding consumers
4
Consumers are changing
Google is the no. 1 search engine
Almost 5 million Facebook users in
Belgium
Almost 300,000 Belgian users
Now, they demonstrate “cross-channel” behavior and check info on various sources
Having a website is not enough anymore!
5
It’s time to develop a consistent virtual presence
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.
6
Agenda
o New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react
7
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
Customers search online and keep buying in-store
In Belgium, online research has doubled over the past 2 years
Online research0
10
20
30
40
50
60
25
50
2010 2012
Online purchases attracted only 1% more customers over the same period
Shift from offline to onli...0
5
10
15
20
1617
Thinkinsights with Google, 20129
Inside a physical store,consumers tend to buy more!
In-Store
Online
None
46%
34%
20%
46% of people re-port being more prone to impulse purchases in-store
Moreover, the frequency of visits to physical stores is higher than for on-line stores (Ifop, 2013)Observatoire LCL, 2012
10
Do retailers understand this change?
By optimizing your virtual presence, you can increase the traffic to your POS and increase your sales and revenue.
In the current economic context,
virtual presence optimization is
A MUST.
11
Agenda
o New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react
12
HOW GOOD IS THE VIRTUAL PRESENCE OF POINTS OF SALE IN BELGIUM?
Study on 1000 points of sale from 10 different sectors
13
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
Website Google Maps Foursquare Facebook
“Is the virtual presence optimized?”
14
On these sites
Virtual Presence Model by Mobilosoft
This study is based on a Virtual Presence of Physical Stores Model developed by Mobilosoft to better illustrate how POS are listed through their website, Google Maps, Foursquare and Facebook.
We used it to represent:o The performance of each platformo The quality of information available
Want to know more about it? Check out our eBook at www.mobilosoft.com!
15
How does it work? - Platforms
Evaluation of the performance of each platform for all10 sectors:
We built a model based on weighted grading to avoid eliminating any considerable difference in results.
For each platform (Retailer’s website,
Google Maps, Foursquare and Facebook)
1. Analysis of every point of sale (street address, GPS point, phone, business hours)
2. Grading of each POS according to the table on the left3. Computation of the scores to get a grade out of 100
4. Construction of a four-quadrantradar chart (Retailer’s website, Google Maps,Foursquare and Facebook)
Information on POS* Grade
Complete 2
Incomplete 1
Incorrect -1
Non-existent 0
* Complete:
All data is available
Incomplete: At least one piece of data is missing
Incorrect: At least one piece of data is wrong
Non-existent: No data is available16
How to read the chart - Platforms
Website
Google Maps
Foursquare
Facebook 0
50
100
Sector 1
Sector 1 has a score of 35%* on Google Maps. It has:24 complete POS38 incomplete POS18 incorrect POS20 non-existent POS
*Score detail:35 =[(24x2)+(38x1)+(18x(-1))+(20x0)]/200
Optimum
17
How does it work? - Information
Evaluation of the availability of information on each platform:
Analysis of the 5 types of data (street address (no. and street), GPS point, phone number and
business hours) researched.
We used the grading system as we did previously for the platform analysis.
For each platform (Retailer’s website,
Google Maps, Foursquare and Facebook)
1. Analysis of information provided by each POS2. Grading of each POS according to the table on the left3. Computation of the scores to get a grade out of 1004. Construction of a 5-sided radar chart
(street address, GPS point, phone number and
business hours)
Data Grade
OK 2
Incorrect -1
Missing 0
* OK: Data is given and
correct
Incorrect: Data is given but wrong
Missing: Data is not given18
How to read the chart - Information
Number
Street
GPS pointPhone
Business hours
0
50
100
Sector 1
Sector 1 has a score of 81.5%* for the street. It has:83 entries that are OK 3 incorrect entries14 missing entries
*Score detail:81.5 =[(83x2)+(3x(-1))+(14x0)]/200
19
Optimum
GENERAL OVERVIEWHow do the 10 sectors perform?
20
Only 1 POS has optimized its virtual presence
1 POS in Hair & Wellness is completely and consistently listed
across all 4 platforms
Website
Number OK OK OK OK
Street OK OK OK OK
GPS Point OK OK OK OK
Phone OK OK OK OK
Business Hours
OK OK OK OK
21
99.9% of POS are poorly listed in
the 4 media
Companies are not keeping up with the cross-channel trend
Website
Google Maps
Foursquare
Facebook 0
50
10094% of POS don’t efficiently use Facebook
64% of POS are properly listed on the site
95% of POS mis-use or neglect Foursquare
19% of POS en-joy all the fea-tures of Google Maps
22
PLATFORMSHow does each platform perform?
23
Website Google Maps Foursquare Facebook
On retailers’ websites, information is inconsistent!
Number
Street
GPS pointPhone
Business hours
0
20
40
60
80
100
20% of POS don’t have their busi-ness hours dis-played 7% of POS
have an incor-rect GPS point
24
31% of POS are not on Google Maps
Number
Street
GPS pointPhone
Business hours
0
50
100
73% of POS don’t have their business hours displayed
67% of POS show the correct ad-dress
25
Foursquare is not managed by retailers!
Number
Street
GPS pointPhone
Business hours
0
50
100
72% of POS don’t have their business hours displayed
Still, 38.5% of GPS points are not displayed and 6% are incorrect
The listings for most locations are created by their customers
26
Facebook, poor or non-existent data
Number
Street
GPS pointPhone
Business hours
0
50
100Only 9% of POS have their busi-ness hours dis-played
20% of GPS points displayed are incorrect
27
INDUSTRYHow does each industry perform?
28
10 sectors
• Restaurants, Fast Food and Sandwiches• Grocery Stores• Gasoline• Automotive• DIY• Banking• Fashion• Hair and Wellness• Press• Sporting Goods
29
RESTAURANTS, FAST FOOD & SANDWICHES
30
Aside from the business’ website,at best 14% complete info
Website
Google Maps
Foursquare
Facebook 0
50
100
12% incorrect POS information
Only 6% of POS are completely and correctly listed
Restaurants
31
Strong but incomplete use of Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
50
100Facebook
Restaurants
32
GROCERY STORES
33
Hard to check-in on Foursquare
Website
Google Maps
Foursquare
Facebook 0
50
100
2% of POS are adequately indexed
20% of POS are not even listed
Grocery Stores
34
Good performance for Google Maps except with regard to business hours!
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
50
100Facebook
Grocery Stores
35
GASOLINE
36
Tough to find a gas station on social mediaWebsite
Google Maps
Foursquare
Facebook 0
50
100
Only 1% of POS adequately indexed
Gasoline
37
Gas stations are almost non-existent on Facebook
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
50
100Facebook
Gasoline
38
GPS: A powerful, underestimated tool
Apple Maps
Nokia Prime PlaceTomTom Places
0
50
100
No complete informa-tion on GPS. Business hours are never dis-played
19% of analyzed gas stations show inaccu-rate information
8% of GPS points are not accurate
93% of gas sta-tions don’t ap-pear
Gasoline - GPS
39
Wrong GPS point in GPS systems
Number
Street
GPS pointPhone
Business hours
-15
5
25Apple MapsNumber
Street
GPS pointPhone
Business hours
0
50
100Nokia Prime Place
Number
Street
GPS pointPhone
Business hours
0
50
100TomTom Places
Gasoline - GPS
40
AUTOMOTIVE
Manufacturers, tires, auto glass, stores, dealers and body shops
41
Complete information is rarely listed in the automotive industry
Website
Google Maps
Foursquare
Facebook 0
50
100
Automotive
72% of POS have incomplete information. Only 26% have their business hours displayed.
14% of POS have incorrect information
42
Business hours and street address missing from Google Maps
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
50
100Facebook
Automotive
43
DO IT YOURSELF
Stores providing everything customers need to build, modify or repair something by themselves.
44
DIY not accessible to social media users
Website
Google Maps
Foursquare
Facebook 0
50
100
DIY
Only 17% of POS show complete information 83% of POS are not
available
45
Focus only on retailers’ websites
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
10
20
DIY
46
BANKING
47
Banking sector neglects Facebook
Website
Google Maps
Foursquare
Facebook 0
50
100
19% of POS show incorrect data
Banking
No use of Facebook
48
Good virtual presence except for Facebook
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
020406080100
NO use of Facebook
49
Banking
FASHION
Clothing, shoes and accessories
50
Poor virtual presence of fashion POS
Website
Google Maps
Foursquare
Facebook 0
50
100
75% of POS are not available on Face-book
Only 2% of POS show complete list-ings
Fashion
51
Most listings are created by users
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
10
20
Fashion
52
HAIR AND WELLNESS
Hairdressers, fitness clubs and wellness centers
53
Hair & Wellness sector on the trail of cross-channel consumers
Website
Google Maps
Foursquare
Facebook 0
50
10056% of POS don’t appear in search results
Hair & Wellness
72% of POS are listed, but only 1 is complete
The only sector with 1 POS with an optimized virtual presence
54
Cross-channel management is emerging
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
40
80Facebook
Hair & Wellness
55
SPORTING GOODS
Sport shops
56
On average, 20% of information is inaccurate
Website
Google Maps
Foursquare
Facebook 0
50
100
Sporting Goods
Only 3% of POS have correct and complete information
15% of POS have inaccurate information
57
On average, 12% of GPS points are incorrect
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
40
80Facebook
Sporting Goods
58
NEWSSTANDS
59
Newsstands have the weakest digital presence
Website
Google Maps
Foursquare
Facebook 0%
50%
100%
Newsstands
38% of POS have wrong information
Only 6% of POS have complete information
60
No signs of virtual presence optimization
Number
Street
GPS pointPhone
Business hours
0
50
100WebsiteNumber
Street
GPS pointPhone
Business hours
0
50
100Foursquare
Number
Street
GPS pointPhone
Business hours
0
50
100Google Maps
Number
Street
GPS pointPhone
Business hours
0
10
20
Newsstands
61
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
Agenda
o New challenges for POSo Physical stores are still relevanto Belgian virtual presenceo How to react
63
We manage the virtual presence of physical stores
64
We publish your store data
65
A mobile site that features what your customers really need:
Your stores Your promotions Your catalogue Links to your social networks
We manage your mobile website
Test it:http://m.total.be/ 66
We make sure your local promotions are well listed
On Foursquare, your mobile website and Google
67
All of this is done via a single tool
Centralized data management
Synchronized across all platforms
68
And you can focus on your strategic business!
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 smartphone and how well your point of sales are listed:
http://www.mobilosoft.com
