A related article entitled “Local Search Marketing, Accuracy Trumps Distribution” may be viewed on CMO.com
Retail success has long been largely dependent on physical location. Selecting commercial space requires consideration of many factors including demographics, socio-economics, competitive proximity, traffic patterns and more. Multi-location retailers apply a great deal of strategy when opening a store. Mall retailers will swap locations when premium space becomes available so that they are more visible to consumers passing by.
Today, however, location means more than capturing the passer-by. Location also means being found by the digital searcher. 70% of consumers research local products and services on a desktop and then use their mobile device to get where they want to go. A consumer that has decided to visit your store is in buy-mode. Will they find you? Did you take steps to ensure that a consumer would know that you changed locations in the mall? Will your store be located where the “X” marked the spot? Is the premium location really premium if a consumer shows up at the doorstep of another business instead of yours? How much revenue will you miss out on?