23 Jun The digital guide for all locations
The ORI Omnichannel Readiness Index 2020 has shown that there is still great potential for retailers in terms of performance on Google Maps. g-Xperts knows all the tools and helps companies to use them correctly and to benefit from them.
At the end of May, this year’s ORI 3.0 was presented at a press conference. At a web seminar held by the trade association, Google and g-Xperts on June 18, with around 100 participants from the retail sector, were able to get live input on how to boost their business. Complete presentation from June 18 here: https://www.youtube.com/watch?v=Fl0_-z8ZhbU Isabel Lamotte, Communications & Project Manager from the trade association, once again summarised what is most important for the retailers: First: rethinking and seeing your own competitive advantage. “We compete against large international dealers. However, local dealers in Austria have the ace of being able to serve both channels – online and offline,” said Lamotte. The ORI shows that consumers also want this (e.g. additional advice, exchanges, etc.). The webshop is no longer a geographically separate construct but should be established as a digital twin of the branch. Second: Google Maps: 90 percent of Austrian consumers are reached with Google Maps – and “no longer with Herold or Yellow Pages.” “If you are active there, you will be able to get consumers to come to your branch” And there are many free options and tools that should also be used. Third: utilise the potential. Therefore, retailers have to be more responsive to customer requests, e.g. on delivery and payment terms.
Google Maps as a digital guide
In the last few weeks since the beginning of the Corona crisis, trading has been exceptionally challenging. “During this time, it was and is important to provide the right information and answers to consumers,” says Matthias Zacek, Head of Business Development Europe at g-Xperts. If customers go to websites or Google and the information is incorrect, what do customers think of the company or brand? A customer like this is quickly lost. “Google Maps should be a digital guide. Having correct and relevant information will ensure that customers come to you with their buying intentions and interests.”
Will you be found!?
Traders invest a lot in locations and businesses. This is their treasure, which they have to present accordingly. If you invest in these areas, in advertising of any kind – then it is particularly important that they are found by consumers. Google Maps is number 1 in Austria, in Europe and internationally. Not only are shops searched, but also that of the “near me” search has increased enormously. This enables companies to control the presence of the locations.
“With Google and your own website, you cover more than 90 percent of all customer journeys,” says Zacek. While Google Maps focuses on search and map functions, companies can use the Google My Business platform and manage locations. The management of the locations is extremely important: Complete, correct, regularly updated location entries receive more impressions, are perceived as more serious, the branches are visited with a 70 percent higher probability and lead to purchase with a 50 percent higher probability. “In the end, that’s what you would like as a retailer,” says Zacek.
Use all functions!
Furthermore, there are more and more functions – in addition to address and photos, reviews, videos, memory functions etc. In order to fully make use of the potential of Google & Google Maps, the “direct” (search for retailers) and the “indirect” findability (search for categories, products) must also be observed.
The statistics that Google offers are also helpful. They quickly show how often users have viewed and interacted with posts. “You get a better understanding of how customers found your business and what interactions are taking place.” You can also see direct search queries (by company name) or by-product.
Tips and quick wins from g-Xperts
The right data is essential. What to consider:
- Correct data: no duplicates or spam entries, control is important, own administration if possible
- Set the exact location/pin correctly, enter the correct opening times
- Correct company description
- Name: As on the sign, no legal form or other additions
- Posts and posts: Communicate special features, keep the information up to date (e.g. products, promotions)
- Use categories, ratings, questions and answers, chat, calls, route planning etc.
- Local campaigns: Local Extensions, Local Campaigns, Local Inventory Ads
Consumers make a very strong decision based on the complete world of images, so the following are important:
- Photos, cover photos, logo
- High-resolution photos, ideally with logo/sign, exterior view
- Individual, current branch-related photos
- 360 degrees pictures and virtual tour are then the freestyle
There is still plenty of room for improvement, especially with ratings and reviews:
- At least 20 reviews (the more, the better)
- Ideally continuously and up-to-date (at least once a week, better more often)
- With honest content about the product, experience and rating (keywords)
- Best of all by local guides with a high reputation
- Always answer, ideally immediately or within a day; eventually prepared answers, recommendations & Nogos
For companies, g-Xperts not only checks data and entries but also sees potential and ensures that opportunities are used. “Google My Business is actually a mandatory program for everyone who has locations and is especially well designed for companies with few locations. For shops with many locations, g-Xperts is the expert. We use all possibilities and get the most out of your customers.”
More about ORI 3.0: https://gexperts.page.link/ori2020
ORI 3.0 poster for download: https://gexperts.page.link/oriposter