Google recently introduced a new feature for verified merchants on Google my Business (GMB). Business owners can now create a GMB short name (also called a custom name).
You may be wondering what the purpose of this new feature is.
Google My Business short names make it easier for shoppers to find you online!
I’ll explain more below.
What is a Google My Business Short Name?
It is basically a simple or shorter name that is used to represent your retail business or location. If your retail business has multiple locations, it is a good idea to use your business name with the location (city, neighbourhood, street etc.) of the store as your short name.
The majority of merchants and business categories now have access to the feature. So it is a good idea to claim your preferred short name before it is no longer available.
What are the Benefits of a Google My Business Short Name?
GMB short names make it simple for you to share your business listing with shoppers – so they can easily find you online.
Before Google released this feature, GMB profiles had extremely long URLS – making it difficult to share with shoppers or use as a landing page.
When you create a short name, shoppers can enter your short name URL “g.page/[yourcustomname]” and they will be directed straight to your business profile.
Once you claim your short name, you will also get access to a short URL for requesting reviews.
With a GMB short name, it is now easy to promote your business to gain more reviews, share directions, and get leads.
Best Practices
Before you take the steps to claim your short name, here are some things to keep in mind:
It’s important that your short name is associated with your store’s name.
Make sure that it is simple so that you can easily promote your business and shoppers can remember it.
If you have multiple locations, you must claim a short name for each GMB listing. Again, it’s a good idea to include your location (city, neighbourhood, street etc.) to make your name unique and easy to remember.
It is also a good idea to use your short name URL on marketing materials. This way, you can gain more reviews and local exposure.
How to Claim Your Short Name on Google My Business
4. Enter your short name – it can be up to 32 characters. If your name is unavailable, you will receive an error message. You can try a shortened form of your name or you can try adding your location. Otherwise, try another short word that describes your retail store.
5.Click “Apply”. Once you do so, your short name will show as pending. When it is ready and approved, it will show up on your business listing.
Did you find this article helpful?
Would you like to learn more about how to increase your retail store’s online presence?
Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
If you are not making use of digital marketing tools, you are missing out on a huge chunk of customers!
Shoppers are now searching for retail businesses like yours online. According to Google:
3 out of 4 customers now use a search engine to find a business.
7 out of 10 customers made a purchase from a business they found using a search engine.
This is why digital marketing strategies are essential for retailers who are looking to drive foot traffic and sales.
To learn more about the benefits of digital marketing for retail stores, click here.
Below are three strategies you can leverage to build an online presence and attract more shoppers.
3 Online Marketing Tactics that Increase Foot Traffic
1) Local Directory Listings
Local search results present a huge opportunity for retail stores; according to Google, 80% of people now use a search engine to find local information.
This is why local directory listings are so valuable to retailers as a digital marketing tool – they help optimize your retail business for local search (or local SEO). In simpler terms, they help you be found locally by making your retail store appear in search results.
Directories feature business information such as your address, contact information, store hours along with other useful features such as customer reviews, images, videos, and preferred payment options.
Not only do local directories help you appear higher up in search results – they also help your business stand out among big box stores and online retailers.
As mentioned above, most retail stores haven’t optimised for local search while online competitors can’t compete with your store locally. Meaning – there is a competitive edge you can gain by focusing on local SEO.
To learn more about the basics of SEO, click here.
The following are some online directories that will help you get noticed in local search results:
Google My Business
Yelp
Yahoo Local
Bing Places for Business
MerchantCircle
Yellow Pages
Foursquare
Manta
Angie’s List
Citysearch
2) Buy Online, Pick Up In-Store (BOPIS)
Buy Online, Pick Up In-store or BOPIS (also commonly known as click and collect) takes advantage of consumer shopping habits to drive foot traffic.
BOPIS is increasing in popularity as more and more retailers are adopting the strategy in order to remain competitive in the age of Amazon. And it is a tactic that seems to be working – according to the Business Insider, 68% of US consumers have made multiple click and collect purchases.
To summarize, BOPIS drives foot traffic while offering several advantages to retailers including:
Higher rates of impulse purchases
Decreased shipping costs
Lower return rates
Satisfied shoppers
3) Google Local Inventory Ads
Google Local Inventory Ads are one of the most important digital marketing tools that retailers can leverage to drive foot traffic. This is because LIAs give retailers the unique ability to display a store’s in-stock merchandise – at the exact moment that a relevant local search is made.
When a shopper makes a relevant product search, and that product is available at a local store, they will be shown a local inventory ad with an “in stock” label.
Once that shopper clicks on the ad, they will be taken to the Local Storefront page. Here, they will be given more information about the product and your physical store including other in-stock inventory, current promotions, store location, and hours.
So by implementing Google LIAs in your digital marketing strategy, you will be able to target local shoppers and drive relevant traffic to your store!
We hope you found this article helpful!
Would you like to learn more about how to increase your retail store’s online presence?
Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
Which means that being online is now essential for retail businesses (both small and large) that are looking to grow sales and foot traffic.
In fact, the majority of shoppers are now conducting product research online before making purchases in store. Specifically, shoppers are using Google to search for products, read online reviews, and find local businesses.
This is where SEO comes in. Good SEO helps shoppers find your retail store – both online and offline
What is SEO?
SEO stands for search engine optimization. It is the process and a set of best practices you follow to rank as high as possible in search results.
Search engines like Google need to be able to pull the most relevant content to display to users. In order to do so, these search engines use mathematical formulas (also called algorithms) to figure out which websites should be displayed first.
Google’s algorithm determines how valuable content or websites are based on a number of factors. These factors include mobile responsiveness, site speed, keyword usage, link-building, content quality etc.
The goal of SEO is to send signals to Google’s algorithm that show your content is both relevant and valuable. Or in other words, that it is worth ranking high in search results. Obviously, the higher your content ranks, the more likely you are to generate traffic to your website and physical store.
Organic (unpaid) search results also appear more credible to shoppers. Think about it this way – the main goal of Google and other search engines is to provide users with high quality and credible content. Because of this, search engine users now associate higher rankings with more valuable content.
So by implementing SEO in your marketing strategy, your site will rank higher. Having a higher ranking website will then build credibility and authority amongst your target shoppers. Ultimately, this will generate more sales for your retail store.
2) Attract Local Shoppers
There are billions of local searches made each month. According to Google, 80% of people now use a search engine to find local information.
This is why a local SEO strategy is more important than ever for brick and mortar businesses. A strong local SEO strategy comes with many benefits including:
Greater local visibility
More relevant traffic
Increased visibility on Google Maps
A good local reputation
As you can see, ranking in local search results is a big deal! Retail stores with a strong local online presence are more likely to see an increase in foot traffic and sales.
3) Low Marketing Costs
Traditional marketing methods (billboards, TV advertisements.) make it difficult for small brick and mortar businesses to compete with larger retailers. Although an SEO strategy may take time and effort, it allows smaller retailers to compete with these bigger names for a much lower cost.
Organic search has also proven to be more effective than paid search advertising. Not only does it generate more sales for your business – but it does so at a lower cost than PPC or traditional marketing campaigns. Put simply, an SEO strategy will generate a higher return on investment – making it worth the time and effort.
Another advantage is that SEO tactics attract shoppers that are actively searching for your products or business. This is why it results in more relevant and qualified shoppers – or in other words, better business.
SEO Boosts Store Traffic and Sales
By now, you should understand why an SEO strategy is well worth the time and effort. Appearing in top search results will get your retail business in front of a relevant local audience, ultimately leading to more traffic and sales.
We hope you found this article helpful!
We will be posting more SEO tips in the upcoming weeks. Subscribe to our blog to stay updated on the latest retail news, trends, and tips!
It comes as no surprise that Google is the most popular search engine in the world. Combine that with the fact that the majority of shoppers are conducting product research online, and you’ve got yourself an incredibly powerful marketing tool.
That’s why getting your retail business to show up on Google is one of the most important things you can do to drive foot traffic to your store.
This means, that by properly managing reviews, your store is more likely to appear in top search results. Ultimately, this will increase foot traffic to your store and generate more revenue for your business.
To learn more about the importance of Google My Business (GMB) reviews, click here.
Why Respond to Google Reviews?
Responding to reviews is critical to any online business strategy – and it comes with several benefits too! These benefits include:
It builds trust and confidence with target customers
It shows Google that you are active
Encourages other customers to leave a review
How to Reply to Google Reviews
1. Sign in to your Google My Business account here.
2. Click on the three horizontal lines on the top left hand corner.
3. Click on reviews.
4. Find the review you want to reply to and click on the reply button below.
Responding to Positive Reviews
1. Thank the customer and be specific: It’s important that you show shoppers gratitude for their business and for the time they took to leave a review.
It’s also good practice to avoid generic responses. Remember you don’t want to sound like a robot! You can add a personal touch by tailoring your response to specific things spoken about in each review.
For example: “Thank you for your kind words – glad to hear you appreciate our large selection of items!”
2. Share Store Updates: Remember your replies are public and are likely to be seen by future shoppers. So it’s a good idea to highlight any relevant product offerings or new promotions. This also gives shoppers something to look forward to.
For example : “We’re glad you love our healthy food options…we’ve got more products that we will be releasing in September! More information will be revealed on our social media very soon ;)”
3. Invite the Customer to Take an Action: You can provide additional value to customers by suggesting other products or complementary services offered by your store. Another good idea is to ask the customer to return or spread the word about your business.
For example : “Next time you visit, you should really try (product name)!”
Or you could also say “We hope to see you again very soon – and bring a friend along with you!”
Responding to Negative Reviews:
1. Apologize: It can be difficult to stay positive when dealing with difficult or unhappy customers. However, it is extremely important to respond with humility with an aim to fix the issue. By acting in a defensive manner, you may turn away potential customers rather than attract them.
So regardless of what occured, always apologize. You need to send the message that you are sorry that the customer is upset – and that you will do your best to change how they feel.
2. Offer A Solution: Bad reviews often arise due to misunderstandings between a customer and a business. If this is the case, responding to the review is best way to clear up any misunderstanding.
It is important that you publicly share how you plan on solving or addressing the issue. Not only does this show commitment to good customer service, but it also builds trust among potential customers.
Sometimes, in addition to an apology and a solution, offering compensation is also a good idea. For example, you could offer a refund, a gift card, or a discount.
3. Take the Conversation Offline: Once you apologize and offer an appropriate remedy, it is a good idea to propose taking the conversation offline.
You can tell the shopper that customer service will reach out through e-mail or phone (whatever works best for the customer). A one-on-one conversation will often clear up any confusion and you will be able to understand the problem at a deeper level.
We hope you found this article helpful!
Would you like to learn how to attract local shoppers on Google?
Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
Purely online brands that have opened physical locations in recent years include Glossier, Casper, Warby Parker – and even Amazon.
4 Tips to Attract More Customers
So if there’s one thing that store closures can teach retailers – it’s what not to do. Amidst a changing retail environment, selling more simply comes down to:
attracting more customers in store
increasing the amount customers spend
Here are 4 strategies that can help your Main Street store sell more:
1) Build an Online Presence
A failure to digitize is the reason many small retail stores are declining. But building an online presence is necessary to keep up with shopper spending habits.
In fact, in-store shopping behaviour is being influenced by online research – a modern trend called Research Online, Purchase Offline (ROPO).
Not yet convinced that you need an online presence?
Here are some factors you may want to consider. According to Google:
The majority of shoppers research online before purchasing in-store.
Shoppers who research online before purchasing offline are more valuable – they spend 33% more.
These customers shop a lot more – viewing more brands and visiting more stores.
They value seeing the physical product and that’s why they don’t buy online.
There are a number of online strategies that can attract customers in-store including:
An omni-channel retail strategy recognizes that customers like to shop across multiple channels. And that they often start their buyer’s journey on one channel but end up completing it on another.
Omni-channel is more than just selling online and in-store (a multi-channel strategy) – it’s about providing the customer with an integrated shopping experience. So whether the customer is conducting a search online, shopping via mobile, or browsing in-store, their experience will be seamless.
Sephora is an example of a retailer that is executing a brilliant omni-channel strategy.
Sephora’s Omni-channel Experience
Known as the beauty giant in retail, Sephora has embraced an omni-channel strategy that bridges it’s online and offline channels. When Sephora customers are shopping in-store, they can use their mobile app to look up previous purchases, read ratings and reviews, and see their Beauty Insider discounts (or loyalty points).
The beauty giant relies heavily on technology to enhance customer experience. For example, Sephora employees and make-up artists use Ipads and mobile to showcase hundreds of different products styles and shades. Employees can also use these devices to order out of stock items for shoppers and ship them directly to their house.
And the shopping experience doesn’t end when customers leave the store. With Sephora’s mobile app, shoppers have access to all things beauty – from the newest product releases, beauty tutorials, and the latest trends.
3) Improve In-store Experience
Attracting more customers to your store starts with a compelling in-store experience. Here are some ways you can create an appealing shopping experience for your customers:
To solve this problem, think about adopting a POS software that is designed for checkout speed.
Here are some factors to look for when choosing a POS:
Navigation designed for checkout speed and minimum clicks – you shouldn’t have to leave your salesscreen to complete a transaction
Barcode scanning speed with quick recall of your last search
Software designed to handle high volume inventory or a large number of transactions
For more information about adopting a line-busting POS, click here.
Train your employees well
Your employees are one of the greatest contributors to the in-store experience. And that’s why they are also the key to increasing your retail sales.
So it’s important to invest in quality employee hiring and development. Here are some tips to help your employees grow (and not slow) your retail sales:
1) Train them to have strong product knowledge: Other than online research and reviews, your employees are the second most important source of information for shoppers. So train your salespeople to provide shoppers with the information they are looking for.
Strong product knowledge includes : the features and benefits of your products, who the product is for, competing products in the market, product demonstrations, and situations the product is good for.
2) Teach them to connect with shoppers: interactions between customers and salespeople help make the shopping experience a memorable one. So teach your employees to engage with shoppers – it is a good idea to outline a plan (from when the customer enters the store to closing the sale).
Some tips include: greeting shoppers enthusiastically, finding something in common with the customer, and asking questions to figure out their wants and needs.
3) Help them speed it up: As mentioned above, quick service is a priority for most shoppers – and it needs to be a priority for your employees as well.
It’s important to have enough sales staff on the floor to guarantee speed. So make sure that you are staffing based on store traffic rather than arbitrary scheduling.
As I touched on before, picking a line busting POS software that is easy to use is also important in helping employees speed up store operations.
4) Promote Impulse Shopping with Effective Merchandising
Operating a physical retail store comes with a major advantage – impulse buys. Despite the rise of online shopping, the majority of impulse shopping takes place in physical retail stores.
Here are some ways you can merchandise your store to promote impulse buys:
Place relevant and lower-priced items near checkout
This is a popular strategy used by many successful retailers – and for good reason. It is an extremely effective tactic as shoppers are already at the point of sale. And by placing lower priced, relevant items near checkout, shoppers see an easy and convenient way to add to their orders. So by implementing this strategy, you are increasing their likelihood to make a purchase.
Place impulse buys near high demand items
Your checkout area isn’t the only place where you can promote impulse buys. Placing lower-priced items near your store’s top sellers is another effective strategy. As shoppers frequently head to these areas in your store, any merchandise displayed close by will naturally increase visibility.
Cross-merchandising
This means placing similar items in the same area so shoppers can find everything they need at once. This strategy encourages shoppers to purchase complementary products. For example, placing staples close to staplers will remind shoppers to buy an item they may have otherwise forgotten.
Do you want to learn more strategies to sell more? Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
Retail merchandise includes all of the products and items that are available for purchase at your store (shoes, pet food, jewellery etc.). It is also commonly referred to as inventory or stock.
What is Retail Merchandising?
Put simply, merchandising is how your products or inventory are displayed in your store.
But there is more to merchandising than just attractive displays.
It involves everything you do to sell your merchandise once a shopper steps foot inside your retail store – from selecting the right products to pricing and promoting them in ways that will attract shoppers
Why is it Important?
When shoppers step foot inside your store, the goal is to get them to make a purchase – obviously. And merchandising is a tool that gets shoppers closer to that purchasing decision.
Strong merchandising practices can be the difference between a highly profitable store and a struggling one.
The benefits of an effective merchandising strategy include:
Increased Sales
Cost Control
Maximized Retail Space
Satisfied and Loyal Shoppers
Increased Employee Productivity
Merchandising Strategies
There are many ways to attract shopper attention and encourage purchases in store. Some popular strategies include:
Product samples and demonstrations
Cross-merchandising (placing similar items together)
Store signage (shelf signage, promotional signage)
Effective store design (the layout of the sales floor)
Promotional merchandising (pricing, discounts, special offers etc.)
Stocked shelves (having the right products at the right time)
Tips for Creating Effective Displays
Merchandising is an art and a science – meaning that it has both visual and strategic aspects to it.
The visual aspect has to do with how well your displays grab the attention of shoppers. It’s about making sure product displays appeal to the human eye.
While the strategic aspect has to with product and display arrangement. In other words, what products should be placed in each display and where.
Here are some tips for creating effective displays:
1) Display merchandise vertically rather than horizontally
It is more effective to display items vertically rather than horizontally. This means displaying similar products up and down your shelves rather than extending them across displays. By doing so, shoppers can find what they need by standing in one spot
2) Keep merchandise at eye-level
As the saying goes, “eye level is buy level”. This is one of the most popular concepts when it comes to retail merchandising. Eye-level is the best-selling height on every display – as it is the easiest height for shoppers to browse.
3) Use signage
There are many different types of signage when it comes to retail merchandising – outdoor signage, informational signage, directional (location) signage, and promotional signage.
Effective signage plays an important role in operating a successful retail business. It helps drive foot traffic while making it easier for shoppers to navigate your store. Without it, a poor shopping experience is probable.
4) Display as much merchandise as possible
Fill your shelves with as much merchandise as possible. This will avoid backroom stock while giving shoppers the impression that you can meet product needs.
5) Make sure all merchandise is priced
Displays are ineffective if you do not have clear and easy to locate price tags on your merchandise. So ensure all items are priced and that prices are consistent throughout your store. Shoppers are likely to get frustrated without proper product and pricing information
6) Cleanliness is key
Make sure your retail space is clean and organized. This will ensure that you are creating an appealing shopping experience for your customers.
A clean retail space will also attract shoppers and result in repeat visits. Cleanliness in your retail space includes a clean storefront (window displays, front doors etc.), fresh floors and shelves, and neatly stacked product displays.
7) Use loss leader pricing
This is when you sell products at below cost (or minimum profit margin) to entice shoppers to make a purchase. It’s important that you place your loss leaders at the back of the store.
This way, shoppers are encouraged to walk past other product displays in order to reach the “loss leader”. The intention behind this tactic is to drive sales of higher margin products in your store.
Loss leader pricing often leads to impulse purchases and is commonly used by popular grocery chains. For example, most grocery stores use milk or eggs as a loss leader. As shoppers have to walk to the very back of grocery store to purchase these items, it is highly unlikely that it will be their only purchase.
We will be posting more merchandising tips in the upcoming weeks! Subscribe to our blog to stay updated on merchandising trends, strategies, and industry best practices.
