Go Back to www.IndependentRetailer.com WEB MARKETING Locate Indies Online


AS AN independent retailer you want to be found by new custom- ers, investing in new advertising channels, such as social media or smartphone technology, may help in attaining this goal. But wouldn’t it be nice for customers to fi nd you through an easy-to- use Internet store locator, rather than you doing all the work to en- tice them to your storefront? For brick and mortars without a B2C site, participating in an Internet store locator listing can provide shopping traffi c that would have otherwise been missed. There are two types of locator listings, some are larger commu-


nities or directories that you may have to pay a fee for, while others are hosted by suppliers you may be working with, as an added benefi t for working with the com- pany and supplying their product. With a simple search, customers are directed to a participating in- dependent retailer near them that may be carrying the product or an entire merchandise category they are interested in. And while a customer may be looking for only a single item to purchase, a trip to the store will most likely lead to a few extra purchases in the shopping cart. All in all, ev- eryone benefi ts.


What about those of you


not benefi ting from a supplier’s store locator? It was an execu-


continued on page 91


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90 April 2012 INDEPENDENTRETAILER


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