The main reason store locators are such a valuable tool for brands is that when a customers searches they have a very high purchase intent. They are using your store locator to find where to buy your products in real life which typically means they are very likely to purchase very soon. With Storemapper we try to make it that process as frictionless as possible so you get the largest number of in-store sales. But the data on how customers are using your store locator is also super valuable. In many ways it could be more valuable even than your normal website analytics or surveys because the purchase intent is so high. There is a very strong signal-to-noise ratio. Storemapper automatically captures usage analytics for your store locator. We have just launched some major improvements to our analytics view inside the Storemapper app (with more improvements on the way).
Right now you can answer key business questions like:
How often do we have a location nearby for our customers? Should we expand our distribution?
Where are our most popular in-store locations? Should we allocate more inventory there?
Where are customers searching, but not finding a store? Should we open distribution in that area?
Analytics are available to all users on the Premium plan. Why not take a look at yours now.
If you’re not on Premium maybe now is the time to take the plunge. You can always downgrade if it’s not for you.
Key metrics and heat map
When you first login to your analytics you’ll some key metrics like: total searches in the last 30 days, the percentage of those searches that came from mobile GPS (where we used their location to run the search) and how many searches were unsuccessful in finding a store near their location (within the desired search radius). We’ll dig in to that last metric more in the section below.
You’ll also see a heatmap of where most searches are happening which should be a helpful indicator of where in-store demand for your products are concentrated.
Dig in to the data
Below the map you’ll find several powerful tools to dig into the data. You can sift through the raw data yourself to get a sense of the searches.
- Update the date range (by default set to the previous 30 days) to dig into specific marketing cycles. If the date range returns too many results to be analyzed in the browser you can automatically get the raw data emailed to you for those dates.
- This one is really powerful. You can filter both the raw data and the map to only show searches where no store was found within the given search radius. This is a great to find unmet demand. When we first rolled out this feature one customer had no idea they were getting huge online traffic in Switzerland and Australia but had zero retailers there. They’ve since prioritized those markets for expansion.
- All the raw data is entirely searchable.
- Download the data yourself for offline analysis.
Download and analyze in a spreadsheet
If our built-in tools don’t go far enough you can always download the data yourself and analyze it in Excel or Google Docs. Selected filters and date ranges will be reflected in the CSV file. If the date range is too massive you’ll see a prompt with an option to have the raw data emailed to you directly.
What more do you want to see here?
We’re always looking for more powerful ways to turn your store locator into actionable business insights. Please send us your suggestions for what else we can do to make this more useful to your business (use the chat tool right now if you’ve got some ideas).
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