Published on January 18, 2010
How big brands can use store websites to drive local marketing and sales
The Customer Relationship Customer relationships and transactions occur at a local level At the local store With store employees CUSTOMERS BOSTON DALLAS MPLS ST. PAUL
The Brand CUSTOMERS Customer relationships on the web are directly with corporate With a place they’ve never been With people they’ve never met BOSTON DALLAS MPLS ST. PAUL Corporate Website
What if customers had the same relationships online as they have offline?
Store Websites CUSTOMERS The web becomes about personal connections With real people we know With real places we go BOSTON DALLAS MPLS ST. PAUL Corporate Website
Corporate Syndication CUSTOMERS The corporate website becomes a broadcast platform syndicating content to hundreds of local websites Corporate info, news and campaigns originate on corporate website and are broadcast to all store websites Brand consistency is maintained across all stores Corporate has ultimate control over messaging & content BOSTON DALLAS MPLS ST. PAUL Corporate Website
Video Demo: Corporate syndication
Corporate Benefits Corporate web footprint increases from one website to hundreds of web properties with thousands of pages of content Corporate maintains control over all store website branding, design & content Corporate demonstrates a belief in their stores, managers & employees
Video Demo: Employee Engagement
Store Benefits Stores are given a marketing tool essential for any small business today Social media connections & content is local, authentic and relevant to customers Store website becomes the “home-base” promoted through social media, email & RSS Stores are able to customize their website for their local market Local campaigns are targeted & result in higher redemption
The Business Case for Local Websites
Corporate Profile Reindeer Coffee: 500 Stores $250,000,000 annual sales 5,000+ employees
Local Store Minneapolis Location: $500k annual sales 10employees
Video Demo: Local Marketing
Store Reach After posting the update to the local website, the manager sends out updates to customers via… Email listRSS feedTwitter FacebookStore Reach 200 Subscribers 86 Subscribers 38 Followers 56 Fans Total Store Reach 380 People
Employee Reach Engaged employees also tell their friends via… Twitter FacebookAngela Avery John 33 Followers 42 Followers 50 Followers 92 Friends 120 Friends 200 Friends Employee Reach = 537 People
Total Reach Store Reach = 380 Employee Reach = 537 ------------------------ Total Reach = 917
Results Store Sales 917 people receive update 68 store visits (7.5%) $5 average customer visit $340 additional sales from this campaign
Store ROI After one year: $79,300 additional sales15.86% increase in annual sales11,480 followers
$79,300 additional sales
15.86% increase in annual sales
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