Objective
Boost footfall and in-store sales for a sportswear retail chain through improved local search rankings and engagement.
Challenges
- Inconsistent Directory Listings: Incorrect or outdated Name, Address, Phone (NAP) details across multiple platforms.
- Low Visibility in Google Maps: Competitors dominated local searches for “sportswear near me.”
- Customer Engagement: Minimal reviews and interaction with the brand online.
- Poor Local Content: Lack of location-specific content to attract and engage nearby customers.
Strategy
1. Directory Management
- Standardized NAP details across 50+ local directories.
- Enhanced business listings with accurate descriptions and high-quality images.
2. Google My Business Optimization
- Updated GMB profiles for all store locations with optimized descriptions, product categories, and store timings.
- Added photos showcasing in-store promotions, new arrivals, and events.
- Responded to all reviews, fostering trust and boosting engagement.
3. Content Localization
- Created dedicated landing pages for each store, targeting localized keywords like “best running shoes in [city name].”
- Published blogs highlighting local sports events, trends, and shopping tips.
4. Review Generation Campaigns
- Sent automated emails to customers requesting reviews post-purchase.
- Incentivized reviews with discount codes for their next visit.
5. Promotional Events
- Organized local events, such as running workshops and fitness meetups, and promoted them through social media ads and SEO.
Results
- Google Maps Visibility: Views increased by 130% across all locations.
- Footfall Growth: Store visits increased by 45% within three months.
- Sales Revenue: In-store purchases grew by 35%.
- Customer Engagement: Positive reviews increased by 50%, improving overall ratings.
