Online to Offline How local mobile search drives in-store traffic

#LBMAmtl

#LBMAmtl

Build your O2O Funnel

Mohannad El-BarachiCo-founder and CEO

Build your

O2O

funnel

Local Search Clearest Expression of Intent

93% of retail purchases are

still happening in-store

72% of mobile local

searches lead to an in-

store visit

4/5 consumers conduct local

searches

54% Looking for of

Operation

53% Getting

Directions

50% looking for an

address

45% looking for

product availability

51% will make a

purchase within 24

hours

Be Visible in Local Search

Have a strong presence Manage your ReputationCreate vertical &

geography-specific incentives

Distribute to local search and mobile channels

Measure online conversions

Measure offline conversions

Capture Consumer Intent Drive Behavior Increase foot-traffic

Retailers can drive offline foot traffic through local searchBuild your

O2O

funnel

Local Search is highly under-utilizedBuild your

O2O

funnel

Most brands are just doing the bare minimum, while many don’t do anything at all.

• Fix listings

• Create missing listings

• Answer reviews

• Optimize for keywords

But local technology is moving quicklyBuild your

O2O

funnel

Location Specific Advertising / Geo Targeting / Social Targeting

But local technology is moving quickly – Cont’dBuild your

O2O

funnel

And soon enough, direct targeting will become realityBuild your

O2O

funnel

Don’t miss out – Build your O2O funnel nowBuild your

O2O

funnel

Online Local Search Presence

Visibility Optimization

Local Marketing Campaigns & Innovation

Promotions / Incentives / Loyalty

Tracking online conversions

Track offline in-store

conversions

T1

T2

T3

T4

T5

Increase in local Impressions &

reviews

Increase in organic ranks, local &

organic impressions, and reviews

Increase in paid & organic

impressions, ranks, reviews,

loyalty, & coupon redemptions

Increase in leads

Increase in offline in-store sales

Step 1 – Build your local foundationBuild your

O2O

funnel

Build your data storeClean up your data and

build a process to manage it

Syndicate your local content & gain control of

your listingsOptimize your listings

Respond to your reviews

Build Citations

Step 2 – Collect online & in-store metricsBuild your

O2O

funnel

Listings PerformanceKeyword Ranking

Performance & Share of Voice

Reviews & SentimentCompetitor & Industry

Benchmarking

Impressions generated to listings & local

landing pages

In-Store visitors, phone calls, purchases, loyalty

redemptions

Step 3 – Create creative engaging local campaignsBuild your

O2O

funnel

Loyalty Programs Coupons & Promotions Mobile ApplicationsBeacon Easter Egg

HuntEmail / Call to Win

Order online & Pick up in-store

That always tie-in user data

• Email Address

• Phone Number

• Mobile Application

• Downloaded Coupon

• Photo

• Online order number

268 eggs generated 17,000 downloads

Step 4 – Measure conversions and financial impactBuild your

O2O

funnel

Increase in KPIs Increase in ImpressionsIncrease in online

Conversions & Engagement

Increase in offline Conversions & Engagement

Dollar Value Optimize your funnel

Local Search Traffic

×

3% Click Through Rate

×

30% O2O Campaign Conversion

×

$104.76 Average In-Store

Purchase

=

In-Store Sales

103,680,000

3,110,400

933,120

×

$104.76

=

$97,753,651

#LBMAmtl

Thank You

Mohannad El-BarachiCo-founder and CEO

#LBMAmtl

Download resources from: sweetiq.com/lbma