Locally’s Product Locator for DTC-First Brands
Online-to-offline (o2o) shopping is a fast-growing consumer trend and brands who recognize the potential of this cross-channel experience can look forward to higher sales, happy shoppers, and greater customer lifetime value. At first thought, it may seem that optimizing online-to-offline shopping is not as relevant to brands that focus more heavily on direct-to-consumer selling—but providing a smooth o2o experience to shoppers helps convert first-time buyers and increases brand affinity, growing DTC channels in turn.
One of Locally’s most popular online-to-offline solutions is our Product Locator. The Product Locator is embedded on a brand’s product PDP to show online shoppers where that specific product is available for immediate purchase nearby. The Product Locator even facilitates BOPIS, ROPIS, and Ship-to-Store purchases directly from stores in a brand’s retailer network.
Providing more paths to purchase increases the likelihood of winning a new customer, and gives brands the opportunity to make them repeat customers through DTC channels.
We’ve put together a few use cases for using our Product Locator as a DTC-first brand.
Utilize The Product Locator For Out-Of-Stock Products
Our Product Locator is highly customizable to fit the unique needs of any brand. The standard implementation of the Product Locator has the modal appear for every online product, showing shoppers which stores nearby have that exact product in stock.
However, this tool can also be implemented to only appear when a product is out-of-stock through DTC channels. If the product is out of stock online, the Product Locator would show shoppers where they can go to purchase that product the same day, relieving shopper frustration. More importantly, this decreases customer dropoff and increases sales for your brand.
Restrict Store Results By Product Variant
Locally’s Product Locator widget can be limited to only show stores that have exact product variants in stock. If your brand sells products in different colors, sizes, or other variants, our Product Locator easily filters out what stores are shown to the shopper to only show stores that currently have any given variant in stock.
This ensures that shoppers are not sent to a nearby store that doesn’t have exactly what they’re looking for available. If a nearby store does have that variant available, the Product Locator helps convert that shopper more quickly.
Only Utilize For Certain PDPs
Shoppers often prefer an in-store experience for products that are bulkier, more expensive to ship, require fitting, or require assembly or installation.
Our Product Locator can be set to appear on only the PDPs for these types of products. Sending shoppers to local retailers for these purchases offers customers on-site support as well as reduces product return rates for your brand.
Display Preferred Retailers Only
If your brand focuses on DTC as a priority but also wants to offer an online-to-offline path to purchase, you can customize our Product Locator to only show stores chosen by you.
You control what the customer sees by restricting store results on the Product Locator to specific groups of stores such as brand-owned stores or premier wholesale partners.
Retarget Shoppers For DTC Selling
Our online-to-offline shopping tools enable you to offer a frictionless shopping experience to your customers. We also offer added features to make sure that optimizing o2o channels leads to higher revenue from DTC channels as well.
Although our Product Locator directs shoppers to your wholesale partners, it also includes a marketing opt-in feature for your brand. When customers make a BOPIS, ROPIS, Ship-to-Store, or Same-Day Delivery purchase through our Product Locator, you can collect that shopper’s email for your marketing efforts. Both you and your retail partner win a new customer.
Our Product Locator also allows UTM tagging to attribute online marketing to completed ROPIS or BOPIS sales through Locally’s tools.
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