The 10 Commandments of Location

Definitions

1-Click & Collect, Click & Reserve

This service allows the customer to order or reserve a product online, which can subsequently be picked up in-store at a time convenient for the client. This is distinguished from online ordering by the immediate availability of the product in question, without waiting for delivery or collecting at a third-party collection point. This optimised form of shopping brings together a variety of product options presented remotely to the consumer and a visit to a physical point of sale, where clients have the opportunity to consult sales advisors. In order for this system to function optimally, a dedicated collection facility should be provided in-store so that customers can experience all the benefits of this time-saving solution. Its principal advantages include: a shorter timeframe between selection and payment, no delivery fees and a wide choice of physical points of sale where the item can be collected: in other words, a tailored solution allowing the client to finalise the sale when and where they choose.

2-Click & deliver

Click & Collect allows customers to order a product online to be delivered to an address of their choice. Delivery speed will vary depending on the customer’s urgency, the customer’s minimum spend, the distance between the delivery address and the store or point of sale responsible for preparing and/or delivering the product. This typically well-regarded service is particularly popular in industries linked to gifts and/or celebrations (e.g. flowers), for which neither the risk of potential delivery problems nor the customer/addressee having to physically visit a point of sale to collect the item is appropriate.

3-Web-to-store / Drive-to-store

A marketing strategy encouraging clients to visit in-store via messages or information displayed online (e.g. in-store sales, new collection launches), with the expected results of a visible rise in footfall/in-store traffic. This apparent separation of retail branches (website vs. point of sale) is made effective by the retailer or brand’s use of multichannel retailing.

4-ROPO (Research Online, Purchase Offline)

This approach consists of researching, comparing and evaluating a series of similar or competing products online, before visiting a point of sale to ultimately make a selection and complete the purchase. The element of preparation preceding purchase is typical of consumers seeking reassurance and/or supplementary information regarding the product or service, usually via websites, blogs, forums or price comparison websites. Once they feel sufficiently informed, they then visit a point of sale to finalise their purchase.

5-Last mile delivery

A key logistics issue that focuses on the challenges and/or potential problems arising from the final stage on a product’s delivery journey. Once the item in question arrives at its penultimate destination, e.g. final sorting warehouse, local distribution centre, it can then be delivered to the customer. This final phrase has the potential to pose transport or delivery companies numerous problems: an indefinite or unclear delivery address, range of transport options (particularly in urban areas), availability/presence of the customer during the (proposed) delivery slot… Successfully monitoring a parcel or package on the final stage of its journey is a key step in ensuring consumer satisfaction.

6-Google Maps Premier Partner

Google has compiled a global ranking of the leading geolocation experts in its Google Maps feature, which allows businesses across sectors to optimize their itineraries and/or routes. Within United Kingdom, only six businesses are classed Google Cloud Premier Partners, including Web Geo Services, and can distribute the Premium Google Maps licence in order to propose solutions depending on local environment and end users’ expectations.

7-Geolocation / location

The collective name for a group of techniques, systems and procedures that allow retailers to establish the proximity between clients/consumers and their local, typical or preferred points of sale. From an operations point of view, real-time tracking of an individual/vehicle/package is common. The success of geolocation techniques can be ascribed to the following phenomena: increased user/client mobility, the constant evolution/updating of user-related data collected by retailers, and techniques’ ever-improving compatibility with online devices (smartphones, tablets) to ensure optimal navigation.

8-Locator

This geolocation solution offers retailers the opportunity to indicate their proximity to a potential client, informing them where they can find their nearest store or point of sale within a chosen perimeter. This ‘guide system’ allows the retailer to, in a sense, accompany their prospective client to the point of sale, displaying a selection of store locations, a complete/detailed itinerary and an ETA. The simplest example of this solution is the Store Locator, while the most complex is the Product Locator. In both cases, however, this guided purchase consists of two steps: firstly, the location of the store or point of sale, secondly, the specific product or item the client desires (including information regarding size, colour, ref. numbers)

9-Multichannel

Comprises the various points or methods of contact a client is able to access when attempting to approach a retailer. These can be physical (stores, boutiques, outlets/franchises), a form of distance retailing (e-store, telephone), via mail (email, catalogue), or mixed (Web-to-Store, Click & Collect). Used together as part of a complementary approach, these different channels adapt to clients’ individual needs and preferences, offering identical advantages (prices, special offers, other benefits) in order to encourage customer loyalty. In this personal but less integrated approach, geolocation is essential to remind consumers of the brand or retailer’s presence/proximity, helping to facilitate an eventual in-store visit by providing up-to-date information on how to reach points of sale (comprehensive itinerary, real-time time frame/ETA).

10-Geomarketing

An aspect of marketing that consists of isolating and targeting a chosen demographic by region, city, town, urban agglomeration, neighborhood, or trading area in order to clearly define both existing and desired market-share (including zones where the retailer is partially or entirely absent). The key business areas engaged with by this strategy include organisation, commercial and marketing-related, while conclusions drawn from geomarketing research can help influence brand development, expansion and investment (reinforcing commercial presence/launching or opening new stores or points of sale, evaluating potential marketing strategies)…