Welcome!

News Feed Item

LocalVox Launches First-Ever Retail 150 Annual Local Marketing Report Card

Research Reveals that Major Retailers Lag Behind on Local Search, Mobile, Social Media and Content Marketing Efforts, Leaving Billions in Revenue off the Table

NEW YORK, April 17, 2014 /PRNewswire/ -- When it comes to using local marketing to attract and retain customers and beat out the competition, many of the top 150 U.S. retailers are falling behind on local search, mobile, social media and content marketing efforts, according to a new report launched by LocalVox, an integrated local, social and mobile marketing platform that helps to drive online customers into brick-and-mortar stores.

This indicates that companies either don't understand local marketing or are choosing not to invest in it, even though the magnitude of online interaction creates a mandate for retailers to invest in local Internet marketing. The industry is growing 13.8 percent year-over-year, from $26.5 billion in 2013 to over $44.5 billion in 2017, and half of in-store sales are influenced online, according to Forrester.

On average, businesses earned a failing grade of 3.58 out of 10 for comprehensive local marketing efforts: only 11 of the companies scored above a 5, and 12 companies scored less than a 2. Despite the fact that no company is engaging with local marketing correctly, a handful of them are at least starting to make an effort.

 

Top 10 Brands for Local Marketing

1.     Whole Foods Market

2.     Walmart

3.     Verizon Wireless

4.     Best Buy

5.     Michaels Stores

6.     Brinker International

7.     Hy-Vee

8.     Barnes and Noble

9.     Sears Holdings

10.  Gap

Bottom 10 Brands for Local Marketing

1.     Bodega Latina

2.     Alimentation Couche-Tard

3.     Stater Bros Holding

4.     Good Neighborhood Pharmacy

5.     Aldi

6.     QuikTrip

7.     SUPERVALU

8.     Ahold USA / Royal Ahold

9.     Zales

10.  Save Mart

 

When it comes to SEO (grade: 4.95), a third of retailers are beginning to focus on optimizing for local search but are still missing the key criteria to win terms. Google Place page optimization and data cleansing is the first step, and over half of the retailers haven't even started with these basics.

 

Top 10 Brands for Local SEO

1.     Verizon Wireless

2.     Kohl's

3.     Best Buy

4.     Bloomin' Brands

5.     Nieman Marcus

6.     PetSmart

7.     Belk

8.     Rite Aid

9.     Staples

10.  Apple Stores

Bottom 10 Brands for Local SEO

1.     Dell

2.     Alimentation Couche-Tard

3.     McDonald's

4.     A&P

5.     Aldi

6.     Wakefern / ShopRite

7.     Save Mart

8.     DineEquity

9.     Bi-Lo

10.  J.C. Penney

 

Also, while most retailers chose to actively invest in local mobile marketing (grade: 6.20), 20 percent of them have ignored it completely: 16 percent of retailers scored between a 0 and 1 in the mobile category, but brands that actually invested in mobile efforts scored high marks, with 78 percent earning above a 5.

 

Top 10 Brands for Local Mobile Mktg.

1.     Verizon Wireless

2.     Dick's Sporting Goods

3.     A&P

4.     7-Eleven

5.     Buckle

6.     The Fresh Market

7.     Helzberg's Diamond Shops

8.     Michaels Stores

9.     Costco

10.  Pier 1 Imports

Bottom 10 Brands for Local Mobile Mktg.

1.     Michael Kors

2.     Sally Beauty Holdings

3.     PetSmart

4.     SUPERVALU

5.     Kroger

6.     Dunkin Brands

7.     Zales

8.     Dell

9.     Foot Locker

10.  Nieman Marcus

 

Retailers are continuing to struggle with local marketing fragmentation, especially when it comes to social media (grade: 0.28). National retailers have adopted social media at the brand level but are failing across the board on enabling and responding to local social media channels, such as review sites and Facebook location pages. As a result, the local social gap continues to be a challenge for many businesses.

 

Top 10 Brands for Local Social Media

1.     Whole Foods Market

2.     Hy-Vee

3.     Barnes and Noble

4.     Dell

5.     Walmart

6.     Brinker International

7.     Gap

8.     Chick-fil-A

9.     Nordstrom

10.  Lululemon Athletica

Bottom 10 Brands for Local Social Media

125 brands tied with 0 points

Content marketing (grade: 2.69), however, continues to struggle to scale: creating content on a local level limits scale without the aid of local technology platforms or regional- or store-level enablement programs. With limited resources, marketers are more focused on scaling less-effective cost-per-click advertising.

 

Top 10 Brands for Local Content Mktg.

1.     Whole Foods Market

2.     American Eagle Outfitters

3.     Walmart

4.     Best Buy

5.     Sears Holdings

6.     Macy's

7.     Michaels Stores

8.     Brinker International

9.     Sally Beauty Holdings

10.  Ethan Allen Interiors

Bottom 10 Brands for Local Content Mktg.

1.     Bodega Latina

2.     Good Neighborhood Pharmacy

3.     QuikTrip

4.     Winco Foods

5.     Sports Authority

6.     L Brands (formerly Limited)

7.     Stein Mart

8.     Zales

9.     Dick's Sporting Goods

10.  Pier 1 Imports

 

"Given that national brands that integrate local marketing processes are expected to increase revenues 10 to 15 percent by 2015, according to Gartner, it's astonishing that so many major retailers are leaving a billion-dollar opportunity off the table for their businesses," said Trevor Sumner, founder and president of LocalVox. "And with 91 percent of retail still local, companies have an obligation to influence consumer purchase behavior in-store by driving online messaging. This is imperative to not only achieve success but also to simply survive in today's economic climate."

For more information on the LocalVox platform and to learn more about its agency partners, click here.

About LocalVox
LocalVox is an online marketing platform solution that allows businesses to easily and efficiently manage and publish native content to every local digital touch point. LocalVox is based in New York City with offices in Boston and Charlotte, and has been named the third hottest startup in NYC by Business Insider and the best high tech tool for new business entrepreneurs by Good Day New York. Check out the LocalVox blog, Facebook and Twitter for more news and insight.

Media Contacts:
Anne Donohoe / Caitlin Kasunich
[email protected] / [email protected]  
732-620-0033 / 212-896-1241

 

SOURCE LocalVox

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
With more than 30 Kubernetes solutions in the marketplace, it's tempting to think Kubernetes and the vendor ecosystem has solved the problem of operationalizing containers at scale or of automatically managing the elasticity of the underlying infrastructure that these solutions need to be truly scalable. Far from it. There are at least six major pain points that companies experience when they try to deploy and run Kubernetes in their complex environments. In this presentation, the speaker will d...
While DevOps most critically and famously fosters collaboration, communication, and integration through cultural change, culture is more of an output than an input. In order to actively drive cultural evolution, organizations must make substantial organizational and process changes, and adopt new technologies, to encourage a DevOps culture. Moderated by Andi Mann, panelists discussed how to balance these three pillars of DevOps, where to focus attention (and resources), where organizations might...
The deluge of IoT sensor data collected from connected devices and the powerful AI required to make that data actionable are giving rise to a hybrid ecosystem in which cloud, on-prem and edge processes become interweaved. Attendees will learn how emerging composable infrastructure solutions deliver the adaptive architecture needed to manage this new data reality. Machine learning algorithms can better anticipate data storms and automate resources to support surges, including fully scalable GPU-c...
When building large, cloud-based applications that operate at a high scale, it's important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. "Fly two mistakes high" is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Le...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
As Cybric's Chief Technology Officer, Mike D. Kail is responsible for the strategic vision and technical direction of the platform. Prior to founding Cybric, Mike was Yahoo's CIO and SVP of Infrastructure, where he led the IT and Data Center functions for the company. He has more than 24 years of IT Operations experience with a focus on highly-scalable architectures.
CI/CD is conceptually straightforward, yet often technically intricate to implement since it requires time and opportunities to develop intimate understanding on not only DevOps processes and operations, but likely product integrations with multiple platforms. This session intends to bridge the gap by offering an intense learning experience while witnessing the processes and operations to build from zero to a simple, yet functional CI/CD pipeline integrated with Jenkins, Github, Docker and Azure...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Dhiraj Sehgal works in Delphix's product and solution organization. His focus has been DevOps, DataOps, private cloud and datacenters customers, technologies and products. He has wealth of experience in cloud focused and virtualized technologies ranging from compute, networking to storage. He has spoken at Cloud Expo for last 3 years now in New York and Santa Clara.
Enterprises are striving to become digital businesses for differentiated innovation and customer-centricity. Traditionally, they focused on digitizing processes and paper workflow. To be a disruptor and compete against new players, they need to gain insight into business data and innovate at scale. Cloud and cognitive technologies can help them leverage hidden data in SAP/ERP systems to fuel their businesses to accelerate digital transformation success.
Containers and Kubernetes allow for code portability across on-premise VMs, bare metal, or multiple cloud provider environments. Yet, despite this portability promise, developers may include configuration and application definitions that constrain or even eliminate application portability. In this session we'll describe best practices for "configuration as code" in a Kubernetes environment. We will demonstrate how a properly constructed containerized app can be deployed to both Amazon and Azure ...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.