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


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


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



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
The Open Connectivity Foundation (OCF), sponsor of the IoTivity open source project, and AllSeen Alliance, which provides the AllJoyn® open source IoT framework, today announced that the two organizations’ boards have approved a merger under the OCF name and bylaws. This merger will advance interoperability between connected devices from both groups, enabling the full operating potential of IoT and representing a significant step towards a connected ecosystem.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
A completely new computing platform is on the horizon. They’re called Microservers by some, ARM Servers by others, and sometimes even ARM-based Servers. No matter what you call them, Microservers will have a huge impact on the data center and on server computing in general. Although few people are familiar with Microservers today, their impact will be felt very soon. This is a new category of computing platform that is available today and is predicted to have triple-digit growth rates for some ...
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
Effectively SMBs and government programs must address compounded regulatory compliance requirements. The most recent are Controlled Unclassified Information and the EU’s GDPR have Board Level implications. Managing sensitive data protection will likely result in acquisition criteria, demonstration requests and new requirements. Developers, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by incorporating changes.
SYS-CON Events announced today that Enzu will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their online busine...
SYS-CON Events announced today that Roundee / LinearHub will exhibit at the WebRTC Summit at @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LinearHub provides Roundee Service, a smart platform for enterprise video conferencing with enhanced features such as automatic recording and transcription service. Slack users can integrate Roundee to their team via Slack’s App Directory, and '/roundee' command lets your video conference ...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining senso...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
What are the new priorities for the connected business? First: businesses need to think differently about the types of connections they will need to make – these span well beyond the traditional app to app into more modern forms of integration including SaaS integrations, mobile integrations, APIs, device integration and Big Data integration. It’s important these are unified together vs. doing them all piecemeal. Second, these types of connections need to be simple to design, adapt and configure...
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, discussed how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technologi...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.