A few years back, Google came up with the
concept of micro-moments. They defined them as the moments where we intuitively
turn to our smart-devices to obtain some kind of relevant information that
drives our decision for some kind of action. They called these moments the ones
that mattered the most for businesses in this information-driven world.
You can think of these micro-moments as
critical touch points in the decision-making journey of a consumer. Since
consumers can take action to satisfy their needs or curiosities at any given
time from any place in the world, it becomes highly imperative for any business
to be there in that micro-moment, because this is what will essentially
determine if that consumer’s journey ends on your landing page with your product
or service.
You might be thinking that this is all well
and good but how is this value adding for my business? How can I ensure that my
business is there for the consumer in this critical micro-moment?
Well, keep reading to find out.
It all starts with a simple Google search.
The consumer asks some query and he expects to find an answer. This means that
the first essential step for your business is providing visibility to your
customer. So, if you are a bank and the customer is looking for some banking
information, you would want him to see the branch or ATM which is nearest to
him. If you are a restaurant in customer’s vicinity and he is looking for food,
you would want him to find the directions to your restaurant. The point of
significance here is that your business needs to be “Top of the Mind” as they
say and one of the best ways to achieve this is with the help of a store
locator.
A store locator is
nothing but a simple functionality which helps your customers in finding the
physical locations of your business with ease and convenience. On a macro
level, the store locators help in increasing the visibility of your business,
improve your search rankings and help in providing local information which is
relevant to the consumer in that micro-moment. But on a more micro level, this
directly results in increased website traffic and new leads, increased store
footfall and increased saving of resources. Both macro and micro benefits
eventually help in business optimization.
Consider another use related case where
your business is spread across multiple locations. In this case, a store
locator can help you optimize operations for your local business branches by
providing local search results for a consumer’s query. This kind of location
intelligence adds more value to the customer by providing them relevant and
useful information that they need while at the same time they help
multi-location businesses in customer acquisition/retention
as well as business expansion.
In a world where information access has
become so easy, it has become challenging for businesses to maintain their
superiority because of the ever-increasing competition. The use of the Internet
and Google has leveled the playing field and allowed various other competitors
to target that same micro-moment of the consumer. This is where location
intelligence can prove to be a unique differentiator which can provide your
business with the much-needed competitive edge catapulting it to the skies and
beyond. Smart
Location Intelligence-based solutions can provide important demographic and
region based geographical information. Analysis of this kind of data can help
the business in figuring out consumer demand, demographic profiling, etc. which
eventually helps in making key decisions regarding business
expansion. For example, a bank can analyze the demographic information
about a particular region before deciding to open a new branch.
How Can Lepton help your
organization?
With 20 years of leadership in Location
Intelligence and Analytics solutions, Lepton
software has been helping businesses grow in various industries with
informed planning, business expansion, performance, and operation optimization
decisions. We are a premium Google Maps partner in India and Lepton has provided
solutions to 8 different industries including BFSI, FMCG, and Retail to name a
few.
SmartLocator is an out of box innovative
solution provided by Lepton
software [M1] that is built on Google Maps APIs which
allows a business to optimize its physical store and branch location
experience for its customers. With
SmartLocator, a business can ensure that It provides locally relevant and
useful information to a potential customer. More importantly, it also provides
driving directions and clear and convenient routes which can help customers to
make a quick decision.
In this information age, one cannot stress
enough the importance of being there for your customers at the right moment.
Studies have shown that 90% of the smartphone users are not absolutely certain
of the brand they wish to try when they start searching. So, if you are there
for your current customers, this will only help deepen their loyalty and if you
are there for people who are not your customers, it’s a good chance that they
might just become your customers. It’s a win-win situation.
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