Welcome!

Web 2.0 Authors: Yeshim Deniz, Liz McMillan, Greg Ness, Pat Romanski, Avi Rosenthal

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.

@ThingsExpo Stories
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, discussed how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from hardware to software, or as we like to say, it’s an Internet of many different things. The difference ...
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using the URL as a basic building block, we open this up and get the same resilience that the web enjoys.
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it's a mix of architectural styles ...
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and assessments, including a decade of leading incident response and digital forensics. He is co-author of t...
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect at Hookflash, will walk through the shifting landscape of traditional telephone and voice services ...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades.
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
"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.
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) i...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
The Internet of Things promises to transform businesses (and lives), but navigating the business and technical path to success can be difficult to understand. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, demonstrated how to approach creating broadly successful connected customer solutions using real world business transformation studies including New England BioLabs and more.
There's Big Data, then there's really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at Big Data Expo®, Hannah Smalltree, Director at Treasure Data, discussed how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other machines...