The Modern Consumer Journey

The way we shop locally has changed…

60%

Of internet users check whether a product is available in a local store before they visit.

Source: ThinkWithGoogle

# 1

Most desired feature is the ability to check product availability prior to visiting a store

Source: Accenture

64%

Digital experiences already influence over half of in-store sales

Source: Deloitte

Despite this reality, even the largest retailers don’t have the omni-channel capabilities to fully meet the needs of the modern shopper.

Today's Local Disconnect

Today’s retail websites often fail shoppers when they’re searching for nearby products.

Today's Search Result

Most retailers rank in less than 20% of local searches related to in-stock products. Even when they do rank, the results:

Relate to only half the query, and are explicitly (visually) missing the location term the shopper entered

Have no connection to the product’s actual stock in nearby stores

Lead to pages that aren't localized to the shoppers query

Today's Linked Content

If the shopper clicks the result, they will land on one of 2 page types:

A list page where the shopper cannot filter products by local availability

A product page designed for online sales that often doesn't show nearby store stock or pickup options

Neither option  links to a page that matches the shopper’s local interest.

Further, these pages have limited SEO value for searches as local stock information is pulled dynamically and not crawlable by search engines.

Today's Site to Store Capabilities

At best, local “omni-channel” functions on most websites do not provide the local product browsing capabilities modern shoppers demand.

Store Finder: No linkage to in-store products. Dead end in the consumer journey.

Find-in-store Button: no way to show shopper alternative or complimentary products in her area.

Like existing e-commerce pages, neither the store finder nor the find-in-store modules provide any SEO value for local product searches.

Step Three: Store Finder

Although most retail websites include a “store finder”, there is no linkage to in-store products. This does not meet the demand of today’s shoppers, who want to check stock before calling or visiting.

The result:

Lost sales from the modern shopper

Massive missed opportunity for retailers to capitalize on their location advantage

Lastmile image store finder

Want an assessment of your current website?

The Lastmile Customer Journey

LastMile takes a different approach. Our patent pending technology generates a unique landing page for every in-stock category, brand and product.

The difference is clear.

LastMile's Search Results

Tightly couple search results to availability at a nearby store.

Match 100% of results to location and product search terms

Rank on first page of over 75% of related local product searches

Increase click-through-rates by matching these specific demand of the shopper

LastMile provides a significant advantage to both the number of local searches you rank in, as well as the relevance of the search results you provide.

Step One: Search Result

Returning to the example of customer interested in purchasing a Star Wars pillow at a nearby location, we see very different results when using LastMile…

Customer searches “star wars pillow Hyattsville md”

Product based search result showing in-stock availability at a nearby store

The shopper is presented with a localized result for this specific product

With LastMile, both the content of the result match both the product and location term the shopper entered, providing added relevance and differentiation from eCommerce results.

Lastmile search result 3

LastMile's Linked Content

After the search result is clicked, the customer is taken to a LastMile hosted landing page. 100% of the time these pages feature the in-stock product or a list of related in-stock in a location near the shopper. From these pages, shoppers can:

Browse in-stock items in the same store or region

Buy for pickup, order online and more

Contact the store, get directions or request a ride

Due to the guaranteed relevance to the local shopper’s demand, our pages typically have conversion rates of ~10%

Step Two: Landing Page

After the search result is clicked, The customer is taken to a LastMile hosted landing page designed to drive omni-channel purchases. Depending on the search query, this page will either feature the in-stock product or a list of related in-stock items. From these pages, shoppers can:

Browse in-stock items in the same store or region

Buy for pickup or order online

Contact the store, get directions or request a ride

More Omni-channel capabilities in our pipeline

In short, LastMile pages create digital storefronts that allow shoppers to digitally browse stores before visiting.

LastMile's Site to Store Capabilities

LastMile offers drop-in enhancements to existing e-commerce sites that link the digital storefronts to existing “store finder” and “find-in-store” features. This allows our retailers to:

Drive more informed and valuable store visits

Meet the demand of the modern shopper

Strategically show complimentary or alternative products in-stock at nearby stores

Lastmile's Impact: Competitive Differentiation

Rankings

Dominate in ranking for local searches with hyper-relevant content

Visits

Give shoppers a reason to check your site before competitors and come back regularly for visibility into your in-store inventory

Sales

Adds browse capabilities that can create as much as a 3x increase in online to offline sales

No Change to Existing Site

LastMile is specifically engineered to only rank in the types of local searches that you do not rank for today.

Supplementary

Does not negatively impact or overlap with existing e-Commerce or store-finder SEO

Targeted

Only ranks for local search queries (e.g. “near me’ or “city, state”), when product is available nearby

Affordable

Does not require timely and expensive optimization project as it is already built into our pages

Want to how LastMile can benefit you?