Over the last few years, successful multi-location brands have needed to swiftly adapt to changing consumer habits. In 2020, consumers are more likely to begin their local buyer’s journey through an online search than by traveling directly to the nearest store location. In fact, "near me” or “close by” searches have increased by more than 900% in two years, proving the power of local.
To succeed offline, brands must position themselves to respond to consumers’ hyper-local online interactions. This requires optimizing each location’s marketing strategy to match the needs and habits of its local audience.
But how can a brand with dozens of locations consistently measure local marketing performance? And, how can you track the myriad ways each local audience interacts with your brand as a whole while also drilling down into each location’s website, local listing, or social network?