How many times have you opened your phone and Googled “food near me?” Many of us search for online recommendations based on what’s closest to us – not only in our home towns, but also when we’re traveling or staying in an unfamiliar area. Convenience is key, so we often look for the closest option, above all else.
The frequent use of search terms like “where to buy” or “near me” has spiked by 200% annually since 2017.
The need for easily accessible local options has become even more important for consumers since the Covid lockdowns, with people turning to a local-centric approach for the majority of their purchases. Since the pandemic, search queries based on location have increased by a staggering 700%.
Smart marketers will shift their digital strategies to put location first, because the prevalence of localized buying behaviors can’t be ignored.
It’s crucial to cater your retail marketing efforts to specific locations, stores, and products. Since 2019, 46% of shoppers (surveyed by Hubspot in 2021) checked a shop’s inventory online before making a physical trip to the location. Stay relevant by continuously updating ads based on location.
Location-based strategies that highlight local products, local reviews, and local customer service make a huge impact in the buying journey. Offers and promotions based on location are also a major driving force for consumers.
Placing the location at the center of the strategy creates a sense of relevance and connection for locals, while fostering a better overall customer experience and boosting brand visibility.