How brands can use Store Locators and Product Detail Pages to drive performance marketing
Discover how shoppable tools can drive purchases, streamline paths to buy, and improve ad performance with actionable insights and advanced integrations.
It’s no secret that expectations set by Amazon and other large marketplaces have impacted the way that modern consumers prefer to purchase. In many cases, shoppers want their products and they now want them…yesterday.
According to a recent survey:
49% of shoppers say that same-day delivery and buy-online-pickup-in store (BOPIS) options makes them more likely to shop online. (As a result, 51% of retailers now offer same-day delivery and 65% plan to offer it in the next 2 years.)
80% of shoppers want same-day shipping, while 61% want their packages even faster—within 1-3 hours of placing an order.
More than 25% of shoppers would abandon their online cart if there aren’t any same-day fulfillment options.
Some consumers still prioritize shopping small, however. 82% say they are now willing to spend more money to support local businesses (regardless of shopping method) following the impacts of the pandemic.
For CPG brands, addressing the wide range of needs and omnichannel preferences for every type of shopper–whether it be speed, convenience, or supporting local businesses–now requires one key component: Retail ecommerce shoppability.
Enabling ecommerce shoppability with inventory scanning tech
Meeting your consumers wherever they shop via retail ecommerce is highly dependent on knowing which retailers are actively stocking your products. On their own, brands can’t feasibly monitor daily inventory counts at every retailer across 40,000+ zip codes.
Pear Commerce simplifies the process by connecting any UPC to over 165,000 locations automatically. With rapid, daily inventory scanning at over 3,000 retailers, shoppers can easily find and purchase from their favorite nearby stores—whether that’s a big-box retailer or a local bodega—through your brand’s Store Locator or Shoppable PDPs.
Get "Buy Near You" functionality embedded directly onto product detail pages (PDPs) or any owned property. View a Pear Shoppable PDP in action.
After implementing retail ecommerce tools, you’re ready to utilize them to their full advantage.
Store Locators and embedded Shoppable PDPs don’t just inform website visitors of where to buy your products–they act as shoppable, insight-capturing media destinations for both organic and paid marketing efforts. Marketing teams can link out to these pages from social posts, paid social ads, social bios and Linktrees, email marketing campaigns, blog content, and any other owned assets.
Leveraging your Store Locator and Product Detail Pages (PDPs) as landing pages creates a win-win scenario. Shoppers can effortlessly explore your products and make purchases on their terms, while your brand gains valuable insights directly from these tools to drive performance and growth.
Serving up shoppability to build awareness:
Create a streamlined path to purchase You go through a lot of trouble to drive shoppers to your website. Once they arrive, you need to provide a user-friendly shopping experience that removes any obstacles standing between a consumer and the sale.
Leveraging your Store Locators or Shoppable PDPs as landing pages guides shoppers to the ideal place to purchase your products—wherever they like to shop. Whether that’s directly through your online store or via a retailer’s ecomm cart, brands need to make it easy for consumers to select a convenient buying option to maximize sales.
With Pear, you don’t have to hide your direct-to-consumer option in order to enable retail ecommerce shoppability. Your online store can be included along with your retail partners on all of your shoppable tools.
Take advantage of retailer loyalty Most consumers have preferred retailers they buy from regularly. They already have established accounts with these stores and likely have loyalty cards or perks they want to take advantage of (think: Target’s 5% discount for RedCard holders).
When shoppers first learn about a new product, they buy it most easily through their default retailer. If your brand isn’t making it easy for them to transition from your media to that retailer’s ecomm cart, you introduce obstacles that distract would-be shoppers. They may decide purchasing your product isn’t worth the effort of finding their credit card and adding shipping information, or worse, they may leave your site to search for your product and be intercepted by competitors’ ads.
Build credibility for your brand Creating purchase pathways at every retailer not only simplifies the logistics for shoppers but also makes the decision-making process more intuitive and seamless. Consumers are more willing to make a purchase if one or more of their trusted retailers is carrying the brand. This is largely because 1. they’re aware of the quality of products the retailer typically carries and 2. they’re familiar with their return policies so they feel less pressure to try something new.
Retail partnerships help increase exposure, open up new potential audiences, and boost overall brand awareness for CPGs. Use these partnerships to your advantage by displaying every available option in a shopper’s area on your Store Locator and PDPs. Listing these buying options legitimizes your brand and creates a much lower barrier for trial.
Your overall shoppability plays a crucial role in shaping the consumer purchasing journey, but it’s only the beginning of a successful strategy. To truly maximize their impact, you must leverage the insights gathered from these tools to guide your decisions and refine future marketing strategies for better results.
Using Store Locators or Shoppable PDPs to boost performance:
Collect actionable insights Every time a user visits your Pear Store Locator or Landing Page, you collect valuable information about your shoppers. Your marketing team can then use this information to understand which segments of visitors are converting and where they’re most likely to be engaging across traffic source, geography, UPC, retailer, and more.
Build custom audiences Pear ties each step of the funnel to conversion events-up to and including purchase. Use this data to build lookalike audiences from people who visited your Store Locator or specific product pages. Retarget those who visited and abandoned their carts.
Leverage free and automatic optimizations Pear integrates with any ad platform (e.g. Meta, Snap, Pinterest, etc). By adding your pixels to all shoppable tools, Pear’s technology will automatically make your ads better by firing events back to the ad networks for each step of the funnel (with zero additional work by your brand).
Drive down-funnel activity Use Pear’s purchaser audiences to drive down-funnel paid social and paid search activity. By adding all ad network pixels to all Pear-powered experiences, audiences can be built and then retargeted on the ideal media platform for any subsequent campaign to generate the highest return.
Curious how your brand can utilize Pear’s shoppable tools and inventory scanning to create paths to purchase everywhere while unlocking performance marketing?
%20(1).png)