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Dont Be Out -Convenienced Digital Search Trends Frank Beard | - PowerPoint PPT Presentation

Dec 24, 2022 •159 likes •331 views

Dont Be Out -Convenienced Digital Search Trends Frank Beard | GasBuddy SPEAKER Frank Beard | GasBuddy Analyst/Evangelist, Convenience Store Trends Speaker, writer, industry advocate NACS Daily columnist Analysis and coverage

  1. Don’t Be Out -Convenienced Digital Search Trends Frank Beard | GasBuddy

  2. SPEAKER Frank Beard | GasBuddy Analyst/Evangelist, Convenience Store Trends • Speaker, writer, industry advocate • NACS Daily columnist • Analysis and coverage in: USA Today, NPR, Washington Post, People.com • Visits convenience stores across the United States linkedin.com/en/frankbeard @FrankBeard 2

  3. SEARCH BEHAVIORS HAVE EVOLVED 3

  4. FOR THE PERFECT PIT STOP 80M+ Downloads to Date 12M+ Monthly Active Users 20M+ Ratings & Reviews $ 3B+ All Time Price Reports 375M Daily Location Pings 4

  5. PROXIMITY SEARCH • Today’s devices make it easier than ever to find local businesses • Consumers search during the path to purchase — not just before 82% 200% growth in past two years for of U.S. smartphone users searches using the terms have performed a “near me” open , now , and near me search Sources: Uberall, Google 5

  6. WHAT LOCATION MEANS TODAY • It’s not enough to be located on the right corner or intersection • Retailers must exist on the major search platforms 86% 60% of users who perform a of GasBuddy users who “near me” search click on filter search results are the first 2-3 results looking for specific brands Sources: GasBuddy, Google 6

  7. INACCURATE LISTINGS • If consumers can’t find a business when they search, they’re likely to bypass it • Inaccurate listings also lead to confusion and lost sales 93% 22% visited a wrong location last of consumers are frustrated year because a business by incorrect information in address was incorrect online online directories Source: BrightLocal 7

  8. THE CHALLENGE FOR THIS INDUSTRY Fuel and convenience retailers are uniquely exposed the problem of inaccurate listings: • Mergers and acquisitions leave behind outdated listings • Dual-branding on the canopy and c-store • Compared to QSRs, hotels, and other verticals, fuel and convenience has been slow to control their listings Source: GasBuddy user reviews 8

  9. WHAT ABOUT VOICE SEARCH? Unlike search queries and map apps, voice search returns a single result • Search questions are more human-like, triggering more precise results • Only one business can win in voice search 60% 111.8 million people in the U.S. will use a of mobile searchers now voice assistant at least use voice search monthly during 2019 Source: Backlink, eMarketer 9

  10. IMPACT OF ACCURATE LISTINGS • Analysis of results on Google Maps and GasBuddy • Correlation between increased GasBuddy app impressions and fuel transactions 37% 17% uplift in GasBuddy station of clients’ stations had pins detail impressions for a previously 11-to-50 meters retailer after only 8 months away from their actual locations Source: GasBuddy data 10

  11. IMPACT OF ACCURATE LISTINGS • GasBuddy client (large convenience retailer) MAP VIEWS PHONE CALL ACTIONS DIRECTIONS TO STORES Number of times this listing Number of times customers Number of times customers has been viewed on Google have called the business from have requested directions from Maps. this listing. this listing. 2018 2019 2018 2019 2018 2019 ⬆ 129.3 ⬆ 61.2% ⬆ 15.4% 12,272,982 19,780,494 222,012 256,195 33,491 76,797 % TOTAL SEARCHES DISCOVERY SEARCHES DIRECT SEARCHES Number of times customers Number of times customers Number of times customers found this listing by searching found this listing by searching found this listing by searching for the business name or on Google Search or Maps. for the category, product or address on Google Search or service on Google Search or Maps. Maps. 2018 2019 2018 2019 2018 2019 ⬆ 116.5 ⬆ 57.6% ⬆ 2430% 141,648 3,583,297 5,566,811 8,775,543 5,708,459 12,358,840 % Source: Google My Business (GMB) 11

  12. WHAT CAN YOU DO? 12

  13. WORK WITH A TRUSTED PARTNER Manual updates can be time-consuming for even small companies with a few locations • Most major location platforms offer free services to claim and control your listings • This can be labor-intensive once you have more than a few locations under your brand • Working with a trusted partner who can update your listings across all major platforms will save time and help eliminate inaccurate information 13

  14. FOCUS ON KEY INFORMATION A recent study of 73,000 businesses found that only 4% are “voice search ready” • Focus on these 6 pieces of information (from most to least-important) i. Address ii.Opening hours iii.Phone number iv.Business name v.Website vi.Zip code Source: Uberall Voice Search Readiness Report 2019 14

  15. HAVE YOU UPLOADED PHOTOS? Photos act as a quality-signal for potential customers, and they can showcase what makes your businesses unique • Many convenience retailers lack accurate photos on Google Maps, Yelp, and other platforms • Showcase your foodservice, new store designs, brand, and more • Lack of photos may cause consumers to wonder if you’re even in business 15

  16. RESOURCES • CSP Magazine List It (Correctly) and They Will Come (link) • Case Study Drive sales with accurate digital listings (link) • GasBuddy Blog Have you prepared for the digital search revolution? (link) • GasBuddy Blog Four things you should know about voice search (link) 16

  17. THANK YOU fbeard@gasbuddy.com | business.gasbuddy.com

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