Think of the last time you went to a retail store – let’s call it a hardware store – to purchase something you needed – let’s say a wrench. You likely did a quick online search for hardware stores nearby and determined where to go based on store hours, distance from your location and whether or not the product you wanted was in stock. Imagine doing that research and driving to the store just to discover that the store isn’t located there anymore, the hours have changed and it’s currently closed, or they don’t have the product in stock. These situations are understandably frustrating for consumers who expect up-to-date, accurate location information and can have negative effects on consumers’ overall opinion of a brand.
As exemplified above, ensuring information accuracy at the local level is an important part of multi-location brands’ local marketing strategy to drive foot traffic to brick-and-mortar stores. That being said, data management has historically been a time-consuming and manual-intensive process for local managers and franchisees that completely cuts corporate out of the picture, leaving room for brand-wide incompletions and inaccuracies.