SPRINGBOX / Insights

If you can't find it, you can't buy it

by David Hamernick, April 5, 2017

The value of a product locator

Depending on the brand, websites can serve a lot of different functions. But when it comes to consumer packaged goods (CPGs), it’s always a good idea to let consumers know where to find your product.
Sure, you can say your product is available in certain stores. Heck, you can even slap their logos on your site. But if you really want to give people a good way to find your product — you need to literally draw them a map using a product locator.

Caveat: Just because you have a product locator doesn’t mean that people will come clamoring to your site to find the nearest place to buy your product. It doesn’t even guarantee that most visitors will use it. But it’s nice to give them the option — and in our experience, it can have a hugely positive impact on sales.

Why should your brand have a product locator?

Although many brands could benefit from a product locator, it’s extra valuable to leverage that tech for specialty brands. For consumers with a gluten allergy, it can be difficult to find what they need — not every store carries those items. It’s a useful tool that can save them travel time before jumping in their car and driving to the store.

“Gluten-free products are becoming easier to find in grocery stores, but you never know if a restaurant offers them. I love being able to look up certain restaurants that carry GF products that will actually be tasty.”

— Aline Forastieri, Associate Creative Director (connoisseur of gluten-free products)

Returning real results

When Springbox built a new website for our partner Smart Flour, we included a product locator so patrons, restaurants and retailers could easily find their tasty, gluten-free pizza dough. It’s as easy as typing in your zipcode and hitting a button. It resulted in a whopping 500% increase in customer and business inquiries thanks to increased findability.

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The future of findability

But it’s not just gluten-free pizza crusts — other specialty CPG brands could benefit from pinpointing where their products are sold. Vegetarian frozen dinners, ciders, small local brands, imported goods, dye-free, farm-raised — you name it.

When your product is in-demand or serves a niche market, people want to find it easily. And you want to encourage that behavior to increase sales. That’s why product locators are a win-win for consumers and brands alike.

Topics: Product Locator, CPG