Choosing a marketing agency for a retail chain
What to ask a marketing agency before hiring them for a multi-branch retailer, and why managing consistency at scale matters as much as creative quality.
4 min read
A store locator that requires a shopper to manually type a full address, rather than defaulting to their current location, adds unnecessary friction to what should be a quick, simple lookup, particularly on mobile where typing is slower.
Common friction points
- No option to use current location automatically, requiring manual address entry.
- Results that do not clearly show distance or estimated travel time.
- Branch pages that do not link back clearly from locator results.
What a good locator experience looks like
Location permission requested clearly, results sorted by distance with clear directions links, and each result linking to a full branch page with hours and stock information if available.
A shopper trying to find your nearest branch on their phone will not tolerate typing a full address when a one-tap location permission would do the job.
Handling multiple nearby branches
If several branches are close together, help the shopper distinguish them clearly — by specific area name or landmark, not just a street address that may look similar across nearby locations.
The takeaway
Default the locator to the shopper's current location (with permission) rather than requiring manual address entry — this small friction reduction meaningfully improves usage.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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