Launching a new wine or spirit product can be a gamble, but having the right tools and strategies can make all the difference. Product locators are particularly powerful tools that can bridge the gap between your online marketing efforts and in-store availability. In this guide, we’ll explore five strategic ways to leverage product locators to boost your product launch, drive customer engagement, and ensure that your new product hits the ground running. From enhancing customer convenience to gathering valuable data, discover how product locators can be your secret weapon in achieving a successful launch.

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Strategy 1: Building Anticipation and Pre-Launch Buzz

A product locator can play a crucial role in creating pre-launch buzz for a new wine or spirits product by connecting consumers with exclusive opportunities and generating excitement about the upcoming release. Here are a few key ways to utilize a product locator to create pre-launch buzz.

Exclusive Pre-Launch Listings

Start with limited availability at launch. Feature the new product as available in select locations, creating a sense of exclusivity and urgency. Be sure to promote the product’s availability at key retailers, restaurants, or other establishments known for their high-quality selections.

Geotargeted Marketing

Begin with localized marketing campaigns. Run targeted ads and social media campaigns in areas where your product will first be available. Allow users to sign up for notifications when the product becomes available in their area, and be sure to customize alerts and notifications based on geolocation. With these marketing campaigns and messages, be sure to link to the product locator so customers know how to find the product.

Early Access for Subscribers

Brands can also create a VIP list for early access to the product locator, allowing loyal customers to find the product before others. You can also offer special promotions or discounts for subscribers who use the product locator to find the new release.

Interactive Maps

A product locator allows you to provide real-time updates on where the product is available, creating a sense of immediacy and excitement. Encourage users to share their finds on social media using a branded hashtag, increasing visibility and engagement.

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Strategy 2: Maximizing Visibility at the Point of Sale

A product locator can significantly increase product visibility at the point of sale (POS) by directing potential customers to specific retail locations, enhancing the in-store experience, and leveraging data analytics for targeted marketing. Here are some crucial ways a product locator can boost product visibility at the POS.

Localized Promotion

Targeted advertising is key. Use geotargeted ads to inform potential customers about the availability of the product at stores near them. Create promotions and deals specific to certain retail locations, encouraging customers to visit those stores–as always, be sure to link to the product locator page to encourage use.

Enhanced In-Store Experience

Provide special offers or discounts that can only be redeemed in-store, driving foot traffic. Integrate with retailer loyalty programs to offer points or rewards for purchasing the product in-store.

Mobile Integration

Almost 60% of web traffic comes from mobile devices, so it’s important that your website and product locator are both optimized for mobile visitors. Make sure the product locator is accessible via mobile apps, allowing customers to easily find your new product on the go. 

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Strategy 3: Leveraging Data and Analytics for Targeted Marketing

Brands can leverage product locators to receive valuable consumer data by implementing features and strategies that encourage consumer interaction, track behaviors, and collect insights. Here’s how brands can utilize product locators for data collection and analysis.

Geolocation Data

Collect data on user locations to identify geographic trends and hotspots for product demand. Brands can also track how often and which stores users visit after searching for products, providing insights into effective retail partnerships.

Purchase Intent and Conversion Rates

To track successful conversions, brands can measure the number of users who click on product listings and store details, indicating purchase intent. Implement mechanisms to track whether users who use the product locator end up purchasing the product, either through integrated POS systems or post-purchase surveys.

Demographic Information

Collect demographic information with Google Analytics 4 during user registration, like age, gender, and preferences, to better understand your target audience. Based on this data, brands can segment users based on demographics, behaviors, and preferences to tailor marketing strategies and product offerings.

Cross-Channel Insights

Integrate product locator data with Customer Relationship Management (CRM) systems to create a comprehensive view of consumer behavior across channels. Ensure the product locator works seamlessly across devices to collect consistent data on user behavior, whether they are on mobile, tablet, or desktop. You can then export search data and integrate it into your CRM and other systems.

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Strategy 4: Driving Online-to-Offline (O2O) Sales

Product locators can bridge the gap between online and in-store shopping by providing a seamless experience that combines the convenience of online information with the tangible benefits of in-store shopping. Here are the primary components of this strategy.

Real-Time Availability Updates

Give your customers the option to sign up for notifications when your product is available at their preferred retail locations. The product locator features a pre-filled form with their search parameters (product, location, date, etc.) and can notify the customer when the product is available. 

If a user is having trouble finding a product in their area, they can stay in the loop with a feature like Notify Me. With the click of a button, users are taken to a form that is pre-populated with the product and brand they're searching for, along with their location. All the user has to do is add their contact information so your brand can follow up accordingly with updates, special offers, or exclusive coupons.

Check out Notify Me by Grappos →

Relevant Recommendations

A product locator can also display relevant product recommendations to users. When a user searches for a product and clicks on a retailer result, they will see which other products listed in the locator that are also at the selected retailer. Use this opportunity to highlight special promotions or discounts at local stores, providing personalized offers that drive in-store traffic.

Integrated Omnichannel Experience

Some product locators integrate with e-commerce platforms and link directly to in-house landing pages or product pages on selected retailer websites. Maintaining a consistent brand experience across online and offline channels is incredibly important for emerging brands; this strategy ensures customers receive the same quality of service and information, reinforcing trust and quality.

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Customer Engagement and Feedback

Display customer reviews and ratings for products available both online and in-store, helping shoppers make informed decisions. Encourage customers to share their in-store shopping experiences online, creating a feedback loop that improves both channels.

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Strategy 5: Building Long-Term Brand Loyalty

Finally, product locators can play a significant role in fostering ongoing customer engagement and brand loyalty by providing convenience, personalized experiences, and value-added services. Here are a few powerful ways a product locator can foster brand loyalty.

Convenience and Accessibility

Make sure the product locator is easy to access on your website, and provide direct links to the locator when helpful. Doing so simplifies the process of finding products in nearby stores, ensuring customers can quickly locate what they need.

Personalized Experiences

Use customer data to offer personalized product recommendations and promotions based on past searches and purchase history. Provide notifications for restocks, new product arrivals, and special offers relevant to individual customers.

Data-Driven Insights

Analyze customer interactions with the product locator to understand preferences and shopping habits, allowing for more targeted marketing efforts. By reviewing search and demand trends, brands can anticipate customer needs and provide timely recommendations and offers.

Omnichannel Consistency

Ensure a seamless and consistent shopping experience across online and in-store channels, reinforcing your brand’s reliability. Run promotions that span both online and offline channels, encouraging customers to engage with the brand through multiple touchpoints.

Exclusive Previews and Early Access

Remember to nurture your VIP customers like you did in the beginning. Provide your loyal customers with early access to new products and exclusive previews, making them feel valued and appreciated. Also, remember to point them to the product locator.

Locate Brand Success

Product locators are powerful assets that can significantly enhance your product launch strategy. By increasing product visibility, personalizing customer experiences, and providing valuable consumer data, product locators bridge the gap between online and in-store shopping. As you prepare for your next product launch, consider these strategic uses of product locators to not only boost your launch success but also foster long-term customer engagement and brand loyalty. 

Ready to see what a product locator can do for your brand? Check out the Grappos Product Locator! Our product locator is the perfect tool to have as you launch your new product. With Grappos, you’ll not only experience success but also increase customer satisfaction and loyalty exponentially.

Request a Grappos Product Locator demo today → 

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