Points of sale must have a presence online on Facebook, Foursquare and Google Maps. Still, companies don’t seize the opportunity to attract consumers to their POS and only display information on their website. This mismanagement of information can cause large revenue losses by losing consumers. Our study was conducted on 1000 Belgian retail POS randomly selected from 10 different industries. We studied the following data: - Address (number and street) - GPS coordinates - Phone number - Business hours The results are horrible: only 1 shop (out of 1000) was correctly referenced on his website, google, facebook and foursquare!

1. 99.9% of Points of Sale Have a
Bad Virtual Identity
It’s time for retailers to develop a virtual presence for their
physical stores

2. Is this study made for you?
o Do you own/manage physical (brick and mortar) stores?
o Are you aware of the big changes occurring in the retail market?
o Do you know what a virtual presence is?
o Do you still doubt that the Internet can help your POS?
Then, this is for you.
Mobilosoft, a company that specializes in managing the virtual
presence of physical stores, conducted a study of 1000 retail POS to
analyze their virtual presence.
The statement is alarming. Be one of the first to react.
2

3. Agenda
o New challenges for POS
o Physical stores are still relevant
o Belgian virtual presence
o How to react
3

4. Today, points of sale are threatened!
More Time
Lower
diversity saving
sales
Economic crisis e-Commerce
People
are
looking
for good
bargains
online
Decrease in More Shopping
demanding convenience
consumption
consumers
4

5. Consumers are changing
Now, they demonstrate “cross-channel” behavior and check info
on various sources
Google is the no. 1 Almost 5 million Almost 300,000
search engine Facebook users in Belgian users
Belgium
Having a website is not enough anymore!
5

6. It’s time to develop a consistent virtual
presence
Points of sale must have a presence online on Facebook,
Foursquare and Google Maps.
Still, companies don’t seize the opportunity to attract
consumers to their POS and only display information
on their website.
This mismanagement of information can cause
large revenue losses by losing consumers.
6

7. Agenda
o New challenges for POS
o Physical stores are still relevant
o Belgian virtual presence
o How to react
7

8. Physical stores are still relevant
“85% of Belgian people prefer to buy in-store,
whereas the European average is around 66%.”
(Deloitte, 2012)
Main reasons quoted by consumers for shopping at
physical stores:
- You can SEE, TOUCH and TRY the items (71%)
- You receive your product IMMEDIATELY (51%)
(Observatoire LCL, 2012)
8

9. Customers search online and keep buying
in-store
In Belgium, online research has Online purchases attracted only 1% more
doubled over the past 2 years customers over the same period
60 20
50 17
50 16
15
40
30 25 10
20
5
10
0
0
Online research
Shift from offline to online
2010 2012 purchasing
9
Thinkinsights with Google, 2012

10. Inside a physical store,
consumers tend to buy more!
46% of people
report being more
None prone to impulse
purchases in-store
20%
In-Store
46%
Online
34%
Moreover, the frequency of visits to
physical stores is higher than for
Observatoire LCL, 2012
online stores (Ifop, 2013)
10

11. Do retailers understand this change?
By optimizing your virtual presence, you can increase the
traffic to your POS and increase your sales and
revenue.
In the current economic context,
virtual presence optimization is
A MUST.
11

12. Agenda
o New challenges for POS
o Physical stores are still relevant
o Belgian virtual presence
o How to react
12

13. Study on 1000 points of sale from 10 different sectors
HOW GOOD IS THE VIRTUAL
PRESENCE OF POINTS OF SALE
IN BELGIUM?
13

14. “Is the virtual presence optimized?”
Our study was conducted on 1000 Belgian retail POS randomly
selected from 10 different industries.
We studied the following data:
 Address (number and street)
 GPS coordinates
 Phone number
 Business hours
On these sites
Website Google Maps Foursquare Facebook
14

15. Virtual Presence Model by Mobilosoft
This study is based on a Virtual Presence of
Physical Stores Model developed by Mobilosoft
to better illustrate how POS are listed through their
website, Google Maps, Foursquare and Facebook.
We used it to represent:
o The performance of each platform
o The quality of information available
Want to know more about it? Check out our eBook
at www.mobilosoft.com!
15

16. How does it work? - Platforms
Evaluation of the performance of each platform for all10 sectors:
We built a model based on weighted grading to avoid eliminating any
considerable difference in results.
Information on POS* Grade
For each platform (Retailer’s website,
Google Maps, Foursquare and Facebook) Complete 2
Incomplete 1
1. Analysis of every point of sale (street
address, GPS point, phone, business hours) Incorrect -1
2. Grading of each POS according to
Non-existent 0
the table on the left
3. Computation of the scores to get a
grade out of 100
4. Construction of a four-quadrant * Complete: All data is
available
radar chart (Retailer’s website, Google Maps,
Foursquare and Facebook) Incomplete: At least one piece of data is missing
Incorrect: At least one piece of data is wrong
Non-existent: No data is available
16

17. How to read the chart - Platforms
Sector 1 has a score of 35%*
Website
on Google Maps. It has:
100 - 24 complete POS
80 - 38 incomplete POS
- 18 incorrect POS
60 - 20 non-existent POS
40
20
Facebook 0 Google Maps
Sector 1
Optimum
*Score detail:
35 =[(24x2)+(38x1)+(18x(-
Foursquare 1))+(20x0)]/200
17

18. How does it work? - Information
Evaluation of the availability of information on each platform:
Analysis of the 5 types of data (street address (no. and street), GPS point, phone number
and business hours) researched.
We used the grading system as we did previously for the platform analysis.
For each platform (Retailer’s website, Data Grade
Google Maps, Foursquare and Facebook)
OK 2
1. Analysis of information provided by each POS Incorrect -1
2. Grading of each POS according to the table
on the left Missing 0
3. Computation of the scores to get a
grade out of 100
4. Construction of a 5-sided radar chart * OK: Data is given and correct
(street address, GPS point, phone number and Incorrect: Data is given but wrong
business hours) Missing: Data is not given
18

19. How to read the chart - Information
Number Sector 1 has a score of
100 81.5%* for the street.
90 It has:
80 - 83 entries that are OK
70
- 3 incorrect entries
60
50 - 14 missing entries
40
Business hours 30 Street
20
10
0 Sector 1
Optimum
*Score detail:
Phone GPS point 81.5 =[(83x2)+(3x(-
1))+(14x0)]/200
19

20. How do the 10 sectors perform?
GENERAL OVERVIEW
20

21. Only 1 POS has optimized its virtual presence
Website
Number OK OK OK OK
Street OK OK OK OK
GPS Point OK OK OK OK
Phone OK OK OK OK
Business OK OK OK OK
Hours
1 POS in Hair & Wellness is completely and consistently listed
across all 4 platforms
21

22. Companies are not keeping up with the
cross-channel trend
Website
100
64% of POS are
94% of POS 80 properly listed on
don’t efficiently the site
use Facebook 60
40
20
Facebook 0 Google Maps
19% of POS
enjoy all the
features of
95% of POS Google Maps
misuse or neglect
Foursquare
Foursquare
22

23. Website Google Maps Foursquare Facebook
How does each platform perform?
PLATFORMS
23

24. On retailers’ websites, information is
inconsistent!
Number
100
80
60
40
Business hours Street
20
20% of POS don’t 0
have their
business hours
displayed 7% of POS
have an
incorrect GPS
point
Phone GPS point
24

25. 31% of POS are not on Google Maps
Number
100
80
60
40
Business hours Street
20
73% of POS 0 67% of POS
don’t have their show the
business hours correct
displayed address
Phone GPS point
25

26. Foursquare is not managed by
retailers!
Number
100
80
60
40
Business hours Street
20
0
Still, 38.5% of GPS
72% of POS don’t points are not
have their business displayed and 6%
hours displayed are incorrect
Phone GPS point
The listings for most locations are
created by their customers
26

27. Facebook, poor or non-existent data
Number
100
Only 9% of POS 80
have their
business hours 60
40
Business hours Street
20
0
20% of GPS points
displayed are
incorrect
Phone GPS point
27

28. How does each industry perform?
INDUSTRY
28

29. 10 sectors
• Restaurants, Fast Food and Sandwiches
• Grocery Stores
• Gasoline
• Automotive
• DIY
• Banking
• Fashion
• Hair and Wellness
• Press
• Sporting Goods
29

30. RESTAURANTS, FAST FOOD & SANDWICHES
30

31. Restaurants
Aside from the business’ website,
at best 14% complete info
Website
100
80
60 12% incorrect POS
information
40
20
Facebook 0 Google Maps
Only 6% of POS are
completely and
correctly listed Foursquare
31

32. Restaurants
Strong but incomplete use of
Foursquare
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Number
Google 100 Facebook 100
Maps 80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
32

33. GROCERY STORES
33

34. Grocery Stores
Hard to check-in on Foursquare
Website
100
80
60
40
20
Facebook 0 Google Maps
20% of POS are not
even listed
2% of POS are
adequately indexed
Foursquare
34

35. Grocery Stores
Good performance for Google Maps
except with regard to business hours!
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Number
Google 100 Facebook 100
Maps 80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
35

36. GASOLINE
36

37. Gasoline
Tough to find a gas station on social
media
Website
100
80
60
40
20
Facebook 0 Google Maps
Only 1% of POS
adequately indexed
Foursquare
37

38. Gasoline
Gas stations are almost non-existent on
Facebook
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Number
Google 100 Facebook 100
Maps 80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
38

39. Gasoline - GPS
GPS: A powerful, underestimated tool
No complete Apple Maps
information on GPS. 100 93% of gas
Business hours are stations don’t
80 appear
never displayed
60
40
20
8% of GPS points are 0
not accurate
Nokia Prime
TomTom Places
Place
19% of analyzed gas
stations show
inaccurate information
39

40. Gasoline - GPS
Wrong GPS point in GPS systems
Number Number
Apple Maps 25 Nokia Prime 100
20 Place 80
15 60
Business 10 Business 40
Street Street
hours 5 hours 20
0 0
Phone GPS point Phone GPS point
Number
TomTom 100
Places 80
60
Business 40 Street
hours 20
0
Phone GPS point
40

41. AUTOMOTIVE
Manufacturers, tires, auto glass, stores, dealers and body shops
41

42. Automotive
Complete information is rarely listed in
the automotive industry
Website
100
72% of POS have
incomplete
80
information. Only 60
26% have their 14% of POS have
business hours 40 incorrect
displayed. information
20
Facebook 0 Google Maps
Foursquare
42

43. Automotive
Business hours and street address
missing from Google Maps
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Number
Google 100 Facebook 100
Maps 80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
43

44. DO IT YOURSELF
Stores providing everything customers need to build, modify or
repair something by themselves.
44

45. DIY
DIY not accessible to social media users
Website
100
80
60
40
20
Facebook 0 Google Maps
Only 17% of POS
show complete
83% of POS are not information
available
Foursquare
45

46. DIY
Focus only on retailers’ websites
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Facebook Number
Google 100 25
Maps 80 20
60 15
Business 40 Business 10
Street Street
hours 20 hours 5
0 0
Phone GPS point Phone GPS point
46

47. BANKING
47

48. Banking
Banking sector neglects Facebook
Website
100
80
60
40
20
Facebook 0 Google Maps
No use of Facebook
19% of POS show
incorrect data
Foursquare
48

49. Banking
Good virtual presence except for
Facebook
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Facebook Number
100
80
Number 60
Google 100
Maps 80 Business hours 40 Street
60 20
Business 40 0
Street
hours 20
0
Phone GPS point
Phone GPS point
NO use of Facebook
49

50. FASHION
Clothing, shoes and accessories
50

51. Fashion
Poor virtual presence of fashion POS
Website
100
80
60
40
20
Facebook 0 Google Maps
Only 2% of POS show
75% of POS are not
complete listings
available on
Facebook
Foursquare
51

52. Fashion
Most listings are created by users
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Facebook Number
Google 100 25
Maps 80 20
60 15
Business 40 Business 10
Street Street
hours 20 hours 5
0 0
Phone GPS point Phone GPS point
52

53. HAIR AND WELLNESS
Hairdressers, fitness clubs and wellness centers
53

54. Hair & Wellness
Hair & Wellness sector on the trail of
cross-channel consumers
The only sector with 1 POS Website
with an optimized virtual 100
presence
80 56% of POS don’t
60 appear in search
results
40
20
Facebook 0 Google Maps
72% of POS are
listed, but only 1 is
complete
Foursquare
54

55. Hair & Wellness
Cross-channel management is emerging
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Number
Facebook 100
Google 100
Maps 80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
55

56. SPORTING GOODS
Sport shops
56

57. Sporting Goods
On average, 20% of information is
inaccurate
Website
100
80 15% of POS have
inaccurate
60 information
40
20
Facebook 0 Google Maps
Only 3% of POS have
correct and complete
information
Foursquare
57

58. Sporting Goods
On average, 12% of GPS points are
incorrect
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Number
Facebook 100
Google 100
Maps 80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
58

59. NEWSSTANDS
59

60. Newsstands
Newsstands have the weakest digital
presence
Website
100%
80%
60% 38% of POS have
40% wrong information
20%
Facebook 0% Google Maps
Only 6% of POS have
complete
information
Foursquare
60

61. Newsstands
No signs of virtual presence optimization
Number Number
Website 100 Foursquare 100
80 80
60 60
Business 40 Business 40
Street Street
hours 20 hours 20
0 0
Phone GPS point Phone GPS point
Number Facebook Number
Google 100 25
Maps 80 20
60 15
Business 40 Business 10
Street Street
hours 20 hours 5
0 0
Phone GPS point Phone GPS point
61

62. It’s time to get in the game
o Among the 1000 POS selected, only 1 is correctly
and completely listed on its website, Google
Maps, Foursquare and Facebook.
o Without consistent digital presence
management, there is a risk that consumers will
choose competitors with a better online presence.
o A consistent online marketing strategy is now
needed to build a cohesive, effective virtual
presence.
62

63. Agenda
o New challenges for POS
o Physical stores are still relevant
o Belgian virtual presence
o How to react
63

64. We manage the virtual presence of physical
stores
64

65. We publish your store data
65

66. We manage your mobile website
A mobile site that features
what your customers really
need:
 Your stores
 Your promotions
 Your catalogue
 Links to your social networks
Test it:
http://m.total.be/ 66

67. We make sure your local promotions are
well listed
On Foursquare, your mobile website and
Google
67

68. All of this is done via a single tool
Centralized data
management
Synchronized
across all platforms
68

69. And you can focus on your strategic
business!
Don’t spend time on
updates, we have
solutions to:
• Synchronize content with
your current CMS
• Send us your data, we
update it
• Let us transform your
PDF files into digital
content
69

70. Test how your site looks like on smartphone
and how well your point of sales are listed:
http://www.mobilosoft.com
70

72. Contact us
www.mobilosoft.com
72