http://www.parallelpath.com This case study describes how Parallel Path, through their Aha!Local Enterprise local listing optimization service, dramatically improved Ritz Camera & Image's online visibility for their 300 stores.

1. Parallel Path
1637 Pearl St., Ste. 201
Boulder, CO 80302
(303) 396-1111
www.parallelpath.com
Ritz & Wolf Camera & Image
Aha!Local Enterprise Case Study
by Tracy Earles
tracy@parallelpath.com

2. Problem Summary
In the fall of 2009, Ritz Camera Centers Inc. emerged from Chapter 11 bankruptcy
protection as a new, stronger, but smaller company: Ritz & Wolf Camera & Image.
When Ritz entered Chapter 11, they operated almost 1000 camera stores under the
names of Ritz Camera, Wolf Camera, Kits Cameras, Inkley’s, Proex, Cameras West
and The Camera Shop. Through the restructuring, the company closed hundreds of
unprofitable stores, and Ritz & Wolf Camera & Image now operates just under 300
stores under multiple brand names.
The reorganization led to three major problems regarding Ritz’s local online listings:
Because local
online search is • All listings showed the old brand name, logo, and associated messaging.
the first step to an • All of the listings for stores that had been closed still appeared in search
in-store purchase, results, reflecting poorly on Ritz & Wolf Camera & Image’s brand.
it was critical • Listings for stores that remained open competed in the search results with
that Ritz & Wolf listings of stores that were closed, making it difficult to achieve high results
Camera & Image placement.
resolve their listing The problem is illustrated in the following screen capture of the results for the
issues quickly. search term “camera store atlanta ga”:
The only Ritz store shown is a closed store under the old Wolf Camera brand name,
when the five open Wolf Camera & Image store listings are not shown in the top
seven results (the Google Maps ‘7-pack’).
Because local online search is the first step to an in-store purchase, it was critical
that Ritz & Wolf Camera & Image resolve their listing issues quickly. Ritz engaged
Parallel Path Corp. to address these listing challenges through the company’s
Aha!Local Enterprise listing management service.
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3. Actions Taken
Parallel Path Corp. took the following steps to address the problems:
• Claimed ownership of all Ritz listings through several different search engines
and data feeds
• Submitted list of deleted locations to:
o All major search engines
o All yellow pages directory sites
o Over 100 other websites
• Revised detailed store listings to better represent Ritz’s brand
o Emphasized key value proposition: one-hour photo pickup
o Upload pictures, specialties, add hours and other details
o Identify listings with new company name
• Optimized listing data to achieve a higher results position for “camera
store” related local searches
Results Achieved
For the search “camera atlanta ga,” the following result now appears:
Rebranded listing,
higher placement
The closed listing no longer appears, and the open store listing has been rebranded
and now appears in the 7-pack.
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4. Over the entire Ritz listing population, the listing population has improved significantly:
Ritz/Wolf Camera Stores
Optimizing for “Photo Printing”
Optimization for
higher placement
Mov
Rebrand listings, e to
remove closed stores war
d to
pp
lace
men
t
“Parallel Path helped
us quickly transition
to a new name and
new store footprint
by closely managing
and optimizing our
local listings. We’re
confident that our
improved image and
increased impression
volume is driving new
revenue in-store.”
- Peter Tahmin, VP
RitzPix.com and online
retail
Second Phase Implementation
After achieving a dominant position for “camera store” searches, Ritz wanted to
broaden their visibility by also targeting “digital photo printing” local searches.
Parallel Path then re-optimized the listing data to emphasize this term, and quickly
began seeing positive results:
Ritz/Wolf Camera Stores
Reoptimizing for “Camera Store”
Mov
e to
war
d to
pp
lace
men
t
3

5. Summary Results
After eight months of work, Parallel Path’s Enterprise Aha!Local service was able to
achieve the following dramatic results:
Said Peter Tahmin, Ritz’s vice president of RitzPix.com and online retail, “Parallel
Path helped us quickly transition to a new name and new store footprint by closely
managing and optimizing our local listings. We’re confident that our improved im-
age and increased impression volume is driving new revenue in-store.”
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6. Parallel Path
internet > marketing > results
search engine optimization
pay-per-click / paid search advertising
website landing page optimization
affiliate program management
advanced targeting and retargeting
banner ad creation, campaign management,
distribution & optimization
analytics consulting and management
blog seeding & management
social media management
local listing & local seo
call tracking
1637 Pearl St., Ste. 201
Boulder, CO 80302
(303) 396-1111
www.parallelpath.com
© 2011 Parallel Path Corporation