When it comes to search, promotion, customer engagement and just getting found, the challenge for smaller retailers is to level the playing field with larger players (i.e. Macy’s, Kohl’s, Sears). That’s the idea behind Wanderful Media‘s new Find&Save Storefront, an App that allows SMB retailers to promote sales goods, seasonal collections and other items. Several hundred retailers have downloaded the App, which is in soft launch in several test markets. A major launch is planned for October.
The Storefront is an extension of Wanderful Media’s current mission with its Find&Save brand, which currently focuses on large retailer and brand sales “circular” information, which are distributed to about 500 newspaper sites around the U.S. on FindnSave.com and apps for iOS and Android devices.
The new effort marks the second time that Wanderful has tried to serve SMB retailers. Earlier iterations of Find&Save included ads from SMB stores. These were removed from the site’s relaunch in April 2013, however, because they were not really on par, aesthetically, with the larger retailer ads.
The Storefront App, which we found easy to use, enables SMBs to automatically claim locations by their phone number. Once their site and location have been claimed, they can tie geo-sensitive promotional offers or other verbiage to pictures of items they can take with a smart phone. SMB retailers can create as many offers or sales events as they want.
Find&Save Storefront is free to download and use, except for an “Evergreen credit” feature, which enables retailers to promote products beyond the 30 day free period for 99 cents each. Other premium products will also likely be introduced. Features that are being used for Storefront may also be borrowed for other Wanderful apps, such as its sophisticated dashboards for the business and its local peers.
VP of Product Grace Chan told us that Wanderful is poised to serve consumers and three distinct customer groups: “national retailers,” “regional retailers” and local “SMB retailers.” The SMB portion is especially relevant to the company because it has local sales forces set to hit the streets via its local newspaper affiliates.
At the same time, however, Chan notes that SMB needs “may not be exactly the same” as those of regional and national retailers and brands. Local business owners, for instance, pay less attention to brand exposure. They mostly want to drive traffic to the store. They may be less interested in issuing coupons or discounts on a constant basis.
“These merchants like to make ‘offers’ to drive store traffic, not coupons,” said Chan. Or they might simply use the site to introduce a new collection of clothes, or focus on clearance goods. “‘Coupons’ make them think they are leaving money on the table,” she says.
Placing items on the App also takes some planning on the part of SMB retailers. It takes just eight seconds to build an offer, says Chan, but many SMBs aren’t ready to sit down and do that. That’s an area that requires more attention from SMBs, she says.
Wanderful Media COO Doug Kilponen is a featured speaker at BIA/Kelsey’s SMB Digital Marketing conference Sept. 22-24 in New Orleans. You may register here.