1. What is “presence management” and why is it important?
1.1. What is “presence management”?
Presence management refers to all the tools and devices intended to boost the local visibility of a network of points of sale. More concretely, it is a question of managing all the content on the web allowing the point of sale to be referenced, and visible on all digital platforms. It is an approach that allows consumers to find their local stores on search engines, GPS itinerary applications, directories, social networks, etc.
1.2. The objectives of “presence management”
The term presence management is particularly used for networked points of sale since they need to communicate locally, and in a coherent way, in order to boost in-store traffic. Finally, it makes it possible to manage the entire local referencing of each store, in connection with three main objectives:
Ensure better local visibility
As we know, consumers still go a lot to physical stores, and that’s where they spend the most. But with the rise of digital, the journey is very omnichannel, and customers use the internet a lot before going to the point of sale. SEO is therefore crucial to move stores up in local consumer search results. It should also be noted that presence management saves considerable time when it comes to dealing with different establishments at the same time and standardizing information.
Provide information to customers
But that’s not all, the consumer is also looking for all kinds of information before moving, and the objective of presence management is therefore to answer the consumer’s questions at any time.
Harmonize point-of-sale communication
Finally, having consistent, identical, and complete information on the entire network of brands is an added value for brands, and the customer experience will be optimized.