Last week in Local 2/12/18
Join Local U for the latest public episode of Last Week in Local, a weekly conversation about the articles that attracted our attention during the past week ending February 5th. This week features Mary Bowling & Mike Blumenthal.
If you have a special topic you would like us to discuss for our other weekly feature, the Deep Dive in Local, or if you would like to be on one or the other of our segments, reach out and send us the topic and your availability. If you are interested in sponsoring this weekly show also please let us know.
Whole Foods has moved to “order to shelf” (OTS) inventory management. Essentially a just in time system that cuts inventory but requires much more frequent stocking work. When coupled with Amazonian like on the job performance reports it has become a workers hell.
Note to Amazon: What might work for warehouse workers might not work for retail.
According to a new report, Amazon has plans to launch a new delivery service, first with its third-party merchants, then expanding nationally. And executives at companies FedEx and UPS are no doubt waking up to frantic phone calls about what their industry might look like in five years.
The new delivery service will reportedly be called Shipping With Amazon, or SWA, according to the Wall Street Journal—not to be confused with Southwest Airlines, the first hit when you google “SWA” today. The SWA branding is already being used in over three dozen US cities on a much smaller scale.
Not a blue plate special but a consistent tactic to have different pricing for different demand levels. Learning: Avergage ticket price stay the same even with discounted days/times as the consumers just up their optional orders.
However, did you know that Google is also actively engaged and looking for expert WordPress developers to support and accelerate success of the WordPress ecosystem? It’s true, and it could be you!
If this doesn’t look like much of a voice revolution to you, you’re not alone. When it comes to query intent and categories of queries used by my family over three months, usage may be high, but the opportunity for marketers is relatively low.
Ready to start? This might offer a way to easily create Alexa actions. (H/T David Mihm)
Just Because Schema Validates Doesn’t Mean Google Will Use it
Google’s Structured Data Markup Tool validation should not be taken for confirmation that the markup will be used by Google search. Just because your structured data markup validates does not mean that the structured data is something that will be used in any way within Google search.
The setting is there but it don’t get too excited. It doesn’t appear to work.
The sell by date for HTTP websites has been declared by Google to be July, 2018.
Wesley Young of LSA reminds us how valuable customer loyalty is in Local Search: Loyalty in local search is about being top of mind when choices need to be made and friends ask for recommendations."
"The economic benefit of loyalty is not just the “per capita” increase in volume of business brought in by a return customer. Loyal customers cost less to convert, spend more when they do and upsell more frequently.
◦According to Google, it costs up to 10x more to acquire a new customer compared to retaining an old one and,
◦Existing customers are three to 12 times more likely to buy from a business than a new customer.
◦Existing customers are 50 percent more likely to try new products says data from Koyne Marketing and they spend 31 percent more than new customers.
So, spending to retain customers and keep them coming back is a good investment."
At Streetfight Magazine, David and Mike continued their discussion of agency roles in Local Search, which is an area agencies continually struggle with as the algos change and more tools and platforms are available to us, especially ones that integrate easily with each other - including free Google programs.
And Carrie Hill and Mike did a good Deep Dive on taking advantage of the new features (opportunities) Google has recently given us.
Rand did a nice whiteboard Friday on diagnosing poor performance on particular sections of a site and upgrading them to gain more traffic. The comments section is also quite enlightening and for me the biggest takeaway is that - in many cases - tweaking won't help you. You may have to make drastic changes to see meaningful improvements