In our research, we’ve analyzed a total of 26 254 locations. Interesting that the amount of locations that are not being managed by the brands is reaching 10909 locations or 41,6% of all analyzed locations. That is significant as almost in 50% of cases customers might encounter some sort of inconvenience, such as missing information such as a website or a telephone number. That could seriously affect their curiosity about companies’ offers. That could turn potential customers to other companies with competing offers.
Findings from our research also show that the average data completeness for 26 254 locations is 72%. The most common cases are missed websites (19% or 4993 locations), and missing cell phone numbers (28.7% or 7528 locations). Missing websites could affect companies’ online stores because clients wouldn’t be able to visit a website in order to do online shopping. What was surprising is that among all analyzed locations only 4 had reviews, meaning that 99.9% haven’t been described properly. That could affect not only client satisfaction but also stores SEO, meaning that they will be shown less frequently compared to stores with descriptions.
In addition to checking data completeness, we also checked the average rating, which brought some additional findings. The average rating for all analyzed locations is 3.8, based on 1.6M reviews. Among that for 11 796 (or 44,9%) of analyzed locations, the average rating is between 1.0 and 3.9. That brings a significant untapped opportunity for growth as we recommend increasing it to at least 4.2. or even better to 4.5, as companies with an average rating of 4.5 reach 3 times more clients than companies with a rating between 3 and 4. If you wonder how to do that we recommend one of our articles to start with.
Furthermore, the amount of locations without reviews or ratings is 5 446 or 20,7 %. That clearly shows that by engaging with their customers on online maps and review services food retail companies could not only push their ratings higher but also convert negatively focused customers to give them one more chance. Engagement could be also increased by uploading relevant photos and getting rid of irrelevant ones. The total number of photos for 26 254 analyzed locations is 277 946, with lots of irrelevant ones. Moreover, 8 540 locations have fewer than 5 photos, which clearly shows that Turkish food retail has one more path to improve its online digital presence.
However, our insights still show that Turkish food retail has an untapped opportunity to attract new clients. We at Geojet have expertise in turning untapped opportunities into results. For one of our retail clients, we provided the following results:
- Provide a 52% increase in discovery searches
- Provide a 37% increase in created routes
- Increase site visits by 21%
You can check that case in more detail here. If you would like to get the same results for your company will free to contact us at [email protected]
