Online-to-Offline Tools for Retailers

Why are brands that are doubling down on direct sales losing across all channels to brands that are doubling down on wholesale and local retail? The answer has to do with how shoppers become familiar with and gain affinity toward brands. In this post we explore the multi-channel funnels of online-to-offline and offline-to-online.

While the 2024 holiday shopping season data revealed an 8.7% increase in sales compared to last year and a notable surge in mobile shopping, an untold story is the growing consumer preference for local retail. According to Locally's real-time network of over 55,000 retailers worldwide, 71% of consumers preferred local retailers and nearly 50% of online shoppers abandoned carts when a local pickup wasn't an option.

Hibbett Sports, one of the leading athletic apparel and footwear retailers in the United States, has joined forces with Locally to provide shoppers with an improved shopping experience. By showcasing their real-time inventory on their suppliers’ websites, Hibbett Sports makes it easier than ever for customers to discover in-stock items before heading to the store. This partnership not only helps shoppers save time but also ensures they can secure their desired products while supporting local retail.

Seamless shopping journeys aren’t optional – brands and retailers must collaborate to merge online convenience with in-store connection, meeting the evolving expectations of modern consumers.

When shopping for a musical instrument, the convenience of online shopping might seem tempting. However, there's a strong case for choosing to buy from a local music store instead. From expert guidance to personalized service and community support, local retailers offer invaluable benefits that online marketplaces simply can't match. With the help of Locally's innovative tools, finding and purchasing your perfect instrument from a nearby store has never been easier.

The 2024 Bicycle Consumer Report provides valuable insights that align closely with Locally’s services, particularly in bridging the gap between online product research and in-store purchases.

The customer journey has evolved significantly from the traditional linear funnel to an intricate web of digital and physical touchpoints. Today, consumers interact with brands across various channels—social media, online search, in-store experiences, and third-party websites—before making a purchase decision. A recent study by EMARKETER.com and impact.com surveyed over 1,000 US adults to better understand these patterns and uncover actionable strategies for brands.

Scott Sports, a leader in innovation for outdoor sports equipment, is bridging the gap between online research and in-store shopping by partnering with Locally. With a commitment to supporting local retailers and enhancing the customer experience, Scott Sports is now leveraging Locally’s Store Locator and Product Locator tools to guide shoppers from digital discovery to nearby purchases.

Locally is thrilled to announce its partnership with the European Outdoor Group (EOG), a trade association dedicated to supporting the outdoor industry in Europe. This collaboration marks a significant step in Locally’s mission to connect shoppers with nearby retailers and drive more foot traffic to local stores. By joining EOG, Locally aims to better support European brands and retailers through tailored tools and strategies that encourage shoppers to choose click-and-collect solutions.

Reflecting on 2024: A Year of Growth and Milestones

As 2024 comes to a close, it feels like the perfect time to reflect on everything we’ve accomplished together. This year has been transformative—a time of building, learning, and setting the stage for the future.

We also hit a huge milestone: Locally turned 10! It’s amazing to think about how far we’ve come—from 3 guys brainstorming a problem while working “real jobs” to a thriving business where now a dedicated large team is constantly evolving to meet the needs of brands, retailers, and shoppers.

Trek Case Study is Now Available

Trek Bicycle, a global leader in the cycling industry, has partnered with Locally to facilitate its vision of the ultimate, seamless, omnichannel shopping experience; Trek Consumer Choice.

This collaboration integrates Trek’s online presence with its extensive network of local retailers, ensuring customers can easily find and purchase Trek products both online and in-store.

Online AND Offline, Direct AND Independent, Digital AND Physical all at once.

For brands looking to thrive in the modern retail environment, embracing online-to-offline shopping is essential. By offering robust digital tools that connect shoppers to local stores, brands can serve as the definitive marketplaces for their products. This strategy not only enhances customer satisfaction but also fosters long-term partnerships with independent retailers, preserving local ecosystems while meeting the demands of tech-savvy consumers.

For avid skiers and snowboarders, there’s nothing worse than needing gear mid-trip and not knowing where to find it. Whether it’s upgrading to a warmer jacket or replacing a forgotten pair of gloves, 686.com has taken this challenge head-on by leaning into local shopping. Through Locally’s Product Locator, 686 is connecting travelers and skiers with nearby retailers that stock their sought-after products—making mountain-side shopping a breeze.

By joining Locally, Kroger ensures that customers can easily locate in-stock items from beloved brands like Stanley, Old Florida Sauce, and Traeger Grill. Whether it’s finding a Stanley tumbler for outdoor adventures, picking up a bottle of Old Florida Sauce to enhance a barbecue, or purchasing Traeger Grill supplies for a cookout, shoppers can check availability in real-time and plan their visits accordingly.

Mike Massey, owner of Massey’s Outfitters in New Orleans, developed Locally, a platform that enables consumers to research products online and purchase them from nearby retailers. This innovation addresses the challenge local stores face in competing with e-commerce giants by integrating real-time inventory data, allowing customers browse inventory at local shops and place orders for pickup rather than shipment.

In the ever-evolving outdoor gear market, Klymit has carved a name for itself by blending innovation with user-focused design. As part of the Gathr Outdoors family, Klymit is championing a new era of consumer engagement—one that marries the convenience of online shopping with the support of local retailers. Their partnership with Locally is at the heart of this strategy, showcasing how cutting-edge tools like the Locally Store Locator and Product Locator are reshaping the shopping experience.

Since its founding, Vibe Kayaks has been all about creating high-quality kayaks and outdoor gear that empower enthusiasts to connect with nature.

To further that mission, Vibe has partnered with Locally to implement advanced Store Locator and Product Locator tools on their website, ensuring their customers can find and purchase Vibe products from local retailers with ease.

Broan-NuTone has long been a trusted name in home ventilation, lighting, and air quality solutions. Now, they’re taking this commitment to the next level by implementing Locally’s Store Locator and Product Locator on their website. These tools make it easier than ever for customers to find Broan-NuTone products at nearby retailers, ensuring a smooth shopping experience that bridges the gap between online browsing and in-store purchasing.