Red Wing Shoes Capitalizes on Local Search

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Red Wing Shoes Capitalizes on Local Search

To drive visibility when and where consumers are looking for footwear or workwear, SIM Partners, a provider of location-based marketing technology, announced the launch of Velocity store location pages for the Red Wing Shoe Company. Founded in 1905, Red Wing Shoes is a purpose-built footwear and workwear manufacturing and retail company, specializing in work and outdoor products.

According to Google, search interest in "near me" has increased 34 times since 2011 and has grown at a rate of 146 percent year-over-year, with 88 percent coming from mobile devices. With Velocity store location pages, Red Wing Shoes will maximize its local and mobile search efforts — in conjunction with ongoing Velocity Location Data Management efforts — to drive visibility in the "near me" moments of search. Red Wing store pages, powered by Velocity Publishing, are designed to deliver localized content and contextually relevant experiences that drive "next" moments of engagement and conversion, in stores as well as online.

"Our brand represents a tradition of excellence — from the sourcing of our materials and the craftsmanship of our products, to the expert fittings and premium service provided in our retail stores," said Dave Schneider, CMO, Red Wing Shoes. "With a comprehensive location marketing strategy across 500 store locations built on the Velocity platform, we are extending that tradition of excellence into the customer experience to provide the right content, in the right context, in just the right moments — where and when people are searching."

Velocity Location Data Management manages, distributes and monitors Red Wing's store location data (including name, address, phone, store hours, and other key attributes) to ensure store locations are visible when and where consumers are looking for footwear or workwear. With Velocity Publishing, store locations are able to create contextually relevant content and experiences to convert searches into store customers. One-to-many publishing enables store managers to update their pages, including localized content on services provided and brands carried, while custom workflows and moderation ensures content and messaging stays on-brand.

"Many of Red Wing Shoes' consumers work in field or non-office environments where mobile visibility and the context of location are critical to providing the right experiences in the right moments," said Jon Schepke, CEO, SIM Partners. "With Velocity, we have unified Red Wing's brand across 500 store locations — while publishing localized content at scale — to provide a higher level of service and engagement to turn mobile searchers into in-store customers."

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