Ensuring Accurate Store Information on Vendor Websites: A Step-by-Step Guide

By Alan Miklofsky - November 19, 2024

Independent shoe retailers often rely on vendor websites to drive customer traffic through Store Locator tools. However, inaccuracies or missing information can hinder this process. Here’s a detailed guide on how to work with vendor representatives, customer service, and webmasters to fix and improve your store's listing.

Step 1: Identify and Document Issues

Begin by reviewing how your store appears in the Store Locator on your vendor’s website. Check for:
- Incorrect store name, address, or phone number.
- Missing links to your website or social media.
- Outdated hours of operation.
- Missing specialties (e.g., "orthopedic shoes" or "wide fit options").

Action:
- Take screenshots of errors or incomplete information.
- Create a list of discrepancies and document them in a memo format, including:
  - The vendor’s website link.
  - Description of the issue.
  - Your suggested correction or improvement.

Step 2: Reach Out to Your Vendor Representative

Your first point of contact should be your sales representative. They can act as a liaison between you and the vendor’s internal teams.

Suggested Memo Format for Communication:
Subject: Request for Store Locator Update
Body:
- Store Name: [Your Store Name]
- Issue: [Brief description, e.g., incorrect phone number on Store Locator.]
- Proposed Correction: [What should be updated.]
- Attachments: [Screenshots or relevant documents.]

Ask your rep to confirm receipt and follow up with the appropriate team.

Step 3: Work with Vendor Inside Customer Service

If your sales rep directs you to customer service or the vendor’s internal support, reach out with your documented memo. Most vendors have a specific process for handling Store Locator updates.

Steps:
1. Call the customer service line and explain your request.
2. Follow up via email with your documented memo for clarity.
3. Request an estimated timeframe for the updates to be implemented.

Pro Tip: Many vendors use ticketing systems. Request a ticket number to track your inquiry.

Step 4: Engage the Vendor Webmaster

If your issue isn’t resolved through your rep or customer service, you may need to work directly with the vendor’s webmaster or website support team. This is often facilitated through your vendor contact.

Actionable Steps:
- Ask your sales rep or customer service for the webmaster’s contact details.
- Provide a concise summary of the issue along with your documented memo.
- Suggest a meeting or call if the issue is complex or involves website design.

Step 5: Verify and Confirm Updates

Once updates are made, revisit the Store Locator tool to ensure all changes are correct. Look for:
- Corrected contact details.
- Properly displayed services and specializations.
- Accurate links to your website or social media.

Action:
Send a thank-you memo to your sales rep or the team involved, confirming the corrections. This builds goodwill and keeps communication open for future updates.

Step 6: Advocate for Future Improvements

While working on your updates, take the opportunity to suggest enhancements to the vendor’s Store Locator tool. These might include:
- Adding customer reviews or testimonials for stores.
- Including direct booking options for appointments.
- Featuring promotional offers tied to specific retailers.

Proactively offering ideas demonstrates your commitment to mutual success and strengthens your vendor relationships.

Conclusion

Accurate information on vendor websites is vital for driving customer traffic to your store. By systematically identifying issues, documenting corrections, and engaging with vendor teams (sales reps, customer service, and webmasters), you can ensure your store gets the visibility it deserves.

Taking these steps will not only improve your current listings but also establish a process for ongoing maintenance and collaboration with your vendors.

Copyright © 2024 Alan Miklofsky.

Alan Miklofsky is a business consultant and former retailer with over 40 years of experience.