Using Google Maps for Seamless In-Store and Online Shopping Experiences

In a competitive retail environment, offering a seamless customer experience is non-negotiable. 

Google Maps makes this easier than ever, helping customers find exactly what they need while helping businesses optimise operations and increase foot traffic. 

As shoppers constantly expect more, making the most out of the capabilities of tools like Google Maps has never been more important. 

In this article, we take a look at how exactly Google Maps can transform the customer journey and why this can be a game-changer for both businesses and shoppers alike. 

The Role of Technology in Shaping the Customer Journey 

As consumer needs evolve, they are looking for better, more integrated shopping experiences that combine online and offline interactions.

They want instant access to information with minimal friction, whether they are browsing in-store or online.

Real-time, location-based data plays a key role in this shift, empowering customers to make informed decisions quickly.

Tools like Google Maps have become essential in meeting these customer expectations, offering real-time inventory updates, personalised recommendations, and efficient navigation.

By connecting customers with relevant, local insights, Google Maps helps businesses create a more streamlined, personalised shopping experience.

5 Ways Google Maps Improves Customer Experience 

1. Seamless search-to-store connectivity 

Google Maps bridges the gap between online research and in-store visits by providing customers with immediate access to key details like:

• Store hours.

• Reviews.

• Photos.

• Peak visitation times.

This empowers customers to make confident, informed decisions without leaving the app. In turn, this drives more foot traffic and enhances the overall shopping experience. 

Tip: Add Advanced Markers to customers' pins with your badge logo, or use filtering to let users search for stores with specific services.

2. Real-time location inventory visibility 

By integrating local inventory data, Google Maps lets customers check product availability at nearby stores before heading out. 

This prevents wasted trips and helps increase in-store visits, since customers know exactly which items are in stock.

3. Streamlined checkout and fulfilment

With Google Maps, e-commerce experiences are simplified through features such as address autocomplete and validation, reducing friction at checkout.

For physical stores, it ensures accurate delivery locations for services like “Buy Online, Pick Up In-store” (BOPIS), improving overall convenience. 

4. Intelligent routing and last-mile transparency

Google Maps offers optimised navigation routes and real-time traffic updates, ensuring customers arrive at their destinations on time.

Delivery tracking also provides customers with precise ETAs, increasing trust and satisfaction with their orders.

5. Personalised and location-based engagement 

Using geolocation, Google Maps allows businesses to send personalised offers and promotions to customers when they are close to a store.

This creates a more relevant and tailored shopping experience, helping to improve customer engagement and drive higher foot traffic to physical locations.

Must-Have Google Maps Features for Improving Customer Experience 

1. Smart store locator 

Google Maps’ store locators provide consumers with important information, including opening hours, reviews, and available services. 

This interactive feature helps customers to quickly find the most relevant store based on their needs. 

2. Checkout address autocomplete 

Integrating Maps’ address autocomplete feature at checkout speeds up the purchase by:

• Automatically filling in customer details.

• Reducing errors.

• Minimising the chances of failed deliveries.

This simple yet effective tool increases conversion rates and improves customer experience by eliminating tedious manual input. 

3. Local product availability

You can modify your store locator to become a Product Locator and connect your inventory data with your map via Google Merchant Centre. 

This allows users to search for a specific item and see exactly which nearby stores have it in stock. 

Tip: “In-store availability” badges on map pins can help drive high-intent traffic from your product pages to your physical store. 

4. Intelligent click-and-collect routing 

For customers using BOPIS, you can integrate the Routes API to streamline product arrival. 

The API calculates an estimated time of arrival based on current traffic conditions to accurately predict when the product will be delivered.

5. Indoor maps and wayfinding

For large retailers, malls, or department stores, you can integrate Indoor maps to help customers navigate your physical store more easily. 

This tool displays floor plans, identifying things like specific departments, elevators, or restrooms within the building. 

Stay Ahead of the Curve with 28East

For your business, partnering with 28East means you gain access to the full potential of Google Maps to improve every stage of the customer journey.

By integrating key features and capabilities, we help you streamline your customer journey both online and in-store. With our expertise, you can leverage data-driven insights to personalise engagement and meet your customers where they are. 

Reach out today to see how we can help!