The range of endpoints where consumers find brand information — search engines, apps, maps, voice assistants, and more — is constantly increasing, and those endpoints are very different in the Chinese market versus the European market. With Google, Facebook, and Instagram unavailable — and Google Maps no longer serving China — hundreds of millions of customers are searching for answers via digital services like Baidu Map, Tencent Map, AMap, and more. They're also discovering points of interest near them on platforms like Dianping.
But these services are often unfamiliar and difficult to understand for brands in the West, which presents a problem when it comes to rapid expansion in Asia.
This was the challenge for French retailer Cache Cache. Their locations in China surfaced in search with incomplete information on key services like Baidu Map, causing the brand to miss out on customers. Cache Cache sought a seamless way to list, manage, and verify the brand information for its 825 retail stores in China across these in-market platforms and services — with the goal of boosting discoverability and offline traffic.
"We knew we needed to be more visible online in order to ultimately draw traffic to our offline stores," explains Jerome Cambounet, Chief Executive Officer at Beaumanoir China. "But we were dealing with managing an important volume of information for new store openings, store closings, relocations — all on platforms and services we weren't as accustomed to working with. We needed to find a solution that would streamline the whole process."