Consumers search online, buy offline

What most marketers still don’t fully appreciate is that most online research results in an offline purchase. This is the dominant use case now for non-informational searches: a user on a smartphone looking for a product or service, where the transaction or fulfillment is offline.”

Google Maps the dominant local search tool (Search Engine Land)

This is absolutely how I shop. For example: I’m doing a lot of housework this week, so I keep checking the Home Depot and Canadian Tire sites to browse their inventory.

If I see something I need, I’ll add it to my shopping list, and then pop up to the shops to buy everything in one go.

If I’m looking for a new local store to buy from, I’ll check Google Maps for business-level information: where they’re located, what their hours are, the reviews, and if they have it, a link to their site. Ditto for restaurants.