In the July 14th issue of DMNews, Dana Kevish, Interactive Marketing Manager for acehardware.com, chats about her most recent collaboration with GSI Commerce—the “choose your location” component using geo-location technology. In layman terms, the “choose your location” component is an Ajax-based Rich Internet Application (RIA) feature that gives visitors the option to search for local Ace stores depending on address or location. By using geo-location technology, the Ace website identifies your approximate location so you don’t have to enter an address. Because the store locator is a mashup, Ace store locations are automatically displayed on Google Maps. There are two benefits for doing this: first, Ace didn’t have to develop their own mapping component; and second, users are greeted with a familiar user experience.

The “choose your location” page also uses faceted search, which gives visitors the option to narrow his or her search according to specific criterions. For instance, I can narrow my search for Ace stores that only sell Benjamin Moore Paint or provide key-cutting services. (In my previous post, I’ve discussed how BlueNile.com, the popular online jewelry store, also uses faceted search to increase customer engagement).

By using geo-location technology, the website is able to target the visitor’s IP address, so when the visitor returns to the home page, they are quickly greeted with the “My Local Ace” section, which displays the number of local Ace stores on the right hand side of the screen. This is a neat way to instantly add personalization to the website.

So, what do I gather from all of this? First, the lessons:

• Look far ahead. Retailers need to leverage their website to drive business to their stores and vice-versa. Old methods can only take you so far. Look forward and research emerging technologies, such as Rich Internet Applications, that can further engage customers and help you achieve your business goals.

• Personalize your stores. Not only does Ace allow you to find the nearest store, but each store has a personalized web page with their contact information, store hours and even in-store promotions! According to Kevish, the goal was to “bring the local Ace store to life online.”

• Think “user experience.” If you have numerous stores, don’t conceal your store locations or address on your website. Make it easy for visitors to quickly find the store closest to them. I’ve read many stories of horrible user experiences, and this story is no exception.

Second, the facts:

• RIAs are proven solutions that drive business. According to Kevish, “In May, 83% of the dollar volume on acehardware.com was picked up in a store, an overall increase from the previous site.”

• …and customer engagement: “By offering the ability to search by services within the store locator, we tell our customer that our stores are all about being helpful. And if the Web site assists in finding what they’re looking for, the site is a more helpful extension of our brand.”

Kudos to Ace for taking the next step in improving online customer engagement! Readers, what about you? How are you using emerging technologies, such as RIAs, to increase customer engagement? We’d like to hear from you!